Push and Pull Motivation Factors for Women En...

Push and Pull Motivation Factors for Women Entrepreneurship: A special reference to Homestays in Kodagu District of Karnataka

Author Name : Dr. Nirmala K.D

ABSTRACT

In India, entrepreneurship has traditionally been considered a male prerogative. The concept of women entrepreneurship is of recent origin. Women are today asserting their independence and entering the male bastion and have established their own successful business empires. But they face manifold challenges than men on their entrepreneurial trail.  There are however factors that motivate womenfor their entrepreneurial venture. This paper examines the motivational factors,in terms of ‘push’ or intrinsic and ‘pull’ in terms of extrinsic factors that motivate women to venture into homestay operations in Kodagu, a small picturesque district in Karnataka known for coffee and tourism.  Home Stays enable tourists to stay with a host family and experience the local lifestyle and traditions throughout their stay. The research design in this study focused on the primary data collected through a self-administered questionnaire using a five-point Likert scale. The study showed that a majority of entrepreneurs were motivated by pull factors such as an inherent desire or passion to independently create employment for themselves rather than being pushed to the industry by certain external forces.The findings of the study are based on expressed opinions of the women entrepreneurs.

Key Words: Homestays,Motivation, Pull Factors, PushFactors, WomenEntrepreneurship