Personalities, Perceived Challenges, and Opportunities of Sri Lankan Rural Women Entrepreneurs: A Case Study

Amid Sri Lanka's economic downturn, worsened by the pandemic and political issues, small and medium enterprises (SMEs) remain central to resilience. Women entrepreneurs (WEs) contribute significantly to economic and social stability. However, WEs face distinct challenges and opportunities influenced by environmental, social, and personal factors, particularly in rural areas, necessitating customized support. This study investigates the unique conditions, challenges, and opportunities faced by WEs in Mahaweli System L, focusing on personality traits using the Big Five Inventory (BFI) method. Data were collected from a sample of 100 WEs through structured questionnaires via a phone survey, using snowball sampling and random field visits. Analysis was conducted in SPSS 20, applying descriptive statistics, principal component analysis (PCA), and Pearson correlation. Results indicated that WEs generally possess basic literacy and operate in low-skilled, primary cottage industries. WEs exhibit goal-oriented, adventurous, and emotionally stable traits. While friends and family facilitate their development, institutional (administrative and banking) and cultural support systems are limited in offering practical assistance. The study reveals significant relationships between personality traits and perceived challenges and opportunities, underscoring the need for targeted support. Tailored programs that account for personality traits can enhance organizational support and empower WEs by addressing their specific needs, creating an effective and efficient response to their unique circumstances.