ORGANIZATIONAL CHARACTERISTICS AND MARKET ORIENTATION OF CURD INDUSTRY OF KANTHALAI: A MANAGERIAL PERSPECTIVE

Abstract

The objective of the study is to see the impact of organizational characteristics on the market orientation and to determine the level of market orientation of the curd manufacturing organizations in Kanthalai Region. The study used primary data c ollected though questionnaires from the proprietors and owners of curd businesses . The relationships were determined using multiple regression statistical techniques Researchers investigated the seven organizational factors namely owners’ emphasis on market orientation, owners’ attitude towards the risk taking, in terdepartmental connectedness, conflict, formalization, centralization, market based rewards system as the independent variables and market orientation as dependent variable. Owner’s emphasis on market orientation, managers’ attitudes towards risk, interdepartmental connectedness, conflict within the organization and market based reward system are very important organizational characteristics that lead to market orientation. According to this study, these characteristics are not supported by curd businesses firms in the Kanthalai region and they are not market oriented.