Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between guerrilla marketing tactics and consumer buying behaviour has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Selected Small and Medium Enterprises in Nigeria where operating conditions differ markedly from more developed markets.

Within the context of Selected Small and Medium Enterprises in Nigeria, 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 buying behaviour, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

Despite a growing body of literature on guerrilla marketing tactics, there remains limited consensus on the precise nature of its relationship with consumer buying behaviour, particularly within Selected Small and Medium Enterprises in Nigeria. Many organizations continue to make decisions about guerrilla marketing tactics without a clear, evidence-based understanding of how those decisions ultimately affect consumer buying behaviour. This gap between practice and empirical understanding is the central problem this study seeks to address.

1.3 Objectives of the Study

1. To examine the effect of Guerrilla Marketing Tactics on consumer buying behaviour in Selected Small and Medium Enterprises in Nigeria.
2. To assess the extent to which guerrilla marketing tactics influences consumer buying behaviour within the study area.
3. To identify the challenges associated with guerrilla marketing tactics in relation to consumer buying behaviour.
4. To recommend strategies for optimizing guerrilla marketing tactics in order to improve consumer buying behaviour.

1.4 Research Questions

1. What is the effect of guerrilla marketing tactics on consumer buying behaviour in Selected Small and Medium Enterprises in Nigeria?
2. To what extent does guerrilla marketing tactics influence consumer buying behaviour within the study area?
3. What challenges are associated with guerrilla marketing tactics in relation to consumer buying behaviour?
4. What strategies can be adopted to optimize guerrilla marketing tactics in order to improve consumer buying behaviour?

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 buying behaviour. For managers and practitioners within Selected Small and Medium Enterprises in Nigeria, 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 buying behaviour within the context of Selected Small and Medium Enterprises in Nigeria. 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.