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ReserarchID
5J7XN
Crossref Journal DOI 10.17406/GJMBR
Print ISSN 0975-5853
e-ISSN 2249-4588
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This paper attempted to assess the attitudes of students in
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Market orientation as a business philosophy in which understanding and satisfying the customers is essential has been suggested to be a vital variable for a successful business operation. To test this assertion empirically, this study looks into the nature of the correlational relationship between market orientation and firm performance using sample data from firms in Nigeria. How Narver and Slater’s scale for measuring the extent of market orientation is investigated, tested, adjusted and used for Nigerian context. The results show that there is a significant positive correlation between market orientation and business performance .i.e the performance of the firms understudy have been greatly enhanced by their adoption of market orientation, and the Narver and Slater’s scale was discovered to be better suited for Nigerian context when seen as comprising of com petitor and customer orientation.
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