Trade Fair As An Instrument Of Promotion Locally Manufactured Goods

ABSTRACT

This study which   is  on  trade  fair   as  an  instrument  the  promoting  manufactured  goods  in  enugu  metropolis,  (A  case  study  of  asbestors  sheet  made  by  emenite Nigeria  limited)  was  carried  out  due  to  the  following  objectives.

• To  determine  how  trade  their  can  help to  stimulate  marketing  produces.
• How  trade  fair  can  help  a  company to  increased  their  marketing  shares and profits
• Whether  participants,  organizer  and  consumer  obtain  values  for  their  money.

Finally, to  access  how  the  participating companies  make  adjustment  when  need  arises  in other  to achieve  the  above  objectives,  the  research  carried  out face  to  face  oral  interview  which  helped  them  obtain  information   50  respondent were   interviewed. Based  on  analysis  the  following   findings  were made.

·         Emenlte participant  in  trade  fair  help  successfully  in  promoting   products    asbsetors  sheet

·         Trade  fair   positively  created  awareness of  absorb  sheet  product  of  emenite  ltd.

·          And  emenite  participation  help  to  increase  customer  patronage. In  the view  of the  above   ending the  researcher  recommend the following.

·         Tan  emenite  should   continues  to  attend   trade  fair  because  it  promotes  it’s  products.

·         That  emenite  ltd  should  improved  on its  transportation  arrangement.

·         Based  on the fact that  trade  fair  creates   awareness  and  increase  customer  patronages  emenite  should  continue  to  attend trade  fairs.

TABLE OF CONTENTS

Title page

Abstract

Table of content

CHAPTER ONE  INTRODUCTION

1.1.      Background to the study

1.2.      Statement of the problem

1.3.      Objectives of the study

1.4.       research  question

1.5.      Significance of the study

1.6.      Scope  of the  study

1.7.      Limitation  of the  study

1.8.      Methodology of study

CHAPTER TWO LITERATURE REVIEW

2.1.   Management of trade fairs

2.2            Meaning  of trade  fair

2.3    Objective of trade fair

2.4          The organization  of  trade  fair

2.5            Guides   for  all  trade fair

2.6            Trade  fair  as  a  promotional  tool

2.7          Performance and prospect of trade fair

2.8            The  impact  of trade  fair  on  local manufactures.

2.9    Basic  rules  for  effective  and  efficiency trade fair

CHAPTER THREE:  RESEARCH RESEARCH METHODOLOGY         

3.1    Sources of data

3.2   Population of the study

3.3  Size  determination sample

3.5  Sampling  techniques

3.6  Research  instrument  questionnaires

3.7  Validity  of  research  instrument

3.8  Method  of  data  treatment  and  analysis

CHAPTER FOUR:  SUMMARY

4.1 Summary of findings

4.2  Conclusion

4.3 Recommendations

CHAPTER ONE

1.1.   BACKGROUND TO THE STUDY

Trade fair is a form of promotional device that enables companies or manufactures to show case and demonstrate their products to both middlemen and ultimate consumers.

It  can  also  be  defined  as  a means  through   which manufactures,  distributors  display  their  good  to the  members of the public.

People participation in trade fairs have privilege to physically examine, make comparison and learn about new source.

These  shows are  usually  designed of  special  group  in a  particular  geographical  area  (as  made  in  village  trade  fair)  individual  who  participate  in   the fair  are  always  interested  and  inquisitive  about  the  new  trends  in a particular  field  and  probably may  want   to  know  whether  there  is  any  slight  change  in  product  features. When   the  exhibit   are  well  published, managed  targeted,  the  result  will  increase  sales  volume  for  exhibitors.

Ability  to  staff  is  considered  to be  the most  essential  factor  of  these  show  because  it  is  those  staff  who  will  attend  to the customer  by  informing,    educating  and  persuading  them  to  buy  and  use  their  newly  introduced  products.

Trade  fairs  are  good  for  sales  promotion  and  sales. the  role  of  trade  fairs  in  marketing of  locally  manufactured   goods is to  create  a  form  for  physical  interaction  between  manufacturals  and   their  potential  customer or  consumers.

Manufacturals   use  these  medium to  know  how  much  increase  the  buyer  or  consumer  have  in their  product  both  the  new  product  that   are  to  be  introduced   and  old  product  that  have  been  existing  in the  market .

They  also  use  the  medium  to  know  how  many  show  purchase  intention or  place  order,  since  the participating  vendors  expect  several  benefit  which  include:  generating  new  sales lead, maintaining  new  customer  through the public  relation  offices  at  the trade  fair  stand selling  more  to  present  customer  at  company’s  price, meeting new  customers  or  prospects,  introduction new  products  and  educating  customer  with  publication,  motion  pictures  and visual  material  Trade  fair  are  organized  at  regular  interval  mostly  at  the same  location and  period  of the  year  which  usually  last  for  seven  to  the  days  (7-10). These  are  basically  two  kind  of  trade  fair  which  are :  zoned in three (3) and  national trade   fair.  International  trade  fair  are  usually   held  in  Lagos,  Kaduna, and  Enugu.  Lagos   serves as a  venue  for  any  international   trade  fair  that  is  to  be  located  in the  western region  while  Enugu  and  kaduna  serves  as the  venue  for  eastern  and  northern  region  precisely.

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.

Trade fairs help in attending companies and enterprises get in touch with their customers and getting many inquires from serious minded enterprises and company executives who end up placing prodders. Trade fair is a good venue for sales promotion and sales.

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.

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). There are basically two kinds of trade fair organized in Nigeria.

The International trade fairs which are zonal into three in this country (Nigeria) are Lagos, Kaduna and Enugu. Lagos serves as a venue for any International trade fair that is to lasted in the Western region while Enugu and Kaduna serve in the Northern regions.

Emily Millionaire Industry Limited with head office in Lagos came into the cosmetic production in the late 1978 while that of Enugu branch was established in 1990. The company have participated in both International and local trade fair to better it’s futures in the cosmetics Industries thus the researcher looks at trade in improving market performance of cosmetic Industries with special Interest on Emily Cosmetics Limited Enugu.

1.2.      STATEMENT OF PROBLEM

The role  of trade  fairs  in the promotion of  locally  manufactured  goods  to the  consumer and the companies  need  not  to  be  over emphasized. But  most  often  the  goods  of  trade  fair  are  not  usually  acquired,  these  start from  the fact  that  it  takes the consumer  a lot of  time  searching  out  the  stand  for  the producer  of  these  goods,  because  these  stand  are  not  strategically  located. The place  is  usually  crowded,  most  often  customer  cannot  stand   for  long  struggling  to  locate   these  stand.  Some  times  the  attitude  of the attendance  are  nothing  to  write  home  about. In some cases,  manufacturals  do  not  relative  very  well  to  the customer, question  of  enquired  by  customer   are  not  often well  treaded.  Some  times,  it  is  entirely  ignored,  one  can  find  that  price  of  goods at   trade   fair  are  at  times  very  high  compared  to  what  obtain  in the open  market.  Most  of  these  stands are  attractive  they are  some  times  not  clean  and  tidy, this  bring  about  discouragement  of  some  visitor  from  doubt  have  affected the visitors  negatively  and  this  impacting  negatively  on the   sales   of  participants. These  problem  and  many  more  as the relates to  Emenit  limited   from  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 Asbestors  sheet  made  Emenite  ltd.  Other  objective  are:

 

1.           To  know how  trade  fair  can  help  a company  to  increase their  market  share  and  profits.

2.            To determine how trade fair can help stimulate  marketing  of  Emenite   product   (Asbestors  sheet)?

3.           to find out whether participants, organizers and consumer obtain value for there money.

4.           Finally, to asses how the participating companies judge trade fair and how they adjust when the need arises.

1.4  Research questions 

The following research question will help guide the researchers.

How successful is trade fair in promoting eremite product (ASBESTORS SHEET)

Does trade fair create awareness of asbestos sheet made by eremite.

What are the problems of emenit ltd participating in trade fair can encounter.

Does trade fair participating by emenite ltd lead to increase patronage of asbetors sheet.

Do participant, organizer and consumer obtain value for their money.

1.5       SIGNIFICANT OF THE STUDY

This research  will  have  a  greate impact  on the company,  other related  companies,  consumer,  readers  and  researchers.

To  the  company, trade  fair  will  help  Emenite limited  to  stimulate  or  increase the  marketing  of its product  (Asbestors  sheet  and  other  rooting materials) It  will  also  help  them  to  increase  their  market  share  and profit  to other  related  companies  like  ETENIT LTD  SAPELE DELATA. It  also  shows favourable  reaction  of  potential  customer the  product  been  advertised. Which  the aid  of trade show  advertising  is  declining  fact with  the increase in  the  standard  of  living.

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