I try to measure the variable orientation of the consumer. What is the scale to determine the dimensions of the variable orientation of the consumer?
Would you can help me to find or to recommend me a scale to determine the dimensions of the variable orientation of the consumer?
Can you elaborate more on what you do mean by orientation of the customer
Do you mean the company's orientation in undestanding or anticipating customer needs?
Hii Tarek,
Orientation of customer if you means by fulfilling the needs of business workforce n its clients then surely you may find certain queries solved by going through following links:
Saxe, R. and Weitz, B.A. (1982), “The SOCO scale: a measure of the customer orientation of
salespeople”, Journal of Marketing Research, Vol. 19, pp. 343-51.
Cross, M.E et al. (2007), “Customer orientation and salesperson performance”, European Journal of Marketing , Vol. 41 No. 7/8, pp. 821-835
Regards,
Mohit
Consumer orientation is seen by to ways of view : the first view when it is related to the firm. in other words when the company engages its goals and tries to reach them on focusing on the consumer as it said by my prévious commentators. While the second view involves the consumer himself. More explicitly, it reveals consumer trends, opinions and pre-behaviors towards a specific area.
I would recommend you to study the following articles:
1) Kaimakoudi E, Polymeros K, Schinaraki M. and Batzios Ch. (2013). Consumers’ attitudes towards fisheries products. Procedia Technology. Volume 8, pp. 90 – 96. Especially page 91.
2) Kaimakoudi E, Polymeros K, Papamichalopoulos A. and Batzios Ch. (2014). Investigation of the factors affecting farmed fish consumption. HydroMedit 2014.
Both articles you can download them from my ResearchGate profile.
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