TITLE:
Guerilla Marketing of Fresh Organic Agricultural Products
AUTHORS:
Adjnu Damar-Ladkoo
KEYWORDS:
Agricultural, Guerilla, Marketing, Mauritius, Organic, Products
JOURNAL NAME:
Theoretical Economics Letters,
Vol.6 No.2,
April
26,
2016
ABSTRACT: The aim of this
exploratory study was to gather understandings about guerilla marketing of
fresh organic agricultural products from the perspectives of: farmers,
marketers and customers in Mauritius, considered being one of the thriving
islands of the Indian Ocean and a success story of the African continent.
Gathering fruitful insights about the penetration of fresh organic agricultural
products via guerilla marketing—a novel, unconventional approach with its
associated innovative, imaginative and surprise elements—in this lustrous market
was interesting. Responses obtained from the supply and demand point of views,
revealed that many were reluctant to consume fresh organic agricultural
products but, promoting the latter via guerilla marketing could be beneficial.
However, traditional marketing approaches were still much appreciated and thus,
setting the right key performance indicators to measure success of the
marketing of fresh organic agricultural products via guerilla marketing as
compared to traditional marketing methods was vital.