Chapter One — 1.1 Background to the Study

In recent years, Guerrilla Marketing Tactics has emerged as a critical factor shaping consumer purchase intention across organizations operating in and around Selected Federal Government Parastatals in Nigeria. As institutions grapple with the pressures of globalization, regulatory reform, and shifting stakeholder expectations, understanding how guerrilla marketing tactics relates to consumer purchase intention has become an important area of both scholarly and practical concern.

Selected Federal Government Parastatals in Nigeria 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 guerrilla marketing tactics is widely discussed in policy and industry circles, empirical evidence on its actual effect on consumer purchase intention within Selected Federal Government Parastatals in Nigeria 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 consumer purchase intention — a gap this study sets out to close.

1.3 Objectives of the Study

1. To examine the effect of Guerrilla Marketing Tactics on consumer purchase intention in Selected Federal Government Parastatals in Nigeria.
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 Selected Federal Government Parastatals in Nigeria?
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 Selected Federal Government Parastatals in Nigeria 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

In terms of scope, this study confines itself to Selected Federal Government Parastatals in Nigeria, focusing specifically on how guerrilla marketing tactics relates to consumer purchase intention within that setting. Findings are interpreted within these boundaries rather than as universal claims applicable to every organization or market.