Perceived Marketing Performance of Entrepreneurs in Small, Micro, and Medium Enterprises (SMMEs): The Moderating Role of Gender

  • Authors

    • Mrs. S. Kiruthika (Research Scholar) PG and Research Department of Commerce, Poompuhar College (Autonomous) (Affiliated to Bharathidasan University, Tiruchirappalli)
    • Dr.P. Karthikesan (Research Scholar) PG and Research Department of Commerce, Poompuhar College (Autonomous) (Affiliated to Bharathidasan University, Tiruchirappalli)
    • Dr. Elanchezhian PG and Research Department of Commerce Annai Vailankaani Arts and Science College, Thanjavur
    https://doi.org/10.14419/wmrdeq11

    Received date: May 29, 2025

    Accepted date: July 4, 2025

    Published date: July 17, 2025

  • Perceived Marketing Performance, Entrepreneurial Marketing, Continuous Innovation

  • Abstract

    This study aims to assess how entrepreneurial marketing (EM) dimensions influence the perceived marketing performance (PMP) of SME units. The identified variables together explain 44% of the variance in PMP, highlighting their significant role. Among these dimensions, opportunities-driven, proactiveness, customer focus, and resource leveraging have a statistically significant impact on PMP. Conversely, continuous innovation, risk-taking, and value creation do not significantly affect PMP. The study also explores the moderating role of gender in the relationship between EM dimensions and PMP. Results reveal that women entrepreneurs tend to score higher on the opportunities-driven dimension than men. Additionally, the effects of proactiveness and continuous innovation differ notably between male and female entrepreneurs, suggesting that gender may influence how certain EM dimensions impact marketing performance. Meanwhile, customer focus and risk-taking continue to have a less significant influence on SME performance, even after considering gender.

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  • How to Cite

    Kiruthika , M. S. ., Karthikesan , D. ., & Elanchezhian, D. . . (2025). Perceived Marketing Performance of Entrepreneurs in Small, Micro, and Medium Enterprises (SMMEs): The Moderating Role of Gender. International Journal of Accounting and Economics Studies, 12(3), 97-103. https://doi.org/10.14419/wmrdeq11