Is Market Orientation Effective in Entrepreneurship Intention? A Field Study on the University Students

Marketing perspective that aims to create value by offering products according to customer demands and expectations is a must for entrepreneurs. It is a fact that entrepreneurs with market orientations who find a gap in the market can achieve success by creating differences against their competitors. However, many other antecedents should be examined in this context. This study investigates entrepreneurial intention of university senior students who have not yet received entrepreneurship education. Perceived educational support, perceived relational support, perceived structural support, personal attitude, perceived behavioural control, market orientation and KOSGEB’s incentive support for entrepreneurs on entrepreneurship intention are examined for this purpose. The data were obtained from the participants selected by using convenience sampling method by means of web-based questionnaire. SPSS v23 statistical program and PLS structural equation modelling were employed to analyse the research data. According to the initial findings of the study, perceived relational support, personal attitude, perceived behavioural control and KOSGEB’s incentive support for entrepreneurs besides market orientation are found significant on entrepreneurial intention. However, it is determined that perceived educational support and perceived structural support do not have impact on entrepreneurial intention. Increasing the awareness of the entrepreneurship culture and encouraging the support of young university graduates who are strengthened by education will encourage entrepreneurship in the society