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ABSTRACT
This study investigated the effect of trade fair on patronage of new products by students in University students. The benefits of trade fairs explored were: showcasing of products, direct sales opportunities, brand exposure, and direct customers interaction; while patronage of new products amongst students was the study dependent variable. Data were primarily sourced through questionnaire, and a total of three hundred and sixty (360) were found usable for the empirical analysis. The descriptive (frequency, mean and percentage) and inferential statistics (regression) were adopted for the study’s analysis. Specifically, the regression analysis revealed that: there is a significant relationship between showcasing of products and the patronage of new products by undergraduate students; direct sales opportunities do not have a significant impact on the patronage of new products by undergraduate students; brand exposure does not significantly affect the patronage of new products by undergraduate students; direct customer interaction significantly affects the patronage of new products by undergraduate students; and there is a significant relationship between trade fair exhibition and patronage of new products amongst students. Based on these findings, it was recommended that practitioners should: prioritize strategic product presentation during trade fairs; focus on maximizing opportunities for engagement during trade fairs; still prioritize building brand awareness during trade fairs; conduct market research or gather feedback to identify trends, preferences, and pain points among undergraduate students; and leverage trade fairs as a starting point for building lasting relationships with students.
