ABSTRACT
This
study attempt to look at the effectiveness of trade exhibition as a marketing
tool in small & medium scale entrepreneurship.
The
main purpose of this study is to access the important of trade exhibition as a
marketing tool in the society. The are
major objective of trade exhibition these are:
(a)
To create awareness for the product of
the manufacture.
(b)
It is use to test marketing product
pending commercialization.
The
research method adopted in his project are primary and secondary data. Through the use of questionnaire personnel
interview journal and magazine.
The
research instrument used and hypothesis test statistics are through the use of
Chi-square method.
The
following are the major finding of the study.
It
significating increase the companied
sales turnover.
It
has impact on the company sale volume.
The
major potential recommendation of the study are:
(a) Since trade exhibition has a positive
impact on the company turnover a profit margin, it recommend that loyalted
product limited, should make it a continuous policy.
TABLE OF
CONTENTS
PAGES
Title
Page i
Certification
ii
Dedication iii
Acknowledgement
iv
Abstract v
Table
of Content vi
CHAPTER ONE
1.0 Introduction 1
1.1 Purpose of Study 3
1.2 Statement of problem 4
1.3 Significance of study 4
1.4 Research Question 5
1.5 Research Hypothesis 5
1.6 Research Methodology 6
1.7 Research Instrument 7
1.8 Research Design 7
1.9 Definition of terms 8
References 12
CHAPTER TWO
2.0 Historical Background 13
2.1 Trade Exhibition 16
2.2 Concept of trade exhibition 17
2.3 Trade exhibition & Advertising 19
2.4 Importance of trade fair 20
2.5 Reason for trade exhibition 22
2.6 Importance of exhibition in marketing of
consumer Goods 23
2.7
Evaluating Trade Exhibition result 25
2.8
Marketing Communication 27
2.9
Small & Medium Scale
Entrepreneurship 29
2.10
Reason for the Strategic Importance of
S & M Scale Business 31
2.11
Trade Exhibition Contribution to S &
M Scale Business 32
2.12
How to choose the right trade show for S
& M
Scale business 33
References 35
CHAPTER THREE
3.0 Research Methodology 36
3.1 Research Design 36
3.2 Determination of population & Sample
Size 38
3.3 Sample Technique 39
3.4 Data collection method 40
3.5 Research Instrument 42
3.6 Questionnaire Design 42
3.7 Validity 43
3.8 Reliability 44
Reference 45
CHAPTER FOUR
Data
Presentation and Analysis
4.1 Bio-data Analysis 46
4.2 The Consumers 59
4.3 Test Hypothesis 65
4.4 Discussion of Findings 67
CHAPTER FIVE
5.0 Summary 73
5.1 Conclusion 75
5.2 Recommendation 76
BIBLIOGRAPHY 77
APPENDIX 78
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:-
2.
It could be used to create positions
impression on the mind of the potential buyers or to correct negative
impressions.
3.
It could be used to serve as opportunity
for a company without a regular sales force to show case their product to the
public.
4.
Trade exhibition could be used to test
marketing product pending commercialization.
5.
Trade exhibition could be used to test
marketing product pending commercialization.
6.
Trade exhibition could be used to show
trade prestige i.e. if a company want to be seen among it competitors as a
leader.
7.
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.
1.4 RESEARCH
QUESTIONS
i. How often do you buy at trade
exhibition?
ii. Does
trade exhibition create awareness for the company product?
iii. Has
trade exhibition influence consumer’s decision to buy a product?
iv. Does
trade exhibition attract new consumer and increases the usages by existing
consumers.
1.5 RESEARCH HYPOTHESIS
Ho: Trade exhibition have no impact on the
company Sales.
Hi: Trade exhibition has impact on the
company’s sales
Ho: Trade
exhibition does not create awareness for the company’s product.
Hi: Trade
exhibition create awareness for the company product.
Ho: That
trade exhibition does not used to test in the market for consumer’s product.
Hi: That
trade exhibition is used to test in the market for consumer product.
1.6 RESEARCH METHODOLOGY
This
involved all activities performed in the collection of all necessary data and
information required for the research.
Data needed for this research study will be collected through primary
and secondary sources.
a.
Primary
Data Sources: This will be carried out with the use of
Questionnaire, the question are conducted on the staff or loyalted product
limited.
b.
Secondary
Data Sources:- This will come from journal, magazines,
books, newspaper, report, government publication on trade exhibition and other
relevant material.
An
overviews of the method of research is provide which include a description of
the research method employed in collecting the data that were analysed to
arrive at any conclusion. It also deals
with the research design, population and sample size determination. Other area discussed are questionnaire design
administration of questionnaire, method of data collection and also validity
and reliability.
1.7 RESEARCH INSTRUMENT
The
instrument for the above study is by applying the test statistic known as
chi-square the formula is given as
c2 = E (Oi – ei)2
Ei
Where
Oi = Observed Frequency
Ei = Expected Frequency
cc2 = Represent
computation for the test
statistic.
= represent chi-square in table
The
expected frequency is calculated thus
Ei = Product
of the marginal total pertaining to the sale under consideration.
1.8 RESEARCH DESIGN
In
order to increase sales, create awareness and to avoid an eventual decline of
the product in the market, many manufacturers of consumer goods have come a
long way in their trade exhibition, strategies aimed at gaining more share of
the market. The idea may not be totally
rewarding if proper research is not clearing spelt. The limitation of this study are summarized
as follow;
1. Time limitation:- The time available for the project does not
allow a thorough and a detailed analysis of the topic but effort were made at
arriving at a meaningful finding.
2. Limitation in terms of Survey:- In this
regard some of the problem faced in the field survey are no response, not in
the office etc all these affect the extent of study.
3. Cost:- This is another factor
militating against the study, hence the scope was limited to Lagos.
4. The
management no divulging information which they consider confident and use strategic
decision regarding their exhibition and promotional strategies.
1.9 DEFINITION OF TERMS
1.
Brand
Name:- This
is a word letter or number which is bear able or can be realized given by a
producer to a particular product to differentiate it from product of other
producers.
2.
Competitors:-
These
are people or organisation that seek to have an edge over their competitor by
comparing either with good or services by producing goods of better and high
quality and stressing the unique selling proposition of their product.
3.
Products:-
This is anything that can be offered to the market for use consumption or
acquisition of their product can be tangible or intangible product are those
cannot be seen.
4.
Product Range:- This is
production range of product that a company produces for consumption or offered
to the market for use.
5.
Consumer
Goods:- These are goods offered to the market to be bought
for direct consumption and not further processing before it can be used.
6.
Exhibition:
A Display of work of art manufactured goods and natural production for which
people are expected to place order.
7.
Infringement:
An action which goes against take over the right of other.
8.
Advertising:-
This is any paid form of non-personal presentation and promotion of ideas goods
ad services by an identified sponsor.
9.
Promotion:-
This is the communication to persuade or convince prospective consumers.
10.
Personal
Selling:- This is an oral presentation in a conversation
with one or more prospective purchases for the purposes of making sales.
11.
Publicity:-
This is always in relation to the news about exhibition is part of.
12.
Research:-
This is an investigation or a search directed to the discovery of some fact by
careful consideration or study of a subset
13.
Sale Promotion:-
This is short term incentives to encourage purchases or sale of product or
service which trade exhibition is part of.
14.
Target
Market:- This is defined as consumer or group to which a
form product or services is appealed to.
15.
Precinct:-
This
is the amount of money (plus) that is charged on a product for an exchange.
16.
Packaging:-
This
is the material used to wrap or protect goods
from Spoilage and it is also used to pack good & product.
17.
Trade:
The business of buying & selling within a
country or between countries.
18.
Marketing
Objective:- These are aims set to achieve by the management
over a period it is usually customer oriented that the top management would
want to accomplished.
19.
Marketing:-
A total system of interrelated organizational activities designed to plan,
develop promote and distribute want satisfying product, services and
ideas. It include all business
activities necessary to affect transfer of ownership of goods and provide for
their physical distribution form.
Producer to the final consumer.
20.
Consumers:-
A consumer is a person that buy goods or product from another person, consumer
can be divided into three (3) type these are:
a. Existing
Consumer:- These are regular buyer
b. New Consumer:- These are new people
buying the product for the first time.
c. No
Consumer:- Those that are not buying the product.
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