Proposition a model for factors affecting guerrilla marketing in Iran (A case study: Food industry companies of Tehran)

Proposition a model for factors affecting guerrilla marketing in Iran (A case study: Food industry companies of Tehran)

The aim of the study is proposition a model for factors affecting guerrilla marketing in Iran. This study was a descriptive survey and the survey instrument was a researcher-made questionnaire. Statistical society was all of experts in food industry companies of Tehran. Sample size (140 persons) determination is based on the Cochran formula and cluster random sampling method was used. After data collection, data analysis was performed using SPSS. Results showed that culture of the region, product type and advertising costs affecting guerrilla marketing in Iran.