EFFECT OF MARKET ORIENTATION ON PERFORMANCE OF MICRO BUSINESSES IN ENUGU METROPOLIS

ABSTRACT This work titled "Effect of Market Orientation on Performance of Micro Businesses in Enugu Metropolis" was aimed at ascertaining the extent of relationship between customer orientation and micro business performance in Enugu Metropolis; determining the extent of relationship between competitor orientation and micro business performance in Enugu Metropolis; and examining the extent of relationship between inter-functional coordination and micro business performance in Enugu Metropolis. Descriptive survey research design was adopted to study a population of 435 which was reduced to a sample size of 208 using Taro Yamani formula. Stratified sampling technique and simple random sampling were adopted. Data was collected from primary source through questionnaire which was shared, out of the 208 questionnaire shared it was 200 that was recovered and the researcher generalize his work and using simple percentages of 100 percent to calculate the responses of which 95 percent shows that there was a significant relationship between customer orientation and micro business performance in Enugu metropolis. The data collected for this study were presented using frequency distribution table and simple percentage while Pearson's Product Moment Correlation through SPSS was used in empirical testing of the hypotheses that guided the study. Findings reveal that there is a significant positive relationship between customer orientation and micro business performance in Enugu Metropolis, there is a significant positive relationship between competitor orientation and micro business performance in Enugu Metropolis; and there is significant positive relationship between inter-functional coordination and micro business performance in Enugu Metropolis. Hence, the study recommended that there is need for increased customer orientation among micro businesses within Enugu Metropolis for improved performance; there is need for increased competitor orientation among micro businesses within Enugu Metropolis for improved performance; and there is need for improved inter-' functional coordination among micro businesses within Enugu Metropolis for improved performance.