Guerrilla Marketing as Correlates of Business Performance Among SMEs in the Ibadan Metropolis
Keywords:
Guerrilla Marketing, Business Performance, Integrated Marketing Communications, Small and Medium EnterprisesAbstract
Fulfilling long-term organizational performance is a challenge in the
present highly competitive business world. Guerrilla marketing
promotional strategy has been identified as ingredients for business
performance and global competitiveness among Small and Medium
Enterprises (SMEs). Therefore, this study examined the influence of
Guerrilla Marketing (GM) on the Business Performance (BP) of SMEs in
the Ibadan Metropolis. The study is anchored on the AIDAModel. Simple
random sampling was deployed to select a sample size of 450
respondents. Data was collected through a validated questionnaire.
Descriptive statistics were used to analyse data. Findings revealed that the
majority (72.1%) of SMEs in Ibadan Metropolis were highly aware of
Guerrilla Marketing; 86.5% employ different Guerrilla Marketing
strategies to boost businesses; 86.2% are in agreement that Guerrilla
Marketing influences business performance compared to other marketing
practices. Conclusively, Guerrilla Marketing affects the business
performance of SMEs in the Ibadan Metropolis. Therefore, SMEs
managers and operators should engage in marketing practices that are
creative, innovative, and attractive even in terms of cost like the guerrilla
marketing promotional strategy.