This is an investigating research study and the context of this research is to explore if
Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y. The research is divided up into three main objectives in order to help define Generation Y marketer’s perspective. Primary research has been performed, by the researcher, on the individual parts of Guerrilla marketing, Generation Y’s (millennials) and also consumer behaviour in order to understand if there is a relationship that exists between Guerrilla marketing and consumer behaviour. The secondary research is gathered and summarised in the Literature Review.
Generation Y is a contemporary subject and the conclusions of this research is planned to provide insight and guidance to marketers about Generation Y’s and how their consumption behaviour is affected when Guerrilla marketing strategies are used. The information deduced is identified and analysed within Findings and Analysis and
following that, a further understanding together with the researcher’s thoughts are given in the Conclusion. Furthermore the researcher recommends additional research in this area and from the side of the Generation Y’s point of view.
Author Keywords: Guerrilla Marketing and Consumer behaviour