Abstract

Fairs are considered as one of the major part of a marketing strategy for companies. Trade fair have led to the growth of many small businesses in the country to enter international markets as foreign buyers visit trade fairs and make business relationships with these local businesses. The main objective of this study is to examine the effect of trade fairs on marketing performance in the Nigerian manufacturing industry. The study made use of a sample of 380 covered all employees of some selected companies in Lagos State. Cross sectional survey research design method was adopted, and the statistical tools used comprised simple percentage, correlation and multiple regression analysis. Findings showed that trade exhibition exhibited the relatively highest positive effect on marketing performance. The study concluded that Trade exhibition helps companies to display their products and services, demonstrate and transfer technological improvements, knowledge and innovation; develop and improve network and trade relationships with visitors to form strategic alliances, expand market share, and exchange information. It is therefore recommended that organizations should only attend an exhibition if it fitted in with its overall plan and assisted in obtaining set business objectives.