Marketing Tactics of Women Entrepreneurial Business: A Clear Insight

Ms. S . Thanga Keerthana; Dr. K. Jegatheesan

doi:https://doi.org/10.69711/sharda.ijmir.v14i1.2507

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Marketing Tactics of Women Entrepreneurial Business: A Clear Insight

S . Thanga Keerthana, K. Jegatheesan

https://doi.org/10.69711/sharda.ijmir.v14i1.2507

Published Online: August 28, 2025

Author Details ( * ) denotes Corresponding author

1. * S . Thanga Keerthana, Full Time Ph.D Research Scholar, PG and Research Department of Commerce, Ayya Nadar Janaki Ammal College, (Autonomous, Affiliated to Madurai Kamaraj University) Sivakasi , Sivakasi, Tamil Nadu, India (keerthiangel1993@gmail.com)

2. K. Jegatheesan, Assistant Professor, PG and Research Department of Commerce, Ayya Nadar Janaki Ammal College, (Autonomous, Affiliated to Madurai Kamaraj University) Sivakasi , Sivakasi, Tamil Nadu, India (jegaapril3@gmail.com)

Historically, men have dominated the field of entrepreneurship. Women have recently entered the business world as risk-takers and innovators. This study examines the marketing strategies used by female entrepreneurs in Sivakasi region. Its three main goals are to: (1) examine the demographics and business profiles of female entrepreneurs in the study area; (2) assess the effectiveness of their current marketing strategies; and (3) create useful suggestions for improving their sales and overall business success. Data were collected from 75 samples of women entrepreneurs using a structured questionnaire. The result showed that overall experience contributes significantly to the efficacy of employing marketing tactics while applying the ANOVA tool. The study’s conclusion includes practical suggestions for enhancing marketing effectiveness based on these findings.

Keywords

Tactics; Business success; Risk-takers; Digitalization; Networks

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