PUSH AND PULL FACTORS OF MOTIVATION

Awoman for the sake of economic independence and better social status enters the labour force. When she becomes a part of the labour force, she is conditioned with dual and multiple responsibilities. The home and work role are mutually influencing and interacting. Paid work in the society is not organized in such a way that it takes the family responsibilities of women into consideration. In such a condition, self-employment is identified as an apt profession. It enables flexibilities and helps in balancing the dual role. But this is not the sole reason for women turning self-employed. Indian women are plunged in to business because of factors such as pull and push factors. They choose the profession as a challenge and adventure with an urge to do something new, interest in business and to have an independent occupation (pull factors).