Vol. 16, Issue 1, Jul-Dec 2023

Page: 116-120

A STUDY ON IMPACT OF MARKETING RESEARCH IN ACHIEVING ORGANIZATIONAL GOAL AMONG THE INDUSTRIES IN KANPUR CITY

Dr. Jai Prakash

Received Date:

Accepted Date:

Published Date:

In recent years a market-oriented corporate culture increasingly has been corseted as a key element of superior corporate performance. Although organizational innovation is believed to be a possible mediator of this market orientation- corporate performance relationship, much of the evidence so far remain anecdotal or speculative. In this context, the researcher takes a component-wise approach and examines how three component of market research affects the 2 core components of organizational innovativeness enroot to affecting corporate performance. Using the info, the researchers empirically test and substantiate innovations mediating role within the market research performance relationship of a corporation. The study was conducted in Kanpur city, and the data was collected from 25 different staffs working in the marketing-based industry with the use of questionnaire method. The results of the study showed that the marketing research process plays a big role within the performance of business organizations which suggests that there's a positive relationship between market research and, therefore, the performance of business organizations. In view of this, we recommend that business should provide the adequate fund for marketing research, provision of suitable and adequate facilities to reinforce the business environment and make it more aware of the needs of consumers and development strategies should be placed to reinforce staff performance and increase their contribution to the organization.

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