The effect of trade show marketing strategies on trade show performance of food and beverages industry in Melaka

Mohd Arif, Fatimah Al- Zahrah (2023) The effect of trade show marketing strategies on trade show performance of food and beverages industry in Melaka. Project Report. Melaka, Malaysia, Universiti Teknikal Malaysia Melaka. (Submitted)

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Abstract

Since the beginning of time, trade show has been acknowledged as one of the most crucial components of the industry's marketing strategy. Companies increasingly consider trade show exhibits as a low-cost and effective method for improving business performance. However, due to a lack of awareness of this trade show approach in Malaysia, exhibitors find it challenging to perform well when attending a trade show. Thus, the purpose of this research project is to determine trade show strategies that have an influence on trade show performance among exhibitors in the food and beverage industry. Therefore, four independent variables are used which is visitor – attraction techniques, booth size, booth staff training, and follow-up contacts to assess the relationship with the trade show performance. Besides, the proposed research framework was the outcome of an analysis of information from a literature review that was contributed by previous researchers. The probability sampling technique, which is a simple random sampling method, was used to collect primary data from 111 questionnaire surveys. The findings of this study help to find out the three positive relationship of trade show strategies with the performance of the trade show i.e., visitor attraction technique, booth size and follow up contacts. Nevertheless, booth staff training does not affect trade show performance. Hence, researcher suggest that this research can be expand more to gain another perspective and unique finding based on the relationship between trade show marketing strategies and trade show performance.

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