Gender Centric Psychology in Career Opportunities

The MNCs in Present India are facing difficulties in engaging females in sales and marketing jobs as the number of female candidates opting for marketing specialization in their business management course is very low. The same need to be understood by taking the views of female graduates who are not opting for marketing specialization while completing business management courses. The researcher in this paper has taken the help of a mixed method research with Grounded theory approach to find out the factors affecting gender disposition leading to female psychology while not choosing marketing or specialization in the management courses. The Exploratory Factor Analysis and Confirmatory Factor Analysis have been conducted to establish support to the exploratory study. This paper tried to address the major problem Business-Schools, those who are facing problems while counselling students to take appropriate specializations as per the industry trend and need. This paper will be helpful for the concerned authorities to understand the components affecting female psychology why they do not select sales and marketing as a career and it will also guide them to take necessary corrective measure in future.