INTRODUCTION:

Empowering women entrepreneurs is essential for achieving the goals of sustainable development and the bottlenecks hindering their growth must be eradicated to entitle full participation in the business, mainly in the developing country like Nepal.

Despite the recognition that women entrepreneurs play a key role in economic activities, their growth has remained significantly subdued. This has been a result of many gender related challenges they face in the competitive business world with their male counterparts. Academicians have put forth that combining gender related training program to the micro financing facility can exaggerate the level of empowerment and reduce gender related conflicts¹.

Keeping all these facts in center, Enhanced Vocational Education and Training (Event) project has been established under the Government of Nepal, Ministry of Education, as per the agreement signed between the Government of Nepal and the World Bank in 30^th June 2011. The main objective of this project is to expand the supply of skilled and employable labor by increasing access to quality training programs and by strengthening the technical and vocational education and training system. The main target of this project is the marginalized and deprived citizens of the country. Since its establishment, it has provided training in different streams to thousands of citizens including the training of beauty parlours as the business of beauty parlours is growing in Nepal bringing lots of prospects for women entrepreneurs.

According to the association of beauty parlour, there are more than 400,000 beauty professionals in the country and out of them 90 percent are women. Similarly, there are nearly 200,000 registered beauty institutes in the country. For small entrepreneurs, the pandemic has hit business hard in the past. And with the government re-imposing shutting down nonessential services, like beauty parlours, business owners see more difficult times ahead. Despite various problems added by the Covid-19 itself and the lock-downs imposed by different levels of government as the measure to control the spread out of virus, this study has considered only the problems and prospects faced by the women entrepreneurs involved in beauty parlour business. That means this study has not considered the effect of Covid-19 in this sector.

STATEMENT OF THE PROBLEM:

Industries within the service sector are increasing significantly and their contribution to GDP is increasing all over the world. Nepal too is not the exception. The contribution of agriculture, industry and service sectors in gross value added is estimated to remain 25.8 percent, 13.1 percent and 61.1 percent, respectively in the fiscal year 2020/21 in Nepal^2. This has proved the importance of service sector in the economic development of the country.

According to International Finance Corporation (IFC), MSMEs contribute 22 percent to Nepal’s GDP employing about 1.75 million people³. According to the Economic Census conducted between April and June 2018, the country had 923,356 establishments among which 95.4 percent of the enterprises are micro enterprises, 4.2 percent are small, 0.24 percent are medium-sized, and 0.19 percent are large. Of the 3,228,457 persons employed in 2018, over 2.5 million (84.7%) are employed by MSMEs. Among them, 69.3 percent, are employed in micro enterprises, followed by 25.2% in small enterprises and 5.5% in medium-sized enterprises. The percentage of women employed in MSMEs is 37.9%, ranging from 38.5% in micro enterprises to 36.5% in small enterprises and 35.9% in medium-sized enterprises. The percentage of women employed as managers of MSMEs is 26.7%, ranging from 30.6% for micro enterprises, to 11% for small enterprises and 8.9% for medium-sized enterprises³.

According to Labor Force Survey⁴, majority of the women entrepreneurs are involved in micro and cottage enterprises or small and micro-enterprises, however, their contribution to the economy is significant. Most of the women-owned/operated businesses are small in size and one of them is beauty parlour business. Initiation taken by government for training beauticians and facilitating the establishments of beauticians through Enhanced Vocational Education and Training has added motivational values for women entrepreneurs to enhance their career in this sector.

On the basis of total investment, the share of large, medium and small scale industries is 86.5%, 9.0% and 4.5%, respectively². In Nepal out of 9, 23, 353 registered MSMEs, around 27% (2, 47, 880) are women owned enterprise and one of them is a beauty parlour business. Nepal ranks 127 out of 156 countries in the GDI (Gross Domestic Index), and is ranked 142 out of 177 countries in the Gender Empowerment Measure (GEM). The GDI addresses gender-based gaps in education, life expectancy, and incomes⁵.

Women entrepreneurship has a tremendous potential in empowering women and transforming society. It has been recognized as an important source of economic growth. Women entrepreneurs create new job for themselves and others, thus contributing to the solution to organization and business problems. Women entrepreneur is the one who starts business and manages it independently and tactfully, taking all the risks at the same time facing the challenges boldly with the determination to be successful. For most women, having a business is about much more than the financial rewards⁶.

Beauty parlours are being run by trained women entrepreneurs and this business has been an area being focused by women entrepreneurs in recent days as demand as well as supply is being increased creating both the opportunities and challenges. In this context, this study has tried to answer the following research question-

What are the challenges and opportunities being faced by the women entrepreneurs who are involved in the beauty parlour business?

REVIEW OF LITERATURE:

Most of the women play a significant role that have been assigned to them either the role as a daughter, role as a friend, role as a house wife, role as a professional, role as an entrepreneur and so many more roles. Without their contribution and a space for them, the economy cannot grow at its full. Women play a fundamental role in the development of a society and it has proved by the history that no development is possible without the participation of women in the world^7,8. Acknowledging the significance of women contribution to the development of the country, the government has taken initiation in different sectors to bring them into the mainstream economy. Either by providing trainings or facilitating them in many ways government is motivating women entrepreneurs to start their business and support the whole family as well as the nation, being an example to the society and coming generation.

According to Brush and Cooper⁹, businesses run by women entrepreneurs are one of the fastest growing entrepreneurial populations in the world¹⁰. They make significant contributions to innovation, employment, and wealth creation in all economies^11,12,13,14. Women have been consistently launching new enterprises at twice the rate of men, and their growth rate of employment and revenue has outpaced the economy¹⁵. Empowering women entrepreneurs is essential for achieving the goals of sustainable development and the bottlenecks hindering their growth must be eradicated to entitle full participation in the business¹⁶. Entrepreneurship is a central force that plays a vital role in economic growth. The performance of enterprises determines the pace of the economic growth of a country. In the context of Nepal, the beauty parlour business is one of the rapidly growing businesses among young women in the urban areas. The beauty parlour business has emerged as a separate business segment providing employment and income opportunities to women consequently contributing to the economic independence of women as well. There might be several factors determining the success of the beauty parlour business in Nepal¹⁷.

Despite of the fact that women entrepreneurs are increasing worldwide and their contribution to the economic development is significant, women entrepreneurs and employees have been largely neglected both in society in general and in social sciences^18,19,20,21. They have to encounter different types of obstacles in starting and running a business which include lack of confidence, shortage of raw materials, marketing problems, high cost of production, lack of training, lack of access to technology, funding problem, access to business networks, family hostility, and culture of masculine advantage and challenges of ethnicity^22,23. According to World Bank²⁴, women entrepreneurs also face severe constraints in terms of managerial and quality control skills, basic knowledge about the industry and market, and of course, access to markets.

However, the most challenging aspects of being in beauty parlour profession were getting social acceptance and respectability, as this is a profession quite different from being a doctor, or banker or even the traditional and conventional professions associated with women. In considering their social status, many of them stated that the impediments came from parents who did not like them to enter into this business²⁵.

According to Alam and Kabir²⁶, main problems to be faced by women as an entrepreneur involved in parlour business are parents’ reluctance, lack of information about training centers, lack of sense of duties and responsibilities in assistants, lack of experience, an excess charge of trade license, problems related to customer taste, negative attitude towards the business itself and workers, not well appreciated by society and many more.

According to Nayyar et al.,²⁷, women entrepreneurs faced constraints in aspects of financial, marketing, production, work place facility and health problems. Financial problems faced were non-availability of long-term finance, regular and frequent need of working capital, poor location of the shop and lack of transport facility, health problems such as fatigue, tension, and headache as well as problems of improper water and space facility.

The study carried out by Karna²⁸ reveals that the beauty parlour business can enable the women to empower themselves in various ways. The beauty parlour business has made them economically strong through which they can contribute to their families in many ways. From his study it is found that most of the husband of women entrepreneurs involved in beauty parlour are getting help from their wives and vice versa, their Decision making capacity in family matter has increased. The average number of respondents felt that society has moderate level of respect towards this business and most of the respondents responded that this business has been able to decrease the gender discrimination. According to this study; decision making capacity, size of family, husband’s help, marital status, positive social view, decreased discrimination against woman are the factors which affect the satisfaction level of women entrepreneur involved in this business. Among the factors stated above, other factors are found to have positive effect in satisfaction level where as the size of family is found to be have a negative affect, according to the researcher²⁸.

Studies on women entrepreneurship have revealed that women entrepreneurs have been struggling against many odds namely traditional culture, low economic opportunity, low special accessibility, and the personal characteristics namely shyness, lack of achievement, lack of motivation, low risk-taking, low education level, unsupportive family environment, lack of information and experience, the problem of liquidity and finance²⁷.

According to Gautam and Thapa¹⁷, entrepreneurs running different types of beauty parlour businesses in Pokhara metropolitan city of Gandaki province have experienced a significant increase in average annual profit and employment over the period between 2015/16 to 2016/17. According to the study carried out by them, year of registration, enterprise age and initial paid-up capital are the key factors determining the performance of the beauty parlour business in Pokhara. Other factors i.e. the age of the respondent, education of the respondent, previous experience, creative tendency, calculated risk-taking, independence, type of ownership, market dynamic and government support do not appear to have such a significant effect on the performance of beauty parlour businesses.

MATERIALS AND METHODS:

This research has followed the deductive approach to research and is basically quantitative in nature. Analytical and descriptive research design is used for analyzing data. Descriptive research is used to obtain information concerning the current status of the phenomena and to describe “what exists” with respect to variables or conditions in a situation. Analytical research is conducted to find supporting evidence to current research being done in order to make the work more reliable and also to form new ideas about the topic being studied. So far the population of this study is concerned, women entrepreneurs involved in beauty parlour business within the Kathmandu valley are the population of the study and among them 150 selected are the sample of the study. For the selection of the sample, purposive and convenience method has been used.

All data are analyzed by using the Excel, and SPSS 18.0. Filled-in questionnaires are used to get required information. Medium of the questionnaire used is Nepali, so that respondents could answer the questions completely after understanding them thoroughly. Among the 150 selected samples, only 137 are taken for analysis as remaining could not fulfill the criteria set for analysis which could be incompleteness, highly deviated answers and so on.

To develop the questionnaire, already tested questionnaires used by other researchers are taken into consideration. The questionnaire developed and tested by Mauchi et al.¹¹, Alam and Kabir²⁶ and Nayyar et al.,²⁷ are used for the development of the final questionnaire.

RESULTS:

Analysis of the study is done on the basis of the responses provided by the respondents. Collected data are filtered, coded, tabulated and classified with the help of different software. Negative statements are reversed during the period of analysis.

General requirements and obstacles of the entrepreneur, family perception, facilities by government to women entrepreneurs, challenges and opportunities in daily work, challenges and opportunities to be faced as an entrepreneur, organization registration process, challenges and opportunities of marketing, work performance and suggestions provided by women entrepreneurs in beauty parlour business are the variables taken to accomplish this study.

At the start of the analysis, items under each variable were first confirmed through exploratory factor analysis and reliability analysis, though, the items under each variable were confirmed by the prior researchers under different contexts. KMO and Bartlett’s test is done to measure sample adequacy and Kaiser- Mayer-Olkin measure of sampling adequacy which is significant with higher values more than 0.70 are considered for further analysis. Through anti-image matrices, anti-image correlation values greater than 0.7 are considered for further analysis. Values of items greater than 0.7 in rotated component matrix are considered for further analysis. So, items under each variable taken for the study, dropped items and Cronbach’s alpha after removal of item if necessary, the mean value of each variable with standard deviation are presented in the table no. 1.

Table no. 1: Mean and standard deviation of variables with Cronbach’s value

Name of the variable	Items taken for study	Dropped items	Remaining items	Cronbach’s alpha after items are dropped	Mean after the items are dropped	Standard deviation after the items are dropped
General requirement and obstacles to operate beauty parlour	10	1	9	.936	3.96	.82
Family perception	5	0	5	.860	2.91	.83
Facilities provided by government to women entrepreneurs	5	0	5	.924	3.33	1.35
Challenges in daily work	6	1	5	.900	1.99	1.14
Challenges and opportunities faced being an entrepreneur	11	3	8	.922	3.84	1.52
Organization registration process	6	5	1	-	-	-
Challenges and opportunities in marketing	7	1	6	.931	3.48	0.36
Problems related to health	9	0	9	.939	1.83	0.90
Output gained	7	0	7	.924	4.36	0.95
Suggestions	9	1	8	.982	4.66	0.93

Under the variable general requirement and obstacles, all the items except capital are found to be appropriate for the further study. Balance between home and work, necessary training and skill, competition, risk, education, technology, network, loan and experience are the items remained for further analysis.

Under the variable family perception, no items are dropped. Reluctance from parents, spouse bad perception, reluctance from in-laws, fear of not spending for household purposes, and fear of disrespecting in-laws are the items for further analysis.

Under the variable government support, no items are dropped. Facility of training, availability of training institution, easy availability of information, low interest rate loan, and collateral free loan are the items remained for further analysis.

Under the variable, challenges in daily work, item high wage rate is dropped. Difficult to get assistants, high rate of leaving by assistants after being experienced, being cheated by assistants, leaving work at working hours by assistants and lack of security are the items left for further analysis.

Under the variable, opportunities and challenges to be faced being an entrepreneur, items- lack of capital, lack of experience and lack of market opportunities are dropped. Lack of resources, lack of bank facilities, lack of information, cumbersome tax-system, gender discrimination, government initiation, lack of support from house owner, and inconvenient transportation facilities are the items remained for further analysis.

The variable organization registration process is dropped as only one item remained during validity and reliability analysis.

Under the variable, challenges and opportunities in marketing, item difference in customer preference is dropped. Opportunities available in market, informed customers, lack of uniformity in prices, quality based competition, difficulty in advertising, lack of policy and their relevancy in the field of advertisement are remained for further analysis.

Under the variable, problems related to health, no items are dropped. Head ache, problems in eyes, increase in stress, feeling tired and body ache, joint pain, high blood pressure, problem of gastric, back pain, and pain due to bad postures are the items remained for further analysis.

Under the variable, output gained, no items are dropped. Loyal customers, less bargaining, availability of employment, economic freedom, self-dependent, social prestige, and social upliftment are the items remained for further analysis.

Under the variable, suggestions, item special attention by government for the development of this sector is dropped. High priority by government for the development of women entrepreneurs, people awareness to be created, attitudinal change in people, respect for this job and women involved in this sector, establishment of more organization like EVENT, supporting policies for registration and loan processes, facility of collateral free loans, mobilization of required resources within the country are the items remained for further analysis.

Table no. 2: Correlation between the variables

	General requirement	Family perception	Government support	Challenges in daily work	Opportunities and challenges of women entrepreneur	Opportunities and challenges in marketing	Health related problems	Work performance	Suggestions provided for entrepreneur-ship development
General requirement	1	0.057 (0.511)	0.259** (0.002)	-.526** (0.000)	-0.461** (.000)	0.606** (0.000)	-.538** (.000)	0.706** (0.000)	0.833** (0.000)
Family perception		1	0.282** (0.001)	-.083 (0.338)	-0.225** (.008)	0.090 (0.298)	.078 (.368)	0.073 (0.400)	0.025 (0.775)
Government support			1	-0.302** (0.000)	-.346** (0.000)	0.205* (0.017)	-.426** (0.000)	0.354** (0.000)	0.263** (0.002)
Challenges in daily work				1	0.329** (0.000)	-.472** (0.000)	.483** (.000)	-0.352** (0.0000	-0.536** (0.000)
Opportunities and challenges of women entrepreneur					1	-0.400** (0.000)	0.388** (0.000)	-0.522** (0.000)	-0.536** (0.000)
Opportunities and challenges in marketing						1	-0.461** (0.000)	0.623** (0.000)	0.676** (0.000)
Health related problems							1	-0.733** (0.000)	-0.568** (0.000)
Work performance								1	672** (0.000)
Suggestions provided for entrepreneurship development									1

Step-wise regression method is adopted to find the impact of independent variables in dependent variables so that the variable that effects the most to the least could be known.

Table no. 3: Regression model summary

Model summary
	R	R²	Adjusted R²	Standard Error of the Estimate
1	0.733^a	0.537	0.534	0.65013
2	0.821^b	0.674	0.669	0.54749
3	0.837^c	0.701	0.694	0.52646
4	0.856^d	0.733	0.725	0.49961
5	0.866^e	0.750	0.741	0.48495

a. Predictors: (Constant), Health related problems

b. Predictors: (Constant), Health related problems, General requirement

c. Predictors: (Constant), Health related problems, General requirement, Opportunities and challenges of marketing

d. Predictors: (Constant), Health related problems, General requirement, Opportunities and challenges of marketing, Challenges in daily work life

e. Predictors: (Constant), Health related problems, General requirement, Opportunities and Challenges of marketing, Challenges in daily work life, Opportunities and challenges of women entrepreneur

f. Dependent variable: Outcome gained as a women entrepreneur

Table no. 4: Anova table of regression

Model		Sum of Squares	df	Mean Square	F	Sig.
1	Regression	92.867	7	13.267	56.300	0.000
	Residual	30.398	129	0.236
	Total	123.264	136

a. Dependent Variable: Outcome gained

b. Predictors: (Constant), Health related problems, General requirement, Opportunities and Challenges of marketing, Challenges in daily work life, Opportunities and challenges of women entrepreneur

Table no. 5: Coefficient table with collinearity statistic

Model	Unstandardized Coefficients		Standardized Coefficients	t	Sig.	Collinearity Statistics
Model	B	Std. Error	Beta	t	Sig.	Tolerance	VIF
(Constant)	1.172	0.641		1.828	0.070
General requirement	0.412	0.072	0.357	5.710	0.000	0.490	2.043
Family Perception	0.064	0.055	0.056	1.167	0.245	0.822	1.217
Government support	0.008	0.037	0.012	0.230	0.818	0.695	1.438
Challenges in daily work life	0.196	0.046	0.236	4.294	0.000	0.635	1.576
Opportunities and challenges of women entrepreneur	-0.084	0.033	-0.135	-2.548	0.012	0.686	1.459
Health related problems	-0.432	0.052	-0.497	-8.252	0.000	0.527	1.898
Opportunities and challenges of marketing	0.594	0.151	0.227	3.931	0.000	0.572	1.747

a. Dependent Variable: Outcome gained as a women entrepreneur

Also one-sample Kolmogorov-Smirnov Test also shows that the error terms are normally distributed since the p-value of the test is less than 0.05.

From all these analyses, it is found that, there is impact of general requirements, government support, family perception, health related problems, opportunities and challenges of women entrepreneur, challenges in daily work life, opportunities and challenges of marketing, registration process in outcome gained as women entrepreneur is partially accepted as only some of the independent variables i.e. general requirement, health related problems, opportunities and challenges of women entrepreneur. challenges in daily work life, opportunities and challenges of marketing are found to have effect on the dependent variable i.e. outcome gained as women entrepreneur.

DISCUSSIONS:

From the analysis table 1.1, it is found that the entrepreneurs are quite satisfied with the support from government and other related organizations however they occasionally face the challenges as they do not get due support from their family due to family perception which supports the findings of (Karna²⁸, Gautam and Thapa¹⁷ and Gill and Ganesh^22,23) and the main problem they are facing are the health related problems after being involved in this business. According to them, they are not getting full support from their parents if they are unmarried and they are not getting full support from their husband and in laws if they are married supporting the findings of MIDAS²⁵and findings of Alam and Kabir²⁶. According to them, they are facing the problems for credit and not getting loans easily supporting the findings of Nayyar et al.²⁷ as well the house owner is also not supportive to them sometimes. But, outcome gained is satisfied, according to them and the society is also changing as Karna²⁸has revealed out. It is not difficult for them to get customers but it is difficult for them to retain them by making them loyal towards the service giver.

According to women entrepreneurs involved in beauty parlour business, they are facing challenges in daily work as they do not get the loyal assistants and their assistants leave the work after being experienced. They also do not get supportive house owners and the transportation is also not convenient for them. It is difficult for them to create competitive advantage in providing service to the customers. They are also facing lots of health related problems like joint ache, body ache, problems related to eyes and many more. According to them, in marketing, more opportunities are available in comparison to challenges as well as being entrepreneur they are realizing more opportunities in comparison to challenges as the mean values are higher than 3.

Significant correlation is found between the variables taken into consideration stating that there is significant relationship between these variables.

Through regression analysis, it is found that health related problems, general requirement for starting beauty parlour, opportunities and challenges of marketing, challenges in daily work life, opportunities and challenges of women entrepreneur affect the outcome gained by women entrepreneur involved in beauty parlour business. Most of which are similar to the findings of (Gautam and Thapa¹⁷, Gill and Ganesh ²², Alam and Kabir ²⁶). Health related problems and challenges of women entrepreneur are responsible for decreasing the level of outcome gained whereas other variables are responsible in increasing the outcome gained by women entrepreneur. So, they have provided the suggestions that will help in increasing the outcome gained. They have stated that they have to aware and conscious about the health and challenges of women entrepreneur and try to overcome them so that their gained outcome could be increased where Nayyar et al. ²⁷have also stated that women entrepreneurs are also facing the problems related to health.

Experienced entrepreneurs are found to have higher outcome gained and women entrepreneurs educated up to SLC are found to have high outcome gained. With the experience they learn and know the ways to mitigate the challenges as well as learn the ways for getting more benefit. Entrepreneurs who are not educated well may have the difficulties in dealing with different modes of business and those who have higher degrees of education may have not been able to flourish all the perspectives of business, so why not satisfied with their gained outcomes.

CONCLUSION:

Women entrepreneurs involved in beauty parlour business are facing both the challenges as well as opportunities. In comparison to challenges, more opportunities are there in the market. Government initiation for promoting this sector has been praised by the women entrepreneurs. Besides these, attitude towards the entrepreneurs involved in this sector is being changing but not as expected. So, to make this sector a respectable sector, joint effort of public, private and government is required in the coming days. To overcome the challenges regarding this sector, more research, trainings and study is required. New technologies, methods and processes might be useful to deal with the problems related to health. To deal with the problems related to finance and family perception, local level awareness and micro finance might play a vital role. Local level leaders, social activists, school teachers, NGOs and INGOs combine effort may help this sector to flourish more in the future and might play a significant role in the local development as well as national development.

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Received on 02.10.2022 Modified on 14.01.2023

Asian Journal of Management. 2023;14(2):121-128.

DOI: 10.52711/2321-5763.2023.00019

Hypothesis Statements	F value/t value with level of significance	Interpretation	Findings
H a: There is significant difference in mean for outcome gained across different experienced groups.	F value= 11.71 (.000)	Higher the experience, higher the outcome gained is found in the groups of no experience, experience up to l year, experience of 2-4 years, experience of more than 4 years	Hypothesis accepted
H b: There is significant difference in mean for outcome gained across different levels of educations.	F value= 9.880 (.000)	Women entrepreneurs educated up to SLC level outcome gained found to be higher than the entrepreneurs educated between SLC and master level and who have finished master level or more than that	Hypothesis accepted
H c: There is significant difference in mean for outcome gained across entrepreneurs who trained by EVENT or other organizations	t value=1.492 (.147)	No difference is found between the entrepreneurs who are trained by Event or other organizations.	Hypothesis rejected
H d: There is significant difference in mean of family perception between married and unmarried.	t value=0.31 (,975)	No difference is found between the entrepreneurs who are married or unmarried	Hypothesis rejected