Abstract
The wood furniture industry plays a predominant role in the Mexican economy. This research takes as its axis to analyze the competitiveness factors of wooden furniture manufacturing SMEs based on market orientation (MO) and business orientation (EO) strategies that influence consumers' perception and purchase preference in Mexico. Are the wooden furniture manufacturing SMEs aligned with competitive strategies? Do companies in this sector implement MO-EO-oriented strategies? The study showed that Mexican consumers generally recognize the wood furniture industry in Mexico, assign it an authenticity value, and associate it with a positive image. When customers perceive that the company is committed to creating superior value for the customer through the MO and EO, they show loyalty and purchase preference behaviours.
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