Chapter One — 1.1 Background to the Study

Experiential Marketing has increasingly attracted the attention of researchers, regulators, and practitioners concerned with brand awareness. This growing interest reflects the recognition that experiential marketing does not operate in isolation, but interacts with a wider set of institutional and market conditions found within Lagos State.

Lagos State 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 experiential marketing is widely discussed in policy and industry circles, empirical evidence on its actual effect on brand awareness within Lagos 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 experiential marketing are helping or hindering brand awareness — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Experiential Marketing on brand awareness in Lagos State.
2. To assess the extent to which experiential marketing influences brand awareness within the study area.
3. To identify the challenges associated with experiential marketing in relation to brand awareness.
4. To recommend strategies for optimizing experiential marketing in order to improve brand awareness.

1.4 Research Questions

1. What is the effect of experiential marketing on brand awareness in Lagos State?
2. To what extent does experiential marketing influence brand awareness within the study area?
3. What challenges are associated with experiential marketing in relation to brand awareness?
4. What strategies can be adopted to optimize experiential marketing in order to improve brand awareness?

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 brand awareness. For managers and practitioners within Lagos State, the study provides practical insight into how experiential marketing 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 Experiential Marketing and its relationship with brand awareness within the context of Lagos 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.