An appraisal of product demonstration events on market reach: A study of an automotive brand in Port Harcourt, Nigeria.
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Background of the study
Product demonstration events are a strategic marketing tool used by automotive brands to extend their market reach and showcase product capabilities. In Port Harcourt, automotive companies organize live and virtual demonstration events to highlight the performance, safety features, and innovative design of their vehicles. These events provide potential customers with a hands-on experience, allowing them to interact with the product in a controlled environment (Nwachukwu, 2023). By demonstrating advanced technologies and unique selling propositions, automotive brands can generate excitement, build trust, and effectively communicate the value of their offerings. Demonstration events also serve as an important platform for gathering consumer feedback, which can be used to refine marketing messages and improve product features. In addition, these events enhance brand visibility and stimulate word-of-mouth promotion, both critical factors for expanding market reach in a competitive industry (Okoro, 2024). This study evaluates the impact of product demonstration events on the market reach of an automotive brand, exploring how these events influence consumer awareness and contribute to broader marketing objectives.
Statement of the problem
While product demonstration events are widely used to enhance market reach, there is limited quantitative evidence on their effectiveness in the automotive sector in Port Harcourt. Automotive brands often face challenges in measuring the direct impact of these events on market expansion and consumer engagement (Afolabi, 2023). Issues such as inconsistent event execution, varying consumer attendance, and difficulties in capturing post-event consumer behavior contribute to the ambiguity surrounding their effectiveness. This study seeks to address these challenges by investigating the correlation between demonstration events and market reach, identifying the key factors that drive successful consumer engagement and proposing solutions to optimize event outcomes (Chukwu, 2024).
Objectives of the study:
To assess the impact of product demonstration events on market reach.
To identify critical factors that enhance consumer engagement during events.
To recommend strategies for optimizing demonstration event outcomes.
Research questions:
How do demonstration events influence market reach for automotive brands?
What factors contribute to successful consumer engagement at these events?
What improvements can be made to enhance the effectiveness of demonstration events?
Significance of the study
This study is significant as it provides empirical evidence on the role of product demonstration events in expanding market reach for automotive brands. The insights gained will enable marketers to optimize event strategies, enhance consumer engagement, and drive market expansion. The research contributes to academic literature by clarifying the relationship between demonstration events and consumer behavior while offering actionable recommendations for industry stakeholders (Ike, 2023).
Scope and limitations of the study:
This study is limited to evaluating product demonstration events for a single automotive brand in Port Harcourt, Nigeria, and does not include other marketing channels or regions.
Definitions of terms:
Product Demonstration Event: A live or virtual event showcasing product features.
Market Reach: The extent to which a product or brand is accessible to potential consumers.
Automotive Brand: A company that designs, manufactures, and markets vehicles.
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