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@article{172563,
        author = {SHALINI R C},
        title = {FINANCIAL AWARENESS AND DECISION-MAKING AMONG WOMEN ENTREPRENEURS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {9},
        pages = {162-164},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=172563},
        abstract = {This study delves into the financial literacy and decision-making capabilities of women entrepreneurs, with a particular focus on Coimbatore, India. The research investigates various factors that influence their entrepreneurial journeys, such as the challenges they face, their motivations for starting businesses, and the critical role of financial awareness in ensuring business sustainability. By adopting a mixed-methods approach, the study incorporates both qualitative and quantitative data, including surveys and interviews, to gain a comprehensive understanding of the subject. It further explores the impact of gender norms, educational background, family dynamics, and government support on women entrepreneurs’ ability to make informed business decisions. The research also highlights the key barriers that limit women’s access to financial resources and knowledge, and how these challenges hinder their overall business growth. Additionally, the study proposes strategies to enhance financial literacy among women entrepreneurs, including educational programs, access to mentorship, and government initiatives. The study aims to foster inclusive economic growth and contribute to the broader goal of gender equality in entrepreneurship. Overall, this research seeks to provide valuable insights for policymakers, educators, and entrepreneurs themselves to drive positive change.},
        keywords = {Financial literacy, Women entrepreneurs, Gender norms, Business sustainability},
        month = {January},
        }