Market Orientation among Banks in South Tamilnadu- An Empirical Study

Vol. 4 No. 4

Year : 2010

Issue : Mar-May

Title  : Market Orientation among Banks in South Tamilnadu- An Empirical Study 

Author Name  : S. Nadarajan, S. Silas Sargunam , S. Amirthaiyan 

Synopsis  : 

Commercial banks in India have undergone a significant change since the initiation of the structural adjustment programme in 1991.  The increasing competition in the market, coupled with the growing customer aspirations, is forcing the commercial banks to be market-oriented.  Market orientation of an organization consists of generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it. This study intends to measure the extent of market orientation among the commercial banks and to analyze the important components of market orientation.  Also the important discriminating factors among the three major categories of commercial banks namely public sector, private sector and new generation private sector banks have been analysed.