THE EFFECTS OF GUERRILLA MARKETING ON MILLENNIAL CONSUMER BUYING BEHAVIOUR; MIIDIATtrD BY CONSUMER PURCHASE INTENTTON IN BEVERAGtr INDUSTRY WITH SPECIAL REFERENCE TO TRINCOMALEE

Abstract

Nowadal,'s, bevelage conrparries need difTerent marl<eting carnpaign tcl t'un theit' marketing activities irr the conrpetitive business environment. Therefbre. guerrilla rnarketing is a marl<eting stlategy which uses unique, extremc aud eye-catching attractive advertisemerrts in order to gain custorner attentiou tovrrards their beverages. GLrerrilla marketing is an advefiisement strategy that incotporates creativitl'. sLrlprise and conventional interactions in order to promote a prodttct and it fbcLtses on low cost nnconventional marketing tactics. This stLrdy considers the impact of gLrerrilla marketing efTects or-r millennial consurner buying behaviour mediated by consr-rtnet' purchase intention in beverage industry in Trinconralee. The primary data was collected lrorn 350 nrillennial conslrmers who are currently residing at l-rittcotnalee tou'n and gravets divisiorral secretaliat area with a structured questionnaire and onliue survey via Google forrrs as r.l,ell and the collected data was evaluated by using utrivariate. bivariate, simple and multiple regression as well as rrediation analysis to analvze respective research objectives which are to icleltify the level-of stLrdy variables. to explore the relationship among the variables and to investigate both the intpact altcl mediating impact as well. Fronr the results. the overall guerrilla rnarhcting elfects lras shown a high level and both the nrillennial consumer br-rying behaviour ancl rnillertrtial consllrner purchase intention have shown a nrodelate level. Fnrther there is a stlong positive re lationslrip betlveen both guerrilla rnarketing efTects and rnillennial cousunrer buying behaviour. and guerrilla marketing effects and millennial consuurer purchase intentior-r. And also guerrilla marketing effects has a significant impact on ntillennial conslu.uer buyiug behavior"rr. Likewise there is a r.noderate positive relationship between millennial consulner purchase intention and millennial consurner bLrying behaviour. hr addition to tirat the irnpact of guerrilla marketing effects on millennial consumer bLrying behaviour is partially rnediated by consumer purchase intention. Hence. the findings ol the stLrdy will be lrelpfLrl and useful fbr beverage companies in order to formLrlate guerrilla marketing is very effective and creative strategy wlrich is a cost-ell-ective and it has the power to influence their current and potential custonrers buying behavior.