Guerilla marketing concept and investigation of the consumer's behaviors concerning the practices of guerilla marketing

Nowadays, there are many innovations and developments in the field of marketing as it is in every area. Businesses use different marketing methods to keep their assets on the market where competition is rising rapidly and environmental factors are constantly changing. Guerilla marketing is also a marketing method that is used to attract consumers and prefer businesses to businesses with limited budgets but big dreams. In the first chapter of this thesis, titled "Guerilla Marketing Concept and Investigation Of The Consumer's Behaviors Concerninig The Practices Of Guerilla Marketing" , marketing concept has been examined with a general scope and current marketing approaches have been explained. In the second chapter of the study, the concept of guerrilla marketing is explained and guerrilla marketing is compared with traditional marketing. The application process of guerrilla marketing and the methods used in guerrilla marketing are mentioned, guerrilla entrepreneur explained and finally it presented guerrilla marketing examples from the World and Turkey. In the third chapter of the study, which measured the perception of consumers living in Turkey for guerrilla marketing 462 surveys evaluated and reliability analyzes were performed using the SPSS 22.0 and statistical data were analyzed. As a result of the survey most of the participants, guerrilla marketing practices are more like the world than Turkey and generally they found guerrilla marketing practices creative and impressive.