Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between guerrilla marketing tactics and market share has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Selected West African Countries where operating conditions differ markedly from more developed markets.

Selected West African Countries 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

While guerrilla marketing tactics is widely discussed in policy and industry circles, empirical evidence on its actual effect on market share within Selected West African Countries 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 market share — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Guerrilla Marketing Tactics on market share in Selected West African Countries.
2. To assess the extent to which guerrilla marketing tactics influences market share within the study area.
3. To identify the challenges associated with guerrilla marketing tactics in relation to market share.
4. To recommend strategies for optimizing guerrilla marketing tactics in order to improve market share.

1.4 Research Questions

1. What is the effect of guerrilla marketing tactics on market share in Selected West African Countries?
2. To what extent does guerrilla marketing tactics influence market share within the study area?
3. What challenges are associated with guerrilla marketing tactics in relation to market share?
4. What strategies can be adopted to optimize guerrilla marketing tactics in order to improve market share?

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Selected West African Countries seeking to understand how guerrilla marketing tactics translates into measurable outcomes around market share. It is equally useful to students and future researchers looking for a localized empirical reference on this relationship.

1.6 Scope of the Study

In terms of scope, this study confines itself to Selected West African Countries, focusing specifically on how guerrilla marketing tactics relates to market share within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.