(An Investigation on the Marketing Knowledge Levels of Women Entrepreneurs in Bolu)

Abstract

Purpose – Marketing activities are extremely important for entrepreneurial activities to achieve a sustainable success and competitive advantage. However, there are a limited number of studies in the literature regarding the awareness of women entrepreneurs about marketing. The aim of this study is to determine whether women entrepreneurs are aware of current marketing approaches and whether they apply these approaches in their own enterprises. Design/methodology/approach – The qualitative research method was used in the study. As the universe of the study, women entrepreneurs in Bolu Province were selected. 24 of these women entrepreneurs were selected by intentional sampling method and an in-depth interview was conducted. The records obtained from the interviews were transferred to the computer environment and analyzed with the researchers' notes in accordance with the content analysis. Analyzes were made in NVIVO 10 program. Findings – Participating women entrepreneurs, mostly high school and associate degree graduates, are active in the service sector and most of them have started entrepreneurship activities after 40 years of age. Women entrepreneurs who participated in the study stated that they started entrepreneurship activities because they realize the needs in the market, they want to generate income and they want to produce something. They refer to entrepreneurship characteristics as being confident, not giving up, and being self-confident. When the marketing awareness levels are examined, it is seen that women entrepreneurs operating in Bolu province have confusion about marketing and they do not have sufficient awareness level. Discussion – Although it is seen that women entrepreneurs do not have any marketing plans, they use social media and the internet as a tool. thus, Recommendations such as the promotion of the websites to be opened by women entrepreneurs and the support of social media expertise to women entrepreneurs can be examples. Training should also be given to women entrepreneurs on issues such as how the marketing plan should be done, the concept of promotion, the concept of the brand, and the concept of customer relationship management.