F
ABSTRACT
airs are considered as one of the major part of a marketing strategy
for companies. Trade fair have led to the growth of many small businesses in
the country to enter international markets as foreign buyers visit trade fairs
and
make business relationships with these local businesses. The
main objective of this study is to examine
the effect of trade fairs on marketing performance in the Nigerian
manufacturing industry. The study made use of a sample
of 380 covered all employees of some selected companies in
Lagos State. Cross sectional survey research design method was adopted, and the
statistical tools used comprised simple percentage, correlation and multiple
regression analysis. Findings showed that trade exhibition exhibited the
relatively highest positive effect on marketing performance. The study concluded that Trade exhibition
helps companies to display their products and
services, demonstrate and transfer technological improvements, knowledge
and innovation; develop
and improve network
and trade relationships with visitors to form strategic alliances, expand market
share, and exchange information. It is therefore recommended that organizations should
only attend an exhibition if it fitted
in with its overall plan
and assisted in obtaining set
business objectives.
Keywords: Trade
fairs, trade exhibition, stand personnel, adaptive selling, fair communication
strategy
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