INTRODUCTION
Trade
fair is one of the most effective and efficient atmospheres and avenues for
increasing brand awareness and also the introduction of a new product in the
market (AUMA, 2013). It is a very relevant asset for generating international
trade through the exchange of goods and services. It increase employment
opportunities and encourages manufacturers to compete fervently for market
shares. In fact, the impact of trade fair to a nation’ s economy is colossal.
“other objectives of trade fair participations include improving the image of
companies and products, opening up new markets, market research as well as
concluding business deals. Aims that reach beyond those of day-to-day business
are becoming increasingly important, such as establishing new sales channels,
looking for venture partners and securing new employees.†(AUMA, 2013).
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