Analysis Of Buyer'S Psychological State At Exhibition Site

In one

The buyer tries to strengthen the connection with two special groups: the seller and other purchasers.

By talking with the seller and other buyers and users of the product, the purchaser can further confirm his position in the purchase process.

Especially in a large industrial paction, when there are two or three very important suppliers, the buyer will want to have more participation and will seek a higher level of interaction and cooperation.

In the exhibition, this is possible.

The annual, commercial and quasi corporate mix forms enable buyers to keep in touch with sellers and other users.

This is the long-term motivation of real buyers' participation.

Although they will not enter into repeated purchases in the short term, it is necessary for them to maintain relations with the seller and others so that they can find solutions from these people when they encounter problems in the future.

Potential buyers: development contact exhibition is for buyers and sellers to seek common ground.

A place for cooperation in the future.

Some studies highlight the importance of relationships in industry exhibitions.

Some previous studies emphasized the "rational factors" in purchasing behavior, and assumed that all activities were based on economic interests. Some subsequent analyses emphasized the importance of emotional factors in buying behavior.

Moore and Holman believe that source loyalty is a common phenomenon in the industrial market.

They also believe that this loyalty stems from a lot of energy and time invested by sellers and buyers.

The importance of the establishment of this relationship in industrial exhibitions has been emphasized in recent research by Rusther and Cory.

They regard this initial contact as a necessary condition to improve buyers' satisfaction.

Although the exhibition is not a long-term place, he often provides the initial contact for both sides, thus laying the foundation for the formation and maintenance of their long-term interests and cooperative behaviors based on common interests.

For potential buyers, the exhibition provides a way to develop contacts and further purchase.

The exhibition simplified the problems inherent in establishing links with large sellers.

Each seller has a regular booth at the exhibition.

The goods provided by these sellers are visible.

All these factors make it easier to establish contacts for buyers.

The contact with the seller shortens the distance between the buyer and the seller.

There are several different distances in the industrial market.

There are two kinds of distance that can be shortened by exhibition.

1. social distance exhibition allows buyers to have an understanding of the way the seller works.

Buyers have the opportunity to establish relationships with sellers through group activities during the exhibition.

2. technology from the exhibition, buyers can see the sample of the seller's products, so as to estimate whether the product is suitable for the company's needs.

At an exhibition, buyers can view and analyze many competing products of the same kind.

Non purchasers: support

Support for the industry is one of the reasons for exhibitors.

This is also one of the reasons why many companies send their non purchasers to the exhibition.

Like sellers, non purchasers are also members of the industry.

They send their employees to the exhibition as a support for the industry.

By sending large delegations to the exhibition, the buyer's organization also shows its success in the industry and its interest in keeping pace with the current technology.