European and Asian Customers Perceptiveness Towards Guerrilla Marketing

Abstract: Guerrilla marketing is becoming more and more popular as an advertising method in the recent decade, but yet very little is known about the effect of this unconventional marketing method. It is not very clear how different markets (nationalities) will react and interpret messages hidden into particular guerrilla marketing campaign. For this reason, through selective literature research we chose eight variables, with the help of which we examined how prospective customers from UK, Netherlands, Sweden, Bulgaria (European group), Indonesia, Japan, India, China (Asian group) will interpret the guerrilla marketing campaign "A Dramatic Surprise on a Quiet Square". The eight variables used are evoking unnecessary fear, nudity, sexism, confusion, entertainment, relevance, information content and transformational content. This study used quantitative method, more specifically t-tests, and analyzed results from 80 respondents (10 from each group of customers, mentioned above) in order to test whether above mentioned respondents' perception can show statistically significant difference. This study makes both theoretical and practical contribution to the existing theories of marketing, applied in the internationalization stage of the development of new ventures. With the help of this study entrepreneurs will be able to gain valuable knowledge about the internationalization process by conducting marketing campaigns with the help of guerrilla marketing for cross-culture customers. The results showed that the perception of the European customers differs partly from the perception of Asian customers.