Faculty, Management Studies and Commerce, Department of Marketing, University of Jaffna
Today in dynamic and competitive environment customers are highly informed and more demanding than before, it creates more challenges to the business institutions. Success and survival of Institutions depends on the innovation, which espouses market orientation. The purpose of this study is to gain a better understanding the market orientation that influences the performance outcome of Institutions. The concept of marketing orientation was examined by with the construct of the customer focus, competitor orientation and inter-functional coordination. Data was collected from the major super markets in the Jaffna district. Structured questionnaires were sent through the mail and given to the manager of the firms. Factor analysis is used to validate the measures of market orientations and firm performance outcome. Correlation and regression analysis are performed to determine whether market orientation is associated with firm performance. ANOVA test was made to identify the difference in market orientations and Performance outcomes among firms. Result of this research is that there is positive association between above three market oriented variables and firm performance outcome. The finding suggests market orientation can lead to firm higher performance. ANOVA result suggested that there are significant differences among supermarkets in market orientations and Performance outcome. By studying these facts organization understand that the market orientation influence the performance outcome.
Customer orientation, competitor orientation, inter-functional orientation, Market orientation, Performance outcome
