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The objective
of the study was to establish the relationship between the
adoption of market orientation and sales of quoted companies
in Nigeria. Purposive samplings method was used to select a
total sample size of fifty (50) companies. To measure market
orientation, the study conceptualized it to consist of
market orientation intelligence gathering, market
orientation intelligence dissemination, market orientation
intelligence design and market orientation intelligence
implementation. To determine the relationship between the
adoption of market orientation and sales, correlation
analysis was used and the test was conducted at 5% level of
significance. Results obtained from the analysis showed that
there was a positive relationship between the adoption of
market orientation and sales of quoted companies in Nigeria.
The study recommends that companies should effectively
implement all the four dimensions of market orientation to
enhance sales and customer satisfaction.
Keywords: Market orientation, sales, quoted companies,
intelligence gathering, intelligence dissemination,
intelligence design, intelligence implementation |
