International Journal of Academic Management Science Research (IJAMSR)   Year: 2022 | Volume: 6 | Issue: 3 | Page No.: 9-16 Guerilla Marketing Strategies and Customer Patronage of Noodles Product in Calabar, Cross River State. Download PDF Clement Udowong Eke, Joshua Etim Bassey, Nfawa Erasmus Usani, and Elizabeth Nsisong Effiok Abstract: This study examines the influence of guerilla marketing on customer patronage of Noodles product in Calabar. The main objective of this study was to explore the relationship between guerilla marketing and customer patronage. The survey design was adopted as the main research design. The total sample size for the study which made up the number of questionnaires distributed was 200. The instrument for data collection was structured questionnaire. Simple linear regression analysis was used to measure the degree of relationship. The study found that viral and ambient marketing had significant positive relationships on customer patronage. On the basis of the findings, customer patronage increases with guerilla marketing strategy implementation and also, there is a significant possibility of achieving an increase in customer patronage if the available proxies of guerilla marketing (viral and ambient marketing) are made prominent. The researchers recommended that distributors should focus on the use of creative/ unconventional advertising and ads which are viral should be engaged because it leads to an online word of mouth which is good for the organization's offerings.