Assessing the Relevance of Trade Fair in the Marketing of Industrial products in Nigeria (The Enugu Experience)

The aim of this research work was to assess the relevance of trade fair in the marketing of industrial products in Nigeria (The Enugu Experience). The objectives of the study were to determine the effect of trade fair on a company’s market shares, to investigate whether firms participating in trade fair affect customers’ awareness of their product, also to assess the extent the firms participating in trade fair has contributed to promoting made-in-Nigeria goods, and finally to evaluate the extent to which the image of the companies participating in trade fair improved in Enugu. Survey research method was chosen for the study. The study population comprised participants of 2016 Enugu International Trade Fair which totaled population of 700. A sample size of 255 was determined by adopting Taro Yamane’s sample size determination formula. The questionnaire was the instrument used for data collection. Chi-square statistical tool was used to test the formulated hypotheses. The hypotheses revealed that trade fair has contributed immensely to the total company’s market shares and profits, secondly, awareness of customers to the products of participating companies has been heightened through trade fair. Also, it was revealed that firms participating in trade fair exhibition have contributed to promoting made-in-Nigeria goods. And finally, trade fair has contributed significantly in bolstering the image of participating companies in Enugu. The researchers recommend that trade fairs should be properly planned and organized to improve customer satisfaction, market share and profit. Also, organisers of the trade fair should generate high publicity for the trade fair to allow manufacturers to attend. In the same vein, made in Nigeria products are expected to be the major reason for organizing the trade fair to equally encourage Nigerians in purchasing home or locally manufactured products. And finally, those locally manufactured products must be certified to be deluxe products. This will definitely boost companies’ image.