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

Abstract

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.

Keywords

• Market orientation
• Food industry
• Consumer preferences