MARKET ORIENTATION AND PERFORMANCE OF SMALL AND MEDIUM SCALE EMTERPRISES (SMES) IN NIGERIA: A CASE STUDY OF SELECTED BAKERIES IN OWERRI, IMO STATE
Abstract
The general objectives of this study was to examine the relationship between market orientation and Small and Medium Scale Enterprises(SMEs) performance in Nigeria: a study of selected bakeries in Owerri, Imo State. Specifically: it sets out to establish the extent of the relationship between competitor orientation and the performance of the selected SMEs, to ascertain the extent of the relationship between customer orientation and the performance of the selected S.MEs and to investigate the extent of the relationship between inter-functional coordination and the performance of the selected SMEs. In this study the descriptive design was adopted. The population of this study comprises of both male and female workers consisting of top management, middle management and lower level management employees of the three selected SMEs namely: Mortify concept bakery, Daerb bakery and Infinity bakery all in Owerri, Imo State with a total staff strength of202 employees. This study adopted the stratified sampling technique in selecting the respondents from the total population. This study employed the Tcro Yamane Formula to determine the sample size of 165. The primary data were obtained from opies of questionnaire administered. To investigate the relationship between the dependent and independent variables, the Pearson's Product moment correlation coefficient was used The study revealed that there was a significant relationship between competitor orientation and the performance of the selected SMEs. The study found out that there was a significant relationship between customer orientation and the performance of the selected SMEs. The way also discovered that there was a significant relationship between inter-functional coordination and the performance of the selected SMEs. The study recommended that managers should try to foster a market orientation in their organizations while paying close attestation to the selected target market, and allocation of effort among competing opportunities to maximize performance.
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