Factors Affecting Orientation and Satisfaction of Women Entrepreneurs in Rural India

ORIGINAL RESEARCH ARTICLE æ

Factors affecting orientation and satisfaction of women entrepreneurs in rural India
Jeevan Jyoti, Assistant Professor*, Jyoti Sharma, PhD Research Scholar and Anita Kumari, Research Scholar
Department of Commerce, University of Jammu, Jammu, Jammu and Kashmir, India

In the present era, the women-owned businesses in the form of women entrepreneurs are one of the fastest growing entrepreneurial populations in the India. The objective of the paper is to study the factors that affect women entrepreneurial orientation and their satisfaction. In this regard, the paper explores the affecting variables and their impact on orientation and satisfaction. The proposed model and hypotheses were tested by using the data collected from boutiques, beauty parlors, carpet making units, and general stores in Jammu and Kashmir (India). Univariate, bi-variate, and multi-variate techniques were used for data analysis. In SEM, 13 paths were created for evaluating the cause and effect relationship between different factors viz., social, psychological, financial, push, pull factors, problems, and entrepreneurial orientation and satisfaction. Out of 13 paths eight relationships are significant while five relationships are insignificant in this structural equation. The key finding of the paper is that all factors affect orientation highly as compared to satisfaction. The implications of research findings for researchers and practitioners are discussed and the suggestions have also been provided.
Keywords: women entrepreneurship; entrepreneurial orientation; satisfaction; rural India; psychological factors

Received: 25 February 2011; Revised: 4 May 2011; Accepted: 27 May 2011; Published: 12 July 2011

urality is viewed as a dynamic entrepreneurial resource that shapes both opportunities and constraints. Location, natural resources, and the landscape, social capital, rural governance, business and social networks, as well as information and

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Retrieved from http://www.undp.org/ cpsd/documents/report/english/fullreport.pdf *Jeevan Jyoti Department of Commerce University of Jammu Jammu, Jammu and Kashmir India Email: [e-mail] Citation: Annals of Innovation & Entrepreneurship 2011, 2: 5813 - DOI: 10.3402/aie.v2i1.5813 (page number not for citation purpose) 13