Volume : V, Issue : III, March - 2015

Market Orientation of Small and Medium Textile Industry in Coimbatore

Nirbhan Singh, Dr. R. Saravanan

Abstract :

The concept of market orientation has shown its conceptual and practical importance in the current scenario of the business. This has been examined in many ways and find out many perspectives which are which are related for the development of any business. Market orientation is positively related to some measures of organizational performance. This paper aims to find out the status of market orientation within the organization and measure of market orientation effectiveness with marketing performance outcome. The result has been taken from the 71 small & medium textile industries in and around Coimbatore district. It has given a clear status of the use of market orientation activities and its effects within the organization and organization’s shå about the various aspects related for the development of any business. With the use of market orientation scales has positive contribution at different degree to market orientation effectiveness. The study has indicated, both market orientation and market orientation effectiveness are strongly associated with the measure of marketing performance and function of both marketing and non–marketing initiative.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Nirbhan Singh, Dr. R. Saravanan Market Orientation of Small and Medium Textile Industry in Coimbatore Indian Journal of Applied Research, Vol.5, Issue : 3 March 2015

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