The Effect of Guerilla Marketing Activities on Purchase Behaviors of Generation Y Consumers

Abstract

Purpose – aim of this research is to determine the guerrilla marketing activities in today's rapidly changing world of consumption; The aim of this study is to investigate how the technology-savvy, innovative and high-aware Y generation consumers affect their purchasing behavior. Design/Methodology/Approach – In this study, a questionnaire form was used as a data collection tool. The universe of the research consists of 420 thousand Y generation consumers living in the province of Kayseri. With the convenience sampling method, the sample of the research was determined as 406 people. In the research, hypotheses were formed in line with the model developed in order to measure the effect of the dimensions of guerrilla marketing activities on the purchasing behavior of consumers. Multiple regression analysis was applied to test the hypotheses and the obtained data were analyzed with the SPSS program. Findings – As a result of the analyzes made, from guerrilla marketing activities; While it is seen that the dimensions of aesthetics, reliability and activation have a significant and positive effect on the purchasing behavior of millennial consumers; originality, humor and interestingness dimensions did not have a significant and positive effect. Discussion – The concept of guerrilla marketing is a concept that has begun to gain importance in our country in recent years. When the studies are examined, there are many studies on the concept of guerrilla marketing. However, there are very few studies examining the effect of guerrilla marketing activities on Y generation consumers. The research is expected to contribute to the literature in the field of guerrilla marketing activities in our country and to guide future studies.