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ABSTRACT

Trade fair as an instrument of increasing sales in business organization, a case study of Emily Millionaire industry Limited in Enugu.  The overview of the unit topic will further strengthen and enhance the business administration and management practice in many cooperate organization in Nigeria.  It will help the top management in the issue of the management of trade fair assets and channel the assets to its appropriate areas.  This study will bring out areas of shortfalls in management of trade fair asset.  Basically, the research is to find out or appraise the cooperate trade fair management practice using Emily Millionaire Industry Limited Enugu.  It also discusses the introduction of cooperate trade fair management practice in particular.  It would identify the immense significance of trade fair management.  It also lay emphasis on the important terms used in the course of the study and highlights it’s would give clear defined ways in trade fair management that will be needful to organization.  Furthermore, the study will trace related literatures of other authors especially the previous review work on this literature.  The review would in no doubt bring about vibrant and adequate avenue in managing trade fair assistance.  There will also be relevant data used in analyzing.  In acquisition data of one hundred and twenty (120) questionnaires were distributed out of which hundred (100) were retrieved and discussed in the analysis of data.  This is to certify that data used in analyzing the result is based on the level confidence which is 0.05%.

CHAPTER ONE

1.0  INTRODUCTIONS

1.1  BACKGROUND OF THE STUDY

       Trade fair from my own point of view is marketing tool used for increasing sales in business organization.  It is also a form of promotion device or sales promotion strategy whereby producers or agents showcase and demonstrated their product(s) to both middlemen and the ultimate consumer.

       Trade fair are time test method of getting buyers and sellers together under mutually legal beneficial condition and are being directed primary of potential customers, while services and goods are featured at trade fair, which are designed to attract immediate prospect and to create awareness.

       Visitors participating in these fairs have privilege to physically examine, make movement comparison and learn about new product, market movement, completion and new source.  The forums (show) are usually designed for special groups in a particular geographical area (as made in Nigeria trade fair).

       Individual who participate in this fairs are always interested probably may want to know whether there is any slight change in product.  Then when the exhibition are well publicized, managed and staff, the result can increase sales volume for exhibitors.  Exhibit staffing is considered to be the most essential factors, as these shows are merely conventions.  This is because it is this staffs who attends to the customers by informing, calculating persuading them to try or use the newly introduced product.  Trade fair helps in attending to companies and enterprises by getting in touch with their customers and getting many inquiries from serious minded enterprises and Company executive that end up placing orders.  Trade fair is a good venue for sales.

 Trade fair is a tool that is used to increase marketing performance.  It creates a forum for physical intervention between manufacturers and their medium to know how much interest the buyers show in their product that have been existing in the market and how customer reach t o various features and terms, how many express purchase intention or place order, since the participating vendors expected several benefactor which include generating new sales lead, maintaining new customers contact through the public relation officer at company’s price, meeting new customers, introducing new product and educating customers with publications, motion pictures and aided visual materials.  It is organized at regular interval mostly at the same location and period of the year and it usually last from seven days to ten days (7-10 days).  There are basically two kind of trade fair that are organized in Nigeria.

       Trade fair are zones into three zones in Nigeria, which are Lagos, Kaduna and Enugu.  Lagos serves as a venue for any international trade in Nigeria, while Kaduna and Enugu are used to organize trade fair for Northern and Eastern zone respectively.

1.2  STATEMENT OF THE PROBLEM

The Enugu Chamber of Commerce, Industry, Mines and Agriculture since inception has conducted about thirteen trade fair in Enugu State along Abakiliki road.

       The organization of these trade fair up to this year has helped many companies e.g. Emily Millionaire Industry products and introducing new products.  But there are some problems affecting the company to reach a standard.  These problems are enumerated below:

• Packaging: For any product to be highly demanded in the market, producers must make quality packaging which will attract the customers by giving them impression that the product is good because eyes have covenant with good things.  Most customers of Emily Millionaire products do complain about the poor packaging given to their products and they contend that the product itself is of good quality in the market.
• Identifying Strategies Used by Other Companies: Since there are many cosmetic participating in trade fair with different strategies, Emily Millionaire should tray as much as possible to know necessary implementation and adjustment of any, in order to gain more customers over their competitors in trade fair.
• Building of Attractive Standards: Most customers make purchase of some product because of the attractive of the standard customers always complain about how poor the standard of Emily Millionaire products.

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