MARKET ORIENTATION AND ITS INFLUENCE ON THE BUSINESS PERFORMANCE OF MICRO ENTERPRISES IN KERALA

Author(s)	Ms. Vidya P K, Dr. Vigi V Nair
Country	India
Abstract	MSMEs play a vital role in India's industrial sector and are now the country's main source of economic growth. Due to their substantial contribution to output, exports, and employment, micro, small and medium-sized businesses now hold a crucial place in the Indian economy. The study's primary goal is to examine how Kerala's micro enterprises perform in relation to market orientation. Customer orientation, Competitor orientation and the interfunctional coordination are the dimensions of market orientation taken into consideration for the study. A total of 237 samples were used for the study, and the sample was chosen using the systematic random sampling method. Multiple regression analysis and Pearson's correlation are the study's primary analytical methods. The study discovers a correlation between the between performance of Kerala's micro enterprises and the Market orientation.
Keywords	Market Orientation, Micro Enterprises, Business Performance, Customer orientation, Competitor orientation, interfunctional coordination.
Field	Business Administration
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-19
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.66728

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International Journal For Multidisciplinary Research