000			02379nam a22002657a 4500
001			16885
003			OCLRC
005			20260731013047.0
008			260408t xxu||||| |||| 00| 0 eng d
040			_aOCLRC
082			_aT 658 2022 0138
100			_aSuarez, Lucy G.
245			_aImplication of guerilla marketing to consumer buying behavior: _ba brand awareness strategy/ _cLucy G. Suarez, Mariah Angella V. Rayos, Mariah Hannah Cherlsie C. Rongavilla, Patricia Marie B. San Agustin, & Johnwell Joshua D. Villaflor.
260			_aParañaque City: _bOlivarez College, _c2022.
502			_aUndergraduate thesis.
520			_aThis study focuses on guerilla marketing as a strategic way in field of business to empower the ideation that businesses should posses. Numerous studies have cultivated that guerilla marketing provides a great impact on businesses that consist of creativity and a imaginative way of thinking. Moreover, researchers explore in-depth information that will exemplify the study that will benefit businesses to understand further about guerilla marketing. The design used in this paper is a quantitative descriptive research design to determine the recognition of guerrilla marketing and how it implicates the buying behavior of the consumer. i Three hundred ninety respondents participated in the said survey questionnaire through Google Forms which will oversee if guerilla marketing implies its consumers buying behavior. The findings determined that the hypothesis rejects the implications of guerrilla marketing on consumer buying behavior when grouped according to profile because the results are not significant at p<0.05. Thus, there is no significant difference between the groups when segmented according to age, gender, and socioeconomic status. The proponents developed ! infographic material based on the results to build brand awareness ofhow guerrillamarketing works. Lastly, the future researcher may use this study and the data to support their material for future studies regarding guerrilla 1I marketing.
650			_aguerilla marketing
650			_aconsumer buying behavior
650			_abrand awareness
700			_aRayos, Mariah Angella V.
700			_aRongavilla, Mariah Hannah Cherlsie C.
700			_aSan Agustin, Patricia Marie B.
700			_aVillaflor, Johnwell Joshua D.
942			_cTHES _jT 658 2022 0138
999			_c16885 _d16885