Personal Characteristics and Strategic Entrepreneurial Behaviour of Rural Female Entrepreneurs: Insights From Oman

This study delves into the impact of personal traits on rural female entrepreneurship within family-owned enterprises. We investigate how rural female entrepreneurs strategically navigate their businesses, taking into account market conditions, technical aspects, financial considerations, operational challenges, organizational dynamics, and innovation factors. Employing a mixed-method approach, we collected quantitative data from 183 formal and informal rural female entrepreneurs using a semi-structured questionnaire available in both English and Arabic, utilizing snowball sampling. Through Exploratory Factor Analysis (EFA), we identified strategic objectives, and Confirmatory Factor Analysis (CFA) assessed the alignment of the proposed approach with the data sample. Additionally, we present six brief case studies based on interviews with female entrepreneurs to gain insights into how personal traits influence strategic entrepreneurial behaviour. Our findings highlight the significant influence of age and education on the strategic goals, motivation, and decision-making of rural female entrepreneurs. This research has broader implications for policymakers and stakeholders, offering insights into encouraging inclusive and sustainable female entrepreneurship in diverse rural contexts. By recognizing the relationship of personal attributes and institutional forces, this study contributes to our understanding of entrepreneurship in a dynamic and culturally rich environment, ultimately contributing to socioeconomic development in Oman and beyond.