Effects of Guerilla Marketing in Growth of Beauty Shops: Case Study of Matuu Town, Machakos County, Kenya

Marketing in small firms is not the simplistic, promotional activity that it appears at first sight. Nor is it marketing according to the traditional concepts. Marketing indicate that an assessment of market needs comes before new product or service development The purpose of the study is to assess the effects of guerilla marketing practices on the growth of beauty shops in Matuu town, Machakos County. Kiambu County was selected due to the fact that it has a very high level of competition in beauty shop business and therefore, the owners have turned to guerilla marketing tactics to reach to their customers.

This study targets the population of beauty shop owners, focus groups and the clients of the business. Random sampling was used to identify the 27 businesses was focused by the study. The research design used was exploratory research since much has not been done in area of interest. The questionnaire comprised of closed and open ended questions. Descriptive statistics was used to collect data and included frequency tables and charts. Further, a computer statistical package for social sciences (SPSS) was used in entering and analyzing the data. The study established that the beauty shop owners used guerilla marketing to promote their businesses.