Consumer perception of marketing strategies used at home show exhibits: A mixed-method study

Consumers' perceptions at home shows regarding the effectiveness of promotional strategies used among exhibitors impact both consumers and marketers alike; therefore, it is vital that marketers assess their strategies by engaging in consumer activities. The purpose of this study was to determine if individuals working at the exhibits, the design/position of an exhibit, and literature displayed at exhibits and promotional giveaways influence consumer perception attitudes and purchasing behavior. A mixed-method approach was used and included quantitative, qualitative, and observational research to create an explanation of relationships among variables while providing a better understanding of the perceptions. The results determined that there is a need for additional research to be conducted by building upon the limited research on marketing and promotion strategies used among businesses at home shows. The research data, through quantitative statistical analyses and reporting, disclosed both an emotional and nonemotional connection toward exhibitors and their products or services.