GUERILLA MARKETING TECHNIQUES AND CONSUMER PURCHASE OF CARBONATED SOFT DRINKS IN ANAMBRA STATE, NIGERIA

Abstract

The study evaluated the influence of guerilla marketing techniques on consumer purchase of carbonated soft drinks in Anambra State using ambient marketing, ambush marketing, buzz marketing and viral marketing as the measuring constructs. The research was anchored on strong theory and weak theory of advertising. The research design was the descriptive survey. The study purposively surveyed the consumers of brands of carbonated soft drinks in the three senatorial districts of the state - Anambra-North, Anambra-Central, and Anambra-South. Primary data for the study was sourced with the questionnaire. Guerilla marketing techniques: ambient marketing, ambush marketing, buzz marketing and viral marketing were regressed against consumer purchase of carbonated soft drinks. The results indicated that ambient marketing (at 0.05), ambush marketing (at 0.05) and viral marketing (at 0.000) have significant positive influence on consumer purchase of carbonated soft drinks in State, while buzz marketing has no significant influence on the consumer purchase of the study products. Given these findings, the study concluded that guerilla marketing techniques has significant influence on consumer purchase of carbonated soft drinks in Anambra State. The study recommended amongst others that marketers of carbonated drinks sustain and innovate ambient, ambush and viral strategies and re-engineer the buzz strategy content to sustain their customers and attract new prospects.