Asian Journal of Research in Business Economics and Management
Year : 2012, Volume : 2, Issue : 11
First page : ( 231) Last page : ( 255)
Print ISSN : 0000-0000. Online ISSN : 2249-7307.

Evaluation of market orientation on selected shoe companies in Ethiopia

Dr. Desta Tesfatsion Sahlu

Assistant Professor, Mekelle University, Ethiopia.

Online published on 3 November, 2012.

Abstract

The objective of this study was to examine the degree of market orientation by the selected shoe companies in Ethiopia. 30 shoe companies were selected on judgment basis. A structured questionnaire was constructed based on the MARKOR scale. Primary data was collected through self administered questionnaire and analyzed by using descriptive statistics and multiple linear regressions. The findings on market orientation include that the companies focus on generating intelligence from retailers, distributors, suppliers, industry friends, and also give due consideration to customers’ survey; intelligence dissemination appears to be on cross-functional meetings, interdepartmental meetings, and interaction of marketing personnel with other departments; and regarding responsiveness, it seems they give highest priority for customers. The study also recommends that, among others, employees should be continuously reminded to be sensitive and responsive, and top managers should take reasonable risk and tolerate failures. Finally, shoe companies are provided with significant information related to the degree of companies’ market orientation that will determine the level of customer satisfaction. This enables the companies to develop appropriate strategy in marketing their products which in turn will enable them retain and satisfy their customers, sustain and grow.

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