Investigating the Effect of Entrepreneurial Trend and its Components on the Home Business Marketing

In this study, it is tried to investigate the effect of entrepreneurial orientation and its components on the home business marketing according to the importance of entrepreneur women presence in entrepreneurship and marketing field and also according to the home business development in Iran. This research purpose is practical and it is descriptive- survey type research. Statistic population of this research include 120 entrepreneur women who supported by Imam Khomeini Relief Foundation. From this population 82 women selected as sample which calculated according to the Cochran formula. The research tool is a questionnaire which includes 36 items in the Likert scale. The Content Validity Relation (CVR) method is used to validity measurement and Cronbach’s Alpha Coefficient method is used to estimate the reliability. In this regard, the Pierson correlation coefficient and regression analysis is used to test the hypotheses and structural equation model is used to verify the research model and for its calculation, SPSS and LIESREL softwares have been used. This research results show that there is a significant relationship between entrepreneurial orientation and its 5 components with home business marketing and the obtained correlation coefficient between entrepreneurial orientation and home business marketing is (r= 0.845) that indicates there is a strong correlation between these two variables. In this regard, reactiveness has the maximum relationship (r= 0.641) and risk taking has the minimum relationship compared with the other dimension of entrepreneurial orientation.

Entrepreneurial orientation, Home business marketing, Entrepreneur women, Imam Khomeini Relief Foundation