SCHOLARS' CORNER

-

  CBS LINE

Volume 4(7)

Women Entrepreneurs and Micro Enterprises Redefining Marketing in a Digital India

Ameena A
Research Scholar 
Centre for Budget Studies, CUSAT

The role of women in India's entrepreneurial sector has expanded considerably in recent years. Women are engaged in diverse forms of enterprise, ranging from self-help groups and home-based businesses in rural areas to technology-driven startups. These enterprises contribute to employment generation, local economic development, and the introduction of new products and services. However, the ability of women-led microenterprises to sustain and expand their operations is closely associated with their marketing capabilities. Market knowledge, effective product positioning, customer reach, and access to wider markets can determine whether these enterprises remain local in their operations or achieve sustained growth.

Against this background, the present study examines the marketing capabilities and market exposure of women-owned microenterprises. It focuses on important areas of marketing practice, including market knowledge, product development, pricing, branding, promotion, customer relationships, digital technology use, networking, and access to markets. Customer reach and connections with intermediaries are also examined to understand the extent of their market exposure. These dimensions are combined to develop a Marketing Exposure Index for a comprehensive assessment of the marketing position of women-led microenterprises.

The study employs a cross-sectional survey of women entrepreneurs to examine the proposed index. Appropriate statistical procedures are used to assess its reliability and validity and to determine its usefulness as a measure of marketing capability and market exposure. The index is expected to identify areas of marketing strength as well as areas in which women-owned microenterprises require further support.

The findings can be of value to policymakers, development agencies, financial institutions, and organisations involved in entrepreneurial development. The index can assist in the formulation of need-based training programmes, digital marketing support, and market-linkage initiatives. From a scholarly perspective, the study contributes to marketing and entrepreneurship research by examining the relationship between the internal marketing capabilities of women-owned microenterprises and their exposure to external markets. The framework therefore offers a basis for understanding the marketing challenges faced by women entrepreneurs and for developing measures that can strengthen the competitiveness, sustainability, and long-term growth of their enterprises.

Comments

Post a Comment

Popular posts from this blog

Voices and Views

-
Image
     CBS LINE Volume 3.9  DR.D.MAVOOTHU Professor & Former Director, SMS CUSAT. Dean, Faculty of Social Sciences,CUSAT. Member of Syndicate, CUSAT. Member of Court Central University of Kerala, Kasargode 1)What does ‘business ethics’ mean in today’s world, and why it is important not just for big companies but also for ordinary people? We develop ethical principles and expand our understanding of ethics in much the same way we advance scientific knowledge—through experience, reflection, and continuous improvement. This evolving approach is known as pragmatic ethics. Over time, significant progress has been made in areas such as equal opportunity, responsible product and service practices, tax compliance, and adherence to prudential regulations. These advancements have led to positive outcomes, and I believe this progress will continue. Overall, I remain optimistic about the future of business ethics. 2)What ethical responsibilities do businesses and leaders have...
Read more

INTERVIEW WITH KERALA FINANCE MINISTER

-
Image
CBS LINE Volume 3(10) CBS Students Hold Exclusive Interview with Kerala’s Finance Minister At the Vision 2031 conference organized by the Department of Finance, Government of Kerala , students from the Centre for Budget Studies (CBS) had the opportunity to engage directly with Hon. Finance Minister Shri K.N. Balagopal in a special interview granted upon the request of the CBS delegation. The discussion focused on Kerala’s fiscal priorities and its long-term development vision.                                  CBS Students with  Hon. Finance Minister Shri K.N. Balagopal   The CBS students asked: “Given that the state has reached an advanced welfare stage, should the government focus more on revenue generation or on restructuring expenditure to ensure long-term fiscal stability?” In his response, Hon. Finance Minister Shri K.N. Balagopal remarked “In the current context, the government sho...
Read more

Monitoring GST Cuts: Role of the Anti-Profiteering Body

-
Image
  CBS LINE Volume 3.9  Anti-profiteering refers to regulatory provisions that ensure consumers benefit from tax rate cuts through proportional price reductions. With the upcoming revisions in Goods and Services Tax (GST) rates across various goods and services, the role of the Anti-Profiteering Committee becomes more crucial than ever. Established under the GST framework, the committee ensures that any reduction in tax rates or benefits of input tax credit is passed on to consumers in the form of commensurate price reductions. India has overhauled its GST structure, reducing the earlier four tax slabs (5%, 12%, 18%, 28%) into just two main rates—5% and 18% for most goods and services, while instituting a higher 40% rate for luxury items. Several essential and household items, including packaged food, daily essentials have seen their GST rates cut significantly, easing the burden on consumers. Several everyday food items will see a tax reduction from 18% to 5%.  As new GS...
Read more