University of Nigeria Analysis of...One of the major reasons why trade fairs are held by countries is to show to other trading partners and potential partners their latest in modern

University of Nigeria Research Publications

ODOH, Cletus Okwuchukwu

Aut

hor

PG/MBA/92/11687

Title

An Analysis of International Trade Fairs as a Marketing Promotion Strategy in nigeria

Facu

lty

Business Administration

Dep

artm

ent

Marketing

Dat

e

February, 1996

Sign

atur

e

AN ANALYSIS OF INTERNATIONAL TRADE FAIRS AS A MARKETING

PROMOTION STRATEGY IN NIGERIA

OWH, CLETUS OKWUCHURWU p~/MBA/92/11687

A PROJECT REPORT SUBMITTED IN PARTIAL FULFILMENT

OF THE REQUIREMENTS FOR THE AWARD OF DEGREE

OF MASTER OF BUSINESS ADMINISTRATION

(MBA) IN MARKETING

DEPARTMENT OF MARKETING

UNIVERSITY OF NIGERIA

ENUGU CAMPUS

ENUGU

FEBRUARY, 1996

C E R T I F I C A T I O N

This research project was carried out under my supervision

and has been approved for the Department of Marketing, Faculty

of Business Administration, University of Nigeria, as an original

report.

DR.' .IKECHUKWU E. NWOSU SUPERVISOR

D e d i c a t e d t o God Almighty .

iii

.* A B S T R A C T

Trade Fairs are potent economic tools used purposefully to

facilitate effective industrialisation and economic development

policies of a country. This study tries to analyse international

trade fairs as a marketing promotion strategy in Nigeria.

The study's guding hypotheses were that:

International trade fairs do not serve as an effective

marketing promoition strategy in Nigeria;

Government has not contributed much towards the efficient

organisation and consequent realisation of internationat

trade fair objective in Nigeria;

There are not much benefits from participating in internation-

al trade fairs;

Trade fairs promote demand by Nigerians for foreign goods

than for indigenous ones.

One set of structured questionaires were designed and . .

personal interviews were used to gather information from the respon-

dents. The responses were presented in tables and analysed using the

2 Chi-square (X ) statistical tool, at 5% level of significance.

The major findings were that:

1. International trade fairs serve as an effective marketing

promotion strategy in Nigeria.

2. Government has contributed much towards the efficient

organisation of international trade fairs.

International trade fair is beneficial to Nigerian economy.

Trade fairs promote demand by Nigerians for foreign goods

than for indigenous ones. Based on the findings the follow-

ing (among others) were recommended:

~fforts' should be made at making international trade fairs

to reflect the exhibition of indigenous goods and services

through the introduction of a comprehensive package of

incentives for selected industries which utilise a give 3 percentage of locally sourced materials in their production

process.

The organisers of international trade fairs should always give

premium towards the satisfaction of the customers by building

stands that will meet the tests of their numerous customers

and providing other facilities to help them.

Also, the organisers of international trade fairs should

intensify the publicity campaign through seminars which should

be down-to-earth, mass-oriented, pragmatic and relevant to

young businessmen and entrepreneurs.

It is the strong opinion of the researcher that if these

recommendations are accepted and vigorously pursued, international

trade fairs will serve effectively as a marketing promotion strategy

in Nigeria.

P R E F A C E

Generally speaking, the power of promotional strategies as

the stimulating force in demand, the purveyor of sales and therefore

the hope of survival and growth for on-going business organisations,

is only recently being fully appreciated by producers of goods

and services. Trade fairs are very important part of the market-

ing promotional mix. It can be used by government, business organi- - .

sations and individuals to create awareness of business potentials,

offer services and create understanding and goodwill. 6

However, with the increasing realisation of the potency of

promotional activities in boosting sales and profit, some forward look-

ing and dynamic organisations have even started creating marketing promo

tion Departments.

In consonance with this new marketing trend, the researcher

has tried to analyse internaional trade fairs as a marketing promotion

strategy in Nigeria with the aim of finding whether there are prospects

of more efficient marketing of indigenous goods and services using

trade fairs.

The thesis is arranged into five chapters. Chapter 1 deals

with introduction. Here the history of international trade was

discussed. Again, the benefits that may occrue from the organisation

of such fairs were analysed.

I n t h i s c h a p t e r a l s o a r e t r e a t e d t h e s t a t e m e n t of problem,

t h e r e s e a r c h o b j e c t i v e , the h y p o t h e s i s , t h e s i g n i f i c a n c e of s t u d y

and t h e scope of t h e s t u d y .

Chapter I1 d e a l s w i t h Review of s e l e c t e d l i t e r a t u r e . Here ,

the r e s e a r c h e r reviewed s t u d i e s j r e s e a r c h e s a l r e a d y conducted by

o t h e r peopple i n t h e f i e l d of i n t e r n a t i o n a l t r a d e . The c h a p t e r

ended w i t h t h e summary of t h e main t rends i n t h e l i t e r a t u r e review.

The d e s i g n of t h e s t u d y , t h e s o u r c e s of d a t a , t h e method of

d a t a a n a l y s i s and t h e sample s i z e and sample s t r a t e g y a r e t r e a t e d

i n Chapter I11 under t h e u m b r e l l a of Research Methodology.

I n c h a p t e r I V , d a t a c o l l e c t e d from t h e r e s e a r c h e x e r c i s e were

ana lysed and t h e hypotheses t e s t e d .

L a s t l y , t h e summary of t h e f i n d i n g s and recommendations a r i s i n g

from t h e s t u d y a r e g iven i n Chap te r V.

v i i

A C K N O W L E D G E M E N T S

S i n c e r e g r a t i t u d e goes t o a number of i n d i v i d u a l s and organ-

n i s a t i o n w i t h o u t whose g u i d a n c e , c o n t r i b u t i o n s and encouragement

t h e comple t ion of t h i s p r o j e c t would never have been a r e a l i t y .

Alghough i t i s n o t p o s s i b l e t o enumerate a l l t h a t were i n v o l v e d ,

a few r e q u i r e s p e c i a l mention. Prominent among them i s D r . Ikechukwu

Nwosu, my p r o j e c t s u p e r v i s o r and Head, Department of Market ing who

worked r e l e n t l e s s l y w i t h me d u r i n g t h e course of t h e s t u d y . Anytime, b

any day, anywhere, D r . Ikechukwu Nwosu is always t h e r e t o l i s t e n , t o

a d v i s e and t o h e l p . No m a t t e r how busy and t i g h t h i s s c h e d u l e of

p r o f e s s i o n a l c a l l i n g s might b e , h e s t i l l makes o u t t ime t o a t t e n d

t o you.

My s p e c i a l thanks a l s o g o e s t o M r . J . C . Odoh, my e l d e s t b r o t h e r ,

whose b r o t h e r l y a d v i s e and f i n a n c i a l suppor t have remained t h e s o u r c e

of my i n s p i r a t i o n .

Much g r a t i t u d e a l s o goes t o a l l t h e responden t s who completed

and r e t u r n e d t h e i r q u e s t i o n a i r e s on which most of t h e r e s e a r c h

e x e r c i s e was based.

Innocen t Ogbonna Esq. a l s o r e q u i r e s s p e c i a l ment ion f o r t h e

good job done i n t h e proof r e a d i n g and typ ing of t h e manuscr ip t

and t h e m n y hours of work p u t i n t o t h e p roduc t ion of t h e p r o j e c t .

viii

My acknowledgement would not be complete without expressing

my sincere gratitude to my other brothers: Godwin, Christopher,

Emmanuel and Innocent for their moral supports and prayer, while

the study lasted.

May the almighty God reward all of you a thousand fold.

TABLE OF CONTENT

Page

Certification ................................. i

Dedication .................................... ii ...................................... Abstract iii

Preface ....................................... v Acknowledgement ............................... v i i

Table of contents ............................. i x

Chapter One

INTRODUCTORY ANALYSIS - 1.1 Introduction ............................ I 1.2 Statement of Problem . . . . . . . . . . . . . . . . . . . . I ' - 4 1.3 Objectives of the study ................. --. -5

1.4 Hypotheses .............................. 1-5 .................... 1.5 Significance of study : 6

1.6 Scope of study .......................... ', '7

Chapter Two

REVIEW OF RELATED LITERATURE .. 9

2.1 Summary of Literature Review ............ 25

Chapter Three

RESEARCH METHODOLOGY

3.1 Research Design 2 9 .......................... 3.2 Sources of Data 2 9 .......................... 3.2.1 Primary Sources ......................... 28 3.2.2 Secondary Sources ....................... 30 3.3 Data Collection methods .................. 30 3.4 Method of Data Analysis .................. 31

........................... 3.4.1 Questionnairs 31

Page

..................... 3 . 4 . 2 Oral interviews 32

................ 3 . 4 . 3 Personal observation 3 2

3.6 Sample size and sample strategy ...... 3 3

,Chapter Four

PRESENTATION. ANALYSIS AND INTERPRETATION OF DATA 35

................... 4 .2 Hypotheses Testing 6 1

...................... 4 .2 .1 Hypotheses One 6 3

...................... 4 . 2 . 2 . Hypotheses Two 66

.................... 4 . 2 . 3 Hypothesis Three 69

..................... 4 .2 .4 Hypotheses Four 7 2

Chapter Five

SUMMARY. RECOMMENDATIONS AND CONCLUSION

5 . 1 Summary of Findings .................. 7 5

5 .2 Recommendations ...................... 7 8

........................... 5 . 3 Conclusion 8 1

Chapter One

INTRODUCTORY ANALYSIS

1.1 INTRODUCTION -

The history of trade fairs in Nigeria may be traced to 1953

when a "Made-in-Nigeria Exhibition" was held. It was the first

national exhibition of the products of local industries. A more

elaborate one, "Made-in-Nigeria Exhibitiontt which formed part of

the celebrations of independence was held in October 1960. Two

years later, the first Nigerian International Trade Fair was) held

on Victoria Island, Lagos between 27th October and 18th November,

1962. Another international trade fair was held in Lagos in 1977.

However government concern for the development and promotion

of international trade fairs really came to focus in the late 1970s,

when it was realised that staging of trade fairs is a potent market-

ing promotion strategy in Nigeria. It offers a unique market for

manufacturers, suppliers, buyers and users of a wide range of goods

and services, as well as opportunities for investment, product and

corporate promotion. In other words, organising and staging interna-

tional trade fair is an avenue for attracting investment in commerce

and industry. It also encourages exchange of information on modern

skills and technology to the mutual benefit of the various nations.

2

To appraise and appreciate the potentials of international

trade fairs, we would address our minds to the objectives of stag-

ing fairs. One of the major reasons why trade fairs are held by

countries is to show to other trading partners and potential

partners their latest in modern technology and to promote the sale

of new products. Trade fairs help us reduce our overdependence on

the factors of the industrialised economies. Other noble objectives

for organising international trade fairs include the exposition of the

nation's relevant technological i r , r ;ovnt iops from other parts of the world.

& Exhibitions are windows to foreigners to see the industrial po-

tentialities of Nigeria and the opportunities offered by the Nigerian

economy. They create a forum for physical interaction between Nigerian

businessmen and their foreign counterparts. Made in Nigeria goods

and services, minerals and crafts are exhibited to foreign business

community, thus enhancing the country's exports to augument the much

needed foreign exchange. Fairs attract capital from within and out-

side the country. They foster the government's policy of economic

self-reliance which could be harnessed for rapid transformation and

modernization of the economy. They attract reputable foreign manu-

facturers of tools and machinery thereby enabling interested Nigerian

businessmen acquire the needed capital goods for the development of

their businesses. Thus, trade fairs are potent economic tools used

pu rpose fu l l y t o f a c i l i t a t e e f f e c t i v e i n d u s t r i a l i s a t i o n and economic

development p o l i c i e s of a count ry .

Other subs id i a ry b e n e f i t s of t r a d e f a i r s have a l s o been no ted .

Among them a r e the promotion of i n t e r -Af r i c an t r a d e and more import-

a n t l y , t h e economic co-opera t ion and i n t e g r a t i o n among members of t h e

Economic Community of West Af r i c an S t a t e s (ECOWAS). F a i r s a r e a l s o

known t o c r e a t e awareness of tour i sm p o t e n t i a l s i n Niger ia and t o

f o s t e r f r i e n d l y , economic and p o l i t i c a l r e l a t i o n s between Niger ia and

o t h e r c o u n t r i e s of t h e world.

The ques t ion t h a t has a g i t a t e d p e o p l e ' s minds i s whether we should

hold i n t e r n a t i o n a l t r a d e f a i r s s o f r e q u e n t l y i n v i r t u a l l y a l l t h e s t a t e s

of t h e Federa t ion . The r e s e a r c h e r i s of t h e op in ion t h a t t r a d e f a i r s

should be harmonized and r a t i o n a l i s e d . Th i s w i l l reduce was t e fu l expen-

d i t u r e of resources and promote j o i n t e f f o r t s .

Trade f a i r s i n N ige r i a have been c a s t i g a t e d a s t h e e x h i b i t i o n

grounds f o r f o r e ign businessmen. I t h a s even been a s s e r t e d t h a t

Niger ian t r a d e f a i r s have l a r g e l y se rved t o i n c r e a s e t he a p p e t i t e of

Niger ians f o r f o r e i g n made goods and have c o n t r i b u t e d p r a c t i c a l l y

l i t t l e t o t h e growth of domest ic p roduc t ion capac i t y . Even t h e

r e c e n t l y concluded 6 t h Enugu I n t e r n a t i o n a l Trade F a i r was s a i d t o be

a v i c t i m of t h i s r e t r o g r e s s i v e mala i se . Some v i s i t o r s t h e r e claimed

t h a t i t was l a r g e l y impor t -o r ien ted , a parade of imported and assembled

products with little local content and negligible local value-added.

It is the strong opinion of the researcher that Nigerian trade fairs

must principally reflect indigenous products, technology, culture

and commercial aspirations, in spite of their international character.

1.2 STATEMENT OF PROBLEM

The organisation of international trade fairs in Nigeria poses

some problems that are making it difficult for one to appreciate

its potentials as a marketing promotion strategy. It is worthy to

note that trade fairs, especially the international trade fairs

consume large chunk of the tax payers' money. For instance, the first

Lagos International Trade Fair in 1977 cost the nation a huge sum of

one hundred and forty million Naira (W140,000,000.00). Besides, the

huge sum of money spent on the organisation of trade fairs, time

and energy are also spent. Participants also spend money, both in

transporting themselves and their goods, as well as buying of stands

at the trade fiars.

Again, considering the organisation of the International Trade

Fair and its inclination towards foreign goods, one would say that

trade fair was not meant for the average and small scale Nigerian

manufacturers or the typical indigenous businessman.

Some other problems inherent on the international trade fairs so

far held in this country are poor co-ordination, lack of essential

physical facilities like phone, excessive delays at the office of the

organisers etc.

1.3 OBJECTIVES OF THE STUDY

In the course of this project, our time and efforts will be

directed at the systematic study of the problems associated with the

organisation of international trade fairs with a view to finding the

following : - - .

How these international trade fairs can better contribute to

promoting made-in-Nigeria goods. b

Contributions required from Federal and state governments

to make towards better organisation of trade fairs in Nigeria.

Whether participants and organisers obtain value for

money spent.

The necessary strategy that trade fair organisers could

use in subsequent trade fairs to achieve maximum and

efficient results.

The possible factors that can militate against the promo-

tion of made-in-Nigeria goods through international trade fairs

1.4 HYPOTHESES

The following null hypotheses will be tested by the researcher

in the course of this research work:-

HO1 International trade fairs do not serve as an effective

marketing promotion strategy in Nigeria.

H02 Government h a s n o t c o n t r i b u t e d much towards t h e e f f i c i e n t

o r g a n i s a t i o n and consequent r e a l i s a t i o n of i n t e r n a t i o n a l

t r a d e f a i r o b j e c t i v e i n N i g e r i a .

H03 There a r e n o t much b e n e f i t s from p a r t i c i p a t i n g i n i n t e r n a -

t i o n a l t r a d e f a i r s .

H04 Trade f a i r s promote demand by N i g e r i a n s f o r f o r e i g n goods

t h a n f o r indigenous ones . The a l t e r n a t i v e hypotheses (Ha 1,

Ha Ha and Ha ) w i l l be t h e o p p o s i t e of t h e above. 2 ' 3 ' 4

6 SIGNIFICANCE OF STUDY

I n t e r n a t i o n a l t r a d e f a i r s a r e e x p e c t e d t o p rov ide a n e x c e l l e n t

l a u n c h pad and e x h i b i t i o n form f o r n a t i o n a l i n d u s t r i a l r e v o l u t i o n s

and a t t a i n m e n t s of s e l f - r e l i a n c e . I n N i g e r i a , t h e main o b j e c t i v e s

of i n t e r n a t i o n a l t r a d e f a i r s a r e t o p u b l i c i s e made-in-Nigeria goods,

promote a g r i c u l t u r e and agro-based i n d u s t r y ; h i g h l i g h t t h e r o l e of

t h e p r i v a t e s e c t o r i n t h e economy; r e v i t a l i s e and d i v e r s i y y t h e

N i g e r i a n economy through t h e promotion of non-o i l e x p o r t s , and

i d e n t i f y p r o s p e c t s f o r f o r e i g n and l o c a l p r i v a t e inves tment i n

s t r a t e g i c a r e a s of t h e economy.

It i s hoped t h a t t h i s r e s e a r c h work w i l l expose t h e s h o r t -

comings t o t h e accomplishment of t h e s e o b j e c t i v e of i n t e r n a t i o n a l

t r a d e f a i r s i n N i g e r i a and of c o u r s e propound ways of improving on

t h e s e short-comings.

SCOPE OF STUDY 6

The r e s e a r c h e r i n t e n d s t o d i v i d e t h e p a r t i c i p a n t s i n t o

v a r i o u s zones . I n a b i d t o cover t h e e n t i r e c o u n t r y coupled w i t h

t h e f a c t t h a t t h e r e s e a r c h e r i s c o n s t r a i n e d by t ime , t h r e e zones

were made t o r e p r e s e n t t h e c o u n t r y a s f o l l o w s : Enugu Zone t o re -

p r e s e n t t h e E a s t e r n r e g i o n , Kaduna Zone t o r e p r e s e n t Nothern r e g i o n ,

and Lagos Zone t o r e p r e s e n t t h e Western r e g i o n .

R E F E R E N C E S

J.P. Alevizos., .- Marketing Research

Applications, Procedures and Cases,

Prentice - Hall Inc. U.S.A., 1965.

P.M. Chisnall, The Essence of Marketing Research, --

Prentice - Hall, U.K. 1991.

K. Elliot, and M. Christopher, Research Methods in Marketing,

cox and Wyman Ltd, Fakenham, Great Britain 1973.

Chapter Tvo

REVIEW OF RELATED LITERATURE

In a study of this nature, it is necessary to review literature

that relate to the subject matter. In this chapter therefore, the

researcher's intention is to review the studies/researches already

conducted by other people in field of international trade fair.

Unsortunately, however, international trade fair per se has not

received much literature and documentation. Much of what is known 6

of it exists in pages of Newspapers and magazines. Literature search

made in connection with this research work revealed that trade fairs

as a form of promotion share the same literature meant for the other

promotional tools - advertising, sales promotion, publicity and public

relations. This promotional tools combine to form the promotional mix.

In view of this circumstance, the researcher first reviewed trade

fair as a form of promotional tool and thereafter the view of Nigerians

on international trade fairs were reviewed. Exhibition is an integral

part of sales promotion and is one of the promotional mix employed by companies to create awareness for their goods and services. Charles W. Lamb et a1 (1994), defined promotion as a "communication

by marketers that informs, persuades, and reminds potential buyers

of a product to influence an opinion or elicit a responsef'.' He also

defined promotional strategy as a "plan for the optimal use of the

elements of promotion: advertising, personal selling, sales promotion,

and public relations".' He stated that the main function of a marketer's

10

promotional stragety is to convince target customers that the goods

and services offered provide a differential advantage over the com-

petition.

A differential advantage according to him is the set of unique

features of a company and its products that are perceived by the target

market as significant and superior to the competition. Such features

can include high product quality, rapid delivery, low prices, and

excel-lent servi~e.~ Peter M. Chisnall(l975) made it clear that in

these highly competitive days, the marketing man has to tellBthe world

about the excellence of his goods and service^.^ In support of the

above, Edward W. Cundiff stated that prospective buyers must learn

about both the products' distinctive want-satisfying characteristics

and its availability. 5

Normam Govoni et a1 (1986) on his own version defined promotional

strategy as the process of developing and maintaining a communications

mix that utilizes company resources to their full potential in a way

that is competitively attractive to target markets while contributing

to the company's short-run and long-run marketing and organizational

6 goals. Promotion is undoubtedly the most visible element of the

marketing mix. According to Norman, the purposes of marketing communi-

cation are to inform consumers about the availability of a new product,

to persuade them that this new product is better in some respect than

others, and to remind them to buy more when the purchased one isfiniphed. 7

Without a n e f f e c t i v e p r o m o t i o n a l e f f o r t t h e b e s t conceived p r o d u c t s ,

a t t h e m o s t - a t t r a c t i v e p r i c e s , w i l l o f t e n g a t h e r d u s t on r e t a i l e r s '

s h e l v e s . PI R e a l i s t i c a l l y , consumers do n o t make purchase t r a n s a c t i o n s

s imply because a company b e l i e v e s t h a t i t h a s des igned and manufactured

a v a l u a b l e product . P o t e n t i a l buyers must be informed t h a t t h e p r o d u c t

e x i s t s , g iven t h e r e a s o n o r r e a s o n s why i t i s b e t t e r than competing

p r o d u c t s , and persuaded t h a t t h e y shou ld buy a s soon a s p o s s i b l e . 9

I n s h o r t , many b e n e f i t s c a n f low from a n e f f e c t i v e p romot iona l

* e f f o r t when promotion communciates p roduc t a d v a n t a g e s t o p o t e n t i a l

consumers, h e l p s t o i n c r e a s e s a l e s of e x i s t i n g p r o d u c t s , e s t a b l i s h e s

awareness and f a v o u r a b l e a t t i t u d e s toward new p r o d u c t s , h e l p s t o

c r e a t e brand p r e f e r e n c e among consumers and t o s e c u r e d i s t r i b u t i o n

i n o u t l e t s , h e l p s t o o b t a i n g r e a t e r co -opera t ion and suppor t from

middlemen, g e n e r a t e s a g r e a t e r e f f o r t from t h e s a l e s f o r c e s , and h e l p s

t o b u i l d a f avourab le c o r p o r a t e image. 10

Promotions a s a n e n t e r p r i s e a c t i v i t y i s pe rhaps one of t h e most

c r i t i c i z e d a c t i v i t i e s of marke t ing . A d v e r t i s i n g f o r i n s t a n c e , h a s

been condemned by many c r i t i c s . According t o t h e s e c r i t i c s of

a d v e r t i s i n g , t h e t o o l of a d v e r t i s i n g i s some w e i r d , m y s t i c a l s c i e n c e

by which a chosen few c o n t r o l t h e masses. They a l s o p o s i t t h a t a d v e r t -

i s i n g promotes p lanned o b s o l e s c e n c e , t r i v i a l d i f f e r e n c e s and c r e a t e s

f e a t u r e s which do n o t s e r v e t h e cus tomer ' s r e a l need . To some o t h e r s ,

a d v e r t i s i n g and i t s message make people want t h i n g s they never contem-

12

plated having and also it takes advantage of little known pyscholo-

gical factors plus the mesmerising effect of the electronic media to

sell people things they do not need and cannot afford.'' Others say

that advertising is a refined version of brain washing. But on a

more careful look, does advertising deserve all these condemnations?

In justifying advertising and its message John Wilmshurst (1984)

contended that perhaps advertising deserves some of the allegations

levglled aginst it because some advertising are infact misleading

but, we should not forget that advertising is one of the most effec- B

tive of all promotions.12 Advertising can be used to create aware-

ness of new products, how they will be used, prices to be charged and

place to-be purchased from. Advertising could also be used to assure

current users of a product that they have made a good choice. This is

done with the aim of reducing consumer's cognitive dissonance and help

keep the product in the minds of non consumers during off seasons. On

trivialized promotions, it is argued that the various vehicle parts

for instance that are being advertised are not trivial as claimed.

Manufacturers have developed and promoted improvements like four wheel

brakes automatic shifts, air conditioning and electronic ignition.

Automobiles are better products today than what it were about thirty

or forty years ago and we cannot say that those observed changes are

trivial. Also, arguing in favour of advertising as a promotional

tools, William J. Stanton (1981) was of the strong view that since it

is human nature to crave for new things, and an improvement of old ones,

advertisement can therefore, be obsolved from being a tool that help

in planned obsolescence. 13

Like advertising, sales promotion can be directed to the ultimate

consumer or business buyers. Consumer sales promotion include, free

samples, purchase contests, premiums of quantity purchase.d and product

demonstration. It also include display and exhibition. These accord-

ing to Charles W. Lamb et a1 are the mechanics of sales promotion.

They induce consumers to make spontaneous purchases. 14

Charles Lamb et a1 was of the view that business should always aim

* at dynamic sales promotion which requires constant searching for new

concepts, new executives and even new media. These according to him

are not solely for the sake of novelty but also for better cost effec-

tiveness, better impact, better relationship to the customer and his

habit. However, Richard J. Sernenik was of the opinion that there are

some very significant risks associated with its use. First, since

sales promotions rely on some sort of price-break or give away, a

firm runs the risk of having its brand perceived as price-oriented

with no real value or features other than a low price. He argued

that regular and ill-conceived use of sales promotion can affect consu-

mer perceptions of a brand. If a brand is always discounted, con-

sumers will begin to see the brand as worth buying only when it is

discounted through sales promotion. Second, casual and frequent use

of sales promotions can trap the firm into a price competition cycle. 15

The primary objective of sales promotion is to introduce a new

product into the market, the attraction of new customers, the helping

14

of a firm to remain in competitive form, to increase sales in off

seasons and above all to increase sales above the existing line.

As a marketing activity that exclude personal selling, advertlsing

and publicity, sales promotion stimulates consumer purchasing and

dealer effectiveness.

Frank Jefkins (1991j, pointed out that exhibition is a part of

sales promotion. He is of the view that given special attantion by

sales manager, exhibition is a very important part of the marketing

* promotional mix. According to him, trade associations, professional

bodies, special interests societies, government departments, example,

commerce and industry and other organisation may use exhibition as

a means of telling people their story, offering their services and

creating understanding and goodwill. 16 Similarly, foreign govern-

ments and industrial development agencies and even small firms may

use the medium for public relations purposes. This facility was effec

tively utilized by the Nigerian Airways Authority when in the 1988 Lagos

International Trade Fair, it used the occasion to build up its image and

promised better flying services to its customers both existing and

potentials.

Trade fair as a form of exhibition use the various strategies of

sales promotions. They also share similar characteristics. Most of

our trade fair complexes have acquired permanent status. For instance,

the Enugu state Trade Fair complex along Abakaliki Road, in Enugu, the

Lagos International Trade Fair Complex at Kilometer 15 Badagry express-

way and t h e Kaduna I n t e r n a i o n a l Trade F a i r complex a t t h e m u r t a l a

Muhammed Square, Kaduna. The permanence of a t r a d e f a i r complex,

however, has some i m p l i c a t i o n s . I t meant t h e c o n s t r u c t i o n of long

l a s t i n g b u i l d i n g s and s t r u c t u r e a s opposed t o temporary c o n s t r u c t i n s .

Many N i g e r i a n s have vary ing views abou t t r a d e f a i r s . While

r e f l e c t i n g on t h e v a r i o u s meanings accorded t r a d e f a i r s by N i g e r i a n s ,

Miss Ngozi Ikeano (1988) s t r e s s e d t h a t t r a d e f a i r s a r e no shopping

s p r e e a s i s be ing assumed by m a j o r i t y o f u s . She s a i d t h a t most

people who v i s i t e d t h e 8 t h Lagos I n t e r n a t i o n a l Trade F a i r i n 1988

were d i s i l l u s i o n e d because t h e goods on d i s p l a y were mainly i n d u s t r i a l

and consumer d u r a b l e s . She a l s o commented t h a t t h e week-long i n t e r -

n a t i o n a l t r a d e f a i r was devoid of t h e u s u a l s p e c t a c l e of hundreds of

v i s i t o r s t roop ing o u t of t h e t r a d e f a i r complex w i t h bag l o a d s of

consumer goods. The u s u a l s p e c t a c l e of t r a d e f a i r s look ing l i k e a

huge market p l a c e where some p a r a s i t i c middlemen and women were known

t o have used t h e o c c a s i o n t o buy numerous goods and t h e r e a f t e r s e l l

i n t h e open market were accord ing t o h e r never t o be i n t h e 8 t h Lagos

I n t e r n a t i o n a l t r a d e f a i r . She main ta ined t h a t , t h e l a c k of numerous

people t h a t t u r n t r a d e f a i r s t o look l i k e huge markets was a p l u s f o r t h e

8 t h Lagos I n t e r n a t i o n a l t r a d e f a i r . On h e r op in ion , t h i s goes t o show

t h a t our I n t e r n a t i o n a l Trade f a i r s a r e n o t meant t o metamorphose i n t o

17 a r e t a i l market f a i r s . F a i r s a r e meant t o se rve more l a s i n g l ega-

c i e s r a t h e r than t h a t of buying and s e l l i n g .

16

Many eminect Nigerians have criticized some of the past trade

fairs in this country. In turn, they have offered useful suggestions

on how future trade fairs should be organised to the purpose of

reducing cost and to show the investment potentials both in agriculture

and local technologies of the area hosting the trade fair. Prominent

among the past trade fairs that has been reviewed critically was the

13th Kaduna International Trade Fair held in 1991. Ndu Ughamadu (1991)

described trade fairs as a periodic rituals without any aim of achiev-

ing the objectives of trade fairs. He also criticized the poor organi- 0

sation of trade fairs in the country blaming it on the organisers. He

was of the opinion that a national body should be co-ordinating the

activities of the organisers of many of the international trade fairs. 18

Of course, to the organisers of many of the trade fairs, such (the fairs)

are avenues to just make 'windfall' monetary gains, irrespective of if

the crucial objectives of the fairs were achieved in the end.

The unseriousness also extends to many visitors to. trade fairs

in the country. Most of them are just there to while away time. Accord-

ing to Ughamadu, it goes to prove the reason why alcohol, especially

beer stand at the trade fair always register the highest number of

patronage. He maintained that the unfortunate trend was because little

attempts were usually made by the organisers of fairs, the co-ordina-

ting body and the supervisory ministries, to educate participants and

visitors on the importance of fairs. 19

17

Commenting on t h e 1 3 t h Kaduna I n t e r n a t i o n a l t r a d e f a i r s Bus iness

Concord Newspaper e d i t o r i a l of Tuesday March 5 , 1991 re-examined t h e

o b j e c t i v e s of s t a g i n g t r a d e f a i r s and s t a t e d i n t e r a l i a , "The d e c l a r e d

o b j e c t i v e s of t r a d e f a i r s a r e t o p u b l i c i s e made-in-Nigeria goods,

promote a g r i c u l t u r e and agro-based i n d u s t r y ; h i g h l i g h t t h e r o l e of

t h e p r i v a t e s e c t o r i n t h e economy; r e v i t a l i s e and d i v e r s i f y t h e

Niger ian economy th rough t h e promotion o f non-oi l e x p o r t s , and

i d e n t i f y p r o s p e c t s f o r f o r e i g n and l o c a l p r i v a t e investment i n t h e

s t r a t e g i c a r e a o f t h e economy".20 It doubted how much s h o r t - t e p

impact t h e s e f a i r s were making on t h e economy and t h e i r long-term

c o n t r i b u t i o n t o o u r n a t i o n a l development. It went f u r t h e r t o h i g h l i g h t

t h a t i n c o u n t r i e s l i k e Japan , B r a z i l , Taiwan, South Korea, and Singa-

pore , t r a d e f a i r s have se rved most e f f e c t i v e l y a s a f o c a l p o i n t s f o r

exchanging b u s i n e s s in format ion w i t h v i s i t o r s over t h e range of

o p p o r t u n i t i e s , p r o d u c t s , p rocess and s e r v i c e s o b t a i n a b l e i n t h e coun t ry .

According t o him, i n a l l t h e s e c o u n t r i e s , t h e g a i n s from such economic

i n t e r c o u r s e have been e v i d e n t i n a g e n e r a l i n c r e a s e i n e x p o r t s , on-

shore and o f f - s h o r e j o i n t v e n t u r e agreements , enhanced domest ic indus-

t r i a l c a p a c i t y u t i l i z a t i o n a s w e l l a s a s t e a d y i n f l o w of f o r e i g n capi-

t a l . The newspaper lamented t h a t t r a d e f a i r s seemed t o have become

an annua l r i t u a l , b a r e l y making any impact on t h e aforement ioned a r e a s

i n N i g e r i a . 2 1

Nnaji C. (1986) was of the view that trade fairs have got a

vital role to play in the economic development of Nigeria. He

stressed that small scale industries are the only factors that

will rescue Nigeria from its present economic imbalance. 2 2

According to Sirc Elido (1985) we should rather resort to copy tech-

nology instead of transfer of technology. He was opposed to the

idea.of transfer of technology because technology is not a piece of

machinery that could be transferred from one area to another. To *

him, Nigeria's universities and research institutes such as PRODA, NIIR

etc are staffed with highly trained personnel who daily churn out

prototypes that are often ignored. He maintained that Government shoulc

involve itslef in commercialising the viable products of these institu-

13 tions and should also prohibit the importation of their kind from abroa?.

Government should put the research institutes to work towards develop-

ing substitutes for imported raw materials and to divert some of the

foreign exchange being conserved to the massive development of copy

technology.

Chuma Ifedi (1991) stressed that our problem is that of raw mate-

rials economy which perpetually sit on a shaky foundation. The solu-

tion to the problem as he said lies in industrialization which can

come about through the exhibition and display of our own goods - made

in Nigeria goods and services. The exhibition of indigenous goods and

services according to Chuma has the potentials of spurring our small scale

i n d u s t r i a l i s t s , s t r e t c h i n g them t o aim f o r g r e a t e r h e i g h t s and

a l s o spa rk o f f compet i t ion and emulate amongst themselves. 24

Oshunbiyi 0. (1989 ) , wh i l e r e f l e c t i n g on t h e r o l e of small

I s c a l e i n d u s t r i e s i n the economic growth of t h i s n a t i o n s a i d t h a t

I N iger ia is c u r r e n t l y a i l i n g economical ly n o t because she i s no t r i c h l y

1 endowed w i th n a t u r a l resources . 25 He contended t h a t perhaps N i g e r i i

1 i s even more endowed than some of t h e developed n a t i o n s , bu t t h e poinz

- i s t h a t t h e a v a i l a b i l i t y of c a p i t a l and mine ra l r e sou rce s and l a r g e

pool of work f o r c e a r e not c l e a r i n d i c a t o r s of economic growth pe r s e .

1 According t o him, economic p r o g r e s s can on ly be achieved when t h e s e r e -

sources a r e harnessed with a view t o gene ra t i ng o p p o r t u n i t i e s f o r t h e

people t o t h e e x t e n t t h a t t h e n a t i o n is ach i ev ing s e l f su s t a ined growth

and l e s s dependent on fo r e ign economies and t e chno log i e s f o r s u r v i v a l .

Undoubtedly, our p a s t governments s i n c e t h e a t t a i nmen t of p o l i t i c a l

independence have done l i t t l e o r no th ing t o encourage r u r a l sett lemen:.

Consequently, problems such a s h i g h wave of c r imes , unemployment, d e s t l -

t u t i o n , gangs te r i sm e t c have become t h e o r d e r of t h e day. By be ing e v s l

emphatic on l a r g e s c a l e i n d u s t r i e s , t h e p a s t r u l e r s h i p had r e f l e c t e d

ignorance of t h e f a c t t h a t t h e b i g f i rms a r e though c a p i t a l i n t e n s i v e ,

they prov ide o p p o r t u n i t i e s f o r fewer job s e e k e r s when compared w i th

smal le r f i rms . M r . Oshunbiyi, t h e r e f o r e , c a l l e d f o r backward i n t e -

g r a t i o n among f i rms a s one of t h e numerous economic t o o l s f o r n a t i o n a l

s e l f r e l i a n c e . 2 6

20

M r O l i ve r Ibekwe (1986) , whi le r e f l e c t i n g on t r a d e f a i r s s a i d

t h a t t h e c a l l s by succe s s ive p a s t governments f o r Niger ians t o pa t ro -

n i s e goods made i n N ige r i a has been accen tua ted by t h e mounting of

f requen t t r a d e f a i r s . Trade f a i r s a r e necessa ry ins t ruments f o r r e -

o r i e n t i n g Niger ians t o develop p r i d e i n l o c a l l y manufactured goods. 2 7

He a l s o s a i d t h a t a change i n t h e t a s t e s of Niger ians who g e n e r a l l y

che r i sh f o r e i g n goods i s a n e c e s s i t y i f we must wriggle ou t of our

p resen t economic mess. M r Ibekwe was i n no doubt t h a t t r a d e f a i r s

have t h e p o t e n t i a l s of promoting t h e eonomic, c u l t u r a l and t e c h n o l o g i c a l b

p o t e n t i a l s of a n a t i o n . Like o t h e r s , M r Ibekwe was of t h e op in ion

t h a t t h e p r i n c i p a l b e n e f i c i a r i e s of most t r a d e f a i r s i n t h i s country

have been f o r e i g n f i rms . Thus, i t appears a s o f t e n po in ted o u t t h a t t r a d e

f a i r s o rgan i s ed i n Niger ia have tended t o provide e x h i b i t i o n ground

f o r f o r e i g n businessmen who would want t o conso l i da t e t h e f o r e i g n

t a s t e m e n t a l i t y among Niger ian e l i t e s . He was of t h e view t h a t our

t r a d e f a i r s do n o t make a show of our domestic pr0ductiv.e c apac i t y .

M r . Ibekwe s t a t e d t h a t because of t h i s ugly development, t r a d e f a i r s

have perhaps se rved t o i n c r e a s e t h e a p p e t i t e of Niger ians f o r f o r e i g n

made goods. 28

Although t h e r e ha s been many i n t e r n a t i o a l t r a d e f a i r s s i n c e our

independence, none has e x c l u s i v e l y been ded ica ted t o made i n N ige r i a

goods u n t i l December 1982 when a domestic t r a d e f a i r was o rgan ised by

t h e Manufacturers Assoc i a t i on of Niger ia (MAN). The venue of t h a t t r a d e

f a i r was t h e Aba C e n t r a l Stadium. M r Ibekwe obse rved t h a t u n t i l

1 9 8 2 , t h e o r g a n i s e r s of t r a d e f a i r s r a r e l y d e d i c a t e d some days

and p a v i l l i o n s t o made i n N i g e r i a p r o d u c t s o u t of s h e e r p a t r i o t i c

c ~ r t e s ~ . ~ ~ He a l s o noted t h a t t h e r e h a s been a p r o l i f e r a t i o n of

t r a d e f a i r s i n t h i s coun t ry . Th i s a c c o r d i n g t o him might have been

t h e handiwork of promot ional t o o l s and a l s o t h e r e a l i s a t i o n of t h e

p romot iona l p o t e n t i a l i t i e s of t r a d e f a i r s . M r . Ibekwe was a l s o of

t h e o p i n i o n t h a t our c u r r e n t t r a d e f a i r s focus more on monetary t r a n - B

s a c t i o n s r a t h e r t h a n on t h e exchange of s c i e n t i f i c , t e c h n i c a l i d e a s ,

i n f o r m a t i o n and a s w e l l a s t h e promotion of l o c a l manufactured p r o d u c t s .

While m i l l i o n s of Naira have been recorded d u r i n g t r a d e f a i r s , t h e con-

t r i b u t i o n o f t h e f a i r s t o i n d u s t r i a l and t e c h n o l o g i c a l growth of t h e

c o u n t r y h a s been no th ing t o app laud . M r Ibekwe t a l k e d p a r t i c u l a r l y

of t h e 1982 domest ic t r a d e f a i r which was development o r i e n t e d a s i t

s t i m u l a t e d i n t e r e s t and g i n g e r e d p r i d e i n l o c a l l y made p r o d u c t s . The

f a i r , a c c o r d i n g t o him, s i g n i f i c a n t l y genera ted un ique i d e a s f o r improv-

i n g t h e a c c e p t a b i l i t y of t h e p r o d u c t s made i n N i g e r i a . It a t t r a c t e d

l e a d i n g b r a i n s from d i f e r e n t p a r t s of t h e coun t ry and p rov ided a forum

f o r r e s e a r c h e r s , i n v e s t o r s , consumers, manufac tu re r s and c o n s u l t a n t s

t o e x p r e s s v iews and exchange i d e a s on i s s u e s t h a t were c r i t i c a l t o

l o c a l p r o d u c t s development and a c c e p t a b i l i t y . The 1982 domest ic t r a d e

f a i r s a i d M r . Ibekwe s e t t h e s t a g e f o r t h e numerous demes t i c t r a d e f a i r s

t h a t fo l lowed . M r Ibekwe l u c i d l y s t a t e d t h a t t h e r e a l wor th of any

2 2

t r a d e f a i r l i e s n o t s o much i n t h e number of people o r monetary t r a n s a c -

t i o n s r e s u l t i n g from t h e f a i r s , b u t r a t h e r t h e impact of t h e i d e a s on

t e c h n o l o g i c a l and i n d u s t r i a l growth. According t o him, t h e emphasis on

monetary t r a n s a c t i o n s a t t h e exp,easgs of t h e exchange of s c i ~ n t i f i c and

t e c h n i c a l o p i n i o n and in format ion IS t h e bane of most of our t r a d e

f a i r s . 3 0

The r e c e n t emphasis being l a i d on domest ic t r a d e f a i r a s e x h i b i t e d

by t h e 1988 Lagos I n t e r n a t i o n a l Trade F a i r and t h e 1989 Kaduna I n t e r n a -

t i o n a l t r a d e f a i r was l a r g e l y applauded by people l i k e O l i v e r Ibekwe.

According t o him, t h i s new o r i e n t a t i o n d e s e r v e encouragement of every

.Niger ian a s we s t a n d a chance of g a i n i n g i f t r a d e f a i r o r g a n i s e r s

4 focus t h e i r a t t e n t i o n on the exchange of i n d u s t r i a l i n f o r m a t i o n , tech-

n o l o g i c a l e d u c a t i o n and l o c a l product development. 31 Trade f a i r s should

provide o p p o r t u n i t i e s f o r Niger ian i n d u s t r i a l i s t s , a g r i c u l t u r a l i s t s and

s c i e n t i s t s t o keep up w i t h t h e l a t e s t t e c h n o l o g i c a l development i n t h e i r

v a r i o u s f i e l d s . Trade f a i r s should demonstra te new i n v e n t i o n s , d e s i g n s

and p r o c e s s i n g equipment and shou ld encourage t h e i n t r o d u c t i o n of l o c a l

components i n t o l o c a l l y assembled p r o d u c t s and should i n t r o d u c e a g r i c u l -

t u r a l machinery t h a t s m a l l farmers can a f f o r d and which would h e l p i n

modernizing fa rming technology. M r Ibekwe l a s t l y r e i t e r a t e d t h a t Niger ia

has g o t t o t h e s t a g e where t r a d e f a i r s shou ld be viewed a s i n d u s t r i a l

and development s t r a t e g y t o a t t a i n s e l f s u f f i c i e n c y i n food p roduc t ion . 32

Indeed, i n t e r n a t i o n a l t r a d e f a i r i n p a r t i c u l a r have enormous p o t e n t i a l s

f o r b o o s t i n g t h e development of o u r n a t i o n a l economy.

Commenting on t h e p l i g h t of s m a l l - s c a l e i n d u s t r i a l i s t and t h e h igh

cost of exhibition stands, Obumneme Okonkwo pointed out that in the

quest to be self-financing like the olympic and world cup fiestas,

trade fair organising committees have so designed their pricing

structures that exhibition stands are priced beyond the reach of the

small-scale indsutrialists. 33 Similarly, the size of stand that will

enable optimum demonstration and display facilities that will guaran-

tee the indigenous small scale industrialists (especially the inventors)

the anticipated impact on the scene, according to Obumneme, is quite

astronomical. He lamented that even though the exhibition fees at the 4

fairs are quite high, there are some daring and determined local intre-

preneurs who are prepared to cough out such amounts but the problem is

that even when they do so, their presence at the trade fairs are often

dwarfed by that of big firms who take up stands that are ten times

the size of those taken up by the small firms. The lesson to learn

from this practice is that mammothstands taken up by all these foreign

aifiliated big firms are not entirely a show of corporate size but

rather a concerted attempt to thwart the efforts and aspirations of

their up and coming indigenous challengers. With the erection of the

fantastic edifices on their exhibition stands which they know too well

cannot be matched by their local counterparts, although a serious minded

prospect will not mind discussing business in a ramshackle of 8 stand,

the problem, according to him, is more psychological than real.

Psychological in the sense that such elaborate edifices discourage

t h e s m a l l s c a l e indigenous i n d u s t r i a l i s t s from v e n t u r i n g i n t o t h e

same f i e l d of o p e r a t i o n s w i t h t h e b i g f i r m s . Thus, by working on t h e

minds of t h e s e indigenous b u t f i n a n c i a l l y handicapped i n d u s t r i a l i s t s ,

t h e s e b i g f i r m s w i t h t h e i r f o r e i g n a f f i l i a t i o n s u s e t h e i r f i n a n c i a l

r e s o u r c e s a s l e v e r a g e s o v e r t h e i r s m a l l t ime c o m p e t i t o r s and i n

e f f e c t c r e a t i n g some kind of a r t i f i c i a l b a r r i e r s t o i n d u s t r i a l e n t r y

f o r t h e s m a l l f i r m s w i t h meagre r e s o u r c e s . 34

Obumneme looked more c r i t i c a l l y on t h e p l i g h t of t h e s m a l l - s c a l e

i n d u s t r i a l i s t s a s i t concerns o t h e r p romot iona l s p o t l i g h t s i n t h e

e x h i b i t i o n a r e n a . He opined t h a t i n s p i t e of t h e e x o r b i t a n t n a t u r e

of t h e e x h i b i t i o n s t a n d f e e s t o t h e s m a l l - s c a l e e x h i b i t o r s , o t h e r

p romot iona l s p o t l i g h t s under taken by t h e TV, Newspaper and Radio houses

a r e e q u a l l y too expensive f o r t h e s e c a d r e of businessmen t o a f f o r 4 .

The r o l e of e d i t o r i a l p u b l i c i t y which media houses a r e supposed t o u s e

i n p r o j e c t i n g worth-while and n o v e l e f f o r t s a t t h e f a i r s a r e l o s t i n

t h e i r q u e s t f o r f i n a n c i a l buoyancy. P r o f f e s s i o n a l l y and e t h n i c a l l y ,

s p o t l i g h t s a r e supposed t o be e d i t o r i a l p u b l i c i t y a p p l i e d by media

houses i n rewarding and p r o j e c t i n g worthwhi le and l a u d a b l e ach ievements .

Obumneme r e g r e t t e d t h a t t h e above i s no l o n g e r t h e c a s e going by t h e

way t h i s p u b l i c r e l a t i o n s t o o l i s b e i n g abused. He s a i d t h a t s p o t -

l i g h t have become t h e e x c l u s i v e p r e s e r v e of t h o s e who can a f f o r d i t

and no longer a reward f o r t r u l y h a r d ~ o r k . ~ ~ T h i s probably a c c o u n t s

f o r why t h e supposed impacts of s u c h p u b l i c i t y f a l l s h o r t , f a r below

e x p e c t a t i o n s a s e v e n t s t h a t a r e supposed t o be newsworthy a r e no l o n g e r

p r o j e c t e d i f t h e p u b l i c i t y f e e i s n o t p a i d .

2 5

SUMMARY OF LITERATURE REVIEW --

The main t rends i n t h e l i t e r a t u r e rev iew can be sumrnarised

a s fo l lows :

Trade f a i r s o f f e r b o t h e x h i b i t o r s and p a r t i c i p a n t s a l i k e g r e a t

oppor tun i ty t o compare s k i l l s and models f o r bo th i n d u s t r i a l growth

and g l o b a l economic expansion. I t a l s o p r o v i d e s an i d e a l f o r u n f o r

t h e d i s p l a y of goods and s e r v i c e s , e x p l o r a t i o n of new m a r k e t s , t h e

e s t a b l i s h m e n t of new t r a d e l i n k s and f o s t e r i n g of b e t t e r u n d e r s t a n d i n g

among peoples of t h e i n t e r n a t i o n a l b u s i n e s s community. I t * a s been

one of t h e o l d e s t t echn iques of t r a d e promotion which i s s t i l l v e r y

r e l e v a n t f o r t h a t purpose even i n t o d a y ' s age of high-tech.

Trade f a i r s g e n e r a l l y have n o t a c t u a l l y ach ieved t h e d e s i r e d

o b j e c t i v e s . For i n s t a n c e , v e r y l i t t l e has been done t o h e l p s m a l l - s c a l e

i n d u s t r i a l i s t s grow. Every th ing abou t t h e t r a d e f a i r s i s b e i n g p r i c e d

beyond t h e r e a c h of t h i s group of i n d u s t r i a l i s t s .

I n t h e same v e i n , r a t h e r t h a n d i s p l a y i n g new produc t s a t t h e f a i r s ,

t h e same o l d goods and s e r v i c e s a r e d i s p l a y e d a t each of t h e t r a d e

f a i r s a c r o s s t h e coun t ry . To t h e amazement of v i s i t o r s , i t h a s become

s t r e e t t r a d e r s ' a f f a i r s and t h e goods on d i s p l a y a r e s o l d a t sky-

r o c k e t p r i c e s because t h e f e e s p a i d f o r t r a d e f a i r s s t a n d s a r e exorb i -

t a n t . To t h i s end t r a d e f a i r s a r e g r a d u a l l y t u r n i n g t o e n t e r t a i n m e n t

t h e a t r e s and supermarkets f o r goods and s e r v i c e s .

In offering solution to the above mentioned problems of trade fairs,

a comprehensive package of incentives should be introduced for selec-

ted industriies which utilise a given percentage of locally sourced

materials in their production process. Such incentives should be

designed to make the selected industries prefer using locally sourced

materials to imported imputs.

Conclusively, however, trading nations across the globe have 0

accepted that trade fairs are veritable platforms for launching

and highlighting the country's business potentials and achievements.

REFERENCES

1. Charles W. Lamb et a1,"Principles of Marketing" South Western Publishing Co. Cincinnati Ohio, 1994, p. 484.

2 Ibid. P

3. Ibid.

4. Chisnall peters, "Mareketing - A Behavioural Analysis, - NCGRAW HILL, 1975, p. 3

5. Edward W. Cundiff et a1,"~asic Marketing," Prentice-Hall of India Private Ltd., New Delhi, 1972, p. 365.

6. Norman Govoni et al, "Promotional Management, Prentice-Hall International Edition, 1986, p. 12

7. Ibid.

8. Ibid.

9. Norman Govoni et al, OF. cit p. 13.

10. Ibid.

11. J. Thomas Russel et al, "Weppner's Advertising Procedure," renti ice- all International (1990)." p. 660 - 661.

12. John Wilmshurst, "The Fundamentals and Practice of Marketingt', Butterworth-Heinemann T,td. (Oxford) - 1984, p. 181 and 182.

13. William J. Stanton,"Fundamentals of Marketing" MCGRAW HILL LTK 1981) p. 379.

14. Charles W. Lamb and etel, OP cit p. 552

15 Richard J. Semenik et a1,"Principles of Marketing" Ohio (1993) p. 354 - 355.

16. Frank Jef kins , "Advertising" Pitman Publishing London (1991), p. 168 - 174.

17. Suleiman I. "Trade Fairs: Tools of Promoting Sales/Services; National Concord, January 28, 1983, p. 7

18. Ndu Ughamadu, "Trade Fairs and Nigeria's Investment Climate" Bus. Times, Monday, Feb. 18, '1991 p. 7

Ibid.

Editorial, Business Concord, Tuesday March 5, 1991, p. 4.

Ibid. -

Nnaj i C. "Trade Fairs and Nigeria's Economic R e c o v ~ " , Statesman Oct. 19, 1986, p. 3.

Sirc Elilo,"~essons of the Trade Fair, New Globe Vol. 1 No. 1,. Dec. 16, 1985 p. 16.

Chuma Ifedi, "Promoting Productive Trade fair" Business -

Concord,. Tuesday, March 5, 1991, p. 15.

0. Oshunbiyi, "Sustaining Small Scale Industries", New Nigerian, April 22, 1989, p. 12.

4 Ibid.

Ibekwe o. "~eflections on Made-in-Nigeria Fairs", Punch, August 16, 1986, p. 2.

Ibid. -

Ibid. -

Ibid.

Ibid.

Ibid.

Obumneme Okonkwo, "Where Trade Fairs Misfire", Business Times Feb. 16, 1989, P. 7

Ibid. P

Ibid. -

Chapter Three

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

In carrying out a research work, it is necessary to have a work-

able research design that will provide the detailed blue-print for

carrying out the research project. Preliminary investigations was

made to find out those companies that normally participate in various

internaional trade fairs in the country. Their locations and type *

of production were also investigated. Based on the cursory inves-

tigation, the researcher divided the participants into various zones

with one state representing each zone. The zones are as follows:-

(i) Enugu Zone representing Eastern region.

(ii) Lagos Zone representing Western region.

(iii) Kaduna Zone representing Northern region.

It was the intention of the researcher to obtain a frame

work for the entire research process through this design.

3.2 SOURCES OF DATA

Both primary and secondary data will be used in the investigation.

3.2 .1 PRIMARY SOURCES

The primary data for this study will be collected from the company

executives in Enugu, Lagos and Kaduna through the use of questionnaires.

The researcher will also make some personal interviews with some of the

Nigerian industrialists as well as with people who are involved 5:

other areas of economic activity which can equally contribute t:

the nation's economic development. Besides the questionnaires,

other methods to be used for the gathering of information will bs

the researcher's personal observations of the past international

trade fairs in Enugu and other parts of the country. This in nc

small measure will increase the researcher's wealth of informatiz:

on the staging and organisation of international trade fair in ths

country. b

3.2.2 SECONDARY SOURCES

As a form of exhibition, trade fairs are located in the realz cf

marketing promotion. There exists a wide range of literature on Yarket-

ing promotion. Due to the obvious fact that trade fairs and marketing

promotions share the same literature and documentation, the rese2rc::er

made extensive use of the existing stock of materials on marketizg

promotions. Write-ups and articles on international trade fairs x s r e

also made use of. The secondary data section constitutedachapter

in this work.

3.3 DATA COLLECTION METHODS

The choice of data collection method will be a critical poizt

in the course of this research. This is so because there are many

factors to be considered and many variations of the three basic

methods of personal or telephone interview or a mail survey. For lack

of time, distance barrier and the unreliability of mail delivery

system in the country, the researcher will resort to using personal

interviews as well as hand-delivered questionnaires.

3.4 METHOD OF DATA ANALYSIS

The data got from the field were analysed using the tables,

percentages, figures, pie charts and bar charts. The hypotheses,

L will be tested using chi-square (X ) distribution at a significance - .

level of 5 percent (X = 0.05). This study is broad in nature and

* therefore, the researcher decided to use the following research

instruments:

(i) Questionnaires

(ii) Oral Interviews and

(iii) Personal Observation.

3.4.1 QUESTIONNAIRE

In the questionaire design, the researcher employed the following:

1 . Dichotomous questions (Yes/No).

2. Multiple questions

3. Open ended questions

The dichotomous questions allow only two possible options that

are mutually exclusive. The dichotomous questions aimed at making

the answers easy for the respondents and also to give very little

room for bias.

The multiple choice type of questions allow the respondents to

choose from an array of suggested answers that best describe their

feelings or make room for them to make their own suggestions where

they have something contrary.

The open ended questions are those that do not limit the resp-

ondents to any particular choice. Hence, they can freely express

their own opinions in their own words. The questionnaire was aimed

at eliciting information (data) from the company executives. It alsc

sought that views on how international trade fairs can serve as an

effective marketing promotion strategy in Nigeria. These questionnairs-

will be distributed to the various zones in Enugu, Lagos and Kaduna. b

3.4.2 ORAL INTERVIEWS

In addition to the questionnaires to be distributed, oral face-to

face interview will also be conducted to supplement information obtaizet

from the questionnaires. The purpose of the oral interviews is to re-

duce the rigidity associated with designed questionnaires and give

those respondents interviewed, more opportunity of supplying informa-

tion which they did not supply in the questionnaires. The oral

interviews will be restricted to marketing Executives of the companies.

3.4.3 PERSONAL OBSERVATION

The researcher will also make some personal observations of the

past international trade fairs in Enugu and other parts of the country.

3.5 POPULATION OF INTEREST

The population for this study will be made up of all registered

companies in Enugu, Lagos and Kaduna States that regularly partici-

pate in international trade fairs in the country. As at 31st October

1994, the Lagos state chamber of commerce gave the number of registers?

companies in Lagos that are regular participants to almost all the

international trade fairs organised in the country to 110. Also,

Enugu State Chamber of Commerce gave the number of regular participe~ss

to 75 while that of Kaduna is 83.

3.6 SAMPLE SIZE AND SAMPLE STRATEGY

To determine the sample size for the study, a trial question~r:rz

was constructed with a view to ascertaining the respondents' reactic2s

to each of the questions and the questionnaires as a whole. A to:z;

of ninety five copies of the questionnaires were distributed, eighty i l v e

of the questionnaires were correctly filled and returned while ten

were either wrongly filled or were not filled.

Based on this, the sample size was computed thus:

where :

n = Sample size

z = confidence limit (95%) or 1.96

P = Percentage of positive response

q = Percentage of negative response

e = the limit of tolerable error given as 5%

To o b t a i n a conven ien t sample s i z e u s i n g t h i s fo rmula , t h e

f o l l o w i n g c a l c u l a t i o n s was done:

= 150 approx.

A sample s i z e of 150 p e r s o n s w i l l be used f o r t h e s t u d y .

For t h i s work, t h e c o u n t r y was sub-divided i n t o v a r i o u s zones . This

i s t o a t t a i n accuracy and and f o r e a s y m a n i p u l a t i o n . A sample of one

* hundred a n d f i f t y r e g i s t e r e d companies was drawn f rom t h e p o p u l a t i o n .

The number of r e g i s t e r e d companies t h a t a r e r e g u l a r p a r t i c i p a n t s i n

i n t e r n a i o n a l t r a d e f a i r s a s a t 1994 was two hundred and s i x t y - e i g h t .

And s i n c e i t i s p o s s i b l e t h a t t h e r e was some o t h e r s t h a t a r e no t

r e g u l a r p a r t i c i p a n t s , t h e r e s e a r c h e r dec ided t o make u s e of t h e one

hundred and f i f t y r e g i s t e r e d and r e g u l a r p a r t i c i p a t i n g companies i n

t h e sample s i z e .

To make f o r even d s t r i b u t i o n of t h e q u e s t i o n n a i r e s and t o e l i m i -

n a t e b i a s , t h e q u e s t i o n n a i r e s was a l l o c a t e d t o each of t h e zone s e l e c t e d

u s i n g t h e f o l l o w i n g approach :

Number of e s t i m a t e d p e r s o n s = 150

Number of q u e s t i o n n a i r e t o b e a l l o c a t e d t o e a c h zone = 150 = 50

A t o t a l of 50 company e x e c u t i v e s w i l l be randomly choosen 3

from each zone under s t u d y . The r e s e a r c h e r s e l e c t e d t h e companies

from Enugu, Lagos and Kaduna i n t h e r a t i o of 50:50:50. Adequate c o n s i -

d e r a t i o n was g iven t o t h e economic v i a b i l i t y of t h e companies.

Chapter Four

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

In this project, the researcher distributed one type of question-

naire and complemented it with oral interviews. A total number of one

hundred and fifty questionnaires were distributed. The number of res-

ponses recorded was one hundred and thirty five representing 90%. One

can-conclude from the percentage response that the responses from the

manufacturers were good. Many of the respondents showed intereit in

the work.

The data got from the field were analysed by using tables percen-

tages, figures, piecharts and bar charts. The calculations on the

percentages were arrived at in this way.

n - N

x 100

where

n = number of responses from the zone

N = sum of total number of responses.

The data collected were analysed thus;

QUESTION 1

Have you ever been to an international trade fair?

The respondents all agreed that they have been to a trade fair before.

QUESTION 2

Which of these international trade fair have you been to?

RESPONSE VARIABLE RESPONSE PERCENTAGE RESPONSE

Lagos International Trade Fair

Kaduna International Trade Fair 3 6

Enugu Internaional Trade Fair

TOTAL 135 100

* The table indicates that out of the one hundred and thirty-five

respondents, twenty-nine or 21% of them said they have been to the

Lagos Internaional trade fair, thirty-six or 27% said they have been

to the Kaduna International Trade Fair while seventy or 52% said they

have been to the Enugu Internaional Trade Fair.

PIE CHART REPRESENTATION OF THE TRADE FAIRS THAT HAS BEEN VISITED BY RESPONDENTS

Lagos Internaional Trade Fair

Kaduna International Trade Fair - 36 x 360 = 96O 135

Enugu International Trade Fair - 70 x 360 = 187O 135

PIG. 4 . 1 PIE CHART SHOWING REPRESENTATION OF TRADE PAIRS VISITED BY RESPONDENTS

b Did you go to these fairs as a participant or as an observer?

The respondents all answered that they visited the trade fair

in the capacity of participants.

QUESTION 4

4a What was your impression of the Lagos International

trade fair?


Well organised

Poorly organised

Others

Total 2 9 1 0 0

The table indicates that 11 industrialisb or 38% of those who

has visited the Lagos Internaional trade fair said that the Trade

Fair was well organised, 13 of them or 45% maintained that it was

poorly organised while 5 or 17% were undecided.

4b. What was your impression of the Kaduna International Trade Fair?


Well organised

Poorly organised

Others

Total 3 6 100 4

From the table 19 or 53% of those who had visited the Kaduna

International Trade Fair said it was well organised, 11 or 30 % of thexi

were of the view that it was poorly organised while 6 or 17% said the

trade fair was neither well organised nor poorly organised.

4 c . What was your impression of the Enugu Internaional Trade Fair?

RESPONSE Variable RESPONSE PERCENTAGE RESPONSE

Well organised 2 6

Poorly organised 3 5

Others 9 13

Total 7 0 100

The table shows that about 37% of those who had visited the

Enugu International Trade Fair was of the view that the trade fair

was well organised, 50% said it was poorly organised while 13% had

no d e f i n i t e s t a n d .

QUESTION -- 5

What do you t h i n k con t r i bu t ed t o t h e good o r g a n i s a t i o n of

the t r a d e f a i r ?

5a. LAGOS INTERNATIONAL TRADE FAIR

-

RESPONSE VARIABLE PERCENTAGE

RESPONSE RESPONSE -

Enough space and s e c u r i t y 3 2 7

Moderate f e e charges 2 18 1,

Exchange f a c i l i t e i s f o r bus ine s s and f u t u r e c o n t a c t s 4 37

Others 2 18 --

T o t a l 11 100

The t a b l e shows t h a t 27% of t he respondents who had v i s i t e d t he

Lagos I n t e r n a t i o n a l t r a d e f a i r s a i d t h e f a i r was good i n i t s organi-

s a t i o n due t o enough space and s e c u r i t y , 18% a t t r i b u t e d i t t o moder-

a t e f e e s , 37% main ta ined t h a t i t wasbecauseof exchange of i d e a s and

f u t u r e bus ine s s c o n t a c t s whi le 18% i n d i c a t e d o the r f a c t o r s .

5b. KADUNA INTERNATIONAL TRADE FAIR

RESPONSE VARIABLE RESPONSE PERCENTAGE

RESPONSE

Enough space and s e c u r i t y 6

Moderate f e e charges 4

Exchange of f a c i l i t i e s 6

Others 3

The table indicates that 32% said the Kaduna International

trade fair was considered good in its organisation because it has

enough space and security, 21% said it was because of the moderate

fee charged 32% said it was for the exchange facilities while other

15% maintained. that it was due to other factors.

5c. ENUGU INTERNATIONAL TRADE FAIR


Enough space and security 4 15 4

Moderate fee for stands 2 8

Facilities for exchange of business ideas and contact 15

Others 5 19

Total 26 100

This table indicates that 15% of the respondents said that the

Enugu Internaional Trade fair was well organised because there was

enough space and security in the fair. 8% said it was because of

the moderate fee charged. 58% said it was for the exchange of busi-

ness ideas and contacts which the forum provided while192 others

said it was because of other factors.

QUESTION 6

What do you think contributed to the bad organisation of

the trade fairs you have visited?

6a. LAGOS INTERNATIONAL TRADE FAIR


Insufficient space and security 3

High fees' for stand 5

Inadequate facilities for exchange of business

. ideas and contacts 2

Others 3

13 100 *

Total

23% of the respondents who said that the Lagos International Trade

Fair was poorly organised said it was so because of insufficient space

and security. 38% said it was because of the high fees charged for the

stand. 16% was of the opinion that it was because of inadequate faci-

lities for the exchange of business ideas and future business contacts

while 23% said it was because of other factors.



Insufficient space and security 2 High fees for stand 5 Inadequate facilities for exchange of business ideas and contacts 2

Others 2 18

Total 11 100

A good p e r c e n t a g e of t h o s e who v i s i t e d t h e Kaduna I n t e r n a t i o n a l

Trade F a i r were of t h e o p i n i o n t h a t t h e f a i r was poor ly o r g a n i s e d

because of h i g h f e e s charged .



I n s u f f i c i e n t s p a c e and s e c u r i t y 5

. High f e e s f o r s t a n d s 2 1

Inadequa te f a c i l i t i e s f o r exchange of b u s i n e s s i d e a s and c o n t a c t s 6

Others 3

The same o p i n i o n of t h o s e who v i s i t e d Kaduna I n t e r n a t i o n a l Trade

F a i r t h a t i t was p o o r l y o r g a n i s e d because of h i g h f e e s charged was

main ta ined by t h o s e who v i s i t e d Enugu I n t e r n a t i o n a l Trzde F a i r .

QUESTION 7

Did you b u y l r e n t a s t a n d i n t h e t r a d e f a i r o r you e r e c t e d

one y o u r s e l f ?

A l l t h e r e s p o n d e n t s s a i d t h e s t a n d used by them was bought .

QUESTION 8

I f your s t a n d wasbought,. abou t how much d i d i t c o s t you?

4 3 8a. LAGOS INTERNATIONAL TRADE FAIR


Below 500 - 500 - 1000 5

1000 - 1500 14

1500 - 2000 6

2000 - and above 4

Total 2 9 100

The table above shows that 5 or 17% of the respondents who had

b participated in the Lagos International Trade fair said they spent

between five hundred and one thousand for stands. 14 or 48% said it

was between one thousand and one thousand five hundred naira, 6 or 21%

said it was between one thousand five hundred and two thousand naira

while 4 or 14% said it was above two thousand naira.



Below 500

500 - 1000

1000 - 1500

1500 - 2000

2000 - and above

Total 3 6 100

Eight respondents reported that they spent between five hundred

and one thousand naira in the Kaduna International Trade Fairs which

they had visited. 16 or 44% said they spent between one thousand

and one thousand five hundred naira, 9 or 26% said it was between

one thousand five hundred and two thousand naira while three or 8%

said it was above two thousand naira.



Below 500 3 5

500 - 1000 2 5

1000 - 1500 10

1000 - 2000 -

2000 - and above -

Total 7 0 100

This shows that out of the seventy participants who had visited

the Enugu International Trade Fair, 35 or 50% said they spent below

five hundred naira for the stand. 25 representing 36zsaid they spent

.between £.ive hundred and one thousand naira while 10 or 14% said they

spent between one thousand and one thousand five hundred naira.

QUESTION 10

What was the duration of the fair?

The participants for Lagos, Kaduna and Enugu International

Trade Fairs reported that the trade fair lasted for about two weeks.

QUESTION 11 ---

Can you make an estimate of your gross earnings at the end of

the trade fair?

l l a . LAGOS INTERNATIONAL TRADE FAIR

RESPONSE VARIABLE RESPONSE PERCENTAGE RESPONSE - -

Below 2000 2

2000 - 2500 1

2500 - 3000 3

3000 - 3500 5

3500 - 4000 7

4000 - and above 11

T o t a l 2 9 100 B

Of those who had v i s i t e d and p a r t i c i p a t e d i n t h e Lagos I n t e r n a t i o n -

a l t r a d e f a i r s , 2 o r 7% r e p o r t e d t h a t t h e y made a g r o s s e a r n i n g s of

below two thousand n a i r a . 1 o r 4% s a i d t h e y made between two thousand

and two thousand f i v e hundred n a i r a i n t h e f a i r , 3 o r 10% s a i d they

r e a l i s e d between two thousand f i v e hundred and t h r e e thousand n a i r a ,

5 o r 17% s a i d they made between t h r e e thousand and t h r e e thousand f i v e

hundred n a i r a . Again, 7 o r 24% s a i d t h e y r e a l i s e d between t h r e e thousan i

f i v e hundred and f o u r thousand n a i r a w h i l e 11 o r 38% s a i d they made

above f o u r thousand n a i r a .

I l b KADUNA INTERNATIONAL TRADE FAIR


Below 2000

2000 - 2500

2500 - 3000

3000 - 3500

RESPONSE VARIABLE RESPONSE PERCENr&GE RESPONSE

4000 10 2 8

Total 3 6 100

From the table,above,3 respondents or 8% had a gross earnings

of below two. thousand naira in Kaduna International Trade Fairs they

had visited, 4 or 11% got between 2000 and 2500; 6 or 172 made between

2500 and 3000; 8 or 22% reakised between 3000 and 2500. Also, 5 or 14%

got between 3500 and 4000 while 10 or 28% got above 4000.

llc. ENUGU INTERNATIONAL TRADE FAIR b


Bellow 2000 6

2000 - 2500 10

2500 - 3000 15

3000 - 3500 30

3500 - 4000 5

4000 - and above 4

Total 7 0 100

The table indicates that out of the 70 respondents from the

~ g u International trade fair, 9% of them said they realised be101

two thousand naira as their gross earnings. 14% reported that they

gain between two thousand and two thousand five hundred naira. Also

15 or 21% of the respondents said theirs was between two thousand

five hundred naira and three thousand naira, 30 or 43% of the respon-

dents said they realised between three thousand naira and three

thousand five hundred naira. Moreover, 5 or 7% said they got between

three thousand five hundred naira and four thousand naira, while 4

or 6% said they got above four thousand naira.

QUESTION 12

Do you think international trade fairs serve as an effective

marketing promotion strategy in Nigeria?

RESPONSE VARIABLE RESPONSE PERCENTAGE RESPONSE -

Yes 90 66 .7

No 45 33.3 b

From the table, 66.7% of the respondents agreed that Interna-

tional trade fairs serve as an effective marketing promotion strategy

in Nigeria, while 4 5 people representing 33.3% said it does not.

QUESTION 13

If yes, how do you think this is so?


Unique market for Manufac- turers, suppliers, buyers and users of goods and services 20

Opportunities for investment product and corporate promotion 18

Encourages exchange of information on modern skills and technology 2 5

Creates awareness of turism potentials in Nigeria 15 17

Exhibition of more of indigenous goods than foreign goods 8 9

Others 4 4 -

Total 9 0 100

The information can be recorded thus:

QUESTION 14

If no what made you thing that international trade fairs do not

serve as an effective marketing promotion strategy in Nigeria?


No unique market for manufacturers, suppliers buyers and users of goods and services 5

No opportunities for investment, product and corporate promotion 8 18

Discourages exchange of infor- - mation on modern skill and

technology 4

No awareness of tourism potentials 10

Exhibits more of foreign goods than indigenous goods 15 3 3

Others 3 7

Total 45 100

From the table, 11% said international trade fairs do not serve

as an effective marketing promotion strategy in Nigeria because it

does not offer unique market for manufacturers, suppliers, buyers

and users of goods and services, 18% said it was because of little

opportunities for investment, product and corporate promotion. Also

9% was of the view that it discourages exchange of information on

modern skills and technology, 22% said there was little or no aware-

ness of tourism potentials of the country. Again, 33% remarked

that it exhibits more of foreign goods than indigenous goods while

7 % have other reasons.

QUESTION 1 5

Do you think the government has contributed much towards the

efficient organisation of international trade fairs?

-


Yes

No

This indicates that 85 respondents representing 63% agreed that t5e

6 government has contributed much towards the efficient organisatio: cf

international trade fairs while 50 or 37% said the government has

contributed nothing to that effect.

QUESTION 16

If yes, how do you think the government has contributed tow~ris

the efficient organisation of international trade fairs?


Allocation for research and development 3 5

Incentives to exhibitors of indigenous goods 2 3

Reduction in stand fees 16 19

Enougu money for fairs 9 11

Others 2 2

Total 85 100

From the table above, 35 respondents representing 41% were of

the opinion that the governments has contributed much towards the

efficient organisation of international trade fairs through much

allocation for research and development. Also, 23 or 27% agreed that

the government has given much incentives to exhibitors of indigenous

goods, 16 or 19% said it is through the reduction in stand fee charges

which encourage indigenous business participation. Moreover, 9 or

ll%.believed that government votes enough money for fairs while 2%

has some other reasons. * QUESTION 17

What made you think the government has not contributed much?


Little or no allocation for research and development 8

No incentives to exhibitors of indigenous goods 7

HIgh fee charges 15

Inadequate money for fairs 17

Others 3

Total 50 100 --- - -

Out of 50 respondents who believed that the government has not

contributed much towards the efficient organisation of international

trade fairs, 8 or 16% agreed that it was because government has made

little or no allocation for research and development, 7 or 14%

s a i d i t was because of no i n c e n t i v e s t o e x h i b i t o r s of indigenous

goods, 15 o r 30% s a i d t h e f e e charges a r e on t h e h igh s i d e , 17 o r

34% main ta ined t h a t i t was a s a r e s u l t of inadequa te vo t e f o r f a i r s

whi le 3 o r 6% have some o t h e r reasons .

QUESTION 18

Do you cons ide r i n t e r n a t i o n a l t r a d e f a i r s b e n e f i c i a l ?

- RESPONSE VARIABLE RESPONSE PERCENTAGE RESPONSE

Yes

No

T o t a l 135 100

QUESTION 19

I f ye s , what y a r d s t i c k do you t h ink can be used f o r measur-

i ng t h i s b e n e f i t ?


Monetary ga in 18

Adequate exchange of bus i - n e s s i d e a s and c o n t a c t s 45

E x h i b i t i o n of indigenous 23

Disp lay of f o r e i n goods 5

Others 4

T o t a l 95 100

The r e s u l t above shows t h a t 18 respondents r e p r e s e n t i n g 19%

were of the opinion that international trade fairs are beneficial

because of their monetmy gain, 45 or 47% said it is beneficial due to

the echange of business ideas and contacts which the forum creates,

23 or 25% attributed benefit to the exhibition of indigenous goods,

5 or 5% said its benefit could be measured in terms of foreign goods

exhibition while 4 or 4% said its benefit is measureable in other

factors apart from the ones listed.

QUESTION 20

-If you think fairs are non beneficial, what are your reasons?


Monetary loss 9 2 3

Inadequate exchange of business ideas and contacts 5

Inadequate exhibition of indigenous good 6

Much display of foreign goods 15

Others 5

Total 4 0 100 - - - - - -

From the table above, 9 respondents representing 23% said inter-

national trade fairs are non beneficial as a result of the monetary

loss accruing from it, 5 or 12% attributed it to inadequate exchange

of business ideas and contacts, 6 or 15% was of the view that the

exhibition of indigenous goods is not adequate, 15 or 38% said it

is non beneficial due to much display of foreign goods while 5 or

12% said it is non beneficial as a result of other factors not listed.

QUESTION 2 - 1

Do you t h i n k t r a d e f a i r s promote demand by N i g e r i a n s f o r

i n d i g e n o u s goods t h a n f o r f o r e i g n ones?


Yes

No 9 2 6 8 --

T o t a l 135 100

From t h e t a b l e 32 p e r c e n t of t h e r e s p o n d e n t s were of t h e gp in ion

t h a t t r a d e f a i r s promote demand by N i g e r i a n s f o r ind igenous goods

t h a n t h e f o r e i g n ones , whi le 68 p e r c e n t had c o u n t e r o p i n i o n .

QUESTION 22

I f y e s , why do you t h i n k t h i s i s s o ?


Because of low p r i c e of indigenous goods a s a r e s u l t of comprehensive package of i n c e n t i v e s g i v e n t o ind igenous f i r m s by Government.

Because e v e r y t h i n g abou t t r a d e f a i r c o s t s i s b e i n g h i g h l y s u b s i d i z e d by Government f o r ind igenous f i r m s 6


Because ind igenous f i r m s have b e t t e r a c c e s s t o some promot ional s p o t - l i g h t s under taken by t e l e v i s i o n s , Newspapers and Radio houses t h a n f o r e i g n f i r m s 15

Because Niger ians v a l u e ind igenous goods more t h a n t h a t of f o r e i g n ones 7

Others 5 12

43 100 *

T o t a l

From t h e t a b l e above, 10 r e s p o n d e n t s r e p r e s e n t i n g 23% s a i d t r a d e

f a i r s promote demand by N i g e r i a n s f o r ind igenous goods t h a n t h a t of

f o r e i g n ones a s a r e s u l t of low p r i c e d n a t u r e of i n d i g e n o u s goods

b rough t abou t by t h e comprehensive package of i n c e n t i v e s from government

t o ind igenous f i r m s . Also , 6 o r 14 p e r c e n t s a i d i t i s because t r a d e

f a i r c o s t s a r e h i g h l y s u b s i d i z e d f o r ind igenous f i r m s by government.

Again, 15 o r 35% were of t h e o p i n i o n t h a t ind igenous f i r m s have b e t t e r

a c c e s s t o some promot iona l s p o t l i g h t s t h a n f o r e i g n f i r m s . Fur thermore ,

7 o r 16 p e r c e n t b e l i e v e d t h a t N i g e r i a n s v a l u e i n d i g e n o u s goods more than

t h a t of f o r e i g n ones w h i l e 5 o r 12 % gave some o t h e r r e a s o n s o t h e r t h a n

t h e ones l i s t e d .

QUESTION 2 3

I f no , why do you t h i n k t h a t t r a d e f a i r s promote demand by

N i g e r i a n s f o r f o r e i g n goods t h a n f o r ind igenous o n e s ?

-- - RESPONSE VARIABLE RESPONSE PERCENTAGE RESPONSE

Because l i t t l e o r no i n c e n t i v e s a r e given t o i n d u s t r i e s which u t i l i s e a g iven percentage of l o c a l l y sourced m a t e r i a l s i n t h e i r p roduc t ion process by government 18

Because every th ing about t r a d e f a i r i s being p r i c e d

- beyond t h e reach of sma l l s c a l e ind igenous i n d u s t r i e s 2 2

Because f o r e i g n f i rms have b e t t e r a cce s s t o some promo- t i o n a l s p o t l i g h t s under taken by t e l e v i s i o n s , newspapers and r a d i o houses than indigenous f i r m s 25

Because Niger ian va lue f o r e i g n goods more t han t h a t of indigenous ones. 23

O the r s 4 4

T o t a l 9 2 100

The r e s u l t above shows t h a t 18 respondents o r 20 percen t of a l l

t h e r e sponden t s who agreed t h a t t r a d e f a i r s promote demand by Niger ians

f o r f o r e i g n goods than f o r indigenous ones were of t h e opinion t h a t i t is

so becuase Government g ive s l i t t l e o r no i n c e n t i v e s t o indigenous indu-

s t r i e s . Moreover, 22 o r 24 pe rcen t s a i d i t i s due t o h igh cos t of

p a r t i c i p a t i n g i n t r a d e f a i r s which a f f e c t s ind igenous f i rms more.

5 7

Also, 25 o r 27% a t r i t u t e d i t t o t h e f a c t t h a t indigenous f i r m s

d o n ' t have good a c c e s s t o some promotional s p o t l i g h t s l i k e t h e i r

f o r e i g n c o u n t e r - p a r t s . I n t h e same v e i n , 23 o r 25% were of t h e v i e x :?EZ

N i g e r i a n s v a l u e f o r e i g n goods more than t h a t of indigenous ones whi i ;

4 o r 4 % had o t h e r reasons f o r a c c e p t i n g t h a t t r a d e f a i r s promote

demand by N i e r i a n s f o r f o r e i g n goods than f o r ind igenous ones .

QUESTION 2 4

Can you draw a comparison between Enugu I n t e r n a t i o n a l Trade

* F a i r w i t h any o t h e r i n t e r n a t i o n a l t r a d e f a i r ?


Yes

No

T o t a l

Above t a b l e shows t h a t 95 respondents r e p r e s e n t i n g 7 0 % agreed

t h a t a comparison could be drawn between Enugu I n t e r n a t i o n a l t r a d e

f a i r and any o t h e r i n t e r n a t i o n a l t r a d e f a i r w h i l e 4 0 r e p r e s e n t i n g 30,;

s a i d no comparison could be. drawn.

QUESTION 25

I f yes which f a i r can your compare i t w i t h ?

--

RESPONSE VARIABLE RESPONSE PERCENTAGE

RESPONSE

Enugu V s Lagos I n t e r - n a t i o n a l t r a d e f a i r 50

Enugu V s Kaduna I n t e r - n a t i o n a l Trade F a i r 45 4 7

To t a l ' 9 5 100

From t h e t a b l e above 50 people o r 5 3 % s a i d comparison c o u l t

be drawn between Enugu I n t e r n a t i o n a l t r a d e f a i r s and t h e Lagos

I n t e r n a t i o n a l Trade F a i r s wh i l e 45 o r 47% s a i d comparison co&d 8 2

drawn between Enugu I n t e r n a t i o n a l Trade F a i r s and Kaduna In t e rnz -

t i o n a l t r a d e f a i r s .

QUESTION 2.6.

How do t h e f a i r s compared above r e l a t e t o one ano the r ?

RESPONSE VARIABLE RESPONSE PERCENTAGE RESPONE

S i m i l a r 55 58

D i f f e r e n t 4 0 4 2

The r e s u l t above shows t h a t 55 respondents r e p r e s e n t i n g 58:

s a i d t h e t r a d e f a i r s compared a r e s i m i l a r whi le 40 o r 42% s a i d the:;

a r e no t s i m i l a r . QUESTION 2 7 '

I f t h e f a i r s a r e s i m i l a r what i s t h e e x t e n t o r degree of

t h e i r s i m i l a r i t y ?


St rong

Weak

T o t a l

The degree of s i m i l a r i t y a c c o r d i n g t o 34 responden ts o r 6 2 2

was' s t r o n g w h i l e 21 o r 38% h e l d t h a t i t was weak.

QUESTION 2 8

I n what terms can you c o n s i d e r t h e i r s i m i l a r i t y ?


Disp lay of s i m i l a r indigenous goods 10

Display of s i m i l a r f o r e i g n goods 5

Large t u r n o u t of people 2 2

A forum f o r exchange of b u s i n e s s i d e a s and c o n t a c t s 18 3 3

T o t a l 5 5 100

S i m i l a r i t y of t h e t r a d e f a i r s a c c o r d i n g t o t h e t a b l e i s a s a

r e s u l t of t h e f o l l o w i n g : 10 o r 18% s a i d i t was due t o t h e d i s p l a y

of indigenous goods t h a t a r e s i m i l a r , 5 o r 9% were of t h e view t h a t

i t was because of t h e d i s p l a y of s i m i l a r f o r e i g n goods, 22 o r 402

s a i d i t was because of t h e l a r g e number of peop le r e c o r d e d i n each

t r a d e f a i r whi le 18 o r 33% s a i d i t was because t h e t r a d e f a i r p r o v i c e e

forum f o r t h e exchange of b u s i n e s s i d e a s and f u t u r e c o n t a c t s .

QUESTION 29:

I f t h e f a i r s a r e n o t comparable, what can you s a i d i s t h e r e a s o n ?


D i f f e r e n t goods on d i s p l a y 10 2 5

Much d i s p l a y of f o r e i g n goods i n one t h a n t h e o t h e r 12

Much d i s p l a y of ind igenous goods i n one t h a n t h e o t h e r 15

O t h e r s 3 8

TOTAL 40 100

From t h e t a b l e 10 o r 25% s a i d t r a d e f a i r s c a n n o t be compared

b e c a u s e they d i s p l a y d i f f e r e n t goods. 12 o r 30% s a i d i t i s because

t h e r e was much d i s p l a y of f o r e i g n goods i n one t r a d e f a i r than t h e

o t h e r , 15 o r 37% p o i n t e d o u t t h a t indigenous goods a r e v e r y much i n

d i s p l a y i n one t h a n t h e o t h e r whi le 3 o r 8% s a i d t h e f a i r s a r e n o t

comparable because of o t h e r f a c t o r s .

QUESTION 30:

How would you want i n t e r n a t i o n a l t r a d e f a i r s t o be o r g a n i s e d ?

-


To reflect the display of more of indigenous goods 3 5

Display of only foreign goods that will sustain our economy and not errode it 15

Should be indigenously oriented 3 2

Moderate fees should be charged to encourage industrialists 5 3 3 9

135 100 &

Total

Based on the table above 35 respondents or 26% want future

international trade fairs to be organised in a way to reflect the

display of more of indigenous goods, 15 or 11% said the fairs should

display only foreign goods beneficial to our economy, 32 or 24% were

of the view that future international trade fairs should be indigenous:::

oriented while 53 or 39% supported reduction in fees so as to encoursgs

small scale industrialists.

4.2 HYPOTHESES TESTING

The following null hypotheses were formulated in the course of

this research work.

1. International trade fair does not serve as an effective

marketing promotion strategy in Nigeria.

2. Government has not contributed much towards the efficient

organisation of international trade fairs.

3. International trade fair is not beneficial to the Nigeria

economy.

4. Trade fairs promote demand by Nigerians for foreign goods

than for indigenous ones.

STATISTICALHYPOTHESES: - NULL HYPOTHESES:

In attempting to reach decisions it is useful to make assump-

tions or guesses about the population involved. These tentative

theories or guesses are termed statistical hypotheses. These assup- - .

tions may or may not be true and in general are statements about the

probability distribution of the population. They are directly bppo-

site to what it hoped to prove. These hypotheses or tentative theories

are call null hypotheses and are known by the sign Ho. Any hypotheses

which differ from a given hypotheses is call ed an alternative hypo-

theses designated Hi. Procedures which enables us to decide whether

to accept or reject hypotheses or to determine whether observed Sam-

ples differ significantly from expected results are called test of

hypotheses, test of significance or rules of decision.

TYPE I AND TYPE I1 ERRORS

In dealing with hypotheses, two types of errors usually occor.

These errors are the type I and type I1 errors. If we reject a

hypotheses when it should be accepted, we say that a type I error

has been committed. Conversely if we accept a hypotheses when it

should have been rejected, we say that a type I1 error has been made.

CHOICE OF TEST STATISTIC

Chi-square was used to test whether the observed frequencies in

the distribution differed significantly from expected frequencies.

The observed frequencies are arrived at from the responses got from

the questions asked the respondents.

4.2.1 HYPOTHESES ONE

For the first hypothesis, the observed frequencies are got from

the responses to questions 12, 13 and 14, which asked thus:

Do you think international trade fairs serve as an effective 4

marketing promotion strategy in Nigeria and how would this come about?

OBSERVED FREQUENCIES

TABLE Ia

RESPONSES VARIABLE Yes No Total

Unique market for manufacturers Suppliers, buyers and users of goods and services 2 0 5 2 5

Opportunities for investment, product and corporate promotion 18 8 2 6

Encourages exahange of information on modern skills and technology 2 5 4 29

Creates awareness of tourism potentials in Nigeria 15 10 2 5

Exhibition of more of indigenous goods than foreign goods 8 15 2 3

Others 4 3 7

GRAND TOTAL 90 45 135

CALCULATION OF EXPECTED FREQUENCY -

The r e s u l t found i n t h e observed f requency t a b l e above was used

t o e s t i m a t e t h e expected f r e q u e n c i e s . The expected f requency i n

each c e l l i s o b t a i n e d by t a k i n g t h e p roduc t of t h e raw and column

t o t a l s a p p r o p r i a t e t o t h e c e l l and d i v i d i n g t h e p r o d u c t by t h e t o t a l

f requency f o r t h e whole t a b l e , example 25 x 9 0 = 1 7 . 0 1 3 5

EXPECTED FREQUENCIES

TABLE I b .

RESPONSE VARIABLE Yes No T o t a l

Unique market f o r manufacturers , S u p p l i e r s , Buyers and u s e r s of goods and s e r v i c e s 17 8 2 5

O p p o r t u n i t i e s f o r investment , p roduc t and c o r p o r a t e promotion 17 9 2 6

Encourages exchange of i n f o r m a t i o n on modern s k i l l s and technology 1 9 1 0 2 9

C r e a t e s awareness of tour ism p o t e . n t i a l s i n Niger ia . 17 8 2 5

E x h i b i t i o n of more mf indigenous goods t h a n f o r e i g n goods 1 5 8 2 3

Others 5 2 7

GRAND TOTAL 9 0 4 5 135

CHI-SQUARE CALCULATION

where x2 = Chi - square

0 = observed frequency

E = Expected Frequency

The degree of freedom is calculated thus?

(c - 1) (r - 1)

(6 - 1) (2 - 1)

(5) (1) = 5

The level of significance is 5%

Chi - square at the 5% level of significance and

5 degrees of freedom is worked thus:

ALTERNATIVE HYPOTHESIS

This is designated H It is the hypothesis to be taken if the 1 '

null hypothesis is rejected. In this research, the alternative

hypothesis for the first assumption is thus formulated. International

trade fair serves as an effective marketing promotion strategy in Nigeria.

TEST AND CONCLUSION OF 1ST HYPOTHESIS

The test was done at the 5% level of significance and the 5

degrees of freedom as shown above. The established standard value of

chi-square at the 5% level of significance and at the 5 degrees of

freedom is 11.070.

DECISION ON 1ST HYPOTHESLS

Since the critical value of chi-square at the 5% level of signifi-

cances and 5 degrees of freedom is 11.070 and by the researcher's

calculation, the chi-square result gave 18.146, the null hypothesl s

was rejected and the alternative accepted. Since 18.146 is greaker

than 11.070, we cannot accept the null hypothesis.

4.2.2 HYPOTHESIS TWO

The second hypothesis was formulated in this way:

Government has not contributed much towards the efficient orga-

nisation of international trade fairs.

Chi-square was also used to test whether the observed frequencies

in the distribution, differed significantly from the expected frequen-

cies. The observed frequencies are got from questions 15, 16 and 17.

Do you think the government has contributed much towards the

efficient organisation of international trade fair and how would

this be so?

OBSERVED FREQUENCIES ----

Table 2a

RESPONSE VARIABLE YES NO TOTAL

Allocat i .ons f o r r e s e a r c h and development . 3 5 8 43

I n c e n t i v e s t o e x h i b i t o r s of indigenous goods. 2 3 7 30

Reduction i n s t a n d f e e s 16 15 3 1

Enough money f o r f a i r s 9 1 7 2 6

Others 2 3 5

GRAND TOTAL 85 5 0 135


Tab le 2b


A l l o c a t i o n s f o r r e s e a r c h and development. 2 7 16 4 3

I n c e n t i v e s t o e x h i b i t o r s of indigenous goods 19 11 30

Reduction i n s t a n d f e e s 2 0 11 3 1

Ennugh money f o r f a i r s 16 10 2 6

Others 3 2 5 ---

GRAND TOTAL 8 5 50 135 -

CHI-SQUARE CALCULATIONS

The level of significance chosen is 5%. The degree of

freedom is calculated thus:

Chi-square at 5% level of significance and 4 degrees of freedom.

b

ALTERNATIVE HYPOTHESIS (HI)

The alternative hypothesis is formulated thus

Government has contributed much towards the efficient organ-

isation of international trade fairs.

CONCLUSION AND DECISION OF HYPOTHESIS TWO

Since the chosen level of significance is 5% at 4 degrees of

freedom, and the result got from the chi-square test was 1 9 . 7 and the

chi-square standard is 0 9 . 4 9 for 4 degrees of freedom, the researcher

based on the strength of the test reject the null hypotheses and

accepted the alternative hypotheses. So contrary to the null asser-

tion, Government has contributed much towards the efficient organisa-

tion of international trade fairs.

4.2 .3 HYPOTHES.13 THREE * The third hypothesis was formulated in this way

International Trade Fair is not beneficial to the Nigerian

economy.

As usual, chi-square was used to test whether the observed

frequencies in the distribution, differred significantly from the

expected frequencies. The observed frequencies are ot from g questions 18, 1 9 , and 20.

Do you consider international trade fairs beneficial to the

Nigerian economy and how.

OBSERVED FREQUENCIES

T a b l e 3a


Monetary g a i n 18 9 2 7

Adequate exchange of b u s i n e s s i d e a s and c o n t a c t s . 4 5 5 50

E x h i b i t i o n of i n d i g e n o u s goods 23 6 2 9

D i s p l a y o f f o r e i g n goods 5 15 2 0

4 5 9 b

O t h e r s


EXPECTED RFREQUENCIES

T a b l e 3b

RESPONSE VARIABLE Yes NO TOTAL

Monetary g a i n 19 8 2 7

Adequate exchange o f b u s i n e s s 3 5 15 5 0

E x h i b i t i o n o f i n d i g e n o u s goods 2 1 8 29

D i s p l a y o f f o r e i g n goods 14 6 2 0

O t h e r s 6 3 9



The l e v e l of s i g n i f i c a n c e chosen i s 5%. The degree of freedom

i s c a l c u l a t e d t h u s :

Chi-square a t 5% l e v e l of s i g n i f i c a n c e and 4 degrees of freedom

ALTERNATIVE HYPOTHESLS (H )

The a l t e r n a t i v e hypothes , is i s fo rmula ted t h u s :

I n t e r n a t i o n a l t r a d e f a i r i s b e n e f i c i a l t o t h e Niger ian economy.

CONCLUSION AND DECISION OF HYPOTHESIS THREE:

Since t h e chosen l e v e l of s i g n i f i c a n c e i s 5% a t 4 degrees of

freedom, and t h e r e s u l t g o t from t h e ch i - square t e s t was 31.69 and

t h e chi-square s t a n d a r d i s 9.49 f o r 4 d e g r e e s of freedom, t h e r e s e a r -

c h e r based on t h e s t r e n g t h of t h e t e s t r e j e c t t h e n u l l hypotheses

and accep ted t h e a l t e r n a t i v e hypo theses . So, we can t h e n conclude

t h a t i n t e r n a t i o n a l t r a d e f a i r i s b e n e f i c i a l t o t h e N i g e r i a n economy.

4.2 .4 HYPOTHES IS FOUR

The f o u r t h h y p o t h e s i s was fo rmula ted t h u s :

Trade f a i r s promote demand by N i g e r i a n s f o r f o r e i g n goods than

f o r ind igenous ones .

Chi-square was a l s o used t o t e s t whe the r t h e obse rved f r e q u e n c i e s

i n t h e d i s t r i b u t i o n d i f f e r r e d s i g n i f i c a n t l y from t h e expected f r e -

q u e n c i e s . The obse rved f r e q u e n c i e s a r e g o t from q u e s t i o n s 21, '22 and 23 .

Do you t h i n k t r a d e f a i r s promote demand by N i g e r i a n s f o r

ind igenous goods t h a n f o r f o r e i g n ones and why do you t h i n k s o ?

OBSERVED FREOUENCIES

Table 49

RESPONSE VARIABLE Yes No T o t a l

Because of comprehensive package of i n c e n t i v e s g i v e n t o ind igenous i n d u s t r i a l i s t s by Government. 10 18 28

Because ind igenous f i r m s have b e t t e r a c c e s s t o some promot ional s p o t l i g h t s under taken by T l e v i s i o n , Newspapers and Radio houses t h a n f o r e i g n f i r m s 15 25 40

Because e v e r y t h i n g abou t t r a d e f a i r c o s t s i s b e i n g h i g h l y s u b s i d i z e d by Government f o r ind igenous f i r m s . 6 22 28

Because N i g e r i a n s v a l u e ind igenous goods more t h a n t h a t of f o r e i g n ones 7 23 30

Others 5 4 9

TOTAL 43 92 135


Table 46


Because of comprehensive package of i n c e n t i v e s g iven t o ind igenous i n d u s t r i a l i s t s by Government 9 19 2 8

Because e v e r y t h i n g abou t t r a d e f a i r c o s t s i s be ing h i g h l y s u b s i d i z e d by

Government f o r ind igenous f i r m s . 9 19 2 8

Because indigenous f i r m s have b e t t e r a c c e s s t o some promotional s p o t l i g h t s 6

under taken by T e l e v i s i o n s , Newspapers and Radio houses than f o r e i g n f i r m s 13 2 7 40

Because Niger ians v a l u e ind igenous goods more t h a n t h a t of f o r e i g n ones 9 2 1 30

OTHERS 3 6 9

TOTAL 4 3 9 2 135


The l e v e l of s i g n i f i c a n c e chosen i s 5%. The degree of freedom

i s c a l c u l a t e d thus : -

(C - 1) ( r - 1)

( 5 - 1 ) ( 2 - 1 )

(4 ) (1 ) - - 4

E

Chi-square a t 5% l e v e l of s i g n i f i c a n c e and 4 d e g r e e s of freedom =

x2 = S ( O - E ) 2

ALTERNATIVE WPOTHES IS (HI)

The a l t e r n a t i v e h y p o t h e s i s i s fo rmula ted thus :

Trade f a i r s promote demand by N i g e r i a n s f o r ind igenous gocds*

t h a n f o r f o r e i g n ones .

CONCLUSION AND DECISION OF WPOTHES.II FOUR

Since t h e chosen l e v e l of s i g n i f i c a n c e is 5% a t 4 d e g r e e s o f

freedom, and t h e r e s u l t go t from t h e ch i - square t e s t was 4 . 7 2 and

t h e chi-square s t a n d a r d i s 9 .49 f o r 4 degrees of freedom, t h e resecr;?.

based on t h e s t r e n g t h of t h e t e s t do n o t r e j e c t t h e n u l l hypotheses

and t h e r e f o r e conclude t h a t t r a d e f a i r s promote demand by Niger ia25

f o r f o r e i g n goods than f o r ind igenous ones .

Chapter Five

SUMMARY, RECOMMENDATIONS AND CONCLUSION

5 . 1 SUMMARY OF FINDINGS

In conducting a test on the economic viability of internaticz~l

trade fair as a marketing promotion strategy, and its potentials

towards the development of Nigeria, and also to know whether gcTier:.=s:.:

has contributed much towards the efficient organisation of inter;~rL::.-

a1 trade fairs,the researcher propounded four hypotheses.

Information dealing on the hypotheses were sought from compz-1

executives and other small and medium scale dealers on industrfzl

goods and services. The data collected were put to statistical tss~s

2 by making use of the chi-square ( X ) distribution test. For gcci-

ness of fit, a constant level of 5 % significance at 5 and 4 degresr :i

freedom was used. The researcher here states his findings a c c o r ~ l ~ ~

to the hypotheses.

HYPOTHESIS ONE

International Trade Fair does not serve as an effective marks::-g

promotion strategy in Nigeria. Questions dealing with this postulz-

tion are taken from questions 12, 1 3 and 1 4 . It asked: Do you t b l x i

international trade fairs serve as an effective marketing promotic-

strategy in Nigeria and how would this come about?

From the responses got, 90 respondents representing 66.7Z zgrs21

that international trade fairs serve as an effective marketing prcxzlzz

strategy in Nigeria while 45 or 33 .3% failed to agree. The answer g c t

was subjected to a chi-square test. The chi-square standard for

acceptance or rejection of hypothesis is 11.070. The chi-square

calculation from the respondents answer was found to be 18.146. Based

on this result, the researcher rejected the null hypothesi's and accepted

the alternative hypothesis. Therefore, the researcher upheld the view

that international trade fairs serve as an effective marketing promo-

tion strategy in Nigeria.

HYPOTHESIS TWO

Government has not contributed much towards the efficient Vrga-

nisation of international trade fairs. Questions 15 , 16 and 17 dealt

with this assertion. The question asked: Do you think the government

has contributed much towards the efficient organisation of international

trade fairs and how would this be so? The responses got were as follows:

85 people representing 63% were of the opinion that the government has


trade fairs while 50 respondents represeing 37 opposed the view. The

responses were subjected to the chi-square test of 5% level of signifi-

cance and 4 degrees of freedom. Chi-square standard acceptance or

rejection figure is 9 .49 but the calculation of the responses gave 19.7.

On the strength of this result, the null hypothesis was rejected and

the alternative hypothesis was accepted. Therefore, the government has


trade fairs.

HYPOTHESIS THREE

I n t e r n a t i o n a l t r a d e f a i r i s n o t b e n e f i c i a l t o t h e Niger ian economy

Q u e s t i o n s 18, 19 and 20 d e a l t h w i t h t h i s a s s e r t i o n . The q u e s t i o n asked

t h u s : Do you c o n s i d e r i n t e r n a t i o n a l t r a d e f a i r s b e n e f i c i a l t o t h e

N i g e r i a n economy and how? The responses g o t were a s f o l l o w s : 95

peop le r e p r e s e n t i n g 70% were of the o p i n i o n t h a t i n t e r n a t i o n a l t r a d e

f a i r i s b e n e f i c i a l t o t h e Niger ian economy w h i l e 40 responden ts rep-

r e s e n t i n g 30% opposed t h e view. The r e s p o n s e s were a l s o s u b j e c t e d t o

t h e chi-square t e s t of 5% l e v e l of s i g n i f i c a n c e and 4 degrees oJ f r e e -

dom. Chi-square s t a n d a r d acceptance o r r e j e c t i o n f i p r e i s 9.49 b u t

t h e c a l c u l a t i o n of t h e responses gave 31.69. On t h e s t r e n g t h of t h i s

r e s u l t , t h e n u l l h y p o t h e s i s was r e j e c t e d and t h e a l t e r n a t i v e h y p o t h e s i s

was accep ted . There fore , i n t e r n a t i o n a l t r a d e f a i r i s b e n e f i c i a l t o t h e

N i g e r i a n economy.

HYPOTHESIS FOUR

Trade f a i r s promote demand by N i g e r i a n s f o r f o r e i g n goods than

f o r indigenous ones .

Quest ions 21, 22 and 23 d e a l t h w i t h t h i s a s s e r t i o n s . t h e q u e s t i o n

asked: Do you t h i n k t r a d e f a i r s promote demand by Niger ians f o r i n d i -

genous goods t h a n f o r f o r e i g n ones and why do you t h i n k it i s so? The

responses were as f o l l o w s : 43 people r e p r e s e n t i n g 32 p e r c e n t were of

t h e op in ion t h a t t r a d e f a i r s promote demand by N i g e r i a n s f o r ind igenous

goods than f o r f o r e i g n ones whi le 92 r e s p o n d e n t s r e p r e s e n t i n g 68 per-

c e n t opposed t h e view. The responses were s u b j e c t e d t o t h e ch i - square

t e s t s 5% l e v e l of s i g n i f i c a n c e and 4 degrees of freedom. Chi-sqcsr:

s t a n d a r d acceptance o r r e j e c t i o n f i g u r e i s 9 . 4 9 b u t t h e c a l c u l a t i c - :f

t h e responses gave 4 . 7 2 . On t h e s t r e n g t h of t h i s r e s u l t , t h e n u l l

h y p o t h e s i s was n o t r e j e c t e d .

There fore , t r a d e f a i r s promote demand by N i g e r i a n s f o r foreig:.

goods t h a n f o r indigenous ones .

Apar t from t h e f o u r hypotheses t e s t e d above t h e r e s e a r c h e r 2 2 :

e n q u i r e d and sought t o know how t r a d e f a i r s a r e o r g a n i s e d , whether

s m a l l and medium s c a l e i n d u s t r i a l i s t s who a r e s a i d t o have t h e ke:-

t o our economic development because of t h e i r p r o d u c t i o n of i n d i g e ~ c ~ ~ s

technology a r e s a t i s f i e d w i t h t h e l e v e l o f o r g a n i s a t i o n of i n t e r m : L : x l

t r a d e f a i r s .

The r e s e a r c h e r a l s o t r i e d t o f i n d o u k w h e t h e r t h e f e e s f o r t3.e

t r a d e f a i r s t a n d s a r e too e x h o r b i t a n t o r f a i r enough t o enab le t h e s = s l l

and medium s c a l e i n d u s t r i a l i s t s p a r t i c i p a t i n g i n t h e e x h i b i t i o n cf

ind igenous goods and s e r v i c e s .

5 . 2 RECOMMENDATIONS

I n t h e l i g h t of t h e f o r e g o i n g f i n d i n g s , t h e f o l l o w i n g recom~e: . i~-

t i o n s a r e made:

1. F i r s t l y , e f f o r t s shou ld be made a t making i n t e r n a t i o n a l

t r a d e f a i r s t o r e f l e c t t h e e x h i b i t i o n of indigenous goods and serv1:2s.

T h i s would be made p o s s i b l e th rough t h e i n t r o d u c t i o n of a comprehe.-

s i v e package of i n c e n t i v e s f o r s e l e c t e d i n d u s t r i e s which u t i l i s e e

given percentage of locally sourced materials in their producticr

process. If at all we should allow the exhibition of foreign gocts,

it will serve to allow only those that will encourage our local

manufacturers to be more productive oriented.

2. Secondly, the organisers of international trade fairs

-. should always gi.ve premium towards the satisfaction of the cust:=?r -:.i customer holds the key to an enterprise's live and so should be rs::g:lse5.

It is necessary that the customers status be

recognised otherwise cognitive dissonance may set in. The organlssrs

in realisation of the above facts should aim at building stands &?.~r

will meet the tests of their numerous customers. Other faciliti2-

may be added to help customers. The fees charged should be made t= 3 e

reasonable and fair.

3. Since international trade fairs are being organised tc ?r2=2:2

indigenous technologies, little emphasis or premium should be pl~zz? 2:

money. This admonition should be both for the fair organisers 2-L r , ~

- . participants. Trade fairs should not be used as a forum to amass ;.-2~-tz

rather it should be made to serve as a forum for the meeting of ~ 5 s

people to exchange.

4. The organisers of international trade fairs should stri~e

at making people know what trade fair is all about. This is ~ 0 ~ ~ 5 ' 2 1 2

through seminars. Seminars incorporated into trade fairs should '22

down-to-earth mass-oriented, pragmatic and relevant to young busi3zss-

men and entrepreneurs. They should seek to mobilise budding invsstsrs

at grassroots level desirous to achieve success in business.

5. Nigerian companies and businessmen must be encouraged ~2

see beyond our borders, establish more far-sighted business relz~lons

with partners abroad and follow them through until meaningful r2sults

start rolling.

6. The Trade Fair Board must strive in future, to cornpi12 zad

publish comprehensive and accurate fair time tables at least SEE

year in advance. Such lists must then be made available to the ;:bllc

not only in all our diplomatic missions abroad, but also at varlzxs

international trade centres and national fairs. The fact can hz%ily

be over-emphasized that a fair can be well attended and result-crlented,

only if it is preceded by adequate promotion.

7. The government, while improving on the organisation cf

fairs, mustalso strive to minimize those other general features scch

as slow and excessive bureaucracy, policy inconsistencies, corru?c

and indecorous dispositions on the part of individuals which all

discourage would-be foreign partners.

8. Trade fairs should be productive, innovative and effecilvely

poised to achieve a remarkable economic and technological revolu*' L L O ~ .

9. Finally, ~igeria's universities and research institutes such

as PRODA, NIIR etc. should be staffed with highly trained person7.21

to prototypes that will stand the test of time. Government should also

involve itself in commercialising the viable products of these insiitu-

t i o n s and p r o h i b i t i n g t h e import of t h e i r k i n d from abroad. Norz-

o v e r , Government shou ld p u t t h e r e s e a r c h i n s t i t u t e s t o work t o w a r t s

developing s u b s t i t u t e s f o r imported raw m a t e r i a l s and t o d i v e r t 321,

of t h e f o r e i g n exchange be ing conserved t o t h e massive developme:: :' copy technology.

5.3 CONCLUSION

Based on t h e f i n d i n g s , t h e r e s e a r c h e r concludes a s f o l l o ~ s :

The o r g a n i s a t i o n of t r a d e f a i r s l i k e every o t h e r ill manage=

a f f a i r i n t h i s c o u n t r y l e a v e s much t o be d e s i r e d . Trade f a i r o r g s z l -

4 s a t i o n i n t h i s c o u n t r y i s poor and worse s t i l l , no a c t i o n i s undsr

l i n e t o make i t b e t t e r . Trade f a i r e x h i b i t o r s and p a r t i c i p a n t s E r 2

n o t happy over t h i s u g l y s i t u a t i o n . Not enough f a c i l i t i e s a r e p x -

v i d e d t o f o s t e r t h e much needed emula t ion and coping of ind igenous

technology. People have d i f f e r e n t v iews of t r a d e f a i r s meaning :hzz

n o t much in format ion h a s been s e n t on what t r a d e f a i r i s a l l abocz.

These mal-funct ions n o t w i t h s t a n d i n g , i t h a s been proved t h a t i n t s r -

n a t i o n a l t r a d e f a i r s p o s s e s s t h e p o t e n t i a l s of be ing e f f e c t i v e rzrks:lng promotion s t r a t e g y i n N i g e r i a .

The government, t h e r e f o r e , should come o u t v i g o r o u s l y t o s u ? ? c r c

t h e o r g a n i s a t i o n of t r a d e f a i r s . Enough a l l o c a t i o n s can , t h e r e f u r ? , '22

made towards r e s e a r c h and development, a f t e r a l l , money s p e n t on cr2l2

f a i r w i l l be reaped f o u r f o l d .

B I B L I O G R A P H Y

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Alevizos, J.P., Marketing Research - Applications, procedures and cases, U.S.A.: Prentice - Hall Inc., 1965. -

Baker, M.J. and Mc Tacish R., Product Policy and Management, London: The Macmillan Press Ltd., 1976.

Bantick, Keith, Sales Promotion in the Marketing Mix, England: Grower - Publishing Co. Ltd., 1980.

Black, George, Planned Industrial Publicity, Chicago: Pitman Pub ish- ing, 1952. i

Chisnall, Peters, Marketing - A Behavioural Analysis, Mcgraw Hill, 1975.

Cundiff, W. Edward et al, Basic Marketing, New Delhi: Prentice - Hall of India Private Ltd., 1972.

Elliot, K. and Christopher, M., Research Methods in Marketing, Great Britain: Cox and Wyman Ltd., 1973.

Henry, Kenneth, - Perspective on Public Relations, Harvard Business Review Reprints No. 21490.

Ibekwe, Oliver, "Reflections on Made-in-Nigeria Fairs", Punch, August 16, 1986.

Ifedi, Chuma, "Promoting Productive Trade Fair", Business Concord, March 5, 1991.

Jefkins, Frank, Advertising. London: Pitman Publishing, 1991.

Kotler, Philip, Marketing Management, Analysis, Planning and Control, - London: Prentice - Hall Inc. 1980.

Lamb W. Charles et al, Principles of marketing, Cincinnati Ohio: South Western Publishing Co., 1994.

Nnaji, C., "Trade Fairs and Nigeria's Economic ~ecovery", The Statesman, Octoberl9, 1986 .

Nolan, Joseph, Protect your Public Image with Performance, Harvard Business review Reprints No. 21490.

Norman, Govoni et al, Promotional Management, London: Prentice - Hall Inc. 1986.

Okonkwo, Obumneme, "Where Trade Fairs Misfire", Business Times, February 16, 1987.

Oshunbiyi, 0. , "Sustaining Small Scale Industries", New Nigeria, Apri122, 1989.

Russel, J. Thomas et al, Weppner's Advertising Procedure, Londgn: Prentice-Hall Inc. 1990.

Semenik, J. Richard et al, Principles of Marketing, Ohio: South Western Publishing Co.

Sirc, Elido, "Lessons of the Trade Fair" New Globe, Vol. 1 No. 1, December 16, 1985.

Stanton, J. William, Fundamentals of Marketing, UK: Mcgraw Hill, 1981.

Suleiman, I., "Trade Fairs: Tools of Promoting ~ales/Services" National Concord, January 28, 1993.

Ughamadu, Ndu, "Trade fairs and Nigeria's Investment Climate", Business Times, February, 18, 1991. --

Weber, John H., "Can Results of Sales Promotion be predicted?" Journal of Marketing, Vol. 21, 1963.

Wilmshurst, John, The Fundamentals and Practice of Marketing, Oxford: Butterworth - Heinemann Ltd., 1984.

Q u e s t i o n n a i r e s

Department of Marketing University of Nigeria Enugu Campus Enugu State.

Dear Respondent,

I am an MBA Marketing student in the above Institution. I am

conducting research to find out the usefulness of the Interna-

B tional Trade Fairs as a marketing promotion strategy in Nigeria.

This research work is in partial fulfilment for the award of the

Master in Business Administration in Marketing. Your response

will be treated in strict confidence. Your co-operation is thers-

fore needed.

Thanks for your co-operation.

Yours faithfully,

Odoh C. 0.

SEX (OPTIONAL) MALE I /I- FEMALE 1-1

NAME: ................................................... ORGANISATION: ............................................ DESTINATION: .............................................

Please, mark X or tick good in the appropriate box.

(1) Have you ever been to an international trade fair?

* (2) Which of these international trade fairs have you been to?

(a) Lagos International Trade fair r (b) Kaduna International Trade Fair I (c) Enugu International Trade fair

L_i (3) Did you go to these fairs asaparticipant or as an observer?

\- (a) Lagos International Trade Fair Participant 1 I

Observer I

(b) Kaduna International Trade Fair Participant El Observer I-,

(c) Enugu International Trade Fair Participant ! I I-? Observer , I ,-

(4) What was your impression of the fair?

Lagos Fair Kaduna Fair Enugu Fair

Well organised El Poorly organised LIi Any other(specify): ....................................

(5) - What do you think contributed to the good organisation of

the fair?

(a) Sufficient space allocation and adequate security '

(b) Moderate fee charge for stands and pavillions I (c) Adequate facilities for the exchange of business ideas

and contacts L_i (d) Any other (specify): ..................................

(6) What do you thinkcontributed to the bad organisation of ths lair

if you have this view?

(a) Insufficient space allocation and security 1-1 (b) ExorbitantIHigh fee charge for stands I (c) Inadequate facilities for exchange of business ideas

and business contracts

Any other (specify): .................................. .......................................................

Did you buy / r en t a s t a n d i n the f a i r o r you e r e c t e d one y o u r s e l f ?

( a ) Lagos f a i r E r e c t 7 ( b ) Kaduna f a i r Buy r l E r e c t 1-

1

E r e c t C] ( c ) Enugu f a i r Buy

I f yours tand was bought about how much d id i t c o s t you?

Below W500

i I l agos

Kaduna

Enugu

W2500 and above

( 9 ) I f t h e s t and w a s e r e c t e d by you about how much d i d i t c o s t you?

Below W500 500 - 1000 1000 - 1500 1500 - 2000

( a ) Lagos r; (b) Kaduna

i i

( c ) Enugu I L' W2000 - 2500 2500 and above

What was the duration of the fair?

(a) Below one week I

(b) Two weeks 1-

(c) Two weeks and above '7 Can you make an estimate of your gross earnings at of the fair?

Below W l O O O 1000 - 2000 2000 - 3000

Lagos

Kaduna i Enugu I

W4000 - 5000 5000 and above

the end

Do you think international trade fairs serve as an effective

marketing promotion strategy in Nigeria?

If yes, how do you think this is so?

(a) It offers a unique market for manufacturers, suppliers, buyers and users of goods and services D

(b) It offers opportunities for investment, product corporate promotion. 7,

(c) It encourages exchange of information on modern and technology. a

and

skills

(d) It creates awareness of tourism potentials in Nigeria ---

(e) It exhibits more of indigenous good than foreign goods '

(f) Any other (specify) .........................................

(14) If NO, what made youthink that international trade fairs I c not serve as an effective marketing promotion strategy in S l s e r i z l

(a) It does not offer a unique market for manufactureres, suppliers, buyers and users of goods and services -

(b) It does not offer opportunity for investment, product and corporate promotion. ---- u

(c) It discourages exchange of information on modern skills and technology. r - - - l

(d) It creates little or no awareness of tourism potentials in Nigeria.

i__l (e) It exhibits more of foreign goods than indigenous ones ----

b (f) Any other (specify): .....................................

(15) Do you think the government has contributed much towards th2 efficient organisation of iqternational trade fairs:

(a) Yes 0 (b) No. 1 - 1 (15) If yes, how do you think the government has contributed tocerts

the efficient organisation of international trade fairs?

(a) Has made much allocation for research and development -

(b) Gives incentives to exhibitors of indigenous goods

(c) Reduction in stand charges to ensure indigenous business participation Ei

(d) Votes enough amount for fairs D (e) Any other (specify) ......................................

(17) What made you think the government has not contributed much?

(a) Little or no allocation for research and development -

(b) No incentives to exhibitors of indigenous goods -- L

(c) High fee charges. -1

(d) L i t t l e amount vo ted f o r f a i r s 1-7 (e ) Any o t h e r ( s p e c i f y ) : .................................

(18) Do you c o n s i d e r i n t e r n a t i o n a l t r a d e f a i r s b e n e f i c i a l ?

(19) I f y e s , what y a r d s t i c k do you t h i n k can be used f o r measuring t h i s b e n e f i t ?

( a ) Monetary g a i n /___

* (b) Adequate exchange of b u s i n e s s i d e a s and c o n t a c t s i-----

( c ) E x h i b i t i o n of ind igenous goods

(d) Display of f o r e i g n goods '_1

( e ) Any o t h e r ( s p e c i f y ) : ....................................

(20) I f you t h i n k f a i r s a r e n o n - b e n e f i c i a l , what a r e your reasor - s?

(a ) The expenses i n c u r e d a r e g r e a t t h a n g a i n ---- L L (b) L i t t l e exchange of b u s i n e s s i d e a s and c o n t a c t -----7 I ( c ) L i t t l e e x h i b i t i o n of ind igenous goods

(d ) Much d i s p l a y of f o r e i g n goods ------ LJ ( e ) Any o t h e r ( s p e c i f y ) : .......................................

(21) Do you t h i n k t r a d e f a i r s promote demand by Niger ians f o r ind igenous goods t h a n f o r f o r e i g n ones?

I f ye s , why do you t h i n k t h i s i s so?

( a ) Because of low p r i c e of ind igenous goods a s a r e s u l t comprehensive package of i n c e n t i v e given t o i nd igeccc s f i r m s by Government.

(b) Because eve ry th ing about t r a d e f a i r c o s t s i s be ing ?-L35l:.- s u b s i d i s e d by government f o r ind igenous f i rms .

(c ) Because ind igenous f i rms have b e t t e r a cce s s t o some ?r3=c- t i o n a l s p o t l i g h t s under taken by T e l e v i s i o n s , Newspayers axd RAdio houses than f o r e i g n f i rms .

(d) Because N ige r i ans va lue . i nd igenous goods more t han the of f o r e i g n ones .

( e ) Any o t h e r ( s p e c i f y ) : ......................................

I f no, why do you t h i n k t h a t t r a d e f a i r s promote demand Sr Niger ians f o r f o r e i g n goods than f o r ind igenous ones.

Because l i t t l e o r no i n c e n t i v e s a r e g iven t o i n d u s t r i s s which u t i l i s e a given percen tage of l o c a l l y sourced z a t e r i a l s i n t h e i r p roduc t i on process by government.

Because e v e r y t h i n g about t r a d e f a i r s i s being p r i c eL 3eyond t h e reach of smal l - sca le ind igenous i n d u s t r i e s .

Because f o r e i g n f i rms have b e t t e r a c c e s s t o some p r c x t i c z a l s p o t l i g h t s under taken by T e l e v i s i o n s , Newspapers and 3 a l l s houses t h a n indigenous f i rms .

Becuase N ige r i ans va lue f o r e i g n goods more than t h s t 2:

indigenous ones .

Any o t h e r ( s p e c i f y ) : .....................................

Can you draw a comparison between Enugu I n t e r n a t i o n a l Trade F a i r w i th any o t h e r i n t e r n a t i o n a l t r a d e f a i r ?

(25) If yes, which fair can you compare it with?

(a) Enugu Vs Lagos international trade fair D (b) Enugu Vs Kaduna international trade fair 1

(26) How do the fairs compared above relate to one another?

(a) Similar i---l (b) Different 13 (27) If the fairs are similar, what is the extent or degree of

their similarity?

. (a) Strong I 1 (b) W ~ w k ~ i

(28) In what terms can you consider their similarity?

(a) Display of similar indigenous goods I (b) Display of similar foreign goods I (c) Large turn out of people i---, I

(d) Exchange of business ideas and contact a (e) Any other (specify): ..................................

(29) If the fairs are not comparable, what can you say is the reason?

(a) Goods on display are different C1 (b) Much display of foreign goods in one than the other E I Z (c) Much display of local goods in one than the other !I3 (d) Any other specify): .......................................

(30) How would you want i n t e r n a t i o n a l t r a d e f a i r s t o be

o r g a n i s e d ?

( a ) To r e f l e c t t h e d i s p l a y of ind igenous goods C__Z'

(b ) Disp lay of o n l y f o r e i g n goods t h a t wiL1 s u s t a i n our economy and n o t e r r o d e i t 1-

( c ) Every th ing abou t i n t e r n a t i o n a l t r a d e f a i r shou ld be ind igenous

F_S3 (d ) Fees shou ld be reduced f o r s m a l l s c a l e i n d u s t r i e s I---/

8 ( e ) Any o t h e r ( s p e c i f y ) : ..................................

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University of Nigeria Analysis of...One of the major reasons why trade fairs are held by countries is to show to other trading partners and potential partners their latest in modern