Demografinių veiksnių įtaka įmonės rinkos orientacijai

LTStraipsnyje nagrinėjama problema, susijusi su marketingo koncepcijos pritaikymu įmonės praktinėje veikloje. Straipsnyje pateikiama Lietuvos baldų pramonės įmonių vadovų atliktos apklausos rezultatai. Apklausos pagrindinis tikslas buvo įvertinti įmonės demografinių veiksnių (įsteigimo datos, apyvartos dydžio, darbuotojų skaičiaus, vadovo amžiaus) įtaką įmonei apsisprendžiant, ar tapti orientuotai į rinką.

ENMore than 50 years marketing' theorists and practitioners pay a big attention, to development of marketing concept. Successful adoption of marketing concept in a company's day-by-day activity often becomes a key that opens the door of the company's welfare. [...] The task of this work is to define which factors stimulate adoption of market orientation and which have no impact. There was an attempt to concentrate to internal (demographic) data of companies in the research. Therefore the research was performed just in companies of Lithuanian furniture industry. That enabled to reject an impact of macro economic factors, which might have influence on adoption of marketing concept as well. The research was done using mail survey. Questionnaires were sent to 111 managers of different Lithuanian furniture companies and response rate was 44%. MARKOR and Deng&Dart questionnaires were basis for evaluation of market orientation of companies and Cronbach Alfa coefficient was used to estimate validity of questionnaires. Actually both these questionnaires arc suitable for evaluation of a level of company's market orientation, even though Deng&Dart questionnaire has showed greater value of Cronbach Alfa coefficient. Four criteria were chosen as company's demographic parameters: number of employees, annual turnover, date of establishment and age of respondent (age of general manager). An analysis of data showed that the dale of company's establishment and age of managers had no or just very insignificant correlation with level of company's market orientation. A level of the company's market orientation mainly depends on a size of the company, which might be understood as number employees and annual turnover.