Enterprise involvement of women entrepreneurs

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Contributions from the Netherlands. African Studies Centre Leiden. Research Series 15/1999: p.235

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Celebrity Endorsement: A Congruity Measure of Personalities

Reshma Farhat1* Dr. Bilal Mustafa Khan2
1.Department of Business Administration, Aligarh Muslim university (AMU), PO box 202002, Aligarh,
Uttar Pradesh, India
2.Department of Business Administration, Aligarh Muslim university (AMU), PO box 202002, Aligarh,
Uttar Pradesh, India
* E-mail of the corresponding author: reshma.farhat2010@gmail.com

Abstract

Purpose – In marketing communications strategy, the use of celebrity is a common practice for major firms
in supporting the brand imagery. Based on the cognitive theories of endorsement efficiency, the congruence
between the personality of a brand being endorsed and that of the targeted personality of a celebrity is
tested.
Design/methodology/approach – A total of 120 survey respondents’ brand-personality perceptions and
perceptions of celebrity personality were measured and analysed. The congruence measures were used as
indicators from the adjectives of Aaker’s Scale to analyse the congruity effect.
Findings – The results indicated that a successful brand promotion needs congruency between the brand’s
and the endorser’s personality, though it may be moderate.
Originality/value – The research undertaken on celebrity endorsement in this paper will be useful on both
academic and professional platform, as this study derives specific insights to practitioners and it provides a
basis for guiding further research beyond the mere celebrity selection decision. It enhances the usefulness
of the congruency effect, providing a knowledge base for determining an overall brand positioning strategy.
Also, it looks into the perception of Indian consumers on celebrity endorsement, providing theory for
scholarly and directives for managers and professionals.
Keywords: Celebrity Endorsement, Brand Personality, Congruency

1. Introduction
Increasing competition for consumer consciousness and new product proliferation have
encouraged marketers to use attention-creating media stars to assist product marketing. Advertisers agree
that celebrity endorsement does not itself guarantee sales. It can create a buzz and make a consumer feel
better about the product, which in turn has to come to the expectation of customers as a real star by
delivering the promise. For a successful brand promotion, it becomes pertinent for companies to induct all
possible measures to influence the purchase intention of a consumer and to inculcate the deep desire to own
a particular brand. One of the major adopted tools of brand promotion is the Celebrity endorsement.
Marketers spend enormous amounts of money annually on celebrity endorsement contracts based on the
belief that celebrities are effective spokespeople for their products or brands (Katyal, 2007). Brands all over
the world use celebrities to advertise their products. Celebrity endorsement has become a prevalent form of
advertising in India. The involvement of celebrities in advertising is increasingly widespread and has
become a commonplace, the reason is, India is a celebrity-worshipping nation and people are constantly
looking for a role model or an icon. Alongside, this phenomenon, research into the role of celebrities in
advertising has increased since the 1990s (Amos, Holmes and Strutton, 2008; Seno and Lukas, 2007;
Pringle and Binet, 2005; Erdogan, 1999; Ohanian, 1991). Some of these researches have highlighted
various explaining factors and the congruency is one of the main determinants.

There has been a considerable amount of interest in the concept of brand personality and how it
relates to the self-congruity effect (Aaker, 1999). Theory and practice proves that the use of superstars in
advertising generates lot of publicity and attention (Ohanian, 1991). Also, if a company image has been
tarnished, hiring a popular celebrity is one potential solution. Hence, this study envisages into the effects of
congruity in the process of advertisement and how the presence of celebrity endorsers affects this congruity

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as celebrities also help advertisements stand out from surrounding clutter. When consumers could associate
a product with an endorser, they could easily recall the brand and consequently influence them to purchase
the product (Friedman and Friedman, 1979; Kamins, 1989).

The focus of this study is to probe the celebrity endorsement effect from congruity perspective and
for this an extensive review of the existing literature has been attempted in the following section.

2. Literature Review
The previous researches have been analysed to understand the concepts of celebrity endorser,
brand personality and brand personality congruity which are further used in survey instruments for
measurement of congruity effect.

2.1 Celebrity Endorser
“Celebrity is an omnipresent feature of society, blazing lasting impressions in the memories of all who
cross its path.”
- Kurzman et.al (2007)
A person who enjoys public recognition from a large share of a certain group of people and uses
this recognition on behalf of a consumer good by appearing with it in advertisements is known as a
celebrity (McCraken, 1989). They are usually known to the public for their accomplishments in areas other
than the product endorsed by them (Friedman and Friedman, 1979). Celebrities influence on consumers
appears to be larger than ever before (Alperstein, 1991). When used effectively celebrity endorsers have the
potential of serving a valuable role in enhancing a brand’s competitive position and developing brand
equity (Till, 1998). Celebrity endorses are being used in about 25 percent of all television advertisements in
order to promote all brands (Erdogan et al, 2001) as according to (Reynolds, 2000), celebrity endorsement
can give a brand a touch of glamour and can leave an impressive impact on the minds of the customer.

A celebrity is also chosen based on his/ her credibility. Highly credible endorsers are expected to
produce more positive attitude changes towards the position advocated and to induce more behavioral
changes than less credible sources. According to Ohanian (1990), someone who is well known, attractive,
trustworthy, an expert or even a combination of some or all of these traits would be highly credible. Schikel
(1985) highlights the subtle yet intense impact of celebrities on everyday thinking and living.

Since presence of celebrity endorsers affects purchase decisions of consumers positively,
producers and retailers have always preferred to use celebrity endorsements in order to sell their products
(Stafford et al, 2003; Erdogan, 1999; Kamins, 1990). Indian advertisement has been placing a vital amount
of importance on both recall and persuasion as brand differentiating messages (Dixit, 2005). Very often,
various advertising styles are used by advertisers to influence consumer brand choice behaviour and among
these different available choices one very popular choice is Celebrity Endorsements (Alsmadi 2006).

Celebrity endorsement research has revolved around five themes: celebrity attractiveness
(Debevec and Kernan, 1984; Kahle and Homer, 1985; Caballero, Lumpkin and Madden, 1989); celebrity
meaning transfer (McCracken, 1989; Langmeyer and Walker, 1991; Miciak and Shanklin, 1994; Erdogan,
Baker and Tagg, 2001; Choi, Lee and Kim, 2005); celebrity credibility (Klebba and Unger, 1982; Patzer,
1983); celebrity impact on brands and consumers (Ohanian, 1991; Tripp, Jensen and Carlson, 1994;
Mathur, Mathur and Rangan, 1997; Shimp and Till, 1998; Erdogan, 1999; Silvera and Austad, 2004); and
celebrity product match-up (Kamins, 1990; Misra and Beatty, 1990; Till and Busler, 1998). Popularity is
the main aspect of celebrity endorsement, however, apart from popularity factor, various other points
should also be taken under consideration for a successful brand promotion. One of it is the concept of
congruency. Proper identification and match-up between the personalities of the endorsed brand and that of
the celebrity is inevitable. Empirical work on the congruency theory often has concentrated on the physical
attractiveness of the endorser (Kahle and Homer 1985).

2.2 Brand Personality and Celebrity Endorsement

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Brand personality is an attractive and appealing concept in the marketing of today. It is one of the
core dimensions of the brand identity (D. Aaker, 1996) and perhaps the one closest to the consumers. The
personality idea responds to the tendency in contemporary society to value personal relationships. The
celebrities have stopping power and draw attention to advertising messages. Brand personality represents
that part of the brand image which, in the consumer’s mind, is associated with the brand’s emotional
aspects and symbolism. Many studies show that consumers make choices based on whether he/she
considers the brand to be reflective of her/his own personality.

One way is to assess changes in the product’s brand personality using Aaker’s brand personality
framework, which is also adopted for this study. Aaker (1997) defined brand personlity as “the set of
human characteristics and traits that consumers attribute to brand”, (Aaker, 1997). Brand personality gives
the consumer something to relate to that is vivid, alive, and more complete than what is conveyed by the
generic offering (Upshaw, 1995). Aaker (1997) identifies five underlying dimensions of brand personality:
sincerity, excitement, competence, sophistication, and ruggedness. Sincerity comprises brand personality
characteristics like domestic, honest, and genuine. Excitement consists of characteristics like exciting,
trendy, spirited, and up-to-date. Competence includes characteristics such as reliable, responsible, and
efficient. Sophistication is characterized by pretentious, glamorous and charming. Ruggedness incorporates
characteristics of tough, strong, and outdoorsy. Many researchers have attempted to explore the meaning of
brands by examining how brand personality attributes are structured (e.g; Azoulay & Kapferer, 2003;
Bosnjak et al., 2007; Kim et al., 2007; Kim & Jia, 2005; Kim, Lee & Lee, 2008; Ko et al., 2008; Moon,
2007).

2.3 Brand Personality Congruity
The congruity between self-concept and brand image has been frequently studied and theorized
about this effect on consumer behaviour. Lot of researches have been done in the domain of congruency in
marketing, typically in the context of the examination of other issues related to celebrity advertising. Self-
congruity has been used to explain and predict brand attitude, product use and ownership, brand loyalty,
purchase intention, and so forth (Sirgy et al., 1997). However, the aim of congruency is to assess the fit
between the brand and the other entity.

According to Hawkins, Best, and Coney (1983), a good matchup between celebrity image and
product image will receive high effectiveness scores, in terms of ad and celebrity effectiveness measures.
Mowen (1979) suggested the need for endorser-product congruence in the context of a balance model
approach to product endorser effectiveness. De Sarbo and Harshman (1985) also examined the issue of how
to create such a matchup between celebrity spokesperson and product endorsed using a factor-analytic
procedure designed to uncover the perceptual-cognitive overtones of both product and spokesperson.
McCracken (1989) speaks to this issue by suggesting that "the effectiveness of the endorser depends, in
part, upon the meanings he or she brings to the endorsement process."

The review of literature reveals that very few studies have analysed congruence in the broader
sense. At first glance, it may seem logical that congruence between the celebrity and the brand endorsed
should have a positive impact on the brand's image and that, the stronger the link, the more impact the
association should have on the brand, but the congruence may possess different levels as that of high, low
and moderate. Depending on this the affinity of the congruency can be examined. However, if the
incongruence is so great that consumers have to change their cognitive structures to comprehend it, they
have a tendency to exhibit negative reactions, leading to negative cognitive elaboration and a feeling of
frustration (D’Astous and Bitz, 1995). This concept of congruence deserves, and will be given, a more in-
depth examination here.

3. Research Methodology

This study is based on primary data and the measures/ constructs of the research were adopted
from previous researches so as to achieve the objectives of this study. Five brand personality dimensions

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(Sincerity, Competence, Excitement, Sophistication, and Ruggedness) based on J. Aaker’s scale of brand
personality measurement were chosen to measure the personality of brand’s under study.

3.1 Measures
Based on the 42 items of Aaker’s brand personality scale, the measurement was done against two
brands: a popular snacks brand (Sunfeast) and the celebrity endorser (popular actor of Hindi Cinema –
‘Shahrukh Khan’) as the brand ambassador. The objective was to measure the congruence between
‘Shahrukh Khan’s personality and ‘Sunfeast’ brands’ personality. Measures for brand personality used in
the present study were compiled from the literature (e.g. Aaker, 1991, 1996, 1997).

3.2 Sampling Technique
The instrument developed for sampling required responses which was not an easy task for the
respondents because it contained 42 adjectives most of which were rather close and it required endurance
on the part of respondent to give the responses. Due care was taken while choosing the respondents who in
some way or other were expected to have used or aware about the brands and familiar with celebrity
endorsements. Because of these restrictions, judgmental sampling technique was adopted. The majority of
respondents in the age group of 18-30 years, mostly comprising of students were chosen, because in this
group, the probability of finding respondents, who were aware of the brands, was quite high. Data was
gathered using questionnaire survey from around 150 respondents. The sample consisted of undergraduate
as well as post graduate students. A structured questionnaire was developed containing a single question
asking respondents to rank 42 adjectives (based on Aaker’s scale). Two brands were taken including the
endorser. The question had five-point Likert’s scale response with Strongly Disagree and Strongly Agree as
the scale anchors. The questionnaire was administered personally as well as through e-mail.

4. Analysis and Interpretation
Data analysis was done by calculating the central tendency measure - mean (based on Aaker’s
brand personality traits). Separate means were found for every brand i.e., for ‘Sunfeast’ and ‘Shahrukh
Khan’. Graphic techniques using SPSS & Excel were used to plot the mean values and comparing the
means related to the ‘Sunfeast’ brand with ‘Shahrukh Khan’. Figure [1] shows the relationship of the
celebrity with Sunfeast. As it’s clear from the graph the congruency effect varies on different personality
characteristics in case of ‘Sunfeast’ and ‘Shahrukh Khan’. There is only one adjective ‘honest’ which has
comparable mean difference (with other pairs of means).

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Figure [1]: Comparison of mean response between Sunfeast’s and Shahrukh’s personality

Adjective Sunfeast Shahrukh
Charming 2.41 4.37
Cheerful 3.34 4.14
Confident 3.22 4.60
Contemporary 3.14 3.93
Cool 2.60 4.02
Corporate 2.73 3.95
Daring 2.51 4.07
Down-to-Earth 3.78 3.90
Exciting 2.61 3.91
Family oriented 3.68 4.09
Feminine 2.66 2.92
Friendly 3.14 4.03
Glamorous 2.93 4.45
Good looking 3.15 4.22
Hard working 3.08 4.42
Honest 3.39 3.36
Imaginative 3.00 3.69
Independent 2.89 4.18
Intelligent 3.00 4.35
Leader 2.44 4.26
Masculine 2.48 4.11
Original 3.02 3.24
Outdoorsy 2.71 3.94
Real 3.40 3.47
Reliable 3.27 3.91
Rugged 2.26 2.71
Secure 3.08 4.27
Sentimental 2.62 3.81
Sincere 3.46 4.09
Small- town 3.14 2.46
Smooth 3.02 3.56
Spirited 2.69 4.14
Successful 3.58 4.74
Technical 2.22 3.03
Tough 2.35 3.24
Trendy 2.95 4.05
Unique 2.14 3.85
Up-to-date 3.26 4.07
Upper class 2.01 3.61
Western 2.17 2.88
Wholesome 3.64 3.25

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Young 3.28 2.93

As it is clear from Table [1] and Graph [1], that there are slightly deviating means, which shows
there is lower degree of congruence between the brand Sunfeast and Shahrukh Khan on some personality
dimensions such as Competence, Ruggedness and Sophitication while they are quite close in certain other
brand personality dimensions like Sincerity and Excitement.

Table [1]: Comparison of Mean on Brand personality dimensions

Brand Name Xs Xe Xc Xsp Xr
Sunfeast 3.33 2.82 2.96 2.70 2.40
Shahrukh Khan 3.62 3.89 4.17 3.85 3.38

Here, Xs= Sincerity, Xe= Excitement, Xc= Competence, Xsp= Sophistication, Xr= Ruggedness.

Graph [1]: Comparing variations in brand personalities

Shahrukh

Sunfeast

Xs Xe Xc Xs Xr

(Xs, Xe, Xc, Xs, Xr have same meaning as in Table [1])

4.1 Framework of differences between Shahrukh-Sunfeast brands
The Figure [2] is drawn to analyse the differences and the similarities between the celebrity endorser
(Shahrukh Khan) and the brand (Sunfeast). It shows a framework as to how certain personality traits of
‘Shahrukh’ and ‘Sunfeast’ have worked in synergy and helped in establishing ‘Sunfeast’ as an established
brand. It also shows difference in values that ‘Shahrukh’s personality carries in comparison to that of
‘Sunfeast’.

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Figure [2]: Comparison between Shahrukh-Sunfeast brands

Visible gap between S
Young
Shahrukh and Sunfeast H

A
Accessible
Values
H Family- Unique
oriented
Shahrukh and Sunfeast Small-
share a symbiotic town
relationship Good Looking
Western
Contemporary

Wholesome

SUNFEAST Youthful SHAHRUKH

Global Indian
S
Family oriented
Wholesome
U
Contempo
N
-rary
Shahrukh as a brand
F ambassador
Cheerful S
Wholesome and Energetic
Consistent Tough H

Sincere A

Energetic H

5. Conclusion and Recommendations

An assessment of current market situation indicated that celebrity endorsement and advertising
strategies if correctly blended in terms of marrying the strengths of the brands with the celebrity’s
personality indeed justify the high cost associated with this form of advertising. However, advertising
needs to be aware of the complex processing underlying celebrity processing endorsement by gaining
clarity on described concepts of celebrity source creditability and attractiveness, match-up hypothesis,
multiple product endorsement etc.. Marketer has to decide how far the benefits outweigh the risks
associated.
This research shows that congruence between a celebrity and a brand is an important concept,
while considering the pre-attitude toward the ad featuring a celebrity endorsing a brand. In a narrow sense

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the study put forwards the empirical evidence for the general belief that, Endorser and the Brand must have
congruence between their personalities. The targeted endorser in our study i.e. ‘Shahrukh Khan’ had (and is
having) a successful association with the chosen brand of our study i.e. ‘Sunfeast’. The general
understanding is that Shahrukh has a ‘fit’ with this brand, that is why he was chosen as the endorser for this
brand, even in the presence of some other big celebrities like Amitabh Bachchan, Amir Khan, Sachin
Tendulkar and others. It was tested (empirically) whether this fit has anything to do with the congruence
between their personalities.

In this study we have found that the targeted endorser i.e., Shahrukh Khan’s personality has quite
close congruence with the brand under study with a slight deviation. Hence from these findings we can
safely conclude that congruence between endorser’s and brand’s personality is quite important for
converting a product/service into a brand, for making a brand more successful. According to the results of
our study this brand has only a moderate degree of congruence with Shahrukh khan, nevertheless Shahrukh
has proved as a successful endorser of the brand, both in terms of increase in familiarity of the brand and it
is acceptance by the consumer in a highly competitive segment.

However certain limitations of this study are inevitable due to limited sample size. Future studies
should focus on some other product categories with large samples so as to validate the findings of the
study. Also, another major limitation lies in the domain of area of the study, wherein, the respondents of a
small town were included and so there may be difference in perceptions among respondents as compared to
consumers in big or metropolitan cities. The findings of this study are quite significant as it highlights the
relevance of using celebrity endorser and congruity effect as a foundation block for building successful
brands.

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Enterprise Involvement of Women Entrepreneurs
D.Amutha
Asst.Professor of Economics, St.Mary’s College (Autonomous), Tuticorin
Email: amuthajoe@gmail.com
Abstract
Entrepreneurship enhances financial independence and self esteem of women. An attempt is made to
discuss enterprising, entrepreneurs and enterprise involvement among the women entrepreneurs in
Tuticorin District. The relationship between the degree of enterprise involvement and the performance in
enterprise is also analysed to reveal the importance of the enterprise involvement. Totally 300 women
entrepreneurs, nearly 13% of total population were selected for primary data collection by adopting simple
random sampling method. The reference period of survey was 2010-11. The analysis of chi-square results
indicated that the socio, economic profile variables, except caste, type of family and material possession
have significant association with entrepreneurship. The entrepreneurs are classified into good and poor
performers on the basis of their average return on investment at 8.65 per cent. The good performers are
those who secured the percentage above the average return on investment (8.65 per cent) and the poor
performers are those who secured the percentage below the average return on investment. It reveals that the
good performers have greater source of inspiration and are good in future plans, whereas the poor
performers are very weak in the source of inspiration and future plans.
Keywords: women entrepreneurs, enterprise, investment, good performers, future plans.

1. Introduction
Women have a unique position in the society. Real Development cannot take place if it is bypasses women,
who not only represent one half of a country's population but also the kernels around which societal
revolution take place. Entrepreneurship enhances financial independence and self esteem of women.
Around 50 per cent of India's population is women, yet business spheres such as trade, commerce and
industry is still considered a male preserve. Entrepreneurial work has also been predominantly a man's
world in India, are women. Among the states, Gujarat, Maharashtra and Karnataka have more women
entrepreneurs. Indian women are in no way inferior to men in all walks of life and they can be good
entrepreneurs as men in the country. Therefore, it is essential to exploit the potential of Indian women.
Women's participation in trade, industry and commerce, requiring entrepreneurship is still poor, mainly
because of the problems associated with their gender roles. Therefore, promotion of entrepreneurship and
economic empowerment of women poses a challenge to the government, funding agencies and non-
government organizations. It is important for these people on the limitations faced by the women and to
plan supporting systems to enhance the women entrepreneurship in India. Schrumpter (1961) defined
entrepreneur as an agent for change – an innovator. Woman entrepreneur is an individual who takes up a
challenging role in which she constantly interacts and adjusts herself with social, resource and support
spheres in a society (Pareek 1992). By enabling women to become entrepreneurs and to participate fully
and more effectively in a wide range of economic and especially industrial activities, they improve their
position and also make greater progress towards higher economic growth, improved productivity, improved
distribution of income, reduction in poverty and unemployment. Deivasenapathy (1986) in his study also
stated that the family support influences the entrepreneurial success. Schwartz (1979) expressed that
‘economic necessity’ was found to be one of the most prime motivations in emerging entrepreneurship. An
attempt is made to discuss enterprising, entrepreneurs and enterprise involvement among the women
entrepreneurs in Tuticorin District.

1.1 Objectives
The main objectives of the study are mentioned below:
• To study the nature of enterprises, sources of capital and return on investment owned by women.
• To examine the enterprise involvement of women entrepreneurs
• To evaluate the performance of women entrepreneurs and enterprise involvement and
• To examine the factors that determines good and poor performers.

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1.2 Methodology
In order to evaluate the performance of women entrepreneurs in Tuticorin District, Tamilnadu, India 300
women entrepreneurs were randomly selected from the list obtained from District Industries Centre,
Tuticorin. As on 31st March 2011 there are about 2412 women entrepreneurs registered in the District
Industries Centre and 300 entrepreneurs that is, nearly 13% of total population were selected for primary
data collection by adopting simple random sampling method. The reference period of survey was 2010-11.

2. Discussion and analysis
2.1 Nature of Enterprise
The women entrepreneurs may run the enterprises according to their capability in terms of finance,
management, marketing and risk-taking ability. The nature of enterprises selected by them is influenced by
the scope of business, profitability and other aspects. The nature of enterprises may relate to Tuition
Centers, STD booth, Tailoring, Petty Shops, Grinding Flour Business, Mini Dairy, Vegetable sellers,
Pickles making and Computer centre. The nature and number of enterprises are presented in table 1.
Table 1 Nature of Enterprises of the Women Entrepreneurs
Nature of Enterprises Number of Enterprises Percentage

Tuition Centers 39 13.00

STD Booth 33 11.00

Tailoring 50 16.66

Petty Shops 35 11.67

Grinding Flour Business 65 21.67

Mini Dairy 12 4.00

Vegetable Sellers 19 6.34

Pickles 21 7.00

Computer Centre 26 8.66

Total 300 100.00
Source: Survey data.
From table 1 it has been observed that the dominant enterprises of women entrepreneurs relate to grinding
flour business, tailoring, tuition centers and petty shops which constitute 21.67 per cent, 16.66 per cent,
13.00 per cent and 11.67 per cent to the total respectively. The STD booth constitutes 11.00 per cent to the
total. The other enterprises are below 10 per cent.

2.2 Association between Socio-Economic Profile Variables and Entrepreneurship Index
The study of association between socio-economic variables of entrepreneurs and entrepreneurship index is
essential to promote entrepreneurship among the entrepreneurs. In order to analyse the association, eleven
profile variables are taken into account. The association between socio-economic profile variables and the
entrepreneurship index is analysed with the help of the chi-square test.

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Table 2 Association between Socio-Economic Profile and Entrepreneurship among the Women
Entrepreneurs
Socio Economic Profile Calculated Chi- Table value of chi- Inference
square square at 5% level

Age 34.29 21.026 Significant

Education 36.15 15.507 Significant

Caste 7.1230 15.507 Insignificant

Nature of Family 8.1611 9.488 Insignificant

Marital status 13.3969 15.507 Insignificant

Family size 16.2916 15.507 Significant

Earning Members per family 29.521 26.296 Significant

Occupational background 19.2866 31.410 Insignificant

Material Possession 18.9315 26.296 Insignificant

Monthly income 13.4416 26.296 Significant

Family Income per month 13.1541 15.507 Significant
Source: computed data
The table 2 reveals that the association between entrepreneurship and socio-economic variables namely
age, education, family size, earning members, occupational background, monthly income and family
income per month is significant at 5% level since the calculated value of chi-square is greater than the table
value of these variables.
2.3 Years of Experience
The years of experience of the unit shows the number of years the unit has been working since its
establishment. It indicates the life period of the business unit completed. It may influence the profitability
and also the perception of various problems encountered in running the enterprise.
Table 3 Years of Experience and Number of Entrepreneurs
Experience (in years) Number of Enterprises Percentage

Less than 2 years 55 18.33

2 – 5 years 146 48.67

5 years and above 99 33.00

Total 300 100.00
The table 3 shows that a maximum of 48.67 per cent of the total enterprises have 2-5 years of experience
followed by 33.00 per cent with 5 years and above of experience, and 18.33 per cent with less than 2
years of experience.

2.4 Investment in the Enterprise

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Investment is essential for purchasing capital goods and also for working capital needs. The capital
invested at the time of promotion is called the initial capital. But capital requirements grow, day by day as
the business activities start growing. Usually, demand for goods, cost of raw-material and the like require
additional investment to manage the enterprise.

Table 4 Investment and the Number of Enterprises
Investment (Rs) Number of Enterprises Percentage

Less than 10000 10 3.33

10000 – 20000 19 6.33

20000 – 30000 31 10.33

30000 – 40000 40 13.34

40000 – 50000 105 35.00

50000 and above 95 31.67

Total 300 100.00
Note: Mean investment Rs.4153.

It has been inferred from table 4 that around 32.00 per cent of the enterprises had an investment of
Rs.50000 and above at the time of survey, but only 3.33 per cent of the total enterprises had an investment
of less than Rs.10000. The number of enterprises which had an investment of less than Rs.20000
constitutes 9.66 per cent to the total whereas the remaining 90.34 per cent of the enterprises had invested
more than Rs.20000. The mean investment of the women entrepreneurs worked out to be Rs.4153.

2.5 Sources of Capital
The sources of capital indicate from where the enterprises mobilized their capital. The source of capital
determines the cost and profitability of the enterprise. In general, the enterprises may mobilize their capital
from one or more sources. So, in the present study, the entrepreneurs are allowed to make multi-responses
on the source of capital.

Table 5 Sources of Capital of the Entrepreneurs
Source of Capital Number of Enterprises* Percentage Rank

Own / Spouse / Parent 209 69.67 I

Friends & Relatives 109 36.33 III

Private Money Lenders 151 50.33 II

Self-Help Groups 102 34.00 IV

Commercial Banks 73 24.33 V

Chit funds 56 18.66 VI

* Multi-response

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It has been revealed from table 5 that the important sources of capital among the women entrepreneurs are
own / spouse / parent, private money lenders and friends and relatives and self help groups, since the
respective percentages to the total are 69.67, 50.33, 36.33 and 34.00 respectively. The least source of
capital is chit funds.

2.6 Return on Investment
The return on investment is the ratio between the return and investment of enterprises. It is calculated by
the annual return and annual investment during the period of the year. The return on investment is a real
indicator of the profitability of units. In the present study, the return on investment is as told by the women
entrepreneurs. This return on investment is only an average of various returns on investment in a unit
during its performance.

Table 6 Average Return on Investment and the Number of Entrepreneurs
Return on Investment (in per cent) Number of Entrepreneurs Percentage

Less than 5 56 18.67

5–8 83 27.67

8 – 11 68 22.63

11 – 14 38 12.63

14 – 17 47 15.67

17 and above 8 2.63

Total 300 100.00
Note: Average return investment 8.65 per cent, Standard deviation 3.75.

The table 6 reveals that nearly 46 per cent of the total units earned an average return on investment below 8
per cent. The number of units earning a return on investment of 17 per cent and above constitutes 2.63 per
cent to the total. The number of units earning a return on investment of above 11 per cent constitutes 12.63
per cent. The average returns on investment among the enterprises are 8.65 per cent whereas the standard
deviation is 3.75. The number of enterprises above the average return on investment of 8.65 is 161 (rated as
good performance) whereas the remaining 139 with lesser rate of returns are rated as poor performers.

2.7 Performance of Women Entrepreneurs and Enterprise Involvement
The entrepreneurs are classified into good and poor performers on the basis of their average return on
investment at 8.65 per cent. The good performers are those who secured the percentage above the average
return on investment (8.65 per cent) and the poor performers are those who secured the percentage below
the average return on investment. The enterprise involvement is highly essential for the performance of the
enterprises and the performance also acts as a motivation to enterprise involvement among the
entrepreneurs. There is a cyclical relationship between these two aspects. In order to analyse the association
between the performance of the entrepreneurs and their enterprise involvement, the mean score of each
enterprise involvement variable is calculated. The 'T' statistics were also computed to find out the
significant difference between the different groups of entrepreneurs. The resultant mean score of the
enterprise variables and their related 'F' statistic are presented in table 7.

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Table 7 Enterprise Involvement among the Entrepreneurs
Average Score
Enterprise Involvement Variable T-statistics
Good Poor Performer
Performer
Source of inspiration 3.1314 1.9714 2.7211*
Help during setting up stage 2.6311 3.1621 1.3211*
Managing various functions 3.3211 1.8121 2.1121*
Major decisions 2.8515 1.9821 1.5216
Time spent on unit related work 3.4621 2.6714 1.8215*
Satisfaction 3.5515 3.0911 0.8216
Training 2.6215 2.6216 0.8111
Pride in being an entrepreneur 3.6411 2.0915 1.7216*
Membership 3.6123 3.2211 0.5321
Future Plans 3.8213 1.9921 0.2611*
Overall Involvement 3.3116 2.2916 1.9211*
* Significant at 5 per cent level.

It is clearly evident from table 7 that the most involved enterprising aspects among the good and poor
performers are future plans and membership since the mean scores are 3.8213 and 3.2211 respectively. The
mean scores of overall involvement among them are 3.3116 and 2.2916 respectively. The significant
differences among the good and poor performers are noticed in a few enterprise involvement variables
namely source of inspiration, help during setting up stage, managing various functions, time spent on unit-
related work, pride in being an entrepreneur and future plans, since their 'T' statistics are significant at 5 per
cent level. The higher mean differences regarding the enterprise involvement among the good and poor
performers are seen in the source of inspiration and future plans, with the mean differences at 1.16 and
1.8344 respectively. It reveals that the good performers have greater source of inspiration and are good in
future plans, whereas the poor performers are very weak in the above said two aspects.

3. Conclusion
As observed from the analysis majority of the women entrepreneurs did not like to move out from their
native places and wished to develop themselves within the area of their business location. It is suggested
that women should be ready willing to step on to virgin territories for reaping the benefits of rewarding
business enterprises. Thus it may be concluded from the analysis that different women had different
attitudes towards entrepreneurship particularly in the small scale industries in the study area. Highly
educated women considered business as a challenge and they considered entrepreneurship as their first
priority and hence they were prepared to take risks. They were also more rational in their involvement.

Reference
Asis Kumar Pain (2007), "Women empowerment in developing countries: The case of Pakistan, Maldives
and Bhutan", the Icfai University Press, India, P.190-200.
Deivasenapathy P 1986. Entrepreneurial Success: Influence of certain personal variables. Indian Journal of
Social Work, 46(4): 547-555.

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Singh V.K and Sudershan K.N., (2007) "Population Education", Discovery Publishing House, New Delhi,
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