This study is concerned on trade fair as an instrument of
increasing marketing performance (A case study of Expression Production Enugu).
In view of this, the
researcher started the work (Trade Fair as an instrument of increasing
marketing performance) by taking a quick look at the definitions, evaluation
and background, information of trade fair use of several data collection techniques
· Personal interviews
The analysis of this data collected, exposed certain possibilities
and problems in the research work and analysis of data. This means that
the researcher made the following findings:
1. Trade fair in Enugu State organized by trade
fair board have not been very effective. Therefore, it calls for
2. There is a general information about trade as
very important instrument of increasing nation’s and control.
3. Trade fair activities have usually organized
that people are calling for its rule or regulation and control.
Based on the above findings, the researcher made the following
That participation in trade fair must have clear defined
objectives for participating in trade fair.
TABLE OF CONTENTS
1.1. Background to the
1.2. Statement of the
1.3. Objectives of the
1.4. Significance of the Study
2.1. Management of trade fairs and exhibitions
2.2 Trade fair as a promotional
2.3 Economic importance of trade fair and
2.4 The impact of trade fair performance of a
2.5 The role of trade fir in Xpression Cosmetic
3.1. Sources of data
3.2. Population of the study
3.3. Determination of sample
3.5. Instruments for data
3.6. Test of Validity
Presentations, analysis and interpretation of
4.1. Presentations and interpretation of
Summary of findings recommendations and
5.1. Summary of
1.1. BACKGROUND TO THE STUDY
Trade fair is a form of promotional derive that enables companies
to show and demonstrate their products to both middlemen and ultimate
consumers. Trade fair are time method of bringing buyers and sellers together
under mutually (equal) beneficial contrition are being tricked primarily at
potential consumers, while exhibition and books are featured at trade fair
which are designed to attract immediate prospect and to create awareness.
Furthermore, People participation in these fairs have privilege to
physically examine, make comparison and learn about new products, market
movement, competition and new source. This forum (show) are usually designed
for special groups in a particular geographical area. (as made in Nigeria trade
fair). Individuals who participate in this fair are always Interested and
inquisitive about the new trend in a particular field and probably may want to
know whether there is any slight change in product. Then when the exhibits are
well publicized, managed, staffed the result is an increased sales volume for
exhibitors. Edit staffing is considered to be the most essential factors, these
show and conventions merely because it is these staff who will attend to the
customers, by informing, educating and persuading them to try or use their
newly Introduced products.
The role of trade fair in marketing of goods is to increase
marketing performance, it also create a forum for physical interaction between
manufacturers and their potential customers. Manufacturers use these medium to
know how much interest the buyers or consumers show in their products both the
new product that are introduced and old product that have been existing in the
market and how consumers reach to various features and terms, also how many
express purchased intention or place order, since the participation vendors
expected several benefit which include generating new sales lead, maintain new
customers/contract. (though the public relation officers at the trade fair
stand), selling more to present customers at company’s price, meeting new
customers, introducing with publication motion pictures and visual materials.
In addition, Trade fair
is organized at regular interval mostly at the same location and period of the
year it usually last from seven to ten days (7 – 10 days). Xpression cosmetics
company with head office in Lagos, came into the cosmetic production in the
late 1984 while that of Enugu Branch (case study) was established in
1990. The companies have participated in both international and local
trade fair to better its future in the cosmetics industries. This, the
research looks at trade in improving market performance of cosmetic industries
with special interest on xpression cosmetics company Enugu.
as an Instrument for Increasing marketing performance and the company need not
to be over emphasized, but most often the goals of trade fairs are not usually
achieved. This starts from the fact that it takes a lot of time searching out
the stand of these producer of goods because these stands are not strategically
located. The place is very crowded most often consumers cannot stand for
a long struggle getting to those stands.
Most often the attitudes of the attendants are noting to write
home about infant they do not relate very well to the customers. Question asked
or ignored are not often well treated or entirely ignored. One can find that
prices of goods in the trade fairs are atimes very high compared to what
obtained in the open market. Most of these stands are not attractive. It is not
clean and tidy, this stand discourage visitors. These problems no doubt have
affected the visitors negatively and thus impacting negatively on the sales of
participant. Xpression Product Enugu is not an explanation. These problems and
many more forms the focus of this study.
1.3. OBJECTIVES OF THE STUDY
The main objective of this research work is to critically assess
how trade fair can help the marketing of goods of a company’s product.
The objectives are as follows:-
1. To determine how trade fair can help to
stimulate demand of productions.
2. To determine how trade fair can help a company
to increase their market shares and profit.
3. To determine of the major role is to create
4. To determine whether participating organize and
consumer obtain volume for their money.
5. To make appropriate recommendations on solving
the problem identified.
Trade fairs facilitate meeting of individuals and groups of people
and presenting a product to them with intention of achieving immediate
patronage. Olabunor (1999) personal selling can be used for much purpose
including creating product awareness, arousing interest developing production
preferences and negotiating price etc.
Public relation: Public
relation as seen by kotler and Armstron (1996:461) is building, good
relationship with the firms various public by obtaining favourable publicity,
building up a good corporate image and handling or heading of unfavorable
rumours, stories and events.
of all the marketing promotion advertising is the most used and popular
in Nigeria. Advertising is so popular that many people regard it as the main
activity of marketing. Olabunori (1999:192). Advertising is a key paint of
marketing that involves the use of media to inform consumers about something,
and/or to persuade them to do something. In effect, it brings products
and consumers together, and then modulates the relationship between them
Sales promotion: Adirika
“et al” (1996:142) view sales promotion as that something extra. That can
arouse interest create a buying desire, and spark an immediate reaction from
customers, middlemen or company sale force promotion.
tools used in sale promotions are this following:
4. Dealer contests
5. Trade fair and exhibition
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