Is "Consumer Orientation" A Dimension of Market Orientation in Consumer Markets?

• Published in: Journal of marketing theory and practice Vol. 18; no. 2; pp. 141 - 154
• Main Authors: Coley, Linda Silver, Mentzer, John T., Cooper, Martha C.
• Format: Journal Article
• Language: English
• Published: Abingdon Routledge 01-04-2010; M.E. Sharpe, Inc; Taylor & Francis Ltd
• Subjects: Competition; Competitive advantage; Consumer advertising; Consumer economics; Consumer research; Consumers; Customers; Market orientation; Marketing; Modeling; Stakeholders; Studies; Supply chain management; Three dimensional modeling; Unobservables
• ISSN: 1069-6679; 1944-7175
• DOI: 10.2753/MTP1069-6679180203

This study tests the concept that consumer orientation is a dimension of market orientation. A measure of consumer orientation is added to a three-dimensional second-order market orientation model (MKTOR) with customer orientation, competitor orientation, and interfunctional coordination and tested for effects on competitive advantage. Results support consumer orientation as a fourth dimension of market orientation measuring unobservable characteristics unexplained by the other three dimensions. The three-dimensional MKTOR model can be viewed as a subset of the proposed four-dimensional model, maintaining its original properties. These findings add relevance for implementing the marketing concept in consumer markets, particularly firms embedded in consumer-driven supply networks.