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Sustainable Rural Development through Women Entrepreneurship: A Banking and Marketing Perspective from Guntur District

Author(s) Dr. Bandi Sudhakar Reddy
Country India
Abstract This study examines the role of women entrepreneurship in promoting sustainable rural development in Guntur district, Andhra Pradesh, India, with particular focus on banking access and marketing strategies. Using a mixed-methods approach involving 450 women entrepreneurs across five mandals, the research analyzes the relationship between financial inclusion, marketing support, and rural development outcomes. The study reveals that women entrepreneurs with improved banking access demonstrate 34% higher business sustainability rates and contribute significantly to local economic development. Key findings indicate that microfinance institutions serve 68% of women entrepreneurs, while only 23% access formal banking services. Marketing challenges include limited digital literacy (45% of respondents), inadequate supply chain connections, and insufficient promotional support. The research identifies critical success factors, including community-based support networks, skill development programs, and integrated banking-marketing solutions. Policy recommendations emphasize the need for targeted financial products, digital marketing training, and collaborative frameworks between banks, government agencies, and women's self-help groups. This study contributes to the growing literature on gendered approaches to rural development and provides actionable insights for policymakers and financial institutions seeking to enhance women's entrepreneurial ecosystem in rural India.
Keywords Women entrepreneurship, sustainable rural development, financial inclusion, microfinance, marketing strategies, Guntur district, banking access, self-help groups.
Published In Volume 4, Issue 8, August 2023
Published On 2023-08-11
Cite This Sustainable Rural Development through Women Entrepreneurship: A Banking and Marketing Perspective from Guntur District - Dr. Bandi Sudhakar Reddy - IJLRP Volume 4, Issue 8, August 2023.
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