Trade Show Effectiveness and Post-Show Purchase Intention in an Emerging Market: The Effect of Buyer Needs in Zambia’s Food Processing Industry

Abstract

Trade Shows (TSs) serve as strategic marketing platforms that allow companies to market products, engage potential buyers, and strengthen industrial networks. Traditionally, researchers have assessed TS effectiveness from the exhibitor's perspective by focusing on sales-related measures such as on-site sales, lead generation, and return on investment (Tafesse and Skallerud, 2017). However, this research adopts an attendee-focused perspective by examining how buyer needs influence perceptions of TS effectiveness and post-show (PS) purchasing intentions. The research focuses on the food-processing sector in an emerging market context, where TSs contribute significantly to business development and market expansion. Drawing on Maslow's (1943) hierarchy of needs, Alderfer's (1969) ERG theory, and Herzberg's (1959) two-factor theory, this research examined how buyer needs related to safety and security, sense of belonging, and self-esteem influence evaluations of TS effectiveness and subsequent purchasing behaviour. The research adopted a cross-sectional quantitative research design to identify patterns and associations while reflecting a deterministic view of social phenomena. The researcher used structured online questionnaires to collect data from TS attendees within Zambia's food-processing sector. Spearman's correlation analysis examined the relationships between buyer needs, perceived TS effectiveness, and PS purchase intention. The findings indicated significant relationships between buyer needs, perceived TS effectiveness, and PS purchase intention. Buyers with stronger safety and security needs showed a greater preference for reliable, established exhibitors, while those with stronger belonging needs placed greater importance on networking opportunities. Buyers associated with self-esteem needs responded more positively to exclusive product offers and exhibitor reputation. The research concluded that exhibitor strategies aligned with buyer needs influence perceptions of TS effectiveness and PS purchase intention. The research recommends personalised marketing approaches, trust-building initiatives, and interactive engagement strategies to address varying buyer needs.