The Influence of Segmentation Variables on the Level of Market Orientation

The influence of segmentation variables on the level of market orientation is still a relationship which lacks research. It is assumed that segmentation variables, which require a generation of market information, have a positive effect on the level of market orientation. This study contributes to a better understanding of the previously stated relationship and assumption by conducting semi-structured interviews and questionnaires. The interviews identify the applied segmentation variables within the B2B companies. The questionnaires’ aim is to determine the level of market orientation of the companies, and thus enable a comparison of segmentation variables and the resulting market orientation score. A classification model is introduced, consisting of the macro, micro and social dimension, which illustrates as well as classifies the applied segmentation variables of the interviewed companies. The interview results show that the companies have several segmentation variables implemented that are spread over several dimensions. Furthermore, the questionnaire identified a high average market orientation score for the interviewed companies. The study reveals a positive trend of the use of multiple segmentation variables from multiple dimensions on the level of market orientation