PREFERENCES ABOUT JOB AND BUSINESS: A CHALLENGE FOR ENTREPRENEURSHIP CULTURE IN PAKISTAN

Financial complication and social race are the challenges not only for individuals but also for families and societies. Every person is in trying to have some financial resources for adjustment of his/her setup in the modern society. Like other persons; students of higher education also think for source of earning because in the past they have been investing much more on their education career and now they are near to their practical life. So, interest and demand of job in developed and developing countries are increased. In current scenario entrepreneurship is a way which provides economic growth and jobs opportunities for others. Pakistan is also a developing country in the world that is facing unemployment and economic challenges. Therefore the rationale of the study was to investigate the preferences of university students about jobs and business. For these purpose 560 students of business management and economic departments from seven universities of Pakistan for survey and twenty successful entrepreneurs were selected for interview from the Punjab, Pakistan. Qualitative data of interview was analyzed by NVIVO-11. The tests of Word cloud map, word tree map were applied. Students' open ended questions responses were analyzed by thematic analysis in MS-excel sheet. The results of this qualitative study found that graduates prefer job rather than business because of financial problems. Their families have limited resources of earning. They have not experience and proper education of business. Government is unable to provide business opportunities for them. Consequently they prefer jobs to meet their families' basics needs.