Chapter One — 1.1 Background to the Study

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

Oyo 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 guerrilla marketing tactics is widely discussed in policy and industry circles, empirical evidence on its actual effect on market share 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 market share — a gap this study sets out to close.

1.3 Objectives of the Study

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

1.4 Research Questions

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

1.5 Significance of the Study

This study is significant to a range of stakeholders. For policymakers and regulators, the findings offer evidence to guide the design of frameworks that support healthier outcomes around market share. For managers and practitioners within Oyo State, the study provides practical insight into how guerrilla marketing tactics can be better managed. Finally, it contributes to the academic literature on marketing by extending existing knowledge into a specific empirical context, and offers a reference point for future researchers.

1.6 Scope of the Study

The study is limited to an examination of Guerrilla Marketing Tactics and its relationship with market share 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.