PERCEPTION OF WOMEN GRADUATES TOWARDS MARKETING AS A CAREER OPTION.
Keywords:
Women graduates,Marketing career option,Women Participation,Working women,Marketing sector,Perceptual factors.Psychological factors.Social factors.Abstract
Participation of women workforce in business sectors is comparatively low because most of the women usually choose conventional jobs like doctor, teacher, nurse, banker or administrative post in government jobs. The present study analyzed the preference of women graduates about marketing jobs in India .The aim of the survey was to find out causes of less participation of women in marketing sectors.The study was Descriptive in nature. Cross-sectional study was done in this research.. Convenience sampling method was followed. The data collected was analyzed by using Pearson Correlation and Multiple Regression through SPSS version 25. Social factors were identified as major cause of less participation of women in area of Marketing. The findings of this study will provide direction to educational institute to bridge the gap between the education outputs and the market needs.
