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 the Nigerian Capital Market where operating conditions differ markedly from more developed markets.

the Nigerian Capital Market 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 the Nigerian Capital Market 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 the Nigerian Capital Market.
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 the Nigerian Capital Market?
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

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 market share. For managers and practitioners within the Nigerian Capital Market, 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 market share within the context of the Nigerian Capital Market. 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.