Gaining Performance among Tobacco Sector Small and Medium Enterprises through Market Orientation

Abstract

Market orientation is somehow followed by the small and medium enterprises, however, in this study only tobacco sector small and medium enterprises have been chosen. Another focus of the study was that research on small and medium enterprises has mainly focused tobacco sector operating in throughout the country. Therefore, the purpose of this study was to focus on small and medium enterprises operating in the tobacco sector have been studied. The data was collected from the tobacco sector SMEs operating in Pakistan. The data has been collected with the help of an adopted structured questionnaire with Likert Scale of seven. After ensuring the outer model, inner model has been analyzed by applying structural equation modeling. The findings are showing a significant impact of both the dimensions of market orientation over the performance of tobacco sector small and medium enterprises. The findings have significance for the policy makers as they should focus on providing trainings to the owners of tobacco sector small and medium enterprises to learn market orientation for better performance. Though the concept of market orientation has been well researched before, however, the current study is Pioneering in measuring the concept of market orientation with two dimensions in tobacco sector SMEs.