GUERRILLA MARKETING STRATEGIES AND MARKET PERFORMANCE OF SELECTED SUPERMARKETS IN PORT HARCOURT AND IT’S ENVIRONS.

Abstract

This study examines the relationship between guerrilla marketing strategies and market performance of selected supermarkets in Port Harcourt and its environs.  Two specific objectives, research questions and hypotheses were formulated and tested. The study adopted survey research design through interview and questionnaire. The population of the study was 20 registered supermarkets in Port Harcourt and the study employed census study. The hypotheses were tested with Spearman’s rank order co-efficient of correlation. The findings show that there exist a positive relationship between product leverage and sales growth, retainer pricing and customer retention. The study concluded that guerrilla marketing strategies influences market performance to a great extent in supermarkets in Port Harcourt. Based on the conclusion the study recommended that Supermarkets in Port Harcourt metropolis should pay great attention to the quality of their marketing tactics  as this has positive impact on consumers’ purchase behaviour.  Social media advertising and visibility should be encouraged to enhance firms’ brand recognition and repeat purchase