Analysis of Guerilla Marketing Effects on Customer Perception

Abstract

The topic of diploma thesis is “Analysis in Guerrilla Marketing Effects on Consumer Perception”. On the basic of literature review a variety of guerrilla marketing campaigns worldwide and from Czech environment were introduced and analyzed. Subsequently specific campaigns were provided to consumers for evaluation via electronic and very interactive questionnaire which has been determined as principal method of data collection. Furthermore, using research questions and collected data the results about the effects of guerrilla marketing could be stated. The consumer perception was defined was very positive and crave for untraditional and creative marketing campaigns was expressed by overwhelming majority. Moreover, the emotions were found as often effects evoked by guerrilla activities however they may vary from the nature of specific campaigns and types of personalities.