In an exhibition, buyers are trying to strengthen with the two special populations: the seller and buyer contact. With vendors and other purchasers and users of the conversation, buyers in the purchase of their own position in the process can be further confirmation. Especially in a large industrial trading, in the two or three most important supplier of the case, the buyer may wish to have more involved, will seek a higher level of cooperation relationship.
But in the exposition, it is possible. Once a year, commercial and community of mixed form, so that buyers and sellers and other users can keep in touch. This is the real buyer participants of the long-term motivation. Although they are not in the short term income repeat purchase behavior, but the maintenance and the seller and its relationship to them is necessary, so that in future they encounter problems from these people seek solutions.
Potential buyers : the development of contact event is for buyers and sellers to seek common interests, so that in the future cooperation. Some studies have highlighted the importance of the industry exhibition. Some previous studies have emphasized the purchase behavior in the" rationality" from which assumes that all activities are based on economic interests; and subsequent analysis emphasizes the emotional factors in the importance of purchasing behavior. Morus and Holman think that the source of loyalty in the industrial markets is a kind of common phenomenon. They also argue that this loyalty originates from the seller and the buyer have invested a lot of time and energy.
Industrial exhibition in this relationship established the importance of Rusther and Cory in the recent research has been emphasized. They will be the first contact as necessary to improve the purchaser's satisfaction. Although the show is not a long-term places, but he is always provided for both the initial contact area, which is based on the common interest of long-term relationships and cooperative behavior in the formation and maintenance of foundation.
On the potential buyers, exhibition for the development and further provides a way to buy. The show simplified in with a wide range of sales to establish contact processes inherent in the problem. Every sale in exhibition which has a fixed booth. The seller provide merchandise is visible. All these factors make the connection to buyers more easily.
And the seller's contact to shorten the distance between the buyer and the seller. Industrial market exists in several different distance. There are two kinds of with the exhibition can shorten the distance is:
1social distance may let the buyer to the seller of the exhibition works have an understanding. Buyers have the opportunity during the exhibition group activities with the seller relationships.
2technology distance show buyers can see the samples of the products, so as to estimate the product is suitable for the company's needs. In an exhibition, the purchaser can observe and analyze many competitive products.
Non buyers: support industry support to the industry is one of the reasons for the exhibitors. This is also a lot of companies to send their non buyers to participate in the exhibition is one of the reasons. As the seller, the buyer 's company and industry members. They send their employees to participate in the exhibition as a support to the industry. By sending out a large delegation exhibitors, the organization also to show his in the industry's success as well as with current technology to keep pace of interest.