MCom (Business Management) / Department of Business Management / South African economic policies (for example, the National Development Plan [NDP] and Broad-Based Black Economic Empowerment Act [BBBEE]) place high emphasis on promoting entrepreneurial activities. In particular, these policies seek to provide for interventions that minimise challenges faced by entrepreneurs. In spite of this there is a segment of entrepreneurs that continues to experience numerous challenges – women entrepreneurs. The purpose of this study was to analyse the challenges faced by rural-women entrepreneurs. Rural women entrepreneurs in particular face challenges or barriers, which can be categorised under entrepreneurial, socio-cultural, personal, and technical barriers. The notion of gender socialisation can be used as one of several explanations as to why males and females behave differently. This kind of socialisation is also thought to be at the root of gender stereotyping, including chauvinism. This kind of socialisation has been said to influence the degree to which women face entrepreneurial challenges in rural areas. To address this research problem, which focuses on social perceptions, the critical realism paradigm was used. The research methodology used was a quantitative one, with the sample size 151 participants. Snowballing was utilised to locate participants with the desired characteristics. Self-completing questionnaires adapted from previous studies were utilised to gather data. The collected data was analysed using IBM-SPSS. Various descriptive and multivariate statistical tests, including ANOVA, cluster analysis, and factor analysis were used to analyse the data. The data collected indicated that women entrepreneurs with higher levels of gender socialisation (‘strongly believe’) are affected by entrepreneurial challenges more than those with low levels of gender socialisation. The results also indicated that education plays a key role in changing women’s’ attitudes towards their gendered roles and how they are socialised from a young age through to adult status. The researcher recommended equal opportunities for both males and females with regard to access to state resources such as education and finance, and access to information about businesses. / NRF