III. Benefits of Exhibitions
C. Importance for Visitors

A comparable cluster analysis29) has shown that visitors – at technical fairs - can be differentiated into four types:

• Type A: “Intensive trade fair user”
• Type B: “Special-interest trade fair user”
• Type C: “Trade fair stroller”
• Type D: “Pragmatist”

Type A: “Intensive trade fair user”

• Utilizes trade shows as an important source of information, particularly current market developments
• Is highly communicative, uses trade fairs for serious networking
• Attends 21 exhibitions on average per year and every visit is planned in detail
• In contrast to the other types, they tend to complete a sales transaction during the fair

Type B: “Special-interest trade fair user”

• Prepares in advance and use their visits intensively, carefully considering products or services
• Does not transact business directly at the fair