Observing the COVID-19 pandemic SOPs and sales performance: Evidence from Khyber Pakhtunkhwa, Pakistan

The quick emergence of the COVID-19 pandemic has shaken the foundations of the world's economy. Notably, women entrepreneurs were significantly in danger of income and sales due to the COVID-19 pandemic, which has had significant economic and social impacts. This study examines the effects of the COVID-19 pandemic Standard Operating Procedures (SOPs) on women entrepreneurs' sales performance, engaged in home-based activities. The chi-square test of association and linear probability model with interactions were applied to analyze the data collected using a questionnaire from 672 women entrepreneurs. Generally, cloth and cosmetics entrepreneurs reported an increase in sales. However, following the COVID-19 pandemic SOPs negatively affected women's entrepreneurial sales performance. Variations in findings were observed by testing the interaction and heterogeneous effects. The household contextual analysis is crucial for understanding the dynamics of women home-based entrepreneurs in the family and cultural context as they reported an increase in sales volume. The study's findings point to the adaptability, resilience, and multiplier effects of women entrepreneurs who faced economic, sociocultural, and institutional restraints encountered during the uncertain period of the COVID-19 pandemic.