ASPECTS OF MARKETING AND ITS INFLUENCE ON THE PERFORMANCE OF WOMEN OWNED ENTERPRISES

Abstract

Entrepreneurship has widened the scope for innovation. People around the world are not just looking for a job rather trying to create something for the society. Economic independence and being creative is a new mantra for the younger generation. In recent times startups and SMEs have gained popularity among the youths. Thus, we can see numerous numbers of entrepreneurs finding their place in such a competitive yet earning environment. Nevertheless, we can’t ignore the fact that there is a lot of struggle to become a successful entrepreneur, and it starts with the proper strategy. The present study is to identify the most challenging aspect of any enterprises, i.e., marketing and its approaches. The paper considers the response of women entrepreneurs of northeast India and projects the marketing practices which lead to better enterprise performance.