Examining the effects of guerilla marketing as a marketing communication tool on consumer purchasing behaviors; Examination of guerilla marketing example and practices for food sector in Turkey and the world by content analysis method

Factors such as the inadequacy of existing marketing practices, the increasing number of businesses in recent years, tough competition conditions caused by product diversity, the individual coming to the fore, consumers becoming more conscious, consumer preferences changing continuously and rapidly, businesses wanting to protect their potential buyers, the desire to open up to new markets and globalization have triggered the emergence and importance of the guerrilla marketing approach. In addition to fulfilling their desires and needs, consumers are now in search of pleasure, interest, difference and exciting experiences in their consumption. For these reasons, businesses have frequently resorted to guerrilla marketing strategies that are both cost-effective and effective. Guerrilla marketing, which was initially seen as a method of increasing effectiveness used only by businesses with small budgets but big dreams, has nowadays been adopted by many international companies and has become a marketing method used by capturing the consumer one-on-one and attracting their attention in order to both intertwine the consumer with the brand and to change their purchasing behavior by choosing them. In the first part of the study named 'Examining the Effects of Guerrilla Marketing as a Marketing Communication Tool on Consumer Purchasing Behaviors; Examination of Guerrilla Marketing Example and Practices for Food Sector in Turkey and the World by Content Analysis Method', the concepts of communication, marketing, marketing communication, integrated marketing communication, consumer and the factors affecting consumer purchasing behavior are explained comprehensively. In the second part, guerrilla, guerrilla warfare, guerrilla marketing concept, guerrilla marketing weapons, the differences between traditional marketing and guerrilla marketing, the characteristics of guerrilla entrepreneurs and the techniques and methods used in guerrilla marketing are mentioned in detail, the first examples from Turkey and the world were given and supported with visuals, and the basis for the method part of the research was formed. In the last part of the study, the methodology and its application are explained, guerrilla marketing examples and practices carried out in Turkey and around the world for the food sector analysed by content analysis method, with the conclusion section, data on the effects on consumer purchasing behaviors were evaluated and some suggestions for future studies are presented.