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PROBLEMS OF WOMEN ENTREPRENEURSHIP IN SERVICE SECTOR IN CHENNAI

B N Padmaja Priyadarshini, Dr Lalitha Ramakrishnan

Research Scholar, Professor & Head
Department of Management, Department of Management,
Pondicherry University, Pondicherry University,
Karaikal Campus Karaikal Campus

ABSTRACT

Today women entrepreneurship is a global phenomenon. India, as a developing country is not

lagging behind in promoting women entrepreneurship. Women have emerged as entrepreneurs,
emancipated, educated and empowered by the massive development programs of the government
and women liberation movements. Women associated with 3 Ks- Kitchen, Kids, Knitting,
progressed to a new era of 3 Ps- Powder, Pappad, Pickles and now to be active in 4 Es-
Electricity, Electronics, Energy, Engineering (Masood, Rana Zehra 2011), Women are
encouraged by reservations, incentives and subsidies to operate in different fields especially in
SSI sector. As a result, from the stereotyped dependent home maker, she progressed to emerge as
an intelligent entrepreneur. Service sector is an easily approachable sector for everybody for the
reasons such as low investment, easy made infrastructure and due to its nature. Especially, it is an
added advantage for a woman due to her patience, creativity, hospitality etc. Metro like Chennai has
all facilities to support entrepreneurship especially service sector. Hence an attempt has been made
to analyse the problems of women entrepreneurship in service sector in Chennai city and to evaluate
the prospects of women entrepreneurship. In order to develop a business, women need to possess lot
of positive characteristics. Inspite of those characteristics, women face lot of problems and
challenges pertaining to business and work life balance as well. The crucial challenges and
problems faced by women in leading their venture are identified in this research. If a woman is
vibrant enough to start her enterprise, she has to understand that the above mentioned problems and
challenges may be a hindrance to her and make her to face failure in her business. Hence, she has to
prepare herself to face the above challenges, make arrangements to face these issues and cope up in
her venture to get sustained and come out in flying colours.

KEY WORDS : WOMEN ENTREPRENEURSHIP – PROBLEMS – PROSPECTS – SERVICE

SECTOR – SUSTAINABILITY – SUCCESS.

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FULL ARTICLE

India has pioneered many creative programmes to raise female status and participation in the
economy, including training, gender budgeting, quotas for women in local councils, requiring
women on boards in the 2013 Companies Bill and a Women’s Bank. India has also pledged to raise
female economic participation in its G20 commitments.
Since 1980s, women development and entrepreneurship was taken up as a separate agenda in five
year plans. Several initiatives undertaken to empower women were: Support to Training-cum-
Employment for Women (STEP), Swawalamban programme, Trade Related Entrepreneurship of
Assistance and Development (TREAD), Consortium of Women Entrepreneurs of India (CWEI),
Swayamsidha scheme, Priyadarshini scheme, SwaShakti, and so on. The emergence of micro
finance on one side and the special attention paid by financial institutions by creating Mahila
Vikas and Mahila Udyam Nidhis, provided access to finances. The rise of development
organisations like Small Industries Development Organization (SIDO), Women India Trust (WIT),
Federation of India Women Entrepreneurs (FIWE), TiE Stree Shakti, WEConnect International, and
International Centre for Entrepreneurship and Career Development (ICECD) and others further
gave boost to the promotion of women entrepreneurs.
Despite the policy measures, incentives and support networks, it is reported that women face the
challenge of sustaining affecting their performance and success. The present study is proposed to
specifically know the problems faced by women entrepreneurs in sustaining their business in
service sector

LITERATURE REVIEW
Academic research has focused attention on issues relating to entrepreneurship especially of women
in small industry.

 Profile of entrepreneurs - Singh, Sehgal, Tinani and Sengupta, (1986) found that
majority of the women entrepreneurs were married, and in the age group of 26 to
35 years. Based on his study, Minority women entrepreneurs reported that they started their
business at a later stage than non-minority entrepreneurs. (Carlo and Lyons , 1979).

 Place and challenges -Most respondents had started their business within small premises.
Over 70 percent of entrepreneurs found the first 3 years of activity particularly
challenging.(Hina Shah,2013 ; Bowen & Hisrich, 1986).

 Characteristics - Found similar for both men and women, for example need for
achievement, need for control and affiliation, self-fulfillment and need for independence,
self-confidence, and problem-solving etc. (Hina Shah, 2013) high in internal locus of
control, more masculine, or instrumental than other women in their values (Bowen &
Hisrich, 1986). Huntely (1985) observed that women entrepreneurs are determined,
hardworking, self -confident, courageous and optimistic.

 Experience & Training - Most women business owners were previously either house
wives, graduates or post graduates. (Hina Shah, 2013) and married (Singh, Sehgal, Tinani
and Sengupta,1986).Nearly 55 per cent had undergone business/entrepreneurship and
leadership training, (Hina Shah, 2013), many experienced a need of additional managerial
training (Bowen & Hisrich, 1986)

 Support for becoming entrepreneur - 43% of the respondents have life partner (husband)
support to become entrepreneurs. 26% of the respondents have become entrepreneurs on
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their own decision. (Mahaboob Basha, 2013) Cooperation of husbands in family matters
contribute a lot in pursuing businesses (Caputo and Dolinsky, 1998).

 Mentor - Mentoring is very important to women, along with well developed professional
network (Cohoon, Wadhwa & Mitchell, 2010).

 Motivational factors - Need to achieve, the desire to be independent, the need for job
satisfaction and economic necessity (Sehwartz, 1979, Carlo and Lyons, 1979, Asghari 1983,
Azad, 1982 and Huntley,1985, Benard and Victor, 2013).

Other motivations are: to keep busy, to earn money on their own, and to pursue hobby as an
earning activity, (Singh, Sehgal, Tinani and Sengupta, 1986) for better family incomes.
(Tambunan, 2009, Kanchana, Devi and Sujatha, 2010). Reasons for starting the units are : poverty
like situation, easy to manage, self-confidence and training (Senthil Kumar, et.al,2012)

 Push factors - Dissatisfaction with salaries job, difficulty in finding work and a need for
flexible work schedule because of family responsibilities. (Yogita Sharma, 2013).
challenging/rejecting gender stereotypes (Hina Shah, 2013).

 Pull factors - Financial incentive and motivation from government/schemes for assistance,
attraction of high profit margins, etc (Hina Shah, 2013) co-operation and support of family
members and a strong network of contacts. (Yogita Sharma , 2013).

 Choice of business - More and more women are taking up entrepreneurial activity
especially in MSMEs (Singh and Raina, 2013). High demand for product, processing
skills, ready market, future prospects and creativity influenced the choice. (Singh, Sehgal,
Tinani and Sengupta, 1986).

 Style of managing - Female tended to have an autocratic style of management

(Sehwartz,1979).

 Work life balance -Women can well manage their household work as well their workplace
deadlines. (Singh and Raina, 2013). Family responsibilities and support are the influencing
factors (Kaushik Sanjay, 2013). About 49% of them are devoted more to family, giving
priority when business needs and family needs clashed (Mahaboob Basha. et.al, 2013).

 Problems Women entrepreneurs face personal problems like, low mobility, inability to
take risks, ineffective management of people and finances (Neha Dangi and Ritika , 2014);
financial problems like credit discrimination (Sehwartz , 1979) overcoming societies’
belief that women are not as serious as men about business. (Hisrich and O’brien, 1981)
faced financial hurdles (Huntley, 1985), lack of capital and (Tambunan, 2009),
underestimating operating and / or marketing costs. (Sehwartz, 1979) looking for a balance
of personal and professional interest (Huntley, 1985), lack of interaction with successful
entrepreneurs. (Vijay Kumbhar, 2013), lack of managerial skills. (Kothawale C. (2013), lack
of confidence to expand despite growth potential (Mahaboob Basha 2013). Lack of access
to technology, (Anjali Singh, 2014), Competition from better quality products, (Punitha et
al. 1999).

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 Performance - As many as 89% opined that their self-confidence increased with business.
Many women entrepreneurs have growth plans. About 39% of them want to diversify, 32%
want to expand and 18% are inclined to modernise. (Mahaboob Basha. et.al, 2013)

RESEARCH GAP
The survey of literature revealed that studies are made in India and other countries.
Several studies in India have attempted to identify the characteristics, motivators and problems of
women. (Anjali Singh, 2014; Neha Dangi and Ritika, 2014 ; Hina Shah, 2013; Yogita Sharma,
2013 ; Tamilarasi, 2013; Kaushik Sanjay, 2013; Arakeri Shanta, 2013 ; Mahaboob Basha,
2013; Shikha Mahajan, 2013 ; Vijay Kumbhar, 2013 ; Singh and Raina, 2013; Avanish Kumar,
2013)
Limited studies focused on success determinants. Chitra, M. et.al (2014), found the factors that
determined success of beauty salons . Sandip Sarker, Mollika Pali (2014), found the key factors
for success of manufacturing units. In view of the limited studies on success determinants, in
service sector, the present study is considered relevant.
Also region wise, Tamilnadu is a major area promoting women entrepreneurship But it is found
that studies on women entrepreneurs in Tamil Nadu are limited.
Kanchana, Devi and Sujatha (2010) carried out a study of 150 entrepreneurs in Coimbatore
District of Tamil Nadu state to know the socio economic background, impact of driving factors, and
growth of women entrepreneurs. Jayan (2013) analyzed women entrepreneurship in MSMEs and
the relationship between industries related factors and success of entrepreneurs with special
reference to Coimbatore city.
There are no studies focusing specifically on identification of factors contributing to the
sustainability of enterprises in service sector in Tamil Nadu. In view of this, the present study is
proposed to study success factors of women entrepreneurs in the burgeoning service sector in
Chennai of Tamil Nadu.

STATEMENT OF PROBLEM
The services sector contributed US$ 783 billion to the 2014-15 GDP (at constant prices) growing at
CAGR of 9 per cent, faster than the overall GDP CAGR of 6.2 per cent in the past four years. It
contribution to GDP is around 52 per cent in 2014-15. Having made rapid strides in the past
decade and a half, it has emerged as the largest and one of the fastest-growing sectors of the
economy.
According to the IFC Research report (2014) approximately 78 per cent of women enterprises
belong to the services sector. Around 3.01 million women-owned enterprises represent about 10 per
cent of all Micro, small and medium enterprises (MSMEs) in the country. Collectively, they
contribute 3.09 per cent of industrial output and employ over 8 million people.
In the light of the significance of services sector and key role played by Women entrepreneurs,
policy makers and researchers are interested in the performance of women entrepreneurs.
The present study is designed to find how many women entrepreneurs are successful and what
made their success possible. More specifically the study seeks to find answers to the following
questions.

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 How many women entrepreneurs are successful in their ventures?

 What factors have contributed to the success or sustainability of their enterprises?
 What are the characteristics and motivations of women entrepreneurs, in general?
 What kind of problems do they face in different areas?
 What kind of support they receive from different sources?
The information relating to success and factors contributing to the success or failure will be useful
to prospective women entrepreneurs and other stakeholders like women entrepreneurship agencies,
financial institutions, small industry promotion organisations and governments. They can redesign
their approaches to facilitate the creating of congenial environment for women to thrive in small
business in service sectors.

OBJECTIVES OF THE STUDY

The study is undertaken with the following objectives.

1. To find the characteristics and motivations of women entrepreneurs of MSMEs in service
sector.
2. To identify the problems faced by women entrepreneurs in attaining success in their
enterprise.
3. To delineate factors that contributed to the success and sustainability of the enterprises
4. To suggest measures to entrepreneurs to improve their success opportunities.

RESEARCH HYPOTHESES
The following hypotheses are formulated for testing in the study.
H-1 Women entrepreneurs have characteristics like determination, courage, confidence, optimism,
achievement orientation, independence, self- fulfilment, and problem solving.
H-2 Satisfaction of achievement, desire to be independent, to be self-employed, to gain novel
experience, to be own boss and exercise power, to make use of knowledge and skills, and to use
spare time, are the motivational factors.
H-3 Women entrepreneurs face problems of distrust in entrepreneurial abilities, discrimination and
scepticism from males in organisations like bank, supplier and own firm.
H-4 Women entrepreneurs face personal problems such as lack of self -confidence, lack of
professional education, low mobility, less interaction with entrepreneurs, poor networking and low
motivation, problems in operation of their .enterprise related to law and regulation, financing,
technology, operations, supply and distribution and competition and problems in managing due to
poor management skill, inability to take risks, lack of awareness about raw material sources, and
ineffective management of people and finances.

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SCOPE OF THE STUDY

The variables covered in the study include those presented in Figure-1

Figure -1 Conceptual framework of the study

Push factors Success and Sustainability factors

Characteristics

Motivators Creation and Future plans

operation of
enterprise
Demographics

Pull factors Problems

RESEARCH METHODOLOGY
The study has adopted descriptive research design and used survey method.
Data sources - It makes use of primary data as well as secondary data. Primary data is collected
from women entrepreneurs in service sector. The secondary data is based on literature review,
impact reports of relevant studies, census reports, Government reports and various websites.
Data collection - The data is collected with the help of a structured questionnaire and interviews.
A structured questionnaire (Appendix-1) is developed based on the previous studies. The
questionnaire consists of both closed end and open-end questions.
Sampling - Sampling is done as follows.
Choice of city - For the present study Chennai is chosen for it is one of the leading cities in south
India.
Choice of members - Two sources of data for identifying women entrepreneurs are available- (i)
Registrations (ii) Membership in forums.
As such, the sampling frame for the present study is the list of women entrepreneurs who enrolled
as members of different forums in Chennai City. Table 1 shows the forums and the number of
members associated with them. The forums taken for consideration are those which have more than
100 women members operating service firms for 3 or more years.
Margin of error is 5% and confidence level is 95%. The population size is 1414. Assuming that the
success rate of women entrepreneurs is 40%, the sample size required for the study is 293. The
success rate is assumed based on the discussion with executive members of the selected forums and
experience in pilot study.

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DATA ANALYSIS & FINDINGS

The data is analysed with the help of SPSS 21 version. Various statistical techniques such as
reliability test, descriptive statistics, paired t-test, factor analysis are used.

PROFILE OF THE RESPONDENTS

The characteristics of the respondent entrepreneurs at the start of enterprise are given under.
o Urban - About 64.29 % of the respondent women entrepreneurs are from urban area and
92.86 per cent have exposure to urban area.
o Community- Around 61.9 per cent of the respondents belong to forward community and the
remaining 38.1 per cent belong to backward community.
o Some are first born - About 47.62 per cent of the respondents are first born.
o Many are younger - A large number of entrepreneurs (71.43 per cent) belong to 25 -30 years
age group at the time of starting enterprise.
o Nuclear family- About 73.81 per cent of the respondents are from nuclear family and 90.48
per cent have one or more dependents.
o Low income - Most of the respondent entrepreneurs (64.29 per cent) belong to low income
families earning less than one lakh rupees per month.
o Graduates - A good majority of respondents (67.69 per cent) have only general education
and 92.6 are graduated.
o Some owned enterprise - At 27.89 per cent have prior experience of running own enterprise
or working in enterprises of parents/relatives
o Training - About 59.18 per cent of the respondents have undergone training to secure skills
required for staring an enterprise.
o Type of enterprise - Most of the respondent entrepreneurs (59.53 per cent) own consumer
service firms such as educational services (16.67 per cent), fashion and apparel services
(11.9 per cent) and cosmetic services (9.52 per cent) and others industrial services such as
engineering services ( 11.9 per cent) and consultancy services (7.14 per cent).

The findings based on the responses of 294 women entrepreneurs can be enumerated as follows.
STARTING THE UNIT

The information about starting of enterprise is as follows.

o Way of starting - About 91.16 per cent of respondents set up a new unit based on their own
idea.
o Financing - The sources of financing are husband (51.02 per cent) and own funds (39.12
per cent).
o Area of operation - Only 4.08 per cent reported that they sell outside Chennai also.
o Male dominated - Only 38.1 per cent of the entrepreneurs are engaged in a firm that was
traditionally male dominated one.
o Challenging time - The business was challenging in the first year only for 44.9 per cent of
respondents and for the first two years for 41.84 per cent of respondents

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CHARACTERISTICS

The 20 qualities are factor analysed. Six factors emerged. They are given below (Table-2) with the
names assigned to them and qualities loaded with them.

Table -2 Characteristics
Factor Qualities Variance (%)
Achievement Determination, confidence, achiever, independence, 25.81
Oriented problem solving, self- fulfilment, power exercising,
fearless and risk appetite.
Affiliation Affectionate, internal locus of control, and people friendly. 37.73
Oriented.
Courageous Courage and optimism 49.15
Persuasive Persuasion. 60.38
Masculine Masculine, materialistic and self- control. 68.35
Extrovert Extrovert. 74.06

MOTIVATORS

To know the motivators for starting unit by the respondents 14 motivators are listed based on earlier
research and the following hypothesis on motivators is proposed for testing. Factor analysis of the
14 motivators yielded 3 factors representing three orientations as given under.

Table -2 Motivators
Orientation Motivators Variance
(%)
Achievement autonomy and independence, personal satisfaction of 28.712
achievement personal identity, fulfil long standing desire of
owning a company, use of my knowledge and skills, capitalize
own business ideas take risk and do new things, improve my
social status, emulate successful women entrepreneurs, be
self –employed, build wealth, to make best use of spare time
I have.
Power acquire power and exercise it in organization and society 25.148
Affiliation provide income for the family 23.459

PUSH AND PULL FACTORS

Besides characteristics and motivators, it is the situational factors that have influence on
entrepreneurial decision.
o Push factor- The need for flexible work schedule because of family responsibilities (3.79).
o Pull factors - Easy to manage firms (3.76).and attractiveness of firms (3.52). Cooperation
and support from family members (4.21), Strong network contacts (4.02), Success of
women in the field (3.95), start- up culture in the area (3.79). Encouragement by friends
(3.57), teachers (3.27) and government schemes and incentives (3.17) are facilitators.

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PROBLEMS FACED BY ENTREPRENEURS

The problems faced by respondent entrepreneurs are analysed by categorising them as gender
related, personal, operational, and managerial skills.

(a) Gender problems

About 73.13 per cent of respondents agreed that they face problems different from men.
Social barriers are less but cultural and religious constraints persist limiting women’s freedom to
function independently. When it comes to operational side, Belief that women are not as serious as
men about business (3.83), Distrust in entrepreneurial abilities of women (3.62), Discrimination in
credit sanction by banks (3.45), and Skeptical attitude of financial institutions (3.50) are major
problems.

(b) Personal problems

As per the inputs received from the respondents there are no personal problems recorded.

(c) Operational problems

Respondents have problems in different areas related to operations of their enterprise (3.76). The
lead problems, with a mean score above 4 are:

 Tax harassment (4.07) and Legal constraints in family law (4.10)

 Tough competition (4.12) and challenge in marketing products (4.10).
The hypothesis is partly valid.

(d) Lack of management skills

Since majority have agreed that they did not have the problems, the hypothesis is rejected. It may be
recalled that the motivators for the respondent entrepreneurs ( see Table 3-21) include - To make
use of my knowledge and skills(4.67), To take risk and do new things (4.50) and To acquire power
and exercise it in organization and society(4.00). This finding supports the disagreement of
entrepreneurs with the statements related to poor skills.

DISCUSSION
The study finds that women entrepreneurs are urban, educated, married and belong to 25-40 year
age group and forward community. Though they have nuclear family they have responsibility not
only for children but also dependents. Their characteristics and motivations are achievement
oriented and concerned with independence and creativity. This kind of profile is found in some
recent studies (Hina Shah,2013; Senthil Kumar, 2012,).
Women entrepreneurs have started units that are based on their ideas. The choice is triggered by
their motivation for having flexible work time, opportunity to exercise creativity and risk taking,
The finding is consistent with the studies of Azad, (1982), Singh, Shegal, Tinani and Sengupta
(1986) and Jayan (2013).
They have family support, especially their husband, who supports them in family and business
roles. They have freedom and make decisions on family matters that include finances. The finding
is in contradiction to the earlier findings of earlier studies (Tamilarasi, 2013 and Hina Shah 2013).
Women devote full time for business and have work life balance problem, though work caused
family enrichment and family caused work enrichment. This is a novel finding as Vijaya Kumbhar
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(2013), Shikha Mahajan, (2013) and others reported absence of work-life balance due to poor
degree of financial freedom, lack of family support and male domination.
Women entrepreneurs continue to face many problems. Gender related problems like scepticism
and discrimination by financial institutions persist. Similar findings can be observed in the studies
of Vijay Kumbhar (2013) and Anjali Singh (2014). However, women in the present study have
none of the personal problems reported by Neha Dangi and Ritika (2011) Ghani et al. ( 2011 ),
Shah Alam, et.al , 2011), and Anjali Singh, (2014).
Only 35 per cent of women have success and are embarking on growth plans. The significant
factors that contributed to sustainability of the enterprise are: Motivation, Quality assurance,
Income of the family and Family support. Chitra, M. et.al (2014) Sandip Sarker, Mollika Palit
(2014) gave somewhat similar findings.

LIMITATIONS OF THE STUDY

The study suffers from the following limitations.
1. The co-operation of respondents is very much required for a survey-based research which is
not up to the expectations due their time pressures.
2. The study is restricted to women entrepreneurs in service sector and hence the findings
cannot be applied to women entrepreneurs of other sectors.
In spite of the above limitations, maximum care has been taken to make the study accurate and
meaningful.

CONCLUSIONS
The present study has findings, partly supported by many other research studies points out that
women entrepreneurs in service sector have wonderful opportunity to succeed as they are
individually capable and have significant family support, essentially from husband. They are
eliciting support from networks and sharing knowledge in seminars and workshops and by laying
emphasis on this they can become more aware of ways to solve legal and tax related problems of
business. They are weak in marketing ability. Since they face competition and marketing problems
there is a need to improve their marketing skills.
SUGGESTIONS
The performance of majority of women entrepreneurs is marginal. They can make their units
successful by finding solutions to the problems faced by them.

 Society restrictions - Social barriers to some extent and cultural and religious constraints to a
larger extent are restricting the successful functioning of women.
 Gender bias of financial institutions - They exhibit distrust in entrepreneurial abilities of
women and believe that women are not as serious as men about business, As a result they
show discrimination in credit sanction and possess skeptical attitude.
 Poor sales of services – The decline in sales has to be arrested and increased sooner. Steps
like improving marketing ability, choosing right middlemen and advertising may be
considered.

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