The Effects of Demographic Factors on Market Orientation

This study aims to examine the effects of demographic factors on market orientation culture among the small and medium enterprises (SMEs) in Malaysia. SMEs contribute greatly to an economy but SMEs in Malaysia were found to be lacked of competency. Market orientation culture was found to be an important strategic capability that enables firms to achieve sustainable competitive advantage. Thus, it is important to study the practices of market orientation culture among SMEs. This study adapted the MKTOR scale of market orientation. The original items of market orientation was validated through a content validity and pilot study. The data collection for the actual study was done through email. 517 usable responds were collected. The factor analysis confirmed that items of market orientation were segregated according to customer orientation, competitor orientation and interfunctional coordination. The findings of data analysis also concluded the impact of core industry, number of employees, main customer group, information and communication (ICT)-related operation and family ownership on market orientation culture.