MARKET ORIENTATION AND ORGANIZATIONAL PERFORMANCE: A STUDY OF NIGER MILLS LTD, CALABAR

The general objective of this study was to examine the relationship between market orientation and organizational performance: a study of Niger mills Ltd, Calabar. Specifically, it sets out to establish the extent of the relationship between competitor orientation and the organizational performance of Niger mills Ltd Calabar, to ascertain the extent of the relationship between customer orientation and the organizational performance of Niger mills Ltd, Calabar, and to examine the extent of the relationship between inter-functional coordination and organizational performance of Niger mills Ltd, Calabar. This study employed a descriptive research design. The target population for this study comprises of 243 staff (top management, mniddle management and lower management) of Niger Mills Ltd, Calabar branch. A simple random sampling technique was adopted while Taro Yamane formula was used to draw out a sample size of 151. To investigate the relationship beween the dependent and independent variables, the Pearson Product moment correlation coeflcient was used The study found that there is a signiflcant relationship between competitor orientation and the organizational performance of iger mills Ltd, Calabar. It was revealed that there is a signiflcant relationship between customer orientation and the organizational performance of Niger mills Ltd, Calabar. This study further rev ther revealed that there is a significant relationship berween inter-functional coordination and the organizational performance of Niger mills Ltd Calabar. it was recommended that Managers should try to foster a market orientation in their organizations while paying close attentation to the selected target market, and allocation of effort among competing opportunities to maximize performance.