Chapter One — 1.1 Background to the Study

Guerrilla Marketing Tactics has increasingly attracted the attention of researchers, regulators, and practitioners concerned with consumer purchase intention. This growing interest reflects the recognition that guerrilla marketing tactics does not operate in isolation, but interacts with a wider set of institutional and market conditions found within Enugu State.

Within the context of Enugu State, this relationship carries particular significance. Organizations in this setting operate under a distinct combination of economic, regulatory, and market conditions that may amplify or dampen the effect of guerrilla marketing tactics on consumer purchase intention, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

While guerrilla marketing tactics is widely discussed in policy and industry circles, empirical evidence on its actual effect on consumer purchase intention within Enugu State remains sparse and, in places, contradictory. This lack of localized, rigorous evidence makes it difficult for decision-makers to know with confidence whether current approaches to guerrilla marketing tactics are helping or hindering consumer purchase intention — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Guerrilla Marketing Tactics on consumer purchase intention in Enugu State.
2. To assess the extent to which guerrilla marketing tactics influences consumer purchase intention within the study area.
3. To identify the challenges associated with guerrilla marketing tactics in relation to consumer purchase intention.
4. To recommend strategies for optimizing guerrilla marketing tactics in order to improve consumer purchase intention.

1.4 Research Questions

1. What is the effect of guerrilla marketing tactics on consumer purchase intention in Enugu State?
2. To what extent does guerrilla marketing tactics influence consumer purchase intention within the study area?
3. What challenges are associated with guerrilla marketing tactics in relation to consumer purchase intention?
4. What strategies can be adopted to optimize guerrilla marketing tactics in order to improve consumer purchase intention?

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around consumer purchase intention. For managers and practitioners within Enugu State, the study provides practical insight into how guerrilla marketing tactics can be better managed. Finally, it contributes to the academic literature on marketing by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

The study is limited to an examination of Guerrilla Marketing Tactics and its relationship with consumer purchase intention within the context of Enugu State. It reflects a clearly defined scope of analysis and relies on data and perspectives available within that scope; generalizing the findings beyond this specific context should therefore be done with appropriate caution.