Role Of Women Entrepreneurs' Traits On New Venture Start-Ups In Western Kenya

Purpose: There has been little emphasis on public policy and research interest on female entrepreneurship, a situation that has left female entrepreneurs prone to both general and gender-specific barriers. The need for a female-specific policy, which was the basis of this study therefore cannot be over-emphasized. This study analyzed the relationship between the niche policy's promotional efforts and female entrepreneurs' MSE start-up rates. Methodology: The study design was a Cross-sectional Survey, guided by Motivational Theory. It adapted a Positivist Paradigm and used a Quantitative Multi-method approach. Using multi-stage sampling, 375 adult female entrepreneurs participated in the study. Data was analyzed through inferential methods; correlation coefficient and coefficient of determination. Results: The results revealed there being direct and indirect relationships between and among variables. For example, the correlation coefficient results for the first hypothesis (H01); R2=.2374, p= .025 meant that 24% change in the rate of new start-ups initiated was attributed to promotional efforts. Also, the coefficient of determination results for the second hypothesis (H02); k2= .0766, 95% BCa CI (.0007, .0633) and b= .001, z= .7134, p= .4756); meant that 8% change in the rate of new start-ups initiated was due to the mediation influence of promotional efforts between the female entrepreneurs' motives and their rate of starting new MSEs. Key Words: Venture start-ups, niche policy, promotional programs, cross-sectional survey, Western Kenya Counties