INFLUENCE OF SOCIETAL NORMS ON THE MOTIVATIONS AND CHALLENGES OF WOMEN ENTREPRENEURS IN HARYANA’S MSMES

Abstract

Within the context of present-day culture, the concept of a "competent woman" has undergone substantial transformation, surpassing conventional stereotypes and encompassing attributes such as self-reliance, perseverance, and resolve. The primary objective of this research is to investigate the influence of societal norms on the incentives and problems encountered by female entrepreneurs operating within micro, small, and medium enterprises (MSMEs) in the state of Haryana. In this study, a quantitative researchis utilised, focussing on a sample of 369 female entrepreneurs from Rohtak. Regression analysis is employed to evaluate the relationship between societal norms and entrepreneurial outcomes. The findings indicate that societal norms account for approximately 65% of the heterogeneity observed in the incentives and obstacles encountered by these entrepreneurs. The findings demonstrate a statistically significant and positive correlation, wherein cultural standards exert an influence on both the motives and difficulties experienced. The present study provides significant contributions to the understanding of social issues that impact women entrepreneurs. Additionally, it offers recommendations for the development of tailored support structures aimed at cultivating a more inclusive entrepreneurial climate in the region of Haryana.