Effect of Guerrilla Marketing on Consumer Buying Behaviour of Agricultural Products in Benue State Nigeria

Abstract

The study investigated the influence of guerrilla marketing on consumer purchasing behavior of agricultural products in Benue State, Nigeria. It specifically focused on assessing the impact of guerrilla marketing strategies on product acceptance and economic advantages in the agribusiness sector. Informed by transactional marketing theory, the research utilized a sample size of 200 respondents and employed convenience sampling to gather data through structured questionnaires. The analysis, using simple linear regression, revealed a significant and positive correlation between guerrilla marketing activities and customer purchasing behavior, with a coefficient of 0.536 and a t-value of 7.457 at the 0.05 significance level. The Beta value of 0.468 further confirmed the substantial impact of guerrilla marketing on consumer buying behavior. The findings suggest that integrating guerrilla marketing tactics into conventional approaches may effectively influence consumer choices regarding agricultural products in Benue State, Nigeria.