Chapter One — 1.1 Background to the Study

In recent years, Guerrilla Marketing Tactics has emerged as a critical factor shaping consumer purchase intention across organizations operating in and around Selected Small and Medium Enterprises in Nigeria. As institutions grapple with the pressures of globalization, regulatory reform, and shifting stakeholder expectations, understanding how guerrilla marketing tactics relates to consumer purchase intention has become an important area of both scholarly and practical concern.

Selected Small and Medium Enterprises in Nigeria presents a useful setting for examining this relationship precisely because the conditions there — structural, regulatory, and behavioural — differ from those typically assumed in the broader literature, most of which draws on evidence from more developed economies.

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 purchase intention, 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 purchase intention. 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 purchase intention in Selected Small and Medium Enterprises in Nigeria.
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 Selected Small and Medium Enterprises in Nigeria?
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 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

In terms of scope, this study confines itself to Selected Small and Medium Enterprises in Nigeria, focusing specifically on how guerrilla marketing tactics relates to consumer purchase intention within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.