Retail Consumers’ Purchase Decisions in the Context of Guerrilla Marketing

Abstract

Drawing on consumer behavior theories and experiential marketing perspectives, the study conceptualizes guerrilla marketing as a catalyst that enhances cognitive and affective engagement, thereby shaping decision-making processes at various stages of the consumer purchase journey. A comprehensive review of existing literature is combined with an analytical framework that links key guerrilla marketing elements—novelty, surprise, relevance, and interactivity—with consumers’ perceived value, attitudes toward the brand, and buying behavior. Guerrilla marketing has emerged as a disruptive promotional approach that emphasizes creativity, surprise, and cost-effectiveness over traditional advertising intensity, making it particularly relevant in highly competitive retail environments. This paper examines retail consumers’ purchase decisions in the context of guerrilla marketing by exploring how unconventional marketing stimuli influence consumer attention, emotional responses, brand recall, and purchase intentions. The paper further discusses methodological approaches suitable for assessing these relationships in retail settings, including survey-based studies, experimental designs, and structural equation modeling. By synthesizing prior empirical findings, the study highlights that well-executed guerrilla marketing campaigns can positively influence retail purchase decisions by fostering stronger brand associations and experiential connections, while also acknowledging potential risks related to consumer irritation or ethical concerns. The findings contribute to a deeper understanding of non-traditional marketing effectiveness and offer valuable insights for retailers and marketers seeking innovative strategies to influence consumer purchase behavior in contemporary markets.