CUSTOMER PERCEPTION OF GUERILLA MARKETING

Marketing represents the company’s activities which they carried out in order to attract new and retain existing customers. Today, companies apply aggressive advertising messages in order to get the attention of customers, but the customers are so “bombed” with a lot of advertising messages that they just ignore them. For big companies, it is easier to reach out to customers because they have large budgets, so they can use various ways of advertising while small companies can’t because they have low budgets. In order to highlight their product or services in the market, they use a new type of marketing developed for small companies called guerilla marketing. Guerrilla marketing is a relatively new type of marketing that seeks to achieve maximum effect with minimal investments. It applies unconventional methods of advertising which aims to attract the attention of customers and it is designed for small companies so they could compete with large companies on the market. However, over time, large companies began to use it because they realized the benefits of guerilla marketing. Due to the presence of the economic crisis in Croatia, guerrilla marketing could help craft, micro and small businesses to prominent among the big companies that have large marketing budgets. In order to prominent among the big companies, they should be acquainted with the guerilla marketing. herefore, aim of this paper is research and analyzes the perception of guerilla marketing by consumers and businesses in the Croatian market, specifically in Varazdin County. We hope that result of our research will help to better understanding and further development of guerilla marketing