Obstacles in Marketing Success of Malaysian Women Entrepreneurs in Ageing Care Centres

Filzah Md Isa , Shaista Noor, Mohd Muttaqin Mohd Adnan, Sharifah Diyana Binti Syed Hussain

Research output: Chapter in Book/Report/Conference proceedingConference contribution


The ageing population is increasing all across the globe tremendously, whereas 72% of the entire world elderly population is residing in developing countries. Malaysia is facing the biggest challenge of the ageing population, as until 2030, 15% of the entire community will be elderly. The estimate shows that the ageing population will bring remarkable changes in developed and developing countries’ demographics. Thus, countries must look into the rising challenge of the ageing population effectively. The ageing care centres play a dynamic role in providing living support to elderly in entire world as families are unable to provide care to older adults due to chronic illnesses such as dementia, hypertension, Alzheimer's, Parkinson's etc. The ageing care centres in Malaysia are run by Public, Private, NGOs and Religious centres. All-round Malaysia 365 registered and uncounted un-registered ageing care centres are working, whereas, Selangor is considered as the hub of ageing care centres due to 86 operating designated centres at present. These centres are run by men and women entrepreneurs; however, the involvement of women entrepreneurs in ageing care service is minimal which is about 25% only as compared to other business ventures. The present study focuses on the obstacles in the marketing success of women entrepreneurs in ageing care centres business. Qualitative Research Strategy was adopted and semi-structured interview was used for data collection. The sample size consisted of ten (10) women entrepreneurs of ageing care centres located in Klang Valley (Selangor and Kuala Lumpur). The results highlight that women entrepreneurs should improve the marketing mix strategies dominated by 4Ps (product, price, promotion and place of distribution) which include several essential strategies such as services promotion, networking and clustering, technology usage, visual presentation, print media advertisement, and variation in offered services. The implications are provided based on the marketing obstacles of women entrepreneurs in the ageing care centres business. A marketing success model of women entrepreneurs in ageing care centres is developed to better explain all the relationships among the critical marketing elements and strategies.
Original languageEnglish
Title of host publicationProceedings of the Business, Law and Management at the Post-Pandemic Era
Subtitle of host publicationAn International e-Conference
Publication statusPublished - 11 Jul 2020
EventBusiness, Law and Management at the Post-Pandemic Era: An International e-Conference - Taylor's Univesity, Malaysia
Duration: 11 Jul 202011 Jul 2020


ConferenceBusiness, Law and Management at the Post-Pandemic Era
Abbreviated titleBLM2020
Internet address


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