PROBLEMS AND MOTIVATING FACTORS OF WOMEN

ENTREPRENEUR.
INTRODUCTION.
MOTIVATION.
Motivation is a highly complex phenomenon (Bent, et al., 1999) that influences and is influenced
by a large number of factors in the organizational environment (Porter and Steers, 1991). The
study of motivation is concerned with why individuals think and behave as they do (Mullin,
1999; Weiner, 1992; Wagner, 1999). A great amount of definitions are presented by literature,
e.g. Vignali points out that motivation is a process that triggers individuals to act as they do.

Moreover, Westerman and Donoghue refer to motivation as

"a set of processes which energize a person's behavior and direct him or
her towards attaining some goal, or put more simply getting people to do willingly and well
those things which have to be done." .
Generally, motivation deals with forces, which initiate, direct and sustain behavior towards the
attainment of certain goals (Bent et al., 1999).
Particularly, in terms of the organizational aspect, motivation focuses, according to Molander
(1996), on an individual's willingness to put efforts into his/her work, and on the amount of
efforts, which are made in order to obtain incentives or a special form of incentives.

The discussion of motivation in the literature (recent and less recent) refers to three aspects:
(1) What is the arousal or energizing source of the individual behavior?
(2) What directs or channels such behavior (Vroom, 1964; Wagner, 1999;
Atkinson et al., 1975), and
(3) The maintenance and sustain of this behavior (Bent et al., 1999).
The first issue deals with driving forces inherent in the individual that leads to a certain behavior,
and with environmental forces that often cause these drives (Porter and Steers, 1991). The
second feature involves the direction of behavior towards a goal (Wagner, 1999). Furthermore,
Porter and Steers (1991) refer to the third matter as forces within the individual and

environmental forces that provide the individual with feedback. This feedback either reinforces
the individual to intensify his/her drive and the direction of his/her energy, or discourages the
individual to pursue his/her course of action and redirects his/her efforts.

Thereby, according to Steers and Porter (1991), the individual will be provided with feedback
about the impact of his/her behavior. That, in turn may induce the individual to alter his/her
present behavior, or may reassure the individual that his/her current way of acting is correct and
may confirm the person in pursuing this course of action.

Figure 3.1.1: A simplified illustration of the basic motivational model

The motivational process is not as simple and straightforward as it seems. It is, according to
Atkinson et al. (1975), a far more complex study. Porter and Steers (1991) refer to Dunnette and
Kirchner (1965) and others who identified four aspects, which complicate the simplicity of the
model.

The first aspect refers to the fact that motives cannot directly be observed and therefore a need to
deduce them exists (Baron, 1983). However, the inference of motives from observed behavior is
associated with difficulties traced back to at least five reasons mentioned by Atkinson et al.
(1975). These five reasons are:
(1) Several motives may be expressed through any single action;
(2) Motives may occur in disguised forms;

(3) Similar or identical actions may represent several motives;

(4) Different behavior may embody similar motives; and
(5) The modes of expression of certain motives may be mitigated by
variations.

personal and cultural

The second complication of the model deals with the fact that any person has a host of motives.
These motives may change over time and conflict with each other (Baron, 1983). Third, Porter
and Steers (1991) point out that the selection of certain motives over others, as well as the
intensity with which such motives are pursued, may differ from person to person. In addition,
they refer to the fourth complication, the fact that an attainment of certain needs, desires and
expectations may prompt a person to direct his/her attention to other motives, or to intensify the
pursuit of these motives.

WOMEN ENTREPRENEUR.
When women move forward, the family moves, the village moves, and ultimately
the nation moves.
The word "Entrepreneur" is derived from the French verb 'entrepredre'. It means 'to undertake'.
In the early 16th century the Frenchmen who organized and led military expeditions were
referred as 'Entrepreneurs'. In the early 18th century French economist Richard Cantillon used
the term entrepreneur to business. Since that time the word entrepreneur means one who takes
the risk of starting a new organization or introducing a new idea, product or service to society.
According to J.B. Say, An Entrepreneur is the economic agent who unites all means of
production; land of one, the labour of another and the capital of yet another and thus produces a
product. By selling the product in the market the pays rent of land, wages to labour, interest on
capital and what remains is his profit". Thus an Entrepreneur is an organizer who combines
various factors of production to produce a socially viable product. An entrepreneur can be
regarded as a person who has the initiative skill and motivation to set up a business or enterprise
of his own and who always looks for high achievements. He is the catalyst for social change and
works for the common good. They look for opportunities, identify them and seize them mainly
for economic gains. An action oriented entrepreneur is a highly calculative individual who is
always willing to undertake risks in order to achieve their goals. According to Joseph
Schumepeter, "An entrepreneur in an advanced economy is an individual who introduces

something new in the economy, a method of production not yet tested by experience in the
branch of manufacture concerned, a product with which consumers are not yet familiar, a new
source of raw material or of new market and the like". According to Cantillon "An entrepreneur
is the agent who buys factors of production at certain prices in order to combine them into a
product with a view to selling it at uncertain prices in future". To conclude an entrepreneur is the
person who bears risk, unites various factors of production, to exploit the perceived opportunities
in order to evoke demand, create wealth and employment. According to kamal singh women
entrepreneur was defined as "A women entrepreneur can be defined as a confident, innovative
and creative woman capable of achieving self economic independence, individually or in
collaboration, generates employment opportunities for others through initiating, establishing and
running the enterprise by keeping pace in personal family and social life."

Entrepreneurship refers to setting a new business to take advantages from new opportunities.
Entrepreneur is the key factor of entrepreneurship and now women are successful in this as they
have qualities desirable for entrepreneurship development. Entrepreneurship is a suitable
profession for women than regular employment.
During last two decades, increasing numbers of Indian women have entered the field of
entrepreneurship and also have changed the face of business. Women have been taking interest in
recent year in self business. In the process of Entrepreneurship, women have to face various
problems and these problems get doubled because of her dual role as earner and homemakers.
In India most of the homemakers want to start their own business but there is so many problems
faced by them. Govt. started several programmed for the training of women entrepreneurship.
Training program have created interest amongst women and have increased their skills and also
have build the social attitude with high confidence. Thus, entrepreneurs shape the economy by
creating new wealth and new jobs and by inventing new products and services. However, an
insight study reveals that it is not about making money, but having the greatest ideas, knowing
the best sales pitch, by applying the best marketing strategy. Entrepreneur is an Economic Agent
who plays a vital role in the economic development of a country. Economic development of a
country refers steady growth in the income levels. This growth mainly depends on its
entrepreneurs. An Entrepreneur is an individual with knowledge, skills, initiative, drive and spirit

of innovation who aims at achieving goals. An entrepreneur identifies opportunities and seizes
opportunities for economic benefits. Entrepreneurship is a dynamic activity which helps the
entrepreneur to bring changes in the process of production, innovation in production, new usage
of materials, creator of market etc. It is a mental attitude to foresee risk and uncertainty with a
view to achieve certain strong motive. It also means doing something in a new and effective
manner.

EXECUTIVE SUMMARY
The purpose of this study was to identify women entrepreneurs, also to understand what are the
most motivating and demotivating factors for them.The impact of entrepreneurs as the engine for
the economic growth is well recognized globally. In India, entrepreneurship is considered as one
of the best means of triggering economic and social development. The better we understand the
determinants of successful entrepreneur ventures, the higher will be our standard of living and
the brighter our future.Entrepreneurship has been a male-dominated phenomenon from the very
early age, but time has changed the situation and brought women as today's most memorable and
inspirational entrepreneurs. It is estimated that women entrepreneurs presently comprise about
10% of the total number of entrepreneurs in India, with the percentage growing every year. If the
prevailing trends continue, it is likely that in another five years, women will comprise 20% of the
entrepreneurial force. In almost all the developed countries in the world, women are putting their
steps at par with the men in the field of business.The study also shows varied age group of
women entrepreneurs and the kind of business they are indulged into. Study also distinguishes
between women entrepreneurs who are married and have children and also who are single. A
total of 25 women entrepreneurs were interviewed for this research study.The study also suggests
various methods, strategies and training and development programs for women entrepreneurs.
This might help business women to enhance their managerial skills.

Entrepreneurship is living a few years of your life like most people wont, so you can spend the
rest of your life like most people cant.

1.1OBJECTIVE

1. To understand and find solution of the problems faced by women entrepreneur.

2. To identify the variable that are more challenging to the women entrepreneur which need to be
addressed for the sustainable development of the women entrepreneur of the region.
3. To recommedate training to women entrepreneur to attain greater success in their career.
4. To analyse the motivation factors of women entrepreneurs.

1.2 SCOPE
India is going to observe over 40 -50% industry segmentation growth in coming 5 - 10 years ,
some of the industry sectors has already projected ample of opportunity for today's entrepreneurs

to plan their innovation stories identifying niche areas , here is a big question now , what our
entrepreneurs today should plan first ? How do they find a niche area? , is it still a competitive or
open space to innovate? I feel some of the sectors like Insurance, public services, healthcare ,
infra are most hot areas to think , best ideas only be successful unless we understand the
mardemand or a right analysis on growth and demand fulfillment. Lets take an example of just
dial.com , this is just brilliant , although they have started this 11 years back , but still they dont
find any major competitions from a big vendors. The concept may be very simple and focused,
but one of the core ideas behind their current success was to make public services as accurate
and simple.
This is a study of 100 women in the Corporate World in India. While collecting data I had first
thought of my analysis of those women who had done their MBA (Masters in Business
Administration) and were in the position of managers. However, I broadbased my study to
include women from different industries and other professional degrees like chartered
accountant, finance, law, media studies. I also undertook the study to include women from the
level of Assistant Managers with upward responsible positions. In my study I have made an
analysis of women working in public sector and private sector organizations. In my sample, I
have included women working in banks, financial institutions, media and advertising companies,
national and multinational corporate organizations. I have made an analysis on the basis of age
group of women. It is based on women in three distinct age groups of 22-35 years, 35-45 years
and 45-60 years respectively. This would provide answers to the changing scenario of women in
organizations.
A study was made by Garg and Parikh of young managers who entered industry from
1972 onwards. Their attitudes and perceptions, values and role identities were explored at the
workplace, within the family and in the peer community. My study has been greatly influenced
by this research. However, it draws its difference from the fact that my study is based on
Women in organizations in pivotal positions. They may or may not have an MBA degree, but
they definitely have a post graduate or a professional degree. It is of their adjustment processes,
perceptions, attitudes and problems in combining work with home.
To my understanding the earlier study is an attempt to find out about the MBA professionals. It
shows the role of MBA professionals as the dominating male and thus, the role of son seen at

work in the family perspective has been discussed. My study is focused on Women and their
perspective and perceptions. It compliments the earlier study on the MBA professional. Another
study (Kaval Gulhati 1990) compared attitudes of male and female managers in India. A study on
women managers in Public Sector organizations Sanghamitra Buddhapriya (1999) provided an
insight into their attitude at their workplace. Raman Kumar (1993) had done a study on women
executives in Banks. My study on women employment In The Hotel Industry in Delhi (1985)
and Status of Women in the Hospitality Industry (2001). These studies are relevant from the
point of view of understanding women at work. The present study is to understand the role of
women in the changing socio-economic scenario in a developing economy from a fresh
perspective of women at work and in the family context.

1.3 LIMITATIONS
The study of women entrepreneurs perception had to be carried under two major limitations. One
of them was the small size of the sample selected. A sample Of 25 women entrepreneurs appears
to be inadequate to draw generalizations on the issues involved. However, considering the
inhibiting factors that had to be encountered, the present sample size appeared to be the best
possible alternative under the circumstances.
Secondly, an elaborate questionnaire was used consisting of various questions to elicit the
women entrepreneurs responses on various aspects, the respondents did not answer all the
questions and some questions had to be left out of the analysis. The research study that we have
been assigned has certain limitations, that we may face during the research study. They are as
follows,

During doing this research I found out that Women entrepreneurs face following
limitations:1. The greatest deterrent to women entrepreneurs is that they are women. A kind of patriarchal
male dominant social order is the building block to them in their way towards business success.
Male members think it a big risk financing the ventures run by women.
2. The financial institutions are sceptical about the entrepreneurial abilities of women. The
bankers consider women loonies as higher risk than men loonies. The bankers put unrealistic and
unreasonable securities to get loan to women entrepreneurs. According to a report by the United
Nations Industrial Development Organization , "despite evidence that women's loan repayment
rates are higher than men's, women still face more difficulties in obtaining credit," often due to
discriminatory attitudes of banks and informal lending groups.
3. Entrepreneurs usually require financial assistance of some kind to launch their ventures - be it
a formal bank loan or money from a savings account. Women in developing nations have little
access to funds, due to the fact that they are concentrated in poor rural communities with few

opportunities to borrow money. The women entrepreneurs are suffering from inadequate
financial resources and working capital. The women entrepreneurs lack access to external funds
due to their inability to provide tangible security. Very few women have the tangible property in
hand.
4. Women's family obligations also bar them from becoming successful entrepreneurs in both
developed and developing nations. "Having primary responsibility for children, home and older
dependent family members, few women can devote all their time and energies to their
business" .The financial institutions discourage women entrepreneurs on the belief that they can
at any time leave their business and become housewives again. The result is that they are forced
to rely on their own savings, and loan from relatives and family friends.
5. Indian women give more emphasis to family ties and relationships. Married women have to
make a fine balance between business and home. More over the business success is depends on
the support the family members extended to women in the business process and management.
The interest of the family members is a determinant factor in the realization of women folk
business aspirations.

6. Another argument is that women entrepreneurs have low-level management skills. They have
to depend on office staffs and intermediaries, to get things done, especially, the marketing and
sales side of business. Here there is more probability for business fallacies like the intermediaries
take major part of the surplus or profit. Marketing means mobility and confidence in dealing with
the external world, both of which women have been discouraged from developing by social
conditioning. Even when they are otherwise in control of an enterprise, they often depend on
males of the family in this area.

7. The male - female competition is another factor, which develop hurdles to women
entrepreneurs in the business management process. Despite the fact that women entrepreneurs
are good in keeping their service prompt and delivery in time, due to lack of organisational skills
compared to male entrepreneurs women have to face constraints from competition. The
confidence to travel across day and night and even different regions and states are less found in
women compared to male entrepreneurs. This shows the low level freedom of expression and
freedom of mobility of the women entrepreneurs.
8. Knowledge of alternative source of raw materials availability and high negotiation skills are
the basic requirement to run a business. Getting the raw materials from different souse with
discount prices is the factor that determines the profit margin. Lack of knowledge of availability
of the raw materials and low-level negotiation and bargaining skills are the factors, which affect
women entrepreneur's business adventures.

9. Knowledge of latest technological changes, know how, and education level of the person are
significant factor that affect business. The literacy rate of women in India is found at low level
compared to male population. Many women in developing nations lack the education needed to
spur successful entrepreneurship. They are ignorant of new technologies or unskilled in their use,
and often unable to do research and gain the necessary training . Although great advances are
being made in technology, many women's illiteracy, strucutural difficulties, and lack of access to
technical training prevent the technology from being beneficial or even available to females .
According to The Economist, this lack of knowledge and the continuing treatment of women as
second-class citizens keeps them in a pervasive cycle of poverty . The studies indicates that
uneducated women donot have the knowledge of measurement and basic accounting.
10. Low-level risk taking attitude is another factor affecting women folk decision to get into
business. Low-level education provides low-level self-confidence and self-reliance to the women
folk to engage in business, which is continuous risk taking and strategic cession making
profession. Investing money, maintaining the operations and ploughing back money for surplus
generation requires high risk taking attitude, courage and confidence. Though the risk tolerance
ability of the women folk in day-to-day life is high compared to male members, while in

business it is found opposite to that.

11. Achievement motivation of the women folk found less compared to male members. The low
level of education and confidence leads to low level achievement and advancement motivation
among women folk to engage in business operations and running a business concern.

12. Finally high production cost of some business operations adversely affects the development
of women entrepreneurs. The installation of new machineries during expansion of the productive
capacity and like similar factors dissuades the women entrepreneurs from venturing into new
areas.

1.4 RESEARCH METHODOLOGY

The type of this research is descriptive. The major purpose of descriptive research, as the term
implies, is to describe characteristics of population or phenomenon. Descriptive research seeks to
determine the answers to what, who, when, where, and how question. Descriptive research often
helps segment and target population. Accuracy is of paramount importance in descriptive
research. Although errors cannot be completely eliminated, good researchers strives for
descriptive precision. Descriptive studies are based on some previous understanding of the nature
of the research problem. Data collection method is describing the way through which the data
has been collected. There are four basic research methods (data collection methods) for
descriptive and causal research: surveys, experiments, secondary data studies, and observation.
Out of these four 2 are selected for collecting data. Secondary data studies selected for literature
review and survey for primary data collection from respondents.

Survey is a research technique in which information is gathered from a sample of people by use
for questionnaire or interview; a method of data collection based on communication with
representative sample of individuals. The media use to communicate with respondents are human
interactive media and non-interactive media. In human interactive media personal interview are
selected for those respondents who face difficulty in filling the questionnaire while in noninteractive media printed questionnaires are provided personally to respondents.

Primary Source
The data was conducted using primary as well as secondary sources of information. A
questionnaire was issued to 17 women entrepreneurs in Mumbai. Each entrepreneur was from
different industry. The questionnaire was distributed and collected by the researcher herself. The
interpretation and analysis is dependent on frequency distribution and its converted percentage.

Secondary Source
Other information supporting the research project was collected through various journals,
magazines, newspaper articles, case studies and websites.