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Abstract:
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The small business has attracted very little attention of the historians in
the ancient times, or public mind inspite of the fact that its impact on the
various civilisations has been phenominal. Even in recent times economists
considered the small firms as inappropriate, obselate and anacronistic as it
cannot assimilate the full potential of technological change in the
production system. But today everybody agrees that the small business has
a definite role in shaping the human destiny and enhancing the quality of
life in any society. In a developing country like India small firms are
necessary to generate employment for millions, high standared of personal
choice to consumers, provide competition and act as a check to monopoly
power; further the small firms provide an important source of innovation
and in turn it paves the way for entrepreneur development in the society.
In many countries the small enterprises played a significant role in the
growth and development of their economic system. Italy and Japan are
quoted as classic examples . In India, too, with the abundance of labour and scarce capital resources small firms have been promoted and protected by the government. But one must say that the small firm owners/managers in India have been shy in developing a market orientation in themeselves. Due to this many firms failed and closed. The alarming rate of sickness among the small firms in
India may be attributed to the lack of market driven/customer orientation
approach among the owner/managers of small business. So the study on the
market oreintation of the small firms has never been in the mind of
marketing experts and academicians. Thus, an attempt is made to enquire
into them systematically and scientifically. For the study, Trivandrum
district in Kerala has been selected. The data for the study has been
collected by the help of a schedule which has been prepared after consulting
the relevant literature and after consultation with experts in the field,
academicians and practising managers. |