Chapter One — 1.1 Background to the Study

Guerrilla Marketing Tactics has increasingly attracted the attention of researchers, regulators, and practitioners concerned with consumer purchase intention. This growing interest reflects the recognition that guerrilla marketing tactics does not operate in isolation, but interacts with a wider set of institutional and market conditions found within Abia State.

Abia 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

Despite a growing body of literature on guerrilla marketing tactics, there remains limited consensus on the precise nature of its relationship with consumer purchase intention, particularly within Abia State. Many organizations continue to make decisions about guerrilla marketing tactics without a clear, evidence-based understanding of how those decisions ultimately affect consumer purchase intention. 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 Guerrilla Marketing Tactics on consumer purchase intention in Abia State.
2. To assess the extent to which guerrilla marketing tactics influences consumer purchase intention within the study area.
3. To identify the challenges associated with guerrilla marketing tactics in relation to consumer purchase intention.
4. To recommend strategies for optimizing guerrilla marketing tactics in order to improve consumer purchase intention.

1.4 Research Questions

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

1.5 Significance of the Study

Beyond its academic contribution to the field of marketing, this study has practical value for management teams within Abia State seeking to understand how guerrilla marketing tactics translates into measurable outcomes around consumer purchase intention. 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 consumer purchase intention within the context of Abia 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.