THE ROLE OF TRADE FAIRS AND EXHIBITIONS IN THE MARKETING OF COSMETICS PRODUCT (A CASE STUDY OF USERS OF LUX SOAP IN PORTHARCOUT)

This study is on the role of trade fairs and exhibition in the marketing of cosmetics products with special reference to user of Lux Soap of PZ Nigeria PLC, Portharcourt. In obtaining information, questionnaires were administered to various customers who patronize Lux soap, a product of PZ Nigeria PLC Portharcourt and the staff of the company. The purposive sampling approach was adopted, while 181 respondents were studies. Simple regressive analysis was used in testing the hypotheses. It was found that there is a significant and positive relationship between trade fairs &exhibitions and sales volume. Relationship has significantly enhanced customer's satisfaction, and this in turn improve profitability. And also there is a positive relationship between trade fair & exhibition and customer repeat purchase. The researcher recommends that to benefit from a trade fair and exhibition, participants must as a matter of fact have clearly defined objective for participating in trade fair or exhibition, failure raise from lack of clear definition of their objective. And if clear objective are set for participation, the action itself will urge the participant to make concrete plans to achieve the objectives. Embark on market research: This will help the company (PZ Nig Plc) know what to exact ingredient to add to their existing product (Lux Soap) so as to enable its product stand out in the market considering the competitive business environment.Or while in trade fair showcasing their product to the general public.