iarjbmIARJBMIARJBM2708-5147https://doi.org/10.47310/iarjbm.2021.v02i02.006Empirical Study of the Factors and Challenges Affecting Home Based Business Units in Nizwa, Sultanate of OmanRenjithKumar, R.Ameera GhanimAl. NabhaniLecturer in Marketing, Business Studies Department, University of Technology and Applied Sciences, Nizwa, Sultanate of Oman2Ibtisam Salim Zahir Al. Hadhrami, Riyadh Ahmed Mohammed Al. Rahbi, B. Tech. in Marketing, Business Studies Department, University of Technology and Applied Sciences, Nizwa, Sultanate of OmanThe Sultanate of Oman is witnessing widespread activity in the emergence of a large number of home businesses, which benefit from the remarkable development in advertising and electronic marketing methods spread on the Internet and social media. The objectives of the study are to identify the major factors that affect home business owners, the factors that influence the registered and unregistered business units, analyze the reasons for the reluctance of unregistered home business owners to register with Sanad Office. A sample of 129 home business owners are contacted. About 40% of the home business owners are engaged in food preparation. About 12% of them are engaged in handmade products. The main factor that influenced to start the homebased business is that they could manage the business effectively followed by the liking and interest in that business. About 81% of the non-registered units and 41% of the registered home business units are getting the orders though mobile application. About 47% of the registered units and 63% of the non-registered owners stated that customers will buy directly from their home itself. Owners of Registered home business units prefer to promote to their customers about their products through Instagram (47%). At the same time owners of non-registered business units prefer to communicate with their customers through WhatsApp (42%). Both owners in registered units (41%) and non-registered units (45%) face a challenge in proper promotion. Both the registered units (53%) and non-registered units (58%) owners require training support to sell their products.