Title: The antecedents of marketing success of women entrepreneurs

Authors: M. Hemalatha; V. Chandra Mohan; K. Mohamed Jasim

Addresses: Department of Management Studies, M.A.M. College of Engineering, Siruganur, Trichy – 621 105, Tamilnadu, India ' Department of Management Studies, M.A.M. College of Engineering, Siruganur, Trichy – 621 105, Tamilnadu, India ' Department of Management Studies, M.A.M. College of Engineering, Siruganur, Trichy – 621 105, Tamilnadu, India

Abstract: Entrepreneurs play very important role in the socio-economic welfare of the country. Women entrepreneurs incessantly face the problems in marketing their products. In this research study, we examine the marketing problems faced by women entrepreneurs in running their enterprises and designed the marketing strategy for women entrepreneurs in Tamilnadu. Researchers collected the list of women entrepreneurs in Trichy district and the data was collected through in-depth personal interviews using questionnaire from 291 women entrepreneurs in Tamilnadu. The results of the study have indicated that the women entrepreneurs have to improve their marketing strategies such as sales promotion, networking and clustering, brand and technology, visual media advertisement, print media advertisement, distribution channels, direct selling and product variety in their business. The results of the study have indicated that pricing strategy is not affecting the business success of the women entrepreneurs. These marketing strategies lead to improve the business success of women entrepreneurs.

Keywords: women entrepreneurs; marketing problems; marketing strategies; business success; marketing success; female entrepreneurs; India; pricing strategy.

DOI: 10.1504/IJBIR.2013.056808

International Journal of Business Innovation and Research, 2013 Vol.7 No.6, pp.637 - 662

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 20 Aug 2013 *

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