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"Impact of Guerrilla Marketing on the Buying Behavior of Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 3, page no.73-77, March-2021, Available :http://www.jetir.org/papers/JETIR2103011.pdf

• Rashi Singhal

Guerrilla promoting is a forefront technique in thing showcasing that uses offbeat or exceptional strategies for raising the thing to the market. This advancing style relies seriously upon capricious advertising technique, high energy and innovative brain. Guerrilla advertising incorporates odd philosophies, for instance, get encounters with no attempt at being subtle spots, street giveaways of things, or any whimsical promoting intended to get most outrageous results from immaterial resources. More inventive approaches to manage Guerrilla advertising by and by utilize compact modernized developments to attract the customer and make a significant brand knowledge. Guerrilla advertising is a negligible exertion method which makes ideal for firms who don't have colossal promoting monetary plans. Its success will depend upon its social affirmation and create substance rather than vulgar considerations. Guerrilla publicizing differs from standard publicizing in that it is imaginative and considers most noteworthy turnover while experiencing insignificant proportion of money since it can benefit by innovative methods and uncommon techniques. Guerrilla advertising uses various methodology which keep costs at any rate, and it is utilized for associations that have a say about their things. Clearly this approach to manage showcasing incorporates strategies, anyway these are not perceived as TV fittings or ads which solely intercede in the perspective on the group; rather, this kind of advancing appears in unanticipated regions, Guerrilla sorts of promoting offer associations various opportunities to help advertising projections utilizing astounding methods. The inspiration driving this examination is to check the impact of guerilla advertising on purchaser buying conduct.

Keywords: Guerrilla marketing, low cost strategy, Impact, Buying Behavior

"Impact of Guerrilla Marketing on the Buying Behavior of Consumers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 3, page no. pp73-77, March-2021, Available at : http://www.jetir.org/papers/JETIR2103011.pdf