Marketing orientation in Indian industry

Abstract

An instrument with 54 items was developed to measure marketing orientation of Indian companies. Ninety-one senior marketing executives from a cross section of Indian manufacturing companies provided data on their perceptions about the marketing orientation of their company through a mail questionnaire. These executives also provided perceptual measures of the extent of customer/market orientation in the different elements of the marketing mix used by their organization and also give an assessment of the relative performance of their company on three indicators of sales growth, profitability and increase in market share over the last three years.