Motivation among entrepreneurs in rural South Africa: a comparative study

Abstract

This study examined the motivation of entrepreneurs in starting a business. More specifically, it aimed to identify whether entrepreneurs have common motives for starting their own business, and to determine whether men and women have different reasons for becoming entrepreneurs. The empirical study was conducted on a sample of 101 entrepreneurs. A motivation scale and open-ended questions were used to measure motivation. The results indicated that men and women have various reasons for starting a business, and are primarily motivated by the need for independence, need for material incentives and the need for achievement. The need to contribute to the community was not an important motive. Comparatively, male entrepreneurs were more motivated by the need to give family security and to make a difference in the business, and female entrepreneurs were motivated more by the need to keep learning and the need for more money to survive.