Antecedent And Consequences Of Market Orientation Towards Business Performance In Automotive Industry

Lee, Siew Theng (2016) Antecedent And Consequences Of Market Orientation Towards Business Performance In Automotive Industry. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Antecedent And Consequences Of Market Orientation Towards Business Performance In Automotive Industry.pdf - Submitted Version Download (391kB)

Abstract

As mentioned by many scholars, market orientation is a great marketing concept and strategy that will improve an organization‟s business performance by constantly provide superior products and services that fulfil customer‟s satisfaction. Economic nowadays are changing from product-centric to consumer-centric. No doubts, automotive industry is considered as the largest manufacturing sector in the world. (Turnbull, 1992). To survive in this competitive society, market orientation is significantly important to help a company in gaining competitive edge. However, thorough understanding on market orientation is needed in order to implement it effectively. Furthermore, market orientation could not be implemented without any forces or factors that facilitate it. The study aims to study the extent to which market orientation is understood by Malaysian employees, to determine the antecedent factors that affect market orientation on business performance and to identify the overall relationship between antecedent factor of market orientation and business performance. The methodology of this study used is quantitative methods and carried out the survey by distributing questionnaire. The questionnaire will be distributed in the Johor and Melaka state. 167 automotive companies in Johor and Melaka state have responded to the questionnaire. The results have been analysed using Pearson‟s Correlation to determine the antecedent factors that affect market orientation on business performance, and using Regression Analysis to identify the overall relationship between market orientation and business performance. Through the results generated from SPSS, antecedent factors have shown significant relationship with the business performance.

Actions (login required)

View Item