Abstract
Trade fairs have evolved from traditional commercial platforms into strategic environments for market learning, consumer engagement, and entrepreneurial development, particularly within emerging economies. This study examines market trends, consumer behaviour, and entrepreneurial strategy through an analysis of exhibitor practices at the 2025 Lagos International Trade Fair. Adopting a qualitative-dominant research design, the study utilised systematic on-site observations, informal exhibitor–visitor interactions, and thematic analysis to capture real-time strategic and behavioural dynamics within the trade fair setting. The findings reveal that exhibitors actively responded to prevailing market trends through product diversification, digital engagement tools, experiential marketing, and value-oriented pricing strategies. Consumer behaviour at the trade fair was characterised by high information-seeking tendencies, preference for interactive engagement, and increased sensitivity to product quality and value propositions. Entrepreneurial strategies observed among exhibitors emphasised networking, brand visibility, innovation display, and adaptive engagement approaches tailored to diverse visitor segments. The study further demonstrates a strong interrelationship between market trends and exhibitor strategies, as well as between consumer behaviour and engagement practices within the trade fair environment. These findings underscore the role of trade fairs as dynamic marketplaces that facilitate entrepreneurial learning and strategic adaptation. The study contributes to trade fair and entrepreneurship literature by providing empirical evidence from an African emerging market context, thereby addressing a notable gap in existing scholarship. Practical implications are offered for exhibitors, trade fair organisers, and policymakers seeking to enhance the strategic and developmental impact of large-scale exhibitions.