Market Orientation of Small Scale Enterprises

Abstract

The purpose of this paper is to measure the marketing orientation and its relationship to some of marketing practices of small scale industries. The focus of this part is to ascertain the current status of marketing orientation in small scale industries. As on 31st March, 1990 there are 2068 tiny and small scale industries in Chittoor District. Of which, 246 units come under purview of modern small scale industries. A modern small scale industry is one with an investment in plant and machinery in between Rs.5 lakhs to Rs. 60 lakhs. Out of these 246 modern small scale units, 106 agro based units stated above are being dropped from the study. The remaining 140 modern small scale units engaged in manufacturing and are considered for data collection and analysis. Out of 140 units surveyed eight entrepreneurs refused to part with information. And eighteen questionnaires are partially filled in, are of no use for valid analysis. The study made use of 114 filled-in questionnaires for tabulation, analyses and interpretation.