A STUDY ON MARKET POTENTIAL OF ERP SOFTWARE AMONG MICRO SMALL AND MEDIUM ENTERPRISES IN CHENNAI

Abstract

          The market forecast shows expected market demand, not maximum market demand. For the latter, we have to visualize the level of market demand resulting from a very high level of industry marketing expenditure, where further increase in marketing effort would have little effect in stimulating further demand. Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment. The customers then use the information collected through the market potential on the different machines to bring out the products, which are the need by the customers. Marketers use various market potential estimation techniques in the market. This study should be useful to both the management and customer to interested in the theory and practice of demand estimation. This paper will focus on various aspects of Market Potential of ERP. Furthermore an online questionnaire was designed and hosted to receive responses from customers which have been analyzed and presented.