From Superwomen to Economic Catalysts: A Phenomenological Evaluation of B40 Mumpreneurs' Performance Pull and Push Factors
Keywords:
Pull Factor, Push Factor, Business, Mumprenuers, Phenomenological ApproachAbstract
Entrepreneurship has the potential to increase income and reduce poverty. Realizing the business's potential, many women from the B40 category have ventured into the business world. Armed with devotion and diligent energies, the number of successful women entrepreneurs in various industries is increasing. However, achieving a balance, especially between the demands of a businesswoman and also the responsibility to the family, is a challenging task. Women's role is not only in managing the household but as a contributor to the family economy. Therefore, this paper aims to identify the pull and push factors for empowering B40 mumpreneurs' business performance. This study applies a qualitative approach, and the data was obtained through a focus group interview. Based on the phenomenological approach, experience by a group of mumprenuers is observed. Eight mumpreneurs in the People's Housing Programme (PPR) Kerinchi, Kuala Lumpur, were purposively selected. The thematic analysis method classifies the data obtained into specific themes. The findings first identified several pull factors: poor financial management, poor business location, limited supply and increasing price of raw materials, weak marketing strategy, and reliance on traditional business management. Second, the informants highlighted some push factors that helped them survive. These include sufficient business and capital assistance, entrepreneurs' attitudes and motivations, high business competencies, strong business networks, and continuous institutional and social support. As implications, mumpreneurs must identify challenges to prepare better and overcome them. They must create effective strategies, market their products, attract customers, and deal with problems in real-time.
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