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Abstract

A literature survey proved that trade shows are important marketing tools, enabling sellers to present and test new products, to monitor their competitors, and to establish personal contacts with customers. The paper extends the current research of trade shows by analyzing exhibitors´ motives for exhibiting. The research is conducted for a traditional international agricultural fair - Bread Basket. Exhibitors, including animal production exhibitors, crop production exhibitors and agriculture technology exhibitors, were offered a list of potential motives for exhibiting and were asked to indicate their agreement (disagreement) on a 5-point Likert scale. Subsequently, a factor analysis revealed four key factors for exhibiting, including searching for information and company development, product development, focus on company surroundings and new market possibilities. Finally, exhibitors were surveyed again in order to choose one of these factors to be the most important one for exhibiting. Logistic regression revealed how the specific variables (NACE classification, year of establishment and frequency of exhibiting) influence the selected factors.

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