AN ANALYSIS OF ‘ISSUES AFFECTING PARTICIPATION AND PERFORMANCE OF WOMEN ENTREPRENEURS IN THE DOWNSTREAM PETROLEUM INDUSTRY’ WITH SPECIFIC REFERENCE TO THE FUEL SERVICE STATIONS IN ZIMBABWE

The introduction and rise of female entrepreneurs is believed to be ushering potential for economic growth as well as harnessing opportunities for female expression, emancipation and empowerment as stated by Kumar (2014). However, the encouraging statistics on the rise of female owned businesses in Zimbabwe and the global world, has raised concerns on the paltry involvement of women entrepreneurs in the downstream petroleum industry, with specific reference to the fuel retail sector. Given all the efforts made to lure female entrepreneurs in the fuel retail sector, one may wonder why the fuel retail industry is not attracting more female entrepreneurs. This ignited academic interest warranting a research on the phenomenon. The objectives of the study were focused on specific variables i.e. limited access to finance, cultural factors, business ethics and women's capabilities and skills in running the fuel service station stations. Conceptually, the study was delimited to issues impacting on female entrepreneurs in the downstream petroleum industry, with specific reference to the fuel service stations. Literature confirms that the establishment of female entrepreneurs in the fuel retail sector contributes to the economic development of any country as highlighted by Akubue (2001) when he posits that gender equality and female entrepreneurship are key factors in economic development. Chinomona and Maziriri (2015) state that women entrepreneurs face a myriad of challenges both in starting and in growing their business ventures implying that there are several issues that affect the women entrepreneurs in the fuel service station sector. The women entrepreneurs get limited access to finance due to two main interpretations which are the supply-side discrimination factors and the demand-side factors relating to women entrepreneurs' choices, preferences and motivations. The epistemology research philosophy was used mainly due to its significance in influencing how researchers frame their research in their attempts to discover knowledge by looking at the relationship between a subject and an object to explore thus allowing the researcher to inquire about the factors affecting women entrepreneurs in the fuel service station sector. Mixed methods approach, with attributes from positivism and naturalism, was used to analyse the factors which affect women entrepreneurs in the downstream fuel service station sector. The sampling of the fuel service station employees and clients was based on non-probability sampling techniques such as convenience and judgemental sampling. Findings were that issues affecting participation and performance of women entrepreneurs in the downstream Petroleum industry with specific reference to the Fuel Service Stations in Zimbabwe were lack of access to finances, socio-cultural factors, entrepreneurial ethics and lack of capacity and skills. Recommendations were that the regulatory body and financial institutions, in partnership with stakeholders in the petroleum industry had to design productive strategies to empower female entrepreneurs in the fuel service station sector