Financial Information Seeking Behaviour Among Women Entrepreneurs in Huye City Market, Rwanda

Authors

DOI:

https://doi.org/10.70759/8xptxb88

Keywords:

Women entrepreneurs, Financial needs, Information seeking behaviour, Rwanda

Abstract

Rationale of Study – The study interrogated the financial information-seeking behaviour of small-scale women entrepreneurs in Huye City, Rwanda – exploring their knowledge of microfinance institutions (MFIs), the financial services available to them; their accessibility and usage of financial information and, by extension financial services; the preferred communication channels for accessing financial information, and the existing financial information gaps amongst these women.

Methodology – Data was collected through a mini-survey with a semi-structured self-administered questionnaire targeting 128 women entrepreneurs. In-depth interviews and Focus Group Discussions generated qualitative data from 32 women entrepreneurs.

Findings – The findings revealed that most women entrepreneurs in the Huye City market overtly sought information on business credit services but were unaware of or had little information on MFIs that specifically target women and the financial services available for women entrepreneurs (35%). Hence, accessibility and use of these services were negligible (8%). Social networks were revealed as the key channels to receive and share information on MFIs and the services offered. However, other interpersonal and mass communication channels were equally valuable, such as visits by MFI experts, insider acquaintances, community audio towers, and billboards. 

Implications – Overall, a significant gap in information about MFIs and financial services that specifically target women was evident amongst the respondents in this study. The informed few were reluctant to commit for fear of breaking the MFI's restrictive credit requirements. A multiplicity communication approach is recommended to enable as much MFI information as possible to reach women entrepreneurs. 

Originality – This original research generated empirical data on financial information-seeking behaviour among women entrepreneurs in Huye City, Rwanda.

Author Biographies

  • Margaret Jjuuko, University of Rwanda

    Margaret Jjuuko is a Professor of Journalism, Media and Communication Studies at the University of Rwanda, and Principal Investigator for the “Preparing Media Practitioners for a Resilient Media in Eastern Africa” project (Rwanda chapter), which is funded under NORHED II. She is the current president of the East African Communication Association (EACA) and a board member of the African Journalism Educators’ Network (AJEN), among other professional affiliations. Her research is in the broader context of cultural studies in relation to environment and climate change communication, political communication, media and gender, social justice, media ethics and education, and ICTs for development.

  • Joseph Njuguna, Murang’a University of Technology

    Joseph Njuguna is a lecturer of Journalism and communication at Murang’a University of Technology, Kenya. He has broad research, consultancy, teaching and community service experience in information, media and communication issues in the East African region. He has also participated in various training of trainer (ToT) workshops and conferences in information and communication-related areas, locally and internationally. His research interests are in media education, ICTs for development, information behaviour, Science journalism, media and gender empowerment, and media policy.

  • Patrick Rurangangabo, Independent Researcher

    Patrick Rurangangabo is an independent researcher and social and development journalist in Rwanda.  He holds a BA in Journalism and Communication from the University of Rwanda. His research interests are mainly related to the influence of communication on societal progress. Patrick has worked across regional and local media, including print, radio, and online platforms. In 2024, he received the “Best Journalist of the Year” award from the Rwanda Media Commission for his impactful reporting. He is a member of the East African Communication Association (EACA).

     

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Published

15-06-2025

Issue

Vol. 10 No. 1 (2025)

Section

Research Articles

License

Copyright (c) 2025 Margaret Jjuuko, Joseph Njuguna, Patrick Rurangangabo (Author)

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Financial Information Seeking Behaviour Among Women Entrepreneurs in Huye City Market, Rwanda. (2025). Regional Journal of Information and Knowledge Management, 10(1), 35-54. https://doi.org/10.70759/8xptxb88

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