Evaluation of Effective Factors on Visitor Satisfaction from Exhibition (Case Study Exhibits a Direct Supply of Goods)

Abstract

Exhibition as one of the channels of introduce and distribution of goods in today's competitive market plays a significant role. Promotion activities as one of the elements of the marketing mix is encompasses advertising, personal selling, sales promotion and public relations which is used to achieve sales plans. Participation in exhibition is considered an important aspect of promoting the sale in business. In this study, according to research background about the exhibitions was evaluated effects of marketing mix factors in customer satisfaction from exhibitions. According to researches and by collecting the opinions of lecturer and scholars in the exhibition by using a structured questionnaire identified variables and factors affecting satisfaction of visitors. Then by distribution of 400 questionnaires in statistical population and their collection measure effect (information - a variety of product - price - quality - place - facilities) on visitor satisfaction from exhibition a direct supply of goods in the province. For data analysis was used correlation and regression test that 6 factors in order of priority: 1) place 2) quality 3) diversity of products 4) facilities 5) price 6) how the information had affected visitor satisfaction.