Subsistence women in developing economies are largely marginalised yet their circumstances could be improved through entrepreneurship. The study sought to establish the relationship between entrepreneurial orientation on entrepreneurial intention and the moderating and direct effects of demographic profiles as an oasis of establishing a predictive model on prospective rural women entrepreneurs. Data were collected from prospective women entrepreneurs in the rural markets of Manicaland Province, Zimbabwe. A sample of 192 women was used. Data analysis was done using structural equation modeling to address the research hypotheses. Convenience sampling was applied to test the hypotheses relying on consenting women.The adequacy of the sample was tested using Kaiser-mayor-olkin and also the Bartlett's test for sphericity. Initially, exploratory factor analysis was done using Principal Component Analysis. The rotated component matrix was also extracted. Data analysis was performed using Smartpls program. The results of analysing data show a significant relationship between innovativeness and risk-taking ability on entrepreneurial intention. However, data analysed did not confirm the hypothesised relationships between proactiveness and demographic profiles on entrepreneurial intention. It is recommended that entrepreneurship financiers, Non-Governmental ABOUT THE AUTHORS

Purpose The purpose of this paper is to investigate the effects of culture on attitudes to contraception by rural-based women in a developing economy. Design/methodology/approach Based on data collected from 395 rural women in Eastern Zimbabwe, this study examines the hypothesized relationships between values (resultant conservation, resultant self-enhancement), social axioms (reward for application, social cynicism, religiosity, social complexity, fate control and Ubuntu) and contraceptive attitudes, considering the moderating effects of age and education. Findings Using covariance-based Structural Equation Modelling and Multi-Group Analysis, this study found that resultant self-enhancement, fate control, the reward for application and religiosity significantly relate to attitudes to contraception whilst resultant conservation, social complexity, Ubuntu and social cynicism, did not produce significant correlations. Age and education moderate the significant relationships. Research limitations/implications The study's findings suggest that contraception social marketers, non-governmental organizations and health practitioners should develop marketing strategies to neutralize the negative impact of these beliefs held by rural contraceptive consumers to increase contraceptive awareness and uptake in such subsistence markets. In addition, this study provides empirical evidence on the role of Ubuntu as a new culture construct in African markets. Originality/value Despite being limited to a single developing economy, this paper extends prior research on consumer culture and attitudes on contraception use by exploring the role of values and social axioms, an imperative issue for rural women health and general subsistence market well-being.

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This study examines how personality traits and money attitudes influence consumers' decision‐making styles when purchasing investment products in South Africa. A sample of 269 South Africans completed the research questionnaire, which assessed their extraversion, conscientiousness, openness, money power/prestige, money retention/time, money quality, info‐mising, extending, and tax‐free investment purchase decision. Also, confirmatory factor analysis and structural equation modelling approaches were used to analyze the survey data. The results suggest that personality traits and money attitudes significantly impact consumer decision‐making regarding tax‐free investment products. However, the relationships between extraversion and money power/prestige and between info‐mising decision styles and tax‐tree investment purchase decisions were found to be negative. Cluster analysis revealed three distinct segments based on the characteristics of respondents and their drive for investment: strong conscientiousness investors, status‐driven investors, and introverted investors. Marketing professionals and investment firms can use the study findings on consumer traits and money attitudes to improve marketing effectiveness in an organisation. Practically, extensive information processing has a fundamental bearing on investment decision‐making in emerging markets. Extraversion and conscientiousness personality traits and money attitudes must be taken into consideration by investment products marketers and practitioners in marketing practice.