From Drab to Fab: Segmenting Visitors to a Décor and Design Exhibition Based on Their Behavioral Intentions

Abstract

This exploratory research determined the behavioral intentions (renovation and landscaping, interior decoration, knowledge seeking, revamping and online activity) of visitors after attending a décor, design, and lifestyle exhibition in South Africa. The results demonstrated that segmenting visitors based on their behavioral intentions after attending an exhibition is a useful market segmentation tool, as it gives a clear and direct profile and understanding of different types of visitors and their preferences, especially regarding postexhibition behavioral intentions. The study consequently proposes a typology of visitors (Pinteresters, Renovators, and Decorators) to lifestyle, décor, and design exhibitions that could be applied to other décor and design show markets. Furthermore, a PDI (presentation, demonstration and interaction) classification of creative exhibition factors was identified, which could assist organizers as well as exhibitors at such events. The results shed some light on the heterogonous nature of visitors to exhibitions and that these differences should be considered especially if organizers and exhibitions want to influence their behavioral intentions regarding purchases and execution of ideas.