WOMEN MARKETERS: INCLUSIVENESS AND OPPORTUNITIES FOR CAREER GROWTH AND ADVANCEMENT
Authors/Creators
- 1. Associate Professor, CMS Business School, Jain University Bangalore, Karnataka, India
- 2. Lecturer, East Point PU College, Kalyanagar, Bangalore, Karnataka, India
Description
Indian women span generations and today they play equal participants in every field. Breaking the chains of
restraint, women have become ever-motivated and inspired and are riding on the wave of success. The discourses on
women’s empowerment have increased in general and become more widespread. Women have revolutionised the existing
corporate ecosystem. This paper focuses on the perceptions of the Indians on women marketers and their capabilities
and potentialities like skill set, socio-cultural barriers, work-life balance and competency. The primary objective of the
paper is to understand the association of various dimensions pertaining to the acceptance of women marketers in their
career growth and build a relationship between the acceptance of women marketers across dimensions of skill set, sociocultural
barriers, work-life balance and competency. Statistical tool used is SPSS 21 and Chi-Square, Correlation test
and Kaiser-Meyer-Olkin Test (KMO) was conducted to test the hypothesis. The study findings revealed that there is an
association between the dimensions of acceptance and the career opportunities provided to the women marketers.