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Consumer orientation competency level

22 July, 2015 - 18:04

Generally, the COC level among the students who are planning to start a business and entrepreneurs should be assessed as low and not predictive that their entrepreneurial activity will help them to remain on the market. In the responses they provided in these projection tests, the customer is very rarely mentioned spontaneously. According to the approach adopted, this is an indicator of low awareness of the consumer's importance in the functioning of the company. With regard to recognising needs, the respondents strongly reveal an attitude of passivity towards the customer. They display no bias towards having a conscious, deliberate influence on him/her. At the same time, symptoms of wishful thinking may be observed, expressed by the fact that the customer will wait for the company and will be delighted with it. It is positive that they have a collaborative attitude, but in combination with other responses this does not seem credible. Complementing this is the fact that a small group of respondents reported the need for expertise and Support in attracting customers. In contrast they require a good of consultancy from experienced people, and financial and emotional Support.

The research also presents one more observation that is important from the point of view of entrepreneurship. Specifically, that there are indications of the fact that some candidates for entrepreneurs confuse the market organisation of a company with a community. They have a misconception about the purpose of a company and the rules by which it is directed by the market. This limits the capability to adopt a customer orientation.

To sum up the whole, it should be noted that the vast majority of respondents, according to the criteria, have a low level of consumer orientation competency, which may restrict their business success. Since all were participants in business schools, it is worth seeing how it happens that the educational process has not changed their non-proeffective beliefs and ideas.

Confirming what J.C. Sánchez says that “not only training in the knowledge and resources needed for starting a business, as traditionally considered. Training in entrepreneurial competencies implicitly entails an inspirational component. Inspiration is what gives rise to attitude and intention, and increases the students’ interest in trying out an entrepreneurial career.” 1