An Empirical Study on Evaluation of Agricultural Machinery Expo Using IPA Analysis

IPA 분석을 통한 농기계박람회 평가에 관한 실증연구

  • Kwon, Se-In (Department of Business Administration, Dankook University) ;
  • Yang, Jong-Gon (Department of Business Administration, Dankook University)
  • 권세인 (단국대학교 경상대학 경영학부) ;
  • 양종곤 (단국대학교 경상대학 경영학부)
  • Received : 2017.03.28
  • Accepted : 2017.05.12
  • Published : 2017.05.31


This empirical study evaluated the 2016 Cheonan KIEMSTA(Korea International Exhibition of Machinery, Equipment, Science and Technology for Agriculture) based on an exhibitor's view. A total of 15 items of importance and performance were selected and 4 quadrants were analyzed for further analysis. The results revealed the following significant factors:concentration region with generating sales, exploring market opportunities in a new region, and meeting key decision makers; the Overkill region with collecting information regarding thecompetitor's product, demonstrating thecompany's capability, increasing staff's trade show experience, and training the sales teams; Low priority region with discovering new products, exploring export opportunities in a foreign market, and gaining an edge over competitors who are not exhibiting; and Keep up the work region bymaintaining relationships with existing customers, collecting market information, benchmarking competitor's position, introducing new product, and motivating sales people.


Empirical Study;Firm;Trade Show;Exhibition;Importance-Performance Analysis(IPA);Korea International Exhibition of Machinery Equipment;Science and Technology for Agriculture(KIEMSTA)


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