The role of market orientation on market chaos: A case study fast food industry

The role of market orientation on market chaos: A case study fast food industry

This paper investigates the effect of market orientation on small businesses active in fast food industry. Using a simple random method, the study selects a sample 278 fast food units out of approximately 1000 existing restaurants in city of Tehran, Iran. The proposed study designs a questionnaire i...

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Bibliographic Details
Main Authors: Mona Hosseinzadeh, Masoumeh Sadat Abtahi, Kamran Nourbakhsh
Format: Article
Language:English
Published: Growing Science 2014-03-01
Series:Management Science Letters
Subjects:
Market orientation
Food industry
Consumer preferences
Online Access:http://www.growingscience.com/msl/Vol4/msl_2014_27.pdf
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spelling doaj-f1b5a5b66daa4ee6ad927df9d19b138e2020-11-25T01:08:59ZengGrowing ScienceManagement Science Letters1923-29341923-93432014-03-014343944210.5267/j.msl.2014.1.027The role of market orientation on market chaos: A case study fast food industryMona HosseinzadehMasoumeh Sadat AbtahiKamran NourbakhshThis paper investigates the effect of market orientation on small businesses active in fast food industry. Using a simple random method, the study selects a sample 278 fast food units out of approximately 1000 existing restaurants in city of Tehran, Iran. The proposed study designs a questionnaire in Likert scale and distributes it among regular fast food consumers. Using structural equation modeling, the study has detected that there were positive and meaningful relationships between continuous changes on consumer preferences on products and services on one side and market orientation on the other side.http://www.growingscience.com/msl/Vol4/msl_2014_27.pdfMarket orientationFood industryConsumer preferences
collection DOAJ
language English
format Article
sources DOAJ
author Mona Hosseinzadeh
Masoumeh Sadat Abtahi
Kamran Nourbakhsh
spellingShingle Mona Hosseinzadeh
Masoumeh Sadat Abtahi
Kamran Nourbakhsh
The role of market orientation on market chaos: A case study fast food industry
Management Science Letters
Market orientation
Food industry
Consumer preferences
author_facet Mona Hosseinzadeh
Masoumeh Sadat Abtahi
Kamran Nourbakhsh
author_sort Mona Hosseinzadeh
title The role of market orientation on market chaos: A case study fast food industry
title_short The role of market orientation on market chaos: A case study fast food industry
title_full The role of market orientation on market chaos: A case study fast food industry
title_fullStr The role of market orientation on market chaos: A case study fast food industry
title_full_unstemmed The role of market orientation on market chaos: A case study fast food industry
title_sort role of market orientation on market chaos: a case study fast food industry
publisher Growing Science
series Management Science Letters
issn 1923-2934
1923-9343
publishDate 2014-03-01
description This paper investigates the effect of market orientation on small businesses active in fast food industry. Using a simple random method, the study selects a sample 278 fast food units out of approximately 1000 existing restaurants in city of Tehran, Iran. The proposed study designs a questionnaire in Likert scale and distributes it among regular fast food consumers. Using structural equation modeling, the study has detected that there were positive and meaningful relationships between continuous changes on consumer preferences on products and services on one side and market orientation on the other side.
topic Market orientation
Food industry
Consumer preferences
url http://www.growingscience.com/msl/Vol4/msl_2014_27.pdf
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