Small business attitudes toward the marketing concept

Abstract

Scope and Method of Study: The purpose of this study was to develop and administer a questionnaire that would capture the attitudes toward the marketing concept in small business. Chi-square analysis was performed using SPSS to determine significant differences in response based on several demographic variables. The theory of the marketing concept suggests that the firm can gain by focusing on customer satisfaction. Many authors consider this to be even more important for the small business. The opposing point of view concerns the lack of resources available to the small business with which to fully implement the marketing concept. The attitudes of owners and managers of small businesses can provide insight into the workings of the small firm. Small manufacturers are expected to be less customer oriented than small retailers.

Findings and Conclusions: The analysis reveals that no firm consensus can be reached concerning the overall application of the marketing concept. Retailers were found to be more supporting toward the marketing concept than were manufacturers, but often at low levels of significance. Owners were generally found to support the marketing concept more than managers. Larger firms, measured both in sales and number of employees, were more oriented toward the marketing concept. Generally, respondents favored expansion of the marketing concept to include social protection of consumers.