International Journal of Social Science Research (IJSSR)

Success Factors of Women Entrepreneurs in Chettinad Snack Businesses: A Qualitative Study in Karaikudi

The Chettinad region in Tamil Nadu, India, is renowned for its rich cultural heritage and bold flavours, and its meticulously prepared cuisine has been established as a prominent destination for culinary tourism. This has established the region as a prominent destination for culinary tourism. In this sector, female business owners have significantly contributed to economic growth. Women entrepreneurs successfully operate snack businesses that symbolize Tamil Nadu’s cultural identity, combining their unique attributes to preserve traditions while simultaneously uplifting their families and communities. The process of gathering data involved conducting detailed and semi-structured interviews with a group of ten individuals, using a convenience sampling method. The interviews were conducted both in person and via telephone in Tamil and English. Before conducting the interviews, the study's objectives were thoroughly communicated to the participants. With their consent, each session, lasting between 30 to 60 minutes, was recorded and subsequently transcribed in English. NVivo software was utilized to examine the data and identify common themes. The research indicated that the family support is essential for women entrepreneurs to thrive. In addition, participants with higher education and experience were more willing to take the propensity and were better engaged in digital marketing. Keyword: Women Entrepreneurs, Chettinad, Traditional, Tourism, Digital marketing