Optimising Customer-Orientation In Small Business Through Marketing-Mix Feedback Results | Neetu Andotra & Pooja

The strategy pursued by small businesses is supposed to be committed to creating higher value for the consumer and improving entrepreneurial performance. It is in this context the present research has been carried out, particularly to assist entrepreneurs to devise an appropriate strategy for customer orientation by focusing on the expressed needs, purchase behavioural pattern, and relevant knowledge and ideas of the market about SSI products. The study analyses that the socio-economic profile of respondents in a village viz., Barwal in Kathua district of J&K has a fairly low correlation with marketing-mix variables. Also key factors and service quality variables, contributing towards customerorientation have been identified. The results of the analysis but emphasis on improving overall marketing-mix framework with special attention to ?quality improvement?, ?control in price variation?, ?improving salesman services?, ?making intensive advertisement efforts?, ?arranging exhibitions? and ?offering free gifts? on purchase of SSI products.