Marketing Opportunities and Challenges Faced by Women Entrepreneurs in Small and Medium Enterprises in the North Karnataka Region

Abstract

The study examines the marketing opportunities and challenges faced by women entrepreneurs in North Karnataka, focusing on their socio-economic backgrounds, motivations, and experiences. It evaluates the impact of digital platforms, government policies, and financial resources on their growth. The research, involving 379 respondents, found that family and geographical/group-specific factors significantly influence women entrepreneurs' marketing performance. Family factors influence material conditions, financial independence, and public utility usage, while geographical or group-specific factors impact behavioral and knowledge outcomes. The study suggests that addressing personal, financial, and policy-related challenges and leveraging digital tools can empower women entrepreneurs, promoting sustainable growth and economic independence in the region.