Motivations to Participate in International Trade Fairs: The Portuguese Experience

Aims: This study explores the prime motives and barriers that drive or inhibit the Portuguese exporting Small and Medium Enterprises (SMEs) to exhibit at an international trade fair.

Study design: Survey, based on a questionnaire sent by email.

Place and Duration of Study: 68 Portuguese exporting SMEs, between January and July 2012.

Methodology: The present study was conducted in Portugal and sought to examine the firm’s behavior regarding international trade fairs. In the preliminary stage of the research process an informal exploratory study was undertaken. Then, a survey based on a questionnaire sent by email collected the primary data used in the study.

Results: The results indicate that a strong motive to exhibit at a trade fair is to reinforce the market presence of the firm, the possibility of finding new ideas and test new products, establish relationships with present and future customers, and enhance the brand image and reputation of the firm. The main barriers to non exhibitors firms were costs, bad previous experiences and lack of resources (financial, personnel and time).

Conclusion: A strong motive to exhibit at a trade fair is the reinforcement of the exporter’s market presence, particularly in international markets where the comparative costs of another promotional tools are relatively prohibitive. The main barriers to non exhibitors firms are costs associated with the participation in the venue (rents of the space and stand, travel and accommodation expenses, etc.), bad experiences on previous trade fairs, and lack of resources (financial, personnel and time).