Identification of the impact of Market Orientation on private Label Brand Intentions(With Special Reference to the Super Market Industry in Colombo District)
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Date
2013
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Uva Wellassa University of Sri Lanka
Abstract
Market orientation is the organization-wide generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it. Market orientation affects to the different practices of the organization. At the same time, private label branding concept also play a vital role in super market industry. This study empirically evaluated three market orientation practices (customer orientation, competitor orientation and inter functional coordination) and its impact on the Private Label Brand intention of the super market industry in Colombo district. The sample consisted of thirty super market managers working for thirty super market branches in Colombo district. The data were gathered by administering questionnaires. The analysis represents that there is a positive relationship between three market orientation functions and the three different private label brand intentions (Generic brand intention, Copycat brand intention and Premium brand intention).
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Keywords
Entrepreneurship And Management Degree Programme