Research
Impact of Guerrilla Marketing on Consumer Perception
Purpose : Guerilla marketing is one of the growing marketing techniques which are used in advertising industry. Stealth marketing is also a most popular technique use in the Guerilla marketing. There are number of techniques are used in stealth marketing in which one technique, celebrity marketing is in practice mostly by the market leaders. This paper seeks to find the significant effect of the Guerilla marketing on the consumer perception. Methodology : After reviewing the literature of celebrity marketing and consumer perception, we develop a questionnaire for the population of 300 graduate and post graduates’ students of universities and colleges in Islamabad and we select a random sample of 60 students. We take the consumer perception as a dependent variable and celebrity marketing as an independent variable. We use the simple regression model to check the significant effect of celebrity marketing on consumer perception. For the study we get the value of “R†is 0.945. Findings : The value of “R†which is 0.945 which shows that celebrity marketing has a significant effect on consumer perception. Originality/ Value : This paper design on quantitative analysis to examine in what way celebrity marketing which is used in ad industry in cellular industry in Pakistan effectively used in molding the perception of a consumer in reaching buying decision.
Telecommunications Role in Economic Growth with Respect to Pakistan
This study investigates the relationship between economic growth and development in the telecom sector through foreign direct Investment (FDI) and making good infrastructure for land line and cell phones. We check the impact of the telecom sector, independent variable, on the economic growth, dependent variable, through using questionnaire based of five options likert scale then we used the simple regression model as statistical instrument to check the impact. In this study we shows that the growth in the telecom sector is not consider as a whole growth in the economy.
