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A major objective of trade-show organizers and exhibitors is to increase the number of prospective buyers attending the shows. To better understand the attendee profile, to seek their opinions on the show, and to gain insight into ways of improving the exhibitions, a survey was mailed to the majority of registered attendees at the 1991 Tropical Plant Industry Exhibition (TPIE) trade show in Florida. Results indicate that the primary reason people attended the show was not to make purchases, but to obtain information about new materials and to make business contacts. Of those who did purchase items at the show, sales were skewed towards large businesses. Representing only one-quarter of the sample, the very largest firms (&gt;$1 million) constituted 48% of all sales at TPIE. When asked how the show could be improved, the most common response (38%) was that more educational programs were needed.

Profiling Buyer Opinions in Industry Trade Exhibitions