Consumer Market Orientation: Measurement and Prediction in a Developed and a Transitional Economy

Simona Stan, University of Oregon
David Boush, University of Oregon
Carmen Barb,Helder Sebastiao, Sibiu University,University of Oregon
Carmen Barb,Helder Sebastiao, Sibiu University,University of Oregon

Consumer Market Orientation:  Measurement and Prediction in a Developed and a Transitioning Economy

 

 

Simona Stan, University of Oregon

David Boush, University of Oregon

Carmen Barb, Sibiu University

Helder Sebastiao, University of Oregon

 

Consumer Market Orientation:  Measurement and Prediction in a Developed and a Transitioning Economy

 

Abstract

A market economy can give consumers many benefits: better products, greater choice, more competitive prices.  Consumers in transition economies may have particular difficulties that affect their ability to reward firms that provide market-oriented benefits.  These include doubts about marketplace signals and their own ability to make intelligent choices. The current study introduces a new concept: “consumer market orientation”, i.e., behavior oriented toward improving and rewarding marketers’ market orientation.  Survey results from the US and Romania are reported for a model involving consumer market orientation. Marketplace self-efficacy and social interdependence emerged as the most consistent predictors of consumer market-oriented behaviors.
[ to cite ]:
Simona Stan, David Boush, Carmen Barb,Helder Sebastiao, and Carmen Barb,Helder Sebastiao (2006) ,"Consumer Market Orientation: Measurement and Prediction in a Developed and a Transitional Economy", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 445-446.