Comparison of Guerrilla Marketing and Conventional Marketing in Large and Small Iranian Food Companies

This paper aims to compare the Guerrilla and Traditional Marketing Models in big and small Iranian companies which are active in the food industry. The research has used 5 Options Likert Spectrum Questionnaire and ANOVA Test, Pearson Correlation Coefficient and Friedman Ranking Test for statistical data analysis. Credibility method or validity of the concept has been used in the research and the construct reliability has been approved with Cronbach's Alpha Coefficient. While expressing differences between traditional and guerrilla marketing, this research introduces three guerrilla indicators, namely: planning, positioning, and implementation and their comparison in small and big food companies in Alborz state, Iran. The obtained outcomes reveal that there is not a significant difference between the guerrilla and conventional marketing usage in big and small companies regarding planning and implementation, but there is a significant difference between positioning in big and small companies.