Abstract: Market is an important factor for start-ups to look into
during decision-making in product development and related areas.
Emerging country markets are more uncertain in terms of information
availability and institutional supports. The literature review of market
uncertainty reveals the need for identifying factors representing the
market uncertainty. This paper identifies factors for market
uncertainty using Exploratory Factor Analysis (EFA) and confirmed
the number of factor retention using an alternative factor retention
criterion ‘Parallel Analysis’. 500 entrepreneurs, engaged in start-ups
from all over India participated in the study. This paper concludes
with the factor structure of ‘market uncertainty’ having dimensions of
uncertainty in industry orientation, uncertainty in customer
orientation and uncertainty in marketing orientation.