The Influence of Guerrilla Marketing on Consumer Buying Behavior in the Beverage Sector of Rawalpindi and Islamabad, Pakistan

Abstract

This study aims to explore the impact of guerrilla marketing on consumer buying behavior in Pakistan’s beverage sector, specifically within Rawalpindi and Islamabad. In a highly competitive market, delivering unique and memorable customer experiences is crucial for brand loyalty. Guerrilla Marketing offers a creative, budget-friendly solution for brands—especially in the beverage industry—to stand out and influence purchase decisions. A quantitative approach was employed, using a randomized questionnaire distributed both digitally and physically to 204 respondents. Consumer loyalty, repurchase frequency, and repeat demand were measured as dependent variables. SPSS was used for statistical analysis. Findings revealed a strong positive correlation between guerrilla marketing tactics and consumer buying behavior. Frequency tables and graphical analysis supported the conclusion that unconventional marketing approaches significantly influence purchasing patterns. Beverage companies should invest in innovative guerrilla marketing techniques to drive consumer engagement and repeat sales, especially in cost-sensitive markets like Pakistan.