alexa The Impacts of Guerrilla Marketing on Consumers Buying Behavior: A Case of Beverage Industry of Karachi
E-ISSN: 2223-5833

Arabian Journal of Business and Management Review
Open Access

OMICS International organises 3000+ Global Conferenceseries Events every year across USA, Europe & Asia with support from 1000 more scientific Societies and Publishes 700+ Open Access Journals which contains over 50000 eminent personalities, reputed scientists as editorial board members.

Open Access Journals gaining more Readers and Citations

700 Journals and 15,000,000 Readers Each Journal is getting 25,000+ Readers

This Readership is 10 times more when compared to other Subscription Journals (Source: Google Analytics)

Research Article

The Impacts of Guerrilla Marketing on Consumers Buying Behavior: A Case of Beverage Industry of Karachi

Saira Iqbal* and Samreen Lohdi

Jinnah University for Women, Karachi, Pakistan

Corresponding Author:
Saira Iqbal
Jinnah University for Women, Karachi, Pakistan
Tel: (92-21) 36620857-59
E-mail: [email protected]

Received date: November 07, 2015; Accepted date: November 24, 2015; Published date: December 05, 2015

Citation: Iqbal S, Lohdi S (2015) The Impacts of Guerrilla Marketing on Consumers’ Buying Behavior: A Case of Beverage Industry of Karachi. Arabian J Bus Manag Review 6:184.

Copyright: © 2015 Iqbal S, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.



In today’s competitive business environment customers always looks forward for the things that they have never observed before and anything which helps to obtain their attention by surprise and leaves a long period impact on their mind. Most of the flourishing businesses recognized the importance of customer’s lifetime value because customer satisfaction is observed as a key differentiator. Beverage industries tried their best to please their customers’ to stay alive in the Market place. Guerrilla marketing is one of the raising marketing techniques which consist a chain of strategies that can be applied with a little budget in the company. Guerrilla marketing is measured as an essential strategy for the survival and victory of Beverage industries across the world. The core purpose of this research paper was to examine the impacts of guerrilla marketing on consumers’ buying behavior in beverage industries of Karachi Pakistan. Guerrilla marketing has been taken as an independent variable were consumer buying behavior as a dependent variable and its sub-variables are loyalty, frequency of buying the same product and demand of buying the same product again and again. This research was quantitative in nature. The sample size was 204 and questionnaires were distributed randomly to get the data on primary level. The responses of the respondents were obtained both electronically and manually. With the help of SPSS frequency tables and pie charts were used to check the result. On the basis of findings it has been concluded that guerrilla marketing has a positive significant impacts on consumers’ buying behavior in beverage industries. As large number of respondents knows that guerrilla marketing is very effective and creative strategy which has the power to influence the consumer behavior towards any product or services.


Share This Page

Additional Info

Loading Please wait..
Peer Reviewed Journals
Make the best use of Scientific Research and information from our 700 + peer reviewed, Open Access Journals
International Conferences 2017-18
Meet Inspiring Speakers and Experts at our 3000+ Global Annual Meetings

Contact Us

Agri, Food, Aqua and Veterinary Science Journals

Dr. Krish

[email protected]

1-702-714-7001 Extn: 9040

Clinical and Biochemistry Journals

Datta A

[email protected]

1-702-714-7001Extn: 9037

Business & Management Journals


[email protected]

1-702-714-7001Extn: 9042

Chemical Engineering and Chemistry Journals

Gabriel Shaw

[email protected]

1-702-714-7001 Extn: 9040

Earth & Environmental Sciences

Katie Wilson

[email protected]

1-702-714-7001Extn: 9042

Engineering Journals

James Franklin

[email protected]

1-702-714-7001Extn: 9042

General Science and Health care Journals

Andrea Jason

[email protected]

1-702-714-7001Extn: 9043

Genetics and Molecular Biology Journals

Anna Melissa

[email protected]

1-702-714-7001 Extn: 9006

Immunology & Microbiology Journals

David Gorantl

[email protected]

1-702-714-7001Extn: 9014

Informatics Journals

Stephanie Skinner

[email protected]

1-702-714-7001Extn: 9039

Material Sciences Journals

Rachle Green

[email protected]

1-702-714-7001Extn: 9039

Mathematics and Physics Journals

Jim Willison

[email protected]

1-702-714-7001 Extn: 9042

Medical Journals

Nimmi Anna

[email protected]

1-702-714-7001 Extn: 9038

Neuroscience & Psychology Journals

Nathan T

[email protected]

1-702-714-7001Extn: 9041

Pharmaceutical Sciences Journals

John Behannon

[email protected]

1-702-714-7001Extn: 9007

Social & Political Science Journals

Steve Harry

[email protected]

1-702-714-7001 Extn: 9042

© 2008-2017 OMICS International - Open Access Publisher. Best viewed in Mozilla Firefox | Google Chrome | Above IE 7.0 version