Chapter One — 1.1 Background to the Study

In recent years, Experiential Marketing has emerged as a critical factor shaping market share across organizations operating in and around Selected Deposit Money Banks in Nigeria. As institutions grapple with the pressures of globalization, regulatory reform, and shifting stakeholder expectations, understanding how experiential marketing relates to market share has become an important area of both scholarly and practical concern.

Within the context of Selected Deposit Money Banks 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 experiential marketing on market share, making a context-specific inquiry both timely and necessary.

1.2 Statement of the Problem

Despite a growing body of literature on experiential marketing, there remains limited consensus on the precise nature of its relationship with market share, particularly within Selected Deposit Money Banks in Nigeria. Many organizations continue to make decisions about experiential marketing without a clear, evidence-based understanding of how those decisions ultimately affect market share. 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 Experiential Marketing on market share in Selected Deposit Money Banks in Nigeria.
2. To assess the extent to which experiential marketing influences market share within the study area.
3. To identify the challenges associated with experiential marketing in relation to market share.
4. To recommend strategies for optimizing experiential marketing in order to improve market share.

1.4 Research Questions

1. What is the effect of experiential marketing on market share in Selected Deposit Money Banks in Nigeria?
2. To what extent does experiential marketing influence market share within the study area?
3. What challenges are associated with experiential marketing in relation to market share?
4. What strategies can be adopted to optimize experiential marketing 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 Deposit Money Banks in Nigeria seeking to understand how experiential marketing 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

The study is limited to an examination of Experiential Marketing and its relationship with market share within the context of Selected Deposit Money Banks 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.