Vliv Guerilla marketingu na kupní chování zákazníků

Abstract

The bachelor thesis aims to investigate the influence of guerrilla marketing to customer purchasing behaviors. The work started from the assumption that customers are not familiar with this issue, they do not know the term "guerilla marketing" or characteristics of this marketing strategy. The research used the method of questionnaire survey and in-depth interview. Adds depth interview record sheet. Both methods are interrelated and well structured. In the research it was found that guerilla marketing has the greatest impact on the customer's problem is detected during a traditional advertising has an impact on the customer during the survey information. Guerilla marketing by the group interview raises output in customers very positive emotions and would like to be in their neighborhood occurred to a greater extent. According to exit questionnaire and interview skupivého guerilla marketing is appropriate to use when launching a new product on the market and advertising is likely to provide information to consumers.