A STUDY ON ENTREPRENEURIAL STRATEGIES FOR SURVIVAL DURING ECONOMIC SLOWDOWNS AMONG ENTREPRENEURS IN COIMBATORE

This study investigates the survival strategies adopted by entrepreneurs in Coimbatore during economic slowdowns, focusing on the challenges faced by small and medium enterprises (SMEs) such as reduced consumer demand and financial constraints. Employing a descriptive research design with primary data collected from 128 respondents, the research utilizes Rank Analysis and ANOVA to evaluate strategic effectiveness. The findings reveal a significant shift toward technology-driven resilience, with digital transformation, shifting to online sales, and improving customer retention ranked as the top three survival priorities. Conversely, staff layoffs and product diversification were viewed as less critical. The ANOVA results indicate a high level of consensus among entrepreneurs regardless of industry type, emphasizing that proactive measures—specifically building financial reserves, developing contingency plans, and fostering industry collaborations—are essential for long-term business continuity in a turbulent economy.