Degree of market orientation and sustainability of Micro Enterprise Operators

Abstract

Micro enterprises can help to alleviate poverty and supply the essential goods and services to the people. Small and micro enterprises play a significant part in the economy. Data collection was done using structured pre tested questionnaire and informal interviews. Four divisional secretariats were randomly selected and simple random sampling technique was used to take the sample size of thirty four. Both descriptive and non-parametric techniques were used as analytical tool. Findings reveal that most of micro enterprise operators (MEOs) are market oriented while few MEOs practice production orientation. However, market oriented MEOs show higher sustainability while production oriented MEOs show lower sustainability. Most of sustainable MEOs are decided by integrating the market and production orientation. Sustainable MEOs have given more priority for the customer satisfaction. Moreover, MEOs who showed higher degree of market orientation are sustainable. There is a relationship between degree of market orientation and sustainability of MEOs.