Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between guerrilla marketing tactics and brand awareness has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Oyo State where operating conditions differ markedly from more developed markets.

Within the context of Oyo State, 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 guerrilla marketing tactics on brand awareness, making a context-specific inquiry both timely and necessary.

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 brand awareness within Oyo 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 guerrilla marketing tactics 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 Guerrilla Marketing Tactics on brand awareness in Oyo State.
2. To assess the extent to which guerrilla marketing tactics influences brand awareness within the study area.
3. To identify the challenges associated with guerrilla marketing tactics in relation to brand awareness.
4. To recommend strategies for optimizing guerrilla marketing tactics in order to improve brand awareness.

1.4 Research Questions

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

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Oyo State seeking to understand how guerrilla marketing tactics translates into measurable outcomes around brand awareness. 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 Guerrilla Marketing Tactics and its relationship with brand awareness within the context of Oyo 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.