Influence of the market orientation on Wixárica handicrafts business performance in the state of Nayarit

Abstract

The research objective is to analyze the influence of the market orientation on handicraft small businesses performance of the ethnicity Wixárica. From cultural market orientation approach, proposed by Narver and Slater (1990), we identified the relationship between customer orientation, competitor orientation, and interfunctional coordination, with financial and non-financial business performance. The research hypothesis was that market orientation affects direct and positively on business performance of handicrafts subsistence in Wixárica   culture.   To   test   the   hypothesis, we    conducted    a    quantitative    research and transversal study.   Using a structured questionnaire as the measurement instrument, we survey 36 Wixárica small handicrafts in 8 communities of Nayar, Nayarit, Mexico.

Analysis of bivariate Pearson correlation and hierarchical regression report that found a positive and significant lineal relationship between competitor orientation and financial handicraft businesses performance, which is due to businesses of the sample located in a rural communities, away from the mai n sale places; so that their priority were doing actions to confront the local competitors in order to win or maintain their local market.