CHAPTER ONE
INTRODUCTION
1.0 Background to the Study
The origin and traditional background of trade fairs can be traced to the time when neither good communication network of security needed for the establishment of pertinent commercial relationship were easily obtain.
The first significant trade fair in Nigeria was held in 1960 to add glamour to Nigeria Independence Celebration, through with less business motives. The first trade fairs with international magnitude was held in 1977 and 60 countries attended.
Over the years companies have come to accept trade exhibition as an effective way of creating awareness and this invariably stimulate the demand for their product. Trade Fair or exhibition can be effectively used regardless of the product lifecycle but it will be better applied at the introduction stage of a product.
This will allow patient consumers to know the product use and its design.
It is noteworthy that trade exhibition could be as small as one main exhibition in one room apartment, it can also be general or specialized exhibition, which could be held for commercial and non-commercial exhibition we are however interested in commercial exhibition. In recent time trade exhibition has gained prominence in the manufacturing industries. At present three international trade fair were held annually in Nigeria, Lagos, Kaduna&Enugu international trade fairs. These fairs are organized by the Nigerian Association of Chamber of Commerce & Industry Mines and Agriculture (NACCIMA).
The reason for organisation participation in trade exhibition as given by Christian Peterson (1972) are as follow:-
1. It could be used to create positions impression on the mind of the potential buyers or to correct negative impressions.
2. It could be used to serve as opportunity for a company without a regular sales force to show case their product to the public.
3. Trade exhibition could be used to test marketing product pending commercialization.
4. Trade exhibition could be used to test marketing product pending commercialization.
5. Trade exhibition could be used to show trade prestige i.e. if a company want to be seen among it competitors as a leader.
6. Trade exhibition is specifically use by small scale business to compete with large firm in already crowded business.
1.1 PURPOSE OF STUDY
The research study is directed towards finding out how effective trade exhibition is in marketing of consumer goods.
1. To know the extent trade exhibition has created awareness for the product of the manufacturer.
2. To know if trade exhibition can be used to forecast the demand for the company’s product.
3. To know if trade exhibition achieve the objectives set by the company.
4. To know or determine trade exhibition contribution to consumer relationship with the company.
1.2 STATEMENT OF PROBLEM
I have been encouraged to write on this topic because of the attitude of some business organisation who falls to realize and appreciate the role of trade exhibition play in the survival of any business organisation. The negative attitude of organisation toward the use of trade exhibition of promote the image of the company’s product has led to an increase level of imitation and life of many consumers are endangered and inadequate information about the organisation and its product.
1.3 SIGNIFICANCE OF STUDY
This research intend to throw light on the need for trade exhibition in marketing of consumer goods the finding of the study will therefore be used to:
a. Throw more light on how consumer react to trade exhibition and its benefit in term of informing them about the product and at the same time enhancing the company’s product image.
b. The management of the company concerned will be able to know those that may arise as a result of competition.
c. It help the management of Loyalted Limited to really comprehend the benefit of trade exhibition.