文章基本信息

标题：The role of market orientation on market chaos: A case study fast food industry
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作者：Mona Hosseinzadeh ; Masoumeh Sadat Abtahi ; Kamran Nourbakhsh 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2014
卷号：4
期号：3
页码：439-442
DOI：10.5267/j.msl.2014.1.027
出版社：Growing Science
摘要：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.
关键词：Market orientation; Food industry; Consumer preferences