Analysis of Factors Influencing Entrepreneurial Intention among Indian Women in Computing Industry — An NVivo Approach

1. Introduction

Entrepreneurship is primarily a consequence of dynamic progression among a specific individual and its inherent atmosphere. Previous literatures survey has explained and defined entrepreneurship as “the formation of innovative establishments.” Active frameworks have been developed in countries to promote women entrepreneurships which are predominantly a male dominant area (Shane and Venkataraman, 2000; Shane, 2008). Women promotion in entrepreneurship is explained as “an act of maintaining a business which makes women economically independent and secure for long term.” Women-based entrepreneurs play a vital part in the development of the country on economic and social fronts (Chhabra et al., 2020). Previous literature survey has explained and defined the broad gender difference entrepreneurship as the difference among men and women being involved in commercial activities promoting a business or a particular industry choice to achieve an overall business performance and growth (Venkataraman, 1997; Steyaert and Katz, 2004; Helene, 2006; Marlow and McAdam, 2013). Women play a progressively prolific part in entrepreneurship in various countries, so far, the field thrives to grow and mature, and there is immense potential for research-based studies in this specific field as it remains an unexplored zone.

Female entrepreneurship has piqued researchers’ interest as the number of women entrepreneurs rises and women-owned enterprises continue to have an influence on job creation and economic growth (Paola and Paola, 2005). Previous studies on women entrepreneurs have revealed how they behave entrepreneurially depending on motivation and intention (Chhabra et al., 2020) as well as their business activities in various areas (Ferri et al., 2018; Chhabra et al., 2020). Women’s entrepreneurship is a relatively new phenomenon in India (Bird, 2002).

Entrepreneurial intentions (EI) incorporate the perceptions of the people along with the encouragement or discouragement of a specific society, business community and one’s own competence and capability (Fayolle and Liñán, 2014). However, the EI of Muslim women in India have been rarely discussed and documented. There is a dearth of researches on what affects the intentions of Indian Muslim women towards entrepreneurship.

Tseng et al. (2022) explore the determinants of cyber entrepreneurial intention, revealing the influence of locus of control and the moderating effect of cyber entrepreneurship education on the relationships between cognitive constructs and intention. Smith et al. (2020) investigate computing students’ entrepreneurial intentions, motivations, barriers, and encouragements, with a focus on gender, revealing significant differences between male and female participants. Findings include job flexibility as a strong motivation for UK-based females and internal barriers for Australian females. Lai and To (2020) explore the factors influencing young Chinese adults’ intention to start an e-business, finding that entrepreneurship policy and e-entrepreneurship education positively influence attitude, subjective norms, and perceived behavior control. Chen (2013) addresses the understudied area of IT entrepreneurial behavior to explore the determinants of IT entrepreneurial intention, revealing that expected outcomes, social influence, and self-efficacy directly influence students’ intention.

From the above literature survey, it can be established that the previous research on entrepreneurial intentions has often focused on general populations or specific industries without specifically examining the experiences of Indian women in the computing industry. Moreover, there have been studies exploring factors influencing entrepreneurship and entrepreneurial intentions, and few have delved into the Indian context, particularly concerning women in the computing industry. India has a distinct cultural, social, and economic landscape that influences entrepreneurial endeavors, and these factors may be further nuanced for women in the computing sector. Moreover, previous studies often rely on quantitative approaches, such as surveys and questionnaires, which may not capture the rich and complex experiences of individuals. The use of the NVivo software in this research is a novel approach that allows for in-depth qualitative analysis.

Despite increasing opportunities in the field, women’s participation and entrepreneurship in the computing sector remain relatively low. By utilizing NVivo, a qualitative data analysis software, the study aims to explore various factors, such as societal norms, cultural barriers, educational background, support networks, and individual motivations, to shed light on the specific challenges and opportunities faced by Indian women in their entrepreneurial aspirations within the computing industry. The findings of this research endeavor can contribute to the development of targeted interventions, policies, and initiatives that empower and encourage more women to pursue entrepreneurship in this sector, ultimately fostering gender equality and economic growth. The motivation for the research is to gain a comprehensive understanding of the factors that impact entrepreneurial intentions specifically among Indian women in the computing industry.

The novelty of this research study lies in its unique focus on Indian women in the computing industry, employing the NVivo software for qualitative data analysis. While there have been studies on entrepreneurial intentions and factors influencing entrepreneurship, this research specifically addresses the underexplored context of Indian women in the computing industry. It focuses specifically on Indian women in the computing industry, a demographic that has received limited attention in the previous studies on entrepreneurial intentions. By honing in on this group, the research contributes to a more comprehensive understanding of the unique challenges, opportunities, and motivations faced by Indian women. By utilizing NVivo, the research enhances the richness and depth of the analysis, providing valuable insights into the nuanced factors that influence entrepreneurial intentions among Indian women in the computing industry.

Azjen’s theory (Lagzian et al., 2022) of planned behavior is being employed to comprehend the EI of Indian Muslim women. The above theory contains the personal attitude, perceived behavioral control (PBC) and subjective norms (SN). Furthermore, intentions are also discussed in the context of religion, training and government schemes for women.

This paper contributes to the research in the following ways; first, the intentions and motivation of Indian Muslim women towards entrepreneurship in the context of religious and societal factors has not been well researched. Therefore, the aim of the paper is to comprehend the EI of Indian Muslim women in India in order to understand the various factors surrounding the EI. Second, the study takes into consideration the training, financial factors, and awareness of government-related schemes for women and how it affects their intention to start a business. Lastly, the study tries to cognize the various constraints and hurdles that Muslim women must cross in order to go into the field of entrepreneurship.

This paper is arranged as follows: The first section contains the review of literature, methodology of the research conducted, a brief understanding of Nvivo software and findings of the study. Furthermore, discussions, conclusion of the research are discussed in the following sections.

2. Literature Review

2.1. Entrepreneurial intention

Intention has been defined as the foundational structure of a conscious being (Krueger et al., 2000). Pertaining to the literature on EI, intention is the trait that stipulates and shows a person whether he/she wants to foray into the field of self-business or entrepreneurship (Robinson et al., 2007). Intentions are contemplated to be the most accurate determinant of human activity and conduct (Gielnik et al., 2015). An entrepreneur is defined as an individual who “creates something of value and then assumes the risk of building a business around it”. There are three important factors that have been recognized in this study that are newness or novelty of the venture, likelihood of the venture failing or succeeding and the execution of the endeavor (Obschonka et al., 2015).

Several research studies have been conducted in connection to entrepreneurial intent (Van Gelderen et al., 2008; Rauch and Hulsink, 2015; Reuel Johnmark et al., 2016; Paoloni and Paoloni, 2016). The studies are consistent with their results which state the importance of the favorable and unfavorable outcomes of an endeavor is majorly impacted by entrepreneurial intention (Bird, 1998; Boyd, 1990; Busenitz, 1999; Reynolds et al., 2002). EI are also divided into two categories in the literature on entrepreneurship (Cooper et al., 1988). First, the internal category, which includes demographics, personality traits, psychological features, individual abilities and prior knowledge, individual network and social links, and is intimately related to the person as an individual. Environmental support, environmental effects, and organizational elements fall under the second, more external group (Fishbein and Ajzen, 1975; Seraj et al., 2022).

Researchers found considerable disparities between male and female entrepreneurs when it came to demographic characteristics, particularly those connected to gender. Confidence (Wilson et al., 2007) and optimism were discovered to be major variables determining EI when it came to personality characteristics (Khan et al., 2022). The need for accomplishment, risk-taking proclivity, locus of control, and individual capabilities are all psychological aspects. Intentions are determined by Subjective Norms, a person’s attitudes, and perceived behavior control. His TPB has a prominent place in the literature on entrepreneurship. Krueger and Carsrud were the first to utilize the model to assess EI.

Muslims make 10.9% of the population of India. There are approximately 2 million Muslim women in India but there is a shortage of participation of Muslim women in the workforce (Seraj et al., 2022). This study aims at determining the factors that will enhance the EI of Muslim women. This will in turn increase the number of women in entrepreneurship while simultaneously boosting the economic growth of the country. The underlying elements and features which prevent the women from venturing into the field of entrepreneurship will also be discussed.

3. Methodology

A qualitative research technique was utilized. Indian Muslim women were selected in this study to answer questions and queries about their motivation and perceptions towards entrepreneurship in order to understand their EI.

3.1. Procedure

The sampling framework consisted of Indian Muslim women residing in various parts of India. These women wanted to foray into the field of entrepreneurship and were full of concepts and ideas. A semi-structured interview schedule was prepared beforehand and the main purpose was to gather rich and detailed information through the questions.

The study conducted was through telephonic interviews which were recorded with the permission of the respondents. The major themes that were discussed during the interview session were Theme 1: business startup intentions, Theme 2: societal and family impact on the intentions, Theme 3: gender role construct and the influence on Muslim women’s EI, Theme 4: Finance and training schemes and their effect on the EI, Theme 5: religious attributes and their impact on Muslim women’s EI.

3.2. The interview process

Indian Muslim women were selected and chosen using purposive and convenience sampling method as shown in Table 1. The women interviewed were from different parts of the country. Ten participants were selected initially, out of which 2 refused citing personal reasons and 1 did not wish to be interviewed regarding sensitive issues. So, a total of 7 participants were used in the investigation.

All the interviews were taken in the telephonic mode. In the initial stage, face-to-face interviews were planned, but due to COVID regulations regarding safety measures, the interviews had to be conducted over the telephone. All the conversions and discussions regarding the interview were recorded, after getting the permission of each and every participant. Moreover, the participants were assured of the confidentiality of their responses.

3.3. Data analysis

The recorded data were transcribed for analysis. A few respondents answered in Urdu and the recordings were interpreted and deciphered into English before using the NVivo software. NVivo 12 was chosen to conduct the data analysis for the EI of Muslim women. The transcripts of the interview which were in the word document format were imported into the software. After all of the relevant files had been transmitted, the next stage was coding, which entailed grouping similar extracts (across documents) into basins known as nodes. The codes were produced by a thorough line-by-line analysis of the transcripts. Finally, primary themes were formed by grouping together themes that depicted a similar notion or concept as shown in Table 2.

Subsequently, the themes were evaluated to see whether they were original and innovative in the existing literature. This was done by cross checking with the software, where research papers were already imported before for reference.

The next step was to make a conceptual value map after identifying all the major themes. Furthermore, a content analysis was fulfilled in this investigation.

3.4. NVivo software

NVivo helped the study by looking at the data and accentuating the links within it. It was simple to do cross-case analysis, re-order the codes, add memos about probable correlations to files, and “toy” with the data using NVivo. NVivo’s unique features aided in the development of concepts and intricate data analysis. NVivo’s powerful search function, for example, enables the researcher to rapidly and simply examine complicated concepts or hypotheses.

The version that has been used in this study is NVivo 12. A trial version of the software was downloaded for a period of 15 days during which the study was carried out as shown in Table 3.

4. Findings

The findings of the investigation of EI of Indian Muslim women contained the following themes.

4.1. Motivation for entrepreneurship

The main drive and incentive for women to start a business were that they were passionate about their ideas of entrepreneurial venture. A women respondent replied about being zealous about her intention to start a business by saying “My motivation is to bring peace to myself. I will bring peace to myself through my business by doing something I like and I’m passionate about it”. Furthermore, another major motivator that came into play was financial freedom. Another stimulus for starting a business was that Muslim women preferred entrepreneurship to a job as depicted in Fig. 1. Also, freedom of time was another important factor in pursuing their business. One of the women respondents replied, “Having your business gives you the freedom and time to do your own thing and you would not be forced to do a 9–5 job. You can manage your time and be free and you are your own boss”.

4.2. Family factor

In this theme, it became apparent that family plays a monumental role in the EI of Muslim women. The majority of Muslim women responded by saying that their Muslim families were supportive to their ideas of starting their own business. Their parents and their siblings encouraged them a lot with one respondent saying she wanted to have a shared business with her sister as shown in Figs. 2 and 3.

4.3. Societal factors

The sub-themes identified in this category were gender role expectations by women, negative and positive perceptions of the society which affects their EI. All women interviewed stressed on the fact that they were supposed to do certain activities because of their gender. These activities consisted of household duties, child care and cooking. This gendered distribution of work is due to the cultural mindset of the people.

One women interviewee responded by saying “A woman has to look after the whole house and has other responsibilities of meeting and greeting people and community. A child is an added responsibility. I haven’t slept for weeks and my husband sleeps peacefully. Even if men in family do a normal household chore, they are praised immensely, whereas women are just expected to do everything even without a single praise. Where is the time to think about my business? I find it difficult to go to the clinic even for a few hours. How will I manage my business?”

Some women have resigned to the fact of obeying the societal norms and one women replied, further illustrating this point by “The only notable thing I can do in this world is to look after my kids and that is what I’m doing. So the society becomes happy when they see me adhering to the norms of the society." This is depicted in Figs. 4 and 5.

Regarding the perceptions of the society, most of the women agreed that they would be getting mixed views, with some people positively recommending them and some deriding them for their decision. Nevertheless, more negative perceptions persisted than positive ones in the society. A woman respondent replied regarding the negative perception, “Probably that the woman is irresponsible. She leaves her kids alone. Doesn’t pay attention to the kids. And of course another perception that “she has attitude issues because she thinks she earns on her own!”

In view of mixed views, one woman replied, “Earlier, the society considered business as the Man’s domain. But things are changing now. Most women have broken barriers and paved the path for other women to follow their entrepreneurial aspirations. The society is now resorting to mostly casual criticism and subtle misleading. Initially every woman on an idea to do anything other than family caregiving is heavily discouraged. But then these are only words and if strongly avoided and moved ahead, a lot can be done.”

4.4. Religion

Religion plays a significant role in the EI of Muslim women where Islam encourages women to start their own businesses as shown in Fig. 6. The highest rated reference of Islam encouraging Muslim women to start a business, in this study, was Khadija, the Prophet’s wife who was a successful business woman during her time. A majority of women respondents consider her to be her role model. But a point was noted that no other role model came to their mind apart from Khadija.

Many women respondents replied that the religion was misinterpreted by the society and women had certain rights and privileges.

Another essential element that came into effect during the theme of religion was the strong willingness of the Indian Muslim women. Some sensitive issues were discussed in this theme about the number of hate crimes rising against the Muslims and Muslim women’s opinion on this particular issue. All the women agreed to the issues they face as a Muslim woman due to their religious identity. One woman responded by saying “As a Muslim woman that wears hijab, I definitely feel a bias towards my services. People with lack of interfaith knowledge and understanding hesitate to conduct business with me as a Muslim woman. To combat this, I am building a strong network of open minded professionals who look at all business persons as humans and avoid discrimination”.

Further emphasizing this fact another said “Hate crimes against Muslims are a concern for my safety. The times have changed. Not only women even men are facing the same issues. I hope that at least some people understand about the wrong portrayal of Muslims and treat us as normal. The government can design and implement policies and programs to educate the masses of the varied religions of India in an appropriate way. This will in turn change the mindset and notions people have towards specific religions.”

Another replied, “Even if I wear a scarf over my head, you are looked down upon; you are not entertained at any shopping places. I have felt it often. I don’t wear the hijab permanently but whenever I do, I feel people’s eyes on me the whole time. I feel scared in airports, in restaurants etc”.

An imperative finding suggested the strong commitment, dedication and desire Muslim women have for their business startup. Also, Muslim women showed immense optimism and hopefulness towards their entrepreneurial venture. One respondent replied, “If my visible identity as a Muslim woman does pose a threat to my business, I wouldn’t be worried much. Because our religion teaches about pre-destined future, and what is written in my destiny be it profit or loss, I would have it. For doing a specific business I wouldn’t leave my identity and priorities that I have in my life.”

4.5. Validation of the study

The first step to validating the themes was by having a discussion with a subject matter expert regarding the EI of women depicted in Fig. 7. The themes were authenticated and utilized for further research. Various studies in the past have also employed NVivo software for database analysis of factors influencing their study with utmost efficiency (Fishbein and Ajzen, 1975; Bertaux and Crable, 2007; Wilson et al., 2007; Al-Harthi, 2017; Muhammad et al., 2019; Wisuwat and Chang, 2020; Alreshoodi et al., 2022; Khan et al., 2022; Gavigan et al., 2023; Sidrat et al., 2023; Bobby, 2023).

The next step to validate the study was done by content analysis. During the content analysis, the frequency of the words that were generated as a result of the exploration matched with the themes constructed and assembled during the research. Therefore, the themes generated were genuine and validated.

The last step towards validating the study was done by clicking “Autocode”, then on “Identify themes” on the home page of NVivo. It was observed by a comparison of the themes prepared by the software and the manual codes prepared by the researcher were the same shown in Fig. 8.

A tree map is a method to simultaneously display the magnitude of the major categories — as well as the magnitude of the larger subcategories in one visualization. In this paper, a tree map of nodes is done to compare the number of coding references. A node with a large number of coding references would display as a large rectangle.

4.6. Development of entrepreneurial skills among diverse and underrepresented groups

The development of entrepreneurial skills is crucial for fostering economic growth and creating sustainable communities. One significant approach to achieving this is which is shown in Fig. 9. In rural Uganda, for example, efforts have been made to develop entrepreneurial skillsets among women. Through targeted programs and training initiatives, women in these communities have been empowered with the knowledge and resources to start and manage their own businesses. By providing them with access to education and mentorship, these women are better equipped to navigate the challenges of entrepreneurship and contribute to their local economies positively (Gavigan et al., 2023). In the context of an entrepreneurial university, the nurturing of innovative teaching methods plays a pivotal role in grooming future entrepreneurs. Institutions that prioritize entrepreneurship in their curricula and encourage hands-on learning experiences allow students to develop real-world problem-solving skills and a risk-taking mindset (Sidrat et al., 2023). The impact of entrepreneurial ecosystems on emerging markets can also be observed in a case study from mid-20th century Bangladesh, where a supportive environment encouraged entrepreneurship and led to economic growth (Bobby, 2023). Similarly, in Tunisia, the transformation of universities into entrepreneurial institutions has had a profound effect on the country’s entrepreneurial landscape (Sawsen and Boujelbene, 2020). Moreover, it is essential to recognize the unique challenges and drivers that women entrepreneurs face in different regions. Saudi Arabia, for instance, has witnessed progress in the context of women’s entrepreneurship, with both supportive and inhibiting factors influencing their ventures as depicted in Fig. 10 (Alreshoodi et al., 2022).

In India, efforts have been made to explore the relationship between economic development, entrepreneurship, and the environment, with specific case studies shedding light on how women entrepreneurs contribute to sustainable practices. Such research not only aids in fostering entrepreneurial skills but also highlights the importance of aligning business ventures with environmental sustainability (Bertaux and Crable, 2007). By learning from the challenges and successes of Omani entrepreneurs, aspiring business owners can gain practical knowledge that will better prepare them for the entrepreneurial journey (Al-Harthi, 2017) shown in Fig. 11. In conclusion, the creation of educational opportunities tailored for diverse and underrepresented groups, coupled with insights from various case studies and research articles, plays a pivotal role in developing entrepreneurial skills. Empowering individuals through education and support not only fosters economic growth but also contributes to the overall progress and sustainability of communities and emerging markets depicted in Fig. 12.

5. Discussion

The qualitative exploratory analysis carried out in this investigation provides insights and details about the EI of Indian Muslim women. The theme covered in the study adds to the existing literature in entrepreneurship. The research addresses the importance of the role of family and society in deciding an entrepreneurial venture by Muslim women. The study also focuses on religion which has a paramount influence on the EI of women.

The finding that society plays an important role in the EI of women is consistent with the previous studies (Althuwayb and Badawi, 2023; Batista-Canino et al., 2023). For instance, research has shown that societal expectations, cultural norms, and family support significantly influence women’s decision-making regarding entrepreneurship (Karim et al., 2023). However, one important aspect that has not been studied in detail is the fear and insecurity experienced by Muslim women when contemplating starting their own businesses. This unique theme, uncovered in this study, contributes to the existing literature on the EI of Muslim women. By addressing this previously unexplored theme, this study adds to the growing body of research on the entrepreneurial intentions of Muslim women. The findings shed light on the specific challenges faced by this group, highlighting the fear and insecurity associated with their visible Muslim identity. This represents a novel contribution to the literature, as no prior research has extensively examined this aspect. The identification of such factors provides valuable insights for policymakers, educators, and support organizations in developing targeted initiatives to enhance the entrepreneurial intentions of Muslim women.

Another aspect to be discussed is the dearth of successful Muslim women entrepreneurs as contemporary role models. While Muslim women in the study identified historical figures like Khadija, the first wife of the Prophet Muhammad, as inspirational role models, they couldn’t find prominent and relatable Muslim women entrepreneurs in present times (Choudhury Kaul et al., 2023). This absence of visible and successful Muslim women entrepreneurs creates a void in terms of relatable figures who can serve as role models for aspiring entrepreneurs.

For instance, one participant expressed her admiration for entrepreneurial spirit and accomplishments in trade, but she struggled to find similar figures in today’s context. This lack of contemporary role models can be attributed to various factors, including limited representation of Muslim women in entrepreneurship and a lack of visibility due to cultural or societal barriers. Addressing this issue requires recognition and appreciation of the achievements of Muslim women entrepreneurs. Government agencies, educational institutions, and incubation centers can play a crucial role in this regard. They can highlight and showcase the accomplishments of successful Muslim women entrepreneurs through awards, recognition programs, and promotional campaigns (Tetteh et al., 2023). By celebrating and showcasing these role models, the entrepreneurial intentions of potential women entrepreneurs can be nurtured and strengthened (Barkema et al., 2023).

Furthermore, efforts can be made to establish mentoring programs where successful Muslim women entrepreneurs can guide and support aspiring entrepreneurs. These programs can provide guidance, advice, and inspiration to help Muslim women overcome challenges and navigate the entrepreneurial journey. By acknowledging and promoting the contributions of Muslim women entrepreneurs, a more supportive ecosystem can be created that encourages and empowers aspiring entrepreneurs. This, in turn, can contribute to increasing the entrepreneurial intention of Muslim women and fostering their entrepreneurial success (Dilorom, 2023; Prabhakar et al., 2023).

The unique themes discovered in the research study were fear and insecurity of the visible identity of Muslim women. These two themes have not been recognized or explored to date in any of the research conducted. Therefore, it becomes imperative to delve into these areas and propose solutions for Muslim women to recognize their full potential.

6. Conclusions

In conclusion, this study focused on exploring the factors influencing EI among Indian Muslim women and understanding the constraints and hurdles they face in starting their own ventures. The findings highlight the significant role of family and society in shaping women’s entrepreneurial decisions. Additionally, the study reveals the unawareness of government schemes, limited availability of role models, and lack of training as key challenges faced by these women. Another important factor identified is the fear and insecurity stemming from their visible Muslim identity, which significantly influences their EI.

The study underscores the complex interplay of personal attitudes, perceived behavioral control, subjective norms, and religious context in shaping the entrepreneurial intentions of Indian Muslim women. The implications of these findings emphasize the need for targeted support mechanisms to address the identified challenges. Government initiatives can play a vital role in creating awareness of available resources and providing adequate training opportunities. Moreover, the provision of strong role models and mentorship programs can help overcome the limitations faced by aspiring Muslim women entrepreneurs. Overall, this study sheds light on the unique experiences and barriers faced by Indian Muslim women in pursuing entrepreneurial ventures. The findings contribute to the existing literature on entrepreneurial intention by highlighting the socio-cultural and religious factors that influence women’s decision-making processes. By addressing these challenges and providing tailored support, policymakers and stakeholders can foster a more inclusive entrepreneurial ecosystem that empowers and encourages Muslim women to pursue their entrepreneurial aspirations.

In future, researches can be directed towards conducting a large-scale survey on Asian women to gather comprehensive insights, exploring the effectiveness of government schemes and policies, investigating the role of training and mentorship programs, examining the experiences of successful Muslim women entrepreneurs, and further exploring the influence of religion on entrepreneurial intention. By addressing these areas, the study can contribute to a deeper understanding of the factors that shape entrepreneurial aspirations among Indian Muslim women and inform targeted interventions and support mechanisms to promote their entrepreneurial endeavors. Another potential avenue for future research is to explore the role of training and mentorship programs in supporting Indian Muslim women entrepreneurs. Investigating the availability and effectiveness of such programs, as well as identifying barriers to participation, can inform the development of tailored training initiatives that address specific needs.