Recent research conducted by Aeropostale was focused on understanding the shopping habits and desires of their target market—the Millennial generation. The results indicate that Millennials are more interested in spending time shopping as a source of entertainment rather than purchasing products or services. The research identified that approximately 50% of surveyed customers enjoy browsing for items but have no intention of purchasing. In addition, those surveyed state that they only purchase products they believe are necessary and many young consumers are willing to pay full retail price. Based upon the results of this research, the Aeropostale organization must consider how to redesign the stores and shopping experiences to create an enhanced entertainment experience for their customers. Based upon this information, which orientation best applies to Aeropostale?
a. sales orientation
b. target market orientation
c. market orientation
d. production orientation
Answer: c. market orientation