Chapter One — 1.1 Background to the Study

Over the past decade, the relationship between experiential marketing and sales volume has become a subject of considerable debate among scholars and industry practitioners alike, particularly within the context of Borno State where operating conditions differ markedly from more developed markets.

Borno 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 sales volume within Borno 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 sales volume — a gap this study sets out to close.

1.3 Objectives of the Study

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

1.4 Research Questions

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

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Borno State seeking to understand how experiential marketing translates into measurable outcomes around sales volume. 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 Borno State, focusing specifically on how experiential marketing relates to sales volume within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.