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.