"WOMEN ENTREPRENEUR DECISION MAKING FROM HEAD OR HEART

Abstract

PURPOSE The purp°se behind the research is to examine the behavior of women entrepreneurs that if they making an investment decision emotionally or rationally. This study is directed to recognize what determinants have influenced the thinking of women entrepreneurs due to which they take emotional or rational decisions of an investment. are METHODOLOGY/SAMPLE This research is causal and descriptive based on the quantitative nature. Hypothesis was made after studying the past researches and especially relevant literature review. The questionnaire was formed to check that on which variable women entrepreneur depends. The sample size is 131 of women entrepreneurs. The tests applied are Reliability test, Validity test and then Regression test to analyze the data which has been collected. FINDINGS The outcomes of the analysis show that the independent variable emotionality has a great impact on entrepreneurs. The independent variable emotionality is considered useful by having a significant value of O.OOO.the independent variable rationality is not considered useful by having a significance value of .227. The Cronbach’s Alpha is 0.591 showing the reliability of the questionnaire. PRACTICAL IMPLICATIONS The findings of the research are likely to help most of the women entrepreneurs to be more focus on analyzing necessary factors and focus more on the logical calculations of the outcome so that they take investment decisions rationally which can bring them out of failure state and help them to grow more. This research outcomes are helpful for women entrepreneurs to gel a practical decision making approach. women can