Exploring the Impact of Socio-Cultural Factors in the Case of Gendering Micro-Entrepreneurs in the UK and Pakistan
This research seeks to explore the impacts of socio-cultural factors on gendering microentrepreneurs and their coping mechanisms in the UK and Pakistan. There is limited explanation on how and what type of factors act as incentives or barriers for male and female microentrepreneurs based in both the rural and urban areas of these contrasting economies. Using qualitative research methods and utilising the purposive sampling method, empirical evidence was collected through 20 interviews from the UK and Pakistan from eight different types of microbusinesses such as clothing, events, cosmetics, fitness, car detailing, manufacturing, marketing agency and construction. The data collected in this research has been analysed through thematic analysis and compared against the incentives and barriers of socio-cultural factors, characteristics and recommendations of the micro-entrepreneurs. The findings of the research suggest that both favourable and unfavourable socio-cultural factors are diverse in nature and are impacting micro-entrepreneurs differently. Socio-cultural factors such as social networks, level of education, family religion, and values collectively shape microentrepreneurs, however, the most significant contributors are social capital, family support and religious festivals. In terms of social factors, the study reveals that adoption of digitalization in micro-businesses is beneficial for marketing purposes, stronger social networks and effective communication in both the UK and Pakistan. Furthermore, the current knowledge of an entrepreneur whether it is general or through entrepreneurial education programs plays a key role in enhancing product and industry knowledge which provides immense opportunities to microentrepreneurs. Conversely, the study has added that cultural factors are dynamic in nature which provide benefits to micro-entrepreneurs while understanding cultural values of others or incorporating their own religious or cultural values into the business. A conceptual framework was developed to assist micro-entrepreneurs with adopting socio-cultural incentives to facilitate business growth by practicing successful characteristics and strategic recommendations to make micro-businesses a success in the UK and Pakistan.
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