ENTREPRENEURIAL ORIENTATION DIMENSION AND PROFITABILITY OF WOMEN ENTREPRENEUR IN BAUCHI METROPOLIS, BAUCHI LOCAL GOVERNMENT AREA BAUCHI STATE

This study examines the relationship between entrepreneurial orientation dimensions and the profitability of women entrepreneurs in Bauchi Metropolis, Bauchi Local Government Area. Bauchi State. Entrepreneurial orientation, characterized by proactiveness, innovativeness, risk- taking, autonomy, and competitive aggressiveness, plays a crucial role in shaping the performance of women-owned businesses. In Nigeria, women who constitute more than 50% of the total population represent a substantial labor force. In spite of the fact that their involvement is in the agricultural, commercial and service sectors, females continue to perform vital productive roles that have helped in the economic development of the nation especially increasing employment profitability of the nation. Despite their participation in economic development through entrepreneurship, females lack access to and control over financial and other forms of resources. They have borne the greatest burden of structural adjustment measures that were being implemented in Nigeria. The study employs a mixed-method approach, combining quantitative surveys with qualitative interviews to gather data from women entrepreneurs across different sectors. The findings reveal that dimensions such as proactiveness and innovativeness significantly contribute to the profitability of women entrepreneurs, allowing them to identify opportunities, introduce new products, and stay competitive in the market. However, the study also highlights challenges such as limited access to finance, socio-cultural barriers, and lack of institutional support that hinder the entrepreneurial growth of women in the region. The study concludes that fostering entrepreneurial orientation among women entrepreneurs through training, mentorship, and access to resources can enhance their profitability and business sustainability. Recommendations are made for government policies that promote women's entrepreneurship and create a conducive environment for their businesses to thrive.