Babita KumarTalwar, Lakshdeep2019-07-222019-07-222015http://krishikosh.egranth.ac.in/handle/1/5810115952The present study was conducted to study the extent of market orientation and its influence on performance of textile industry in Punjab. Textile industry in Punjab is mainly in three sectors- cotton, woolen and handloom sectors. A sample of 25 units each from cotton, woolen textile and handloom sectors has been taken. Further from each sector, large and MSMEs were selected on the basis of proportionate sampling. Total 19 large and 56 MSMEs were selected. Primary data related to Market orientation (M.O) and business performance was collected from marketing executives/owners through a well designed structured questionnaire based on a 5 point scale given by Kohli and Jaworski in 1993. The scale was adapted according to the textile industry. The overall extent of M.O of textile industry was found to be very low (mean Score=2.84). Among various sectors, cotton textile sector had slightly better M.O (mean score=3.4) than handloom and woolen sector (mean score=2.6 and 2.7 resp.).The M.O and business performance of textile industry were found to be positively associated but there was no significant relation between market orientation and business performance of textile industry of Punjab.ennullThesis