Positive externality matters in the COVID-19 pandemic: the case of women informal businesses in District Mardan, Pakistan

The sharp outbreak of the COVID-19 pandemic has had a severe economic impact across the globe. It has affected human and business life and specifically led to drastic changes that how businesses and individuals behave. Therefore, this study aims first, to explore the impact of the COVID-19 pandemic on informal businesswomen; and second, to know the attitude of these businesswomen toward following the pandemic SOPs (standard operating procedures). Primary data were collected from 400 respondents randomly in district Mardan, Khyber Pakhtunkhwa province. Chi-square test analysis was performed to see the differences between rural–urban locations. The results of six products showed that pandemic increased the sales of both urban and rural informal businesses, i.e., cloth, cosmetics, tailoring, and grocery. However, dairy products and beautician businesses were affected adversely. Mix results were obtained about the respondents' attitudes toward pandemic SOPs. We recommend emerging rethinking for policymakers to promote these women businesses as it has played a role in maintaining family livelihood during the pandemic.