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EFFECTIVENESS
OF TRADE EXHIBITION AS A MARKETING TOOL IN SMALL AND MEDIUM SCALE
ENTREPRENEURSHIP
TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
1.2 Statement of Problem
1.3 Objective of the Study
1.4 Research Question
1.5 Statement of the Hypothesis
1.6 Scope of the Study
1.7 Definition of Terms
1.8 Justification of the study
CHAPTER TWO
LITERATURE
REVIEW
2.0 Introduction
2.1 Trade Exhibition Defined
2.2 Concepts Of Trade Exhibition
2.3 Trade Exhibition And Advertising
2.4 Importance Of Trade Exhibition
2.5 Reason For Trade Exhibition
2.6 Importance Of Exhibition In
Marketing Of Consumer Goods
2.7 Evaluation Trade Exhibition
Results
2.8 Marketing Communication
2.9 Small & Medium Scale
Entrepreneurship
CHAPTER
THREE
RESEARCH
METHODOLOGY
3.1 Research Design
3.2 Determination Of Population And Sample
Size
3.3 Sampling Techniques
3.4 Data Collection Method
3.5 Research Instrument
3.6 Questionnaire Design
3.7 Validity
3.8 Reliability
CHAPTER FOUR
DATA
PRESENTATION AND ANALYSIS
4.1 Bio-Data Analysis
4.2 The Consumer
4.3 Test Hypothesis
4.4 Discussion of Findings
CHAPTER FIVE
5.0 Summary Conclusion & Recommendation
5.1 Conclusion
5.2 Recommendation
BIBLIOGRAPHY
CHAPTER ONE
INTRODUCTION
1.1
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:-
It could be
used to create positions impression on the mind of the potential buyers or to
correct negative impressions.
It could be
used to serve as opportunity for a company without a regular sales force to
show case their product to the public.
Trade
exhibition could be used to test marketing product pending commercialization.
Trade
exhibition could be used to test marketing product pending commercialization.
Trade
exhibition could be used to show trade prestige i.e. if a company want to be
seen among it competitors as a leader.
Trade
exhibition is specifically use by small scale business to compete with large
firm in already crowded business.
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 Objective of the Study
The research
study is directed towards finding out how effective trade exhibition is in
marketing of consumer goods.
To know the
extent trade exhibition has created awareness for the product of the
manufacturer.
To know if
trade exhibition can be used to forecast the demand for the company’s product.
To know if
trade exhibition achieve the objectives set by the company.
To know or
determine trade exhibition contribution to consumer relationship with the
company.
1.4 Research Question
This study
shall address the following 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.
v. Does trade exhibition increase sales
productivity in small and medium scale entrepreneurship
1.5 Statement of the Hypothesis
This study
shall address the following research questions:
H0: Trade exhibition have no impact on the
company Sales.
H1: Trade exhibition has impact on the
company’s sales
H0: Trade exhibition does not create
awareness for the company’s product.
H1:
Trade exhibition create awareness for the company product.
H0: That trade exhibition does not used to
test in the market for consumer’s product.
H1: That trade exhibition is used to test in
the market for consumer product.
H0: Trade exhibition does not increase
sales productivity in small and medium scale entrepreneurship.
H1: Trade exhibition increases sales
productivity in sm0061ll and medium scale entrepreneurship
1.8 Justification of the study
Apart from
the financial and time constraints that justified the scope of the a trade
exhibition this study aims to get information about the effectiveness of trade
exhibition in marketing consumer goods in Nigeria with special reference to a
fast moving consumer goods like ANTINA beauty Soap. It is possible to know the
effectiveness of trade exhibition in marketing of consumer goods, trade
exhibition was a major factor that contributed to the increase in sale of a
particular product that is engaged in the also creating potential awareness is
always rekindie in case of old customer and customer. This marvelous marketing advancement is
usually made possible and practicable by the effect of trade exhibition
strategy employed by Loyalted Product Limited.
Trade
exhibition has really contributed to the sale of company product as well as
increasing turnover with the view that the personnel highly believed that trade
exhibition has enormously contributed to the company progress.
1.5 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:
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.
The
management of the company concerned will be able to know those that may arise
as a result of competition.
It help the
management of Loyalted Limited to really comprehend the benefit of trade
exhibition.
1.6 Scope of
the Study
The scope of
study is exclusively restricted to the operation department marketing in small
& medium scale entrepreneurship. However, it should not be misconceived
that the study has no relevance to other organizations in Nigeria they are
bound to face such problem considering the globalized nature of organizational
environment.
The present
study is limited to many aspects. Providing information of effective trade
exhibition as a marketing tool in small & medium scale entrepreneurship. It
is not possible to take into consideration each and every criterion in this
study.
It will be
very difficult to carry out the study of this nature virtually every company in
Nigeria
(both public and private sector) in Nigeria.
Hence, the researcher decided {enter her study on effectiveness of trade
exhibition as a marketing tool in small & medium scale entrepreneurship. It
covers all the various employees in the organization ranging from executive
management, middle management, supervisors and the rest of the workers in the
organization.
1.7
Definition of Terms
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.
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.
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.
Product
Range:- This is production range of product that a company produces for
consumption or offered to the market for use.
Consumer
Goods:- These are goods offered to the market to be bought for direct
consumption and not further processing before it can be used.
Exhibition:
A Display of work of art manufactured goods and natural production for which
people are expected to place order.
Infringement:
An action which goes against take over the right of other.
Advertising:-
This is any paid form of non-personal presentation and promotion of ideas goods
ad services by an identified sponsor.
Promotion:-
This is the communication to persuade or convince prospective consumers.
Personal
Selling:- This is an oral presentation in a conversation with one or more
prospective purchases for the purposes of making sales.
Publicity:-
This is always in relation to the news about exhibition is part of.
Research:-
This is an investigation or a search directed to the discovery of some fact by
careful consideration or study of a subset
Sale
Promotion:- This is short term incentives to encourage purchases or sale of
product or service which trade exhibition is part of.
Target
Market:- This is defined as consumer or group to which a form product or
services is appealed to.
Precinct:-
This is the amount of money (plus) that is charged on a product for an
exchange.
Packaging:-
This is the material used to wrap or protect goods from Spoilage and it is also used to pack
good & product.
Trade: The
business of buying & selling within a
country or between countries.
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.
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.
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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