Guerrilla Marketing as Correlates of Business Performance Among SMEs in the Ibadan Metropolis

Abstract

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.