The Effectiveness of Exhibitions on Brand Awareness: The Case of Bakers Inn, Zimbabwe

Abstract

This research study was based on the effectiveness of exhibitions on brand awareness in the case of Bakers Inn, Zimbabwe. Thus, this study documents how brand awareness rests on the effectiveness of exhibitions as a way to ensure that customers are conscious of the Bakers Inn products. Sub headings were created and organized in such a way as to give relevant details about the phenomenon under scrutiny and what the existing body of authors have said on this area as it affects brand awareness. The study employed qualitative research methods through the use of phenomenology research design and also made use of questionnaires and interviews to gather data. The data was collected from the study population sample of 18 respondents, with 18 undergoing interviews and 18 again were asked to fill in the questionnaires in order for the researcher to draw information that would answer the research questions and also respond to the research objectives of the study. Tables, graphs and pie charts were employed to give visual explanation of the data collected from the respondents. It has emerged from the findings that Bakers in has been in operation for decades but looking at the time frame which the study was based on (2018 to 2021) it can be noted that there were various challenges that faced Bakers inn in its operations. Exhibitions in particular as a marketing strategy faced numerous setbacks towards the end of 2019 and early 2020 owing to the growing effects of Covid-19 pandemic which brought all businesses to an inevitable halt. The turn of events today has seen a great shift in the way of doing business and thus, looking at exhibitions, trade shows and road shows in the above stated period with regards to Bakers Inn, were banned due to the adverse effects of the Covid-19 pandemic and the social distancing protocols set up. From the findings of the study, it can be recommended that, organizations, companies and industries need to take serious information and communication technology lessons so as to ensure that their employees are digitally equipped to conduct business as usual through online platforms and means in the event of any pandemic emerging as it may adversely affect the business.