Consumer Perception and Product Acceptance in Guerrilla Marketing Campaigns

Abstract

Guerrilla marketing has emerged as a dynamic and unconventional approach to capture consumer attention in a highly saturated marketplace. Unlike traditional advertising, guerrilla marketing leverages creativity, surprise, and low-cost strategies to engage consumers in memorable ways. This study investigates the impact of guerrilla marketing campaigns on consumer perception and product acceptance. Using a mixed-method approach, both qualitative and quantitative data were collected through surveys, interviews, and observational studies across diverse demographic groups.