In the changed entrepreneurial developmental scenario, the predisposition of entrepreneur’s behaviour can create an enabling environment for appropriate enterprise management. In such a research associated with enterprise management the attitude of entrepreneur always plays a critical role. Under this context, the present study was conducted to analyze the attitude of rural entrepreneurs towards appropriate entrepreneurship development and management. The present study was conducted in three villages namely Kalarayer Kuthi, Basdaha Natibari and Sajherpar Ghoramara under Cooch Behar-II block in Cooch Behar district of West Bengal. Purposive as well as multistage sampling and random sampling procedures were followed for the selection of the respondents. The data were collected with the help of structured interview schedule through personal interview method. The collected data were processed into statistical analyses like coefficient of correlation, multiple regression analysis. The attitude of entrepreneurs is considered as the consequent variable for the study and the sixteen other variables were considered as antecedent variables for the study. The variables annual income, land holding, house type, adoption leadership, management orientation, risk orientation, social participation and mass media exposure are positively and significantly associated with the attitude of the entrepreneurs towards enterprise development and management. The R2 value 0.408, it is to infer that the sixteen predictor variables put together have explained 40.80 per cent variation embedded with the predicted variable attitude of entrepreneurs towards entrepreneurship development and management. The unexplained variation embedded with the predicted variable attitude of entrepreneurs towards entrepreneurship development and management is 59.20 per cent.

Keyword: Attitudinal exposure; Entrepreneurship development; Rural enterprise