The goals of marketing can be achieved via many channels, i.e., through TV, radio, newspaper, magazine, Internet, telemarketing, special events or exhibitions. Hence, which is the most effective tool to be used to achieve the goals in marketing? In many Asian countries, exhibitions are becoming an increasingly popular marketing medium, particularly for the small and mediumsized companies trying to reach a large number of prospective customers via the persontoperson method. This study focuses on Trade Fairs and Exhibitions, and the visitors' perceptions and attitude in comparison with that of the literature surveys of the museum's visitors. It also focuses on the various factors that are demanded, in accordance with the international standards, by the visitors of the trade fairs and exhibitions held by the Zak Trade Fairs and Exhibitions Pvt. Ltd, Chennai, who have organized more than 100 trade fairs and exhibitions. This paper first explores the importance of such trade fairs and exhibitions and informations about the visitors' opinions and their requirements at such conventions, so as to enable the exhibitors to equip themselves at the trade fair and attract visitors. The authors aim to bring out the factors essential for such trade fairs and the convenience of online shopping by analyzing the various variables, by statistical tools. The findings are for the benefit of the exhibitors to augment their efforts in organizing successful trade fairs and exhibitions.

Trade shows provide marketing opportunities to showcase consumer products to gain market penetration. Not only do trade shows help showcase products in local, national and international markets, but they also enable to test products or services by allowing instant feedback from consumers or buyers. Often a buyer needs to see the technology in action or feel the product in order to appreciate its unique qualities. They also offer tremendous opportunity for networking with new prospects, the competition and other vendors, and become aware of the recent trends and developments. These fairs are a platform to educate and persuade the audience. A further impetus to participate in trade shows is the fact that they help to establish credibility. The seminars, contact promotion programs and Buyer Seller Meets (BSM's) conducted are important for promoting business and information dissemination. In the globalized scenario with increased competition where newer markets are penetrated, launching of customized products can be handled effectively through multiple trade shows, held closer to production centers and consuming markets. There are many vendors who mistakenly believe that such shows are meant for the bigger players in the market. Another prevailing myth is that the sole purpose to exhibit is to sell but an immediate return on investment should not be the sole aim of participation. The primary purpose of these shows is to educate the consumer on different types of products and services and leads or enquiries can subsequently be converted into postshow sales.

Morrow (1997) characterized the exhibition as a temporary market place that facilitates the buyer interaction with the seller. Bello (1992) and Blythe (2002) noted that exhibitions offer marketers a unique chance to influence key members of buying center who may not be easily reachable through field sales and other promotional methods. Hansen (1999) also stressed the importance of relationship marketing in the international exhibition arena. The attendees are selected and delivered in large numbers, at their own expense, during a short period of time. In contrast to impersonal forms of marketing, such as the Internet or advertisements, exhibitions offer a more unique venue where visitors can see and evaluate products, as well as build or enhance business relationships with key suppliers. New products can be introduced and nonportable products can also be displayed easily. If used in tandem with other marketing methods, exhibition provides an opportunity to accelerate the selling process. Overseas agents or distributors can also be foundindeed many companies exhibit only to find such a valuable link, which can provide key inroads in foreign markets. However, despite all the merits of overseas exhibitions, these advantages do not accrue without some caveats for the participating companies (O'Hara et al., 1993). Because of the many practical difficulties, countries try to provide assistance to their prospective exhibitors through export promotion programs. Thus, support for corporate participation in international exhibition is becoming a major component of the export promotion programs (Hansen, 1996; Seringhaus and Rosson, 2001). As a reference, support for corporate participation in international trade shows by major countries is shown in Table 1.

Management Research Journal, Asian Countries, Industrial Marketing Management, International Marketing Review, Literature Review, Weighted Average Ranking Method, Business Research, Modern Environment, Career and Tourism, Statistical Analysis, Deutsches Museum.