Same Time Next Year—Buyer Trade Show Motives

Abstract In this article, a model of industrial buyer attendance motives at trade shows is presented. Using the idea of buying centers, we identify the groups of people that sellers should have in mind at a trade show. Buyers are segmented into current, potential, and nonbuyers; motives are assigned to each of the resulting categories of buyers, and illustrations of these motives are given, using information from trade shows in the helicopter industry. Finally, some of the practical implications of the model are discussed, so that trade show exhibitors can plan everything from exhibit space to giveaways to personnel in order to meet buyers' needs.

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