The Role of Trade Fairs in Promoting Nigerian Manufactured Goods: Evidence from the Kaduna International Trade Fair

This study examines the role of trade fairs in promoting Nigerian manufactured goods, drawing evidence from participants and visitors at the Kaduna International Trade Fair, North West Nigeria. Trade fairs serve as platforms for product demonstration, networking, and market intelligence gathering, particularly for manufacturers seeking to expand their reach beyond traditional distribution channels. Despite the long-standing history of trade fairs in Nigeria, empirical studies assessing their actual promotional effectiveness for local manufacturers remain scarce. The research adopts a descriptive survey design, with data collected from 180 exhibitors and 200 visitors at the Kaduna Trade Fair. Separate questionnaires for exhibitors and visitors measure promotional outcomes including new buyer contacts, sales generated, brand awareness improvements, and attendee purchase intentions. Descriptive statistics, cross-tabulation, and chi-square analysis are employed. The study also investigates whether product category and company size moderate exhibitor satisfaction with trade fair outcomes. Preliminary findings suggest that manufacturers of fast-moving consumer goods and light manufacturing products report the highest promotional returns from trade fair participation. The research further reveals that visitor purchase intentions are significantly influenced by product demonstration quality and availability of promotional offers. Findings offer guidance for the Kaduna State government, trade fair organisers, and Nigerian manufacturers on maximising the promotional value of trade fair participation. Keywords: trade fair, product promotion, Nigerian manufacturers, Kaduna, marketing communication