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

Fulfilling long-term organizational performance is a challenge in the present highly competitive business world. Guerrilla marketingpromotional 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.