The influence of cultural on the growth of women entrepreneurship in Durban KwaZulu Natal

Abstract

This research investigated the influence of cultural socialisation on the entrepreneurial behaviour of females registered with the Wholesale and Retail Sector Education and Training Authority (WRSETA) in Durban, KwaZulu-Natal. While entrepreneurship is increasingly recognised as a means of empowering women economically, many female entrepreneurs encounter culturally embedded barriers that sharp how they start, manage and expand their businesses. The purpose of this study was to examine the ways in which cultural norms, values and expectations shape the entrepreneurial experiences of WRSETA-registered women. A qualitative methodology was adopted, utilising semi-structured interviews with seven female entrepreneurs affiliated with WRSETA. The data collected were analysed thematically with the assistance of NVivo software. The analysis process involved familiarisation with data, generating initial codes and identification of recurring themes. This facilitated the systematic interpretation of participants’ personal experiences. The findings demonstrate that cultural socialisation plays a significant role in influencing entrepreneurial behaviours, particularly through gender-specific expectations regarding domestic responsibilities, decision-making authority and risk tolerance. While many participants identified these norms as potentially restrictive, some also described them as sources of emotional resilience and motivation. The thematic analysis identified key themes, including cultural norms and gender expectations, resilience and self-motivation, navigating tradition and entrepreneurship, and institutional support from WRSETA. In conclusion, the study underscores that cultural socialisation remains a vital component in shaping the entrepreneurial pathways of women in Durban. It highlights the dual role of culture as both a barrier and a facilitator. Based on these findings, it is recommended that WRSETA develop culturally sensitive support programs, including flexible, gender responsive training schedules, mentorship initiatives rooted in community values, and outreach programs designed to accommodate the specific needs and realities faced by women entrepreneurs in the Wholesale and Retail sector. Critical reflection on restrictive regulations and policies can facilitate targeted interventions, alter mindsets and create a supportive environment for women entrepreneurs.