MARKETING MIX DYNAMICS AND PSYCHOPOLITICAL INFLUENCES AMONG WOMEN ENTREPRENEURS IN TERENGGANU’S COTTAGE INDUSTRY

In recent years, the proportion of small business and cottage industry has served as a critical driver of socioeconomic development during post covid-19 pandemic, particularly in the less developed east-coast region of Terengganu, Malaysia. Recent research on small- and medium-sized enterprises (SMEs) in Malaysia has predominantly focused on government support, economic impact, and business sustainability. However, there remains a lack of clarity regarding SMEs in the food sector on the east coast, particularly those led by women entrepreneurs in rural areas, as prior studies have primarily focused on SME activities within developed space, dominated by male entrepreneurs. This study explores the interplay between marketing mix practices and marketability, specifically examining how these women entrepreneurs navigate product positioning, pricing strategies, distribution channels, and promotional efforts to sustain their businesses. Guided by Peter Sedgwick's Legacy Psychopolitics framework, this research examines the underlying power dynamics, societal structures, and psychological impacts in influencing the decision-making of women entrepreneurs in adapting to modern marketing strategies. Utilizing a multi-method qualitative approach, the data was collected through semi-structured interviews, photo elicitation and field notes focusing on 22 participants from Kuala Nerus, Kuala Terengganu and Marang. Findings revealed that, while strategic marketing mix practices contribute to improved product visibility and consumer reach, significant barriers persist, including limited resources, market competition, and fluctuating consumer demand. Key strategies identified include product innovation, strategic pricing, optimized distribution channels, targeted promotional activities and strong relationships with the customers that align with their preferences. By addressing socio-political and psychological challenges through the lens of Psychopolitics, the findings provide a strategic framework for improving business sustainability and bridging the gap between traditional practices and modern market demands. Eventually, through prioritizing low-cost operations, flexibility, and community-focused approaches, the home cottage industry can ensure their sustainability in a competitive and dynamic market environment.