Motives of Entrepreneurs: A Case Study of South Africa

Abstract

The study reported in this paper examines the motivation of entrepreneurs in starting a business in the socio-economic milieu of South Africa. More specifically, it aims to identify similarities and differences in the motive profiles of 101 male and female entrepreneurs. A motivation scale and open-ended interviews were used to assess the ‘reasons for starting a business’. Both men and women entrepreneurs were found to be 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 reason. Male entrepreneurs in comparison to females were more motivated by the need to provide family security and to make a difference in the business. Female entrepreneurs more than males were motivated by the need to keep learning and the need for more money to survive.