Yardstick International College

ENTREPRENEURIAL ATTITUDE AND BUSINESS

ORIENTATION: IN THE CASE OF ADMAS UNIVERSITY
MEGENAGNA COMPUS GRATUAT STUDENTS

THESIS SUBMITTED TO:

YARDSTIC COLLAGE, SCHOOL OF GRADUATE STUDIES IN
PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE
DEGREE OF MASTERS OF BUSINESS ADMINISTRATION
(MBA).

SUBMITTED BY:

SELAMAWIT CHAKA

ADVISOR:

Dr. YITAYAL BELAY

JULY, 2023
ADDIS ABEBA, ETHIOPIA
 Yardstick International College SCHOOL OF GRADUATE
STUDIES
FACULTY OF BUSINESS ADMINSTRATION

ENTREPRENEURIAL ATTITUDE AND BUSINESS

ORIENTATION: IN THE CASE OF ADMAS UNIVERSITY
MEGENAGNA COMPUS GRATUAT STUDENTS

BY

SELAMAWIT CHAKA

ID- MBA 273/14A

APROVED BY BORED OF EXAMINERS

_____________________ _________
Dean, Graduate Studies Signature

_____________________ __________
Advisor Signature

______________________ __________
External Examiner Signature
 DECLARATION
I, the undersigned, declare that this thesis is my original work, prepared
under guidance of Yitayal Belay (PHD) all sources of materials used for
the thesis have been duly acknowledged. I further confirmed that the
thesis has not been submitted either in part or in full to any other higher
learning institution for the purpose of earning any degree.

________________ __________
Name Signature

Yardstick International Collage, Addis Ababa

 ENDORSEMENT
The thesis has been submitted to St. Mary’s university, school of
graduate studies for examination with my approval as a university
advisor.

____________________ __________
Advisor Signature

Yardstick International Collage, Addis Ababa

July, 2023
 Acknowledgement

Firs I would like to present words for the power full god. Next, I am very much indebted to my
advisor Dr. Yitayal belay for his continuous and regular follow up in producing this paper. I am
grateful for his contradictive criticism, patience encouragement and devotion without which this
study would have never reached its present stage. It is also fact that I would like to thank my
families and husband for their contribution to the success of this study by providing me financial
and moral support. Last but not least, I acknowledge admas University, college megenagna branch
to give The chance to conduct the study.
Abstract..............................................................................................................................................1
CHAPTER ONE................................................................................................................................2
1. INTRODUCTION.........................................................................................................................2
1.1 Background of the Study......................................................................................................2
1.2 Background of the organization...............................................................................................4
1.3 Statement of the problem.........................................................................................................4
1.4 Objectives of the study.............................................................................................................5
1.4.1 General Objectives...........................................................................................................5
1.4.2 Specific Objectives...........................................................................................................5
1.5 Significance of the study..........................................................................................................6
1.6 Scope of the Study...................................................................................................................6
1.7. Limitation of the Study...........................................................................................................8
1.8. Organization of the thesis.......................................................................................................8
CHAPTER-TWO...............................................................................................................................9
2. LITERATURE REVIEW..............................................................................................................9
2.1 Entrepreneurial attitude and business orientation....................................................................9
2.2 Why study attitudes................................................................................................................10
2.3 Entrepreneurs.........................................................................................................................11
2.4 Contributions of entrepreneurs..............................................................................................11
2.5 Essential Entrepreneurial attitude..........................................................................................12
2.6 Personality characteristics of successful entrepreneurs.........................................................14
2.7 Entrepreneurial behavior........................................................................................................16
2.8 Entrepreneurship Education...................................................................................................17
2.9 Business startup as educational goal......................................................................................17
2.10 Business orientation.............................................................................................................18
Types of business orientation.......................................................................................................18
CHAPTER-THREE.........................................................................................................................21
3. RESEARCH METROLOGY......................................................................................................21
3.1. Sources of data (material).....................................................................................................21
3.2. Data collection method.........................................................................................................21
3.3. Sampling techniques.............................................................................................................21
3.4. Data processing and analysis................................................................................................22
3.5. Data interpretation and reporting..........................................................................................22
CHAPTER –FOUR.........................................................................................................................23
4. DATA ANALYSIS, INTERPRETATION AND PRESENTATION.........................................23
4.1 The demographic information of the respondent...................................................................23
4.2. Responses towards entrepreneurial attitudes of students (responds on general equations)..24
4.2.1. Family background........................................................................................................24
 4.2.2. The role of their department in business knowledge (Educational business knowledge)
.................................................................................................................................................25
4.2.4. The key influencer to go in to business.........................................................................25
4.2.5. The attitudes of students toward start new business......................................................26
4.2.6. Motivations for starting up a business...........................................................................27
CHAPTER-FIVE.............................................................................................................................29
5. CONCLUSION AND RECOMMENDATION..........................................................................29
5.1. CONCLUSION.....................................................................................................................29
5.2 Recommendation...................................................................................................................30
Reference.........................................................................................................................................31
APPENDIX.....................................................................................................................................32
Table 0f figures

Table 1...............................................................................................................................................4
Table 1...............................................................................................................................................4
Table 1...............................................................................................................................................4
Table 1...............................................................................................................................................4
Table 1...............................................................................................................................................4
Table 1...............................................................................................................................................4
 Abstract

Entrepreneurship is a worldwide phenomenon with economic growth across the globe positively
impacted by the emergence of new and innovative business start-ups. Entrepreneurship as an
academic discipline is still considered relatively new although its origin can be traced back to the
seventeenth century, when economist Richard Cantillon coined the term, entrepreneur.

This research paper is, hence, aimed at identifying the attitude of college students towards
entrepreneurship or business ownership, the specific constraints that impede students to start business,
and incentives for starting a business as a viable alternative for the youth among others.

Most of the students are believed in receiving educational business knowledge course because
most of the courses give in that branch have business touch, they also want to start their own
businesses, and they strongly believe that Starting a business is the only chance to earn money ,
whilst agree that they would prefer to work for a large company for better career prospects.
Entrepreneurship seemed an attractive career to many respondents; nonetheless many respondents
are attracted by employment and financial security offered by big companies.
 CHAPTER ONE

1. INTRODUCTION

1.1 Background of the Study

Over the last decades, the numbers of university programs that focus on imbuing
students, especially business students, with entrepreneurial skills have increased
dramatically. Research tells us that it is possible to significantly increase student ability in
content areas relevant to entrepreneurship through well planned educational
interventions. Entrepreneurship is a well-known driver of productivity, job creation,
innovation and both social and economic development (Shane and Venkataraman, 2000;
Audretsch, 2012). The entrepreneurship education is known as a crucial predictor of
students’ entrepreneurial intention (EI) and behaviors. A proper understanding of
entrepreneurship is required to implement and develop effective strategies to motivate
and
inspire students; therefore, it follows that a proper understanding of entrepreneurial
attitudes
among bachelor’s and master’s students of universities is an essential concern for every
entrepreneurship researcher. Entrepreneurship is a worldwide phenomenon with
economic growth across the globe positively impacted by the emergence of new and
innovative business start-ups. Entrepreneurship as an academic discipline is still
considered relatively new although its origin can be traced back to the seventeenth
century, when economist Richard Cantillon coined the term, entrepreneur.

The understanding of entrepreneurship owns match to the work of economists Joseph

Schumpeter and the Austrian economist such as Ludwig van miss and van Hayek. In
Schumer an entrepreneur is a person who is willing and able to convert new idea or
innovate in to a successful innovation.

2
Entrepreneur forces “Creative destruction” across market and industries. Simultaneously
creating new products and business models. In this way creative destruction is legally
responsible for the dynamism of industries and long run economy growth.
Entrepreneurship is widely regarded as an integral player of in the culture of a country
and particular as an engine for job creation and economic growth. On the other extreme
definition, anyone who wants to work for him in considered to be an entrepreneurship.
The word entrepreneur originates from the French word “Entreprender” trait are not true
that successful entrepreneur born that way, in fact a successful entrepreneur. However
there are some specific entrepreneurial traits person must have to be success in the field
of business.

Despite all those claimed, by considerable number of scholars that entrepreneurship

(business) in the Ethiopia scale has not shown any improvement until this time. This is
true to many workers regardless of the type profession they belong to considering all
these issues the overall subject since the beginning of the 21 st centuries entrepreneurship
become a topic of discussion, speculation and research. Accordingly the researcher aimed
mainly to assess the abilities of both business and non-business students in creation of
business and enables how much is their attitude in entrepreneurial activity and business
orientation. And also the researcher intended to guide some possible solutions for the
matter of the problems.
Previous studies show that the problem of entrepreneurial attitude and business
orientation of students are not solved yet. Because of these facts, this study will be tried
to pick out he factors that encounter them to do so.
That is why; the researcher believed that the presence of entrepreneurial attitude among
university students may be an important indicator of the pool of potential entrepreneurs.
This study examines the constructs of entrepreneurial attitude orientation versus
entrepreneurial financial success, their impact on small business (performance).

3
 1.2 Background of the organization

Admas University was established in Addis Ababa, Ethiopia, in October of 1998.

Identifying a need for higher education in Somaliland, Admas University established a
campus in Hargeisa in September of 2006. The Hargeisa campus was established in line
with a greater policy of expanding access to education throughout the region. So far,
branch campuses have also been established in Debreseit, Dessie, and Adwa. Since then
the university has produced more than 10,000 graduates in various professional fields.
Currently the Ethiopian Ministry of Education has accredited all of the University's
Certificate, Diploma and Degree programs. At present, the total of enrolled Admas
University students is over 10,000 students in all campuses, including the Hargeisa
campus. The Hargeisa campus is an autonomous branch that offers Degrees Post
Graduate Diploma in various fields.

1.3 Statement of the problem

Entrepreneurs are the most important tool for the growth of the country because the
economy cannot show improvement without the involvement of creative individuals who
create business rather than seeking job from the government. The roles of university
students are significant in this case. University student’s attitude toward entrepreneurship
should be improved in order to achieve the development strategy of any country because
now a day’s unemployment issue is highly related with graduate students from different
private and government universities. Potential business ideas can be generated from
business students since they are familiar with different direction of business concepts
which addressed by the course they cover. Unemployment level and low initiation to start
one’s own business of graduate students is a continuing problem in Ethiopia.

It is self-evident that the development of national greatly depends on the embellishment

of flourishing and small operation of business, particular business that is initiated by
individual that means entrepreneurs. Attitudes toward entrepreneurship among university

4
students may be relevant as well. The number of business initiation and operated in any
country and in any given period has strong relation with a positive entrepreneurial quality
and business orientation of the peoples. But there is great difference between business
and not business students. This difference must be removed by providing some
concerned solutions. Both sets of students play an import role in over the economy. But
the role and associated behaviors between them are remaining different.

Even though there exist a good entrepreneurial traits and business orientation starting and
intimation business will be difficult unless social, political and economic environment
factories are conductive. For entrepreneurship of grow, a good social, political and
economic environment is necessary condition, but not a sufficient one. Individuals who
live in such an environment must have entrepreneurial traits. Therefore the above fact the
personal quality they possess or lack, the business orientation they developed and the
social political and environmental factors in our country will determine the degree, place
an development of entrepreneurship in Ethiopia. There is a high potential for starting new
businesses in Ethiopia but more of graduating students waste their time looking for job
opportunities. This bad entrepreneurial attitude among graduating students is the main
cause for rapidly rising unemployment rate in the country. Based on the stated bad
entrepreneurial attitude problems, the study tried to assess entrepreneurial attitude among
students of Admas University Collage Megenagna Branch students.

1.4 Objectives of the study

There are general and specific objectives in this study

1.4.1 General Objectives

The general objective of this study is to assess the overall business orientation and
entrepreneurial traits of students.

1.4.2 Specific Objectives

5
  The study will tries to assess business and non-business attitude towards
entrepreneurial activities.
 Weather college students have interest of starting their own business than only
looking for a job.
 To assess the major factors behind inducing students not to involve in business.
 To evaluate the existing prospect as far as students are concerned.
 Constraints that impedes college students from starting and running their own
businesses.

1.5 Significance of the study

Entrepreneurial orientation in its broader conceptualization positively influences the

international performance and the effect is by far stronger than the one observed in
existing studies. The reason for this is that both explorative and exploitative dimensions
matter and equally drive the international performance.. So that any concerned party
would a position provided and structured a policy favoring students. Having the
knowledge level of business orientation of students, it:
 Make students aware about the merits of business and being one’s own boss.
 Aware the latent entrepreneurial talent in students and peruse the path.
 Serve as a reference for future researcher.
 To fill the information gap at organizational level.
 To modify or shift stack holders that previously they have.
 To solve social, political and economic problems of entrepreneurship.
 To reduce social problems and unemployment in the material level.
 To create job opportunity and new markets.

6
 1.6 Scope of the Study

The main objective the study was to assess the overall business orientation and attitudes
of students. Although due to broad perspective of the subjects the study is supposed to
undertake a wide range assessment investigation to draw reasonable conclusion. But due
to some constraints the study was confined to the students of admase University collage
only on Megenagna branch.

7
 1.7. Limitation of the Study

This study has some limitations some of the major problems are listed as follows.

 Books and other related articles written regarding to students orientation towards
business and entrepreneurial traits were not readily available in sufficient quality.

1.8. Organization of the thesis

The study has five chapters. The first chapter deals introduction which consists of
background of the study, background of the organization, statement of the problem,
objective of the study significance of the study. Scope and limitation of the study and
organization of the study. The second chapter will emphasize on review of related
literature, which is briefly discuss about the definition and concepts of entrepreneurs and
entrepreneurship and other related concepts. The third chapter will consist of
methodology of the study. Chapter four describes data analysis, interpretation and
presentation and Chapter five describe conclusion and recommendation.

8
 CHAPTER-TWO

2. LITERATURE REVIEW

2.1 Entrepreneurial attitude and business orientation

An entrepreneurial attitude is an extent to which individuals perform an entrepreneurial

behavior to capture the target market (Krueger, 2000). Entrepreneurship attitudes have a
significant role in career development and decisionmaking for carrying out EI behaviour
(Krueger, 2000; Joensuu-Salo et al., 2020). Described as the extent to which an
individual has a negative or positive approximation to becoming an entrepreneur (Karali,
2013), attitudes towards entrepreneurship have the power to predict the individual’s
entrepreneurial movements in the future (Carlson, 1985). The word entrepreneur
originates from the French word “Entitreprendre” which means” to undertake” or “go
between” In business context, it implies to start a business. Entrepreneur is one who
originates, manages and assumes the risk of a business or enterprises. Entrepreneurship is
a central pillar of prosperity, job creation, innovation and socio-economic development
(Shane and Venkataraman, 2000; Audretsch, 2012).
An entrepreneurial attitude is an extent to which individuals perform an entrepreneurial
behaviour to capture the target market (Krueger, 2000). The development of the
entrepreneurial attitudes and behaviours can be possible through EAO model factors such
as the need for achievement, self-esteem, personal control and innovation (Robinsonet
al., 1991; Harris and Gibson, 2008). For any economy to achieve that, it is necessary to
develop entrepreneurial attitudes (Soomro and Shah, 2015; Karimi et al., 2014). The
concept entrepreneur has a wide range of meaning, on one extreme and entrepreneur is a
person of very high attitude who pioneers changes, possessing characteristics found in
any small fractions of the population. On the other way it means anyone who wants to
work for him or herself is considered to be an entrepreneur. (David Mc Cleland; 1981)
P.284) Entrepreneurship placed an emphasis on innovations such as
- New products

9
 - New production method
- New market
- New form of organization
An entrepreneurship also defined as the process creating something different with value
by devoting the necessary time and effort, assuming the accompanying financial and
personal satisfaction in the book under the title entrepreneurship starting development
and managing a new enterprises. In almost of the definition of entrepreneurship there is
agreement that new is talking about a kind of behavior that includes.
1, initiate taking
2. The organization and recognizing social income’s mechanisms to turn resources and
situation to practical account.
3. The acceptance of risk of failure (Robert C.j 1974; P.174).

2.2 Why study attitudes

Attitudes had a tendency to change across time and situations with the environment. So,
once a person’s attitude was measured, a prediction could be made about a person’s
future actions (Carlson, 1985). Based on prior research on personality, demographics and
entrepreneurship, and Carlson’s attitude consistency model, Robinson et al. (1991)
developed the Entrepreneurial Attitude Orientation (EAO) model to predict
entrepreneurial activity. Attitudes also exist at the general and specific levels for many
objects. Because of this, attitude specificity needs to be matched by measurement
specificity (Abelson, 1982; Ajzen, 1982). An underlying assumption of the researcher
query is that taken collectively, students attitude affect the level of entrepreneurial
activity. Specific evidence to support this assumption de0s not yet exist. But the study
offer several reasons why it is plausible. The presence of entrepreneurial attitude among
university students may be an important indicator of the pool of potential entrepreneurs.
Areas with larger proportion to start success ful business may display higher rate of form
creation simply because there are many university students graduate who are likely to
start business. This factor may contribute only partially to the country’s entrepreneurial
activity. The total number of students learning a business remains small and dependent up

10
on other unmeasured characters. Attitude towards entrepreneurship among university
students may be relevant as well. Non business students have higher failure rate and at
least initially pay flower ways than business or learn entrepreneurship to establish
business activity. Entrepreneurship has become a widely thought subject in university and
business schools. Hoeceer, only a copy small number of studies have investigated the
effect of entrepreneurship and graduate with other majors. The results indicate that
graduates on entrepreneurship major are more likely to start a new business and have
stronger entrepreneurial attitude than other graduates. (Recent entrepreneurial intention of
university students). (Researcher tracker and kolkereid; 1999; P 108)

2.3 Entrepreneurs
Entrepreneurship is a well-known driver of productivity, job creation, innovation and
both
social and economic development (Shane and Venkataraman, 2000; Audretsch, 2012).An
entrepreneurial attitude is an extent to which individuals perform an entrepreneurial
behavior to capture the target market (Krueger, 2000). The development of the
entrepreneurial attitudes and behaviors can be possible through EAO model factors such
as the need for achievement, self-esteem, personal control and innovation (Robinson et
al., 1991; Harris and Gibson, 2008)An entrepreneur is a state of mind that people which
to create a new firm or a new value deriver inside existing organizations. It is driving
force of the entrepreneurial activity. Research on entrepreneurial activity makes an
inquiry in to why some people choose to be self-employed or start their own business
while others prefer traditional salary based jobs. In sum there are numerous aspects to the
study of entrepreneurial in each addressing different facts of international entrepreneurial
activity. (Aizen’s (1992); P.287).

11
2.4 Contributions of entrepreneurs
Benefits of Entrepreneurship in the Economy

1. Entrepreneurs provide job opportunities

2. Entrepreneurs increase competition & boost productivity
3. Entrepreneurs create new business & new markets
4. Entrepreneurs add national income
5. Entrepreneurs introduce innovative technologies
6. Develop new markets; under the concept of marketing, markets are people who
are willing and able to satisfy their need.
7. Discover new source of materials; in business, those who can develop new
sources of materials enjoy a comparative advantage in terms of supply, cost and
quality.
8. Mobile capital resources; an entrepreneur has an initiative and self-confidence in
accumulating and mobilizing capital resources for new business or business
expansion.
9. Introduces new technologies industries, and products. Every year there are new
technologies and products that are intended to satisfy human needs.
10. Create employment, millions of jobs are provided by the factors, services,
industries, agricultural enterprises and the numbers.

2.5 Essential Entrepreneurial attitude

Attitude is an important trait needed for an entrepreneurial career. Entrepreneurs need to
have positive attitudes. Some of the essential attitudes required of the entrepreneurs are as
follows:

1. Attitude towards Imagination. Entrepreneurs are visionaries as they visualize

opportunities in the environment. They also imagine the ways by which they can solve

12
the problems faced by the people. They are quick to analyze the facts, perceive a given
situation and identify the strengths and weaknesses of the situation, find opportunities for
innovation, growth and development. They integrate intuition with imagination to make a
new meaning, a new product or anew service.

2. Attitude towards Risk. Entrepreneurs are inclined to take calculated risks to

introduce something new and earn higher profits. But they are not gamblers.

3. Attitude towards Initiative. Entrepreneurs have a tendency to false initiative and

not remain just onlookers. They are basically leaders and not followers. They endeavor to
convert their dreams into reality.

4. Attitude for looking new opportunities. Entrepreneurs are always been to locate
new opportunities and start new ventures to make use of the opportunities.

5. Attitude towards changes. Entrepreneurs have a positive attitude towards change.

They love change as change is the law of life. The accept challenges thrown open by the
changes in the environment.

6. Attitude towards freedom of expression and action. Entrepreneurs have a

tendency to enjoy freedom of expression and action. They do not feel happy getting
instructions from others. This tendency very often results in their giving up a jobs or
employment and trying their own ventures. Since they value independence and
ownership, they like to think on their own and act accordingly.
7. Attitude towards performance (successful completion of targets). Entrepreneurs
value performance, that too an outstanding performance. Successful completion of the
task is an indicator of their performance-whether they are performing well or not. They
have a tendency to complete task against odds. This gives them immense satisfaction
after the performance of the task.

8. Attitude towards personal capacity. Entrepreneurs tend to believe in their capacity

13
to influence the environment. They have a tendency to change it rather than leave
everything to luck or to forces beyond their control. This naturally emerges out of their
value for work, which makes them believe that anything and everything can be achieved
through their own efforts. They think that in any given situation they can change and
influence the environment.

9. Attitude towards Building Relations or Networking. Entrepreneurs often lack

various resources required to complete a venture or project. If they have networking with
the suppliers of various resources such as capital, machinery, materials, etc. many of their
difficulties are solved. Thus, entrepreneurs should have positive attitude towards
networking or building relations with the suppliers of various resources.

10. Attitude toward customers. Entrepreneurs have respect for their customers and so
they put the customers first. They accord top priority to customer satisfaction, and
maintain expert seashore that is given the responsibility of building customer trust. The
success of a business rests to a great extent on the ability of the entrepreneur to listen to
the customer to find out quickly what the customer wants. This feedback is of immense
importance as it helps the entrepreneur in bringing about changes in the contents, quality
and delivery of the product.

2.6 Personality characteristics of successful

entrepreneurs
- Most important characters for success as an entrepreneur are
1. Curiosity

Successful entrepreneurs have a distinct personality trait that sets them apart from other
organizational leaders: a sense of curiosity. An entrepreneur's ability to remain curious
allows them to continuously seek new opportunities. Rather than settling for what they
think they know, entrepreneurs ask challenging questions and explore different avenues.

2. Structured Experimentation

14
Along with curiosity, entrepreneurs require an understanding of structured
experimentation. With each new opportunity, an entrepreneur must run tests to determine
if it’s worthwhile to pursue.

3. Adaptability

The nature of business is ever-changing. Entrepreneurship is an iterative process, and

new challenges and opportunities present themselves at every turn. It’s nearly impossible
to be prepared for every scenario, but successful business leaders must be adaptable. This
is especially true for entrepreneurs who need to evaluate situations and remain flexible to
ensure their business keeps moving forward, no matter what unexpected changes occur.

4. Decisiveness

To be successful, an entrepreneur has to make difficult decisions and stand by them. As a

leader, they’re responsible for guiding the trajectory of their business, including every
aspect from funding and strategy to resource allocation.

5. Team Building

A great entrepreneur is aware of their strengths and weaknesses. Rather than letting
shortcomings hold them back, they build well-rounded teams that complement their
abilities.

6. Risk Tolerance

Entrepreneurship is often associated with risk. While it’s true that launching a venture
requires an entrepreneur to take risks, they also need to take steps to minimize it.

7. Comfortable with Failure

In addition to managing risk and making calculated decisions, entrepreneurship requires a

certain level of comfort with failure.

2.7 Entrepreneurial behavior

15
Understand the personal behaviors associated with successful entrepreneurial
performance.
 Leadership
 Demonstrate honesty and integrity
 Demonstrate responsible behavior
 Demonstrate initiative
 Demonstrate ethical work habit
 Exhibit passion for goal attainment
 Personal management
 Maintain positive attitude
 Make decision
 Develop an orientation to change
 Democratic problem solving skills
 Assess risks
 Assume personal responsibility for decision

2.8 Entrepreneurship Education

Entrepreneurship education seeks to provide students with the knowledge, skills and
motivation to encourage entrepreneurial success in a variety of settings. Variations of
entrepreneurship education are offered at all levels of schooling from primary or
secondary schools through graduate university programs.Different schools or traditions of
research begin for the different patterns of expansion. The agents of the field agree that
entrepreneurship has positive effects. These effects are pointed out in a wide range of
areas. Ayttti (2001) P 103 argues that the positive views are so dominant that it might be
even socially un acceptable think negatively. Through this positive attitude do not
necessary correlate with actual activities when it comes to qeusjralting business starts
ups. They assumed positive effects of entrepreneurship have been questioned. (Hennery
Nd Hill, 1997; PP 346-347).

16
2.9 Business startup as educational goal
Startups are founded by one or more entrepreneurs who want to develop a product or
service for which they believe there is demand. These companies generally start with
high costs and limited revenue, which is why they look for capital from a variety of
sources such as venture capitalists there are so general agreements that entrepreneurship
education is, must be rather than shall be. It is described perhaps the most important
economic development mechanisms. To succeed in this entrepreneurship education must
be concerned with learning and facilitating for entrepreneurship no about it “Doing” is
more than “thinking” knowledge has to be converted in to solutions that benefits
customers in the market place. (Formiea 2002: P.171) The learning must be personal,
practical and experimental trough discovery.

2.10 Business orientation

Business orientation comprises a company or organization's approaches for its strategies
for success. It includes identifying a company's goals and strengths and creating a plan
before production or sales activities take place. Companies use their business orientation
to create the major characteristics of their style and culture. These types of orientations
can allow for the development and evolution of a company's overall strategic outlook.
Business orientation projects has been established business related career interests bean
more about the working of the business world and related ventures. Business orientation
sessions are facilities by minority business professionals who bring the class room made
range of knowledge and ability in the areas of management, Accounting. Marketing, sales
and entrepreneurship. This programed provides students with an opportunity to learn first

17
had what it takes to successes in various career paths in the realisms of business. Over the
years, students have expressed that the basic skills and business knowledge which they
acquired through the business orientation project to has helped them to understand the
necessary steps it tables to own business choose a career path and business professionals.

Types of business orientation

There are various orientations a business can use depending on its major goals. It can
choose to focus on any part of a workflow, including manufacturing, marketing or sales.
Here are six orientations and how businesses implement them:

Production orientation

Production orientation is where a company focuses on its product pipeline. This means a
major goal of a company is to increase the efficiency of every part of its manufacturing
workflow. If a company can reduce the overall costs of a product, it has the chance of
competing with other companies selling the same or similar products.

There are multiple strategies companies might use to establish a production orientation.
This can include changing their methods of purchasing raw materials to reduce the
overall costs, such as purchasing in larger quantities or changing suppliers.

It can also involve a focus on innovation to create the same quality product with cheaper
materials. Companies can also decide to replace manual processes with automation,
increasing efficiency and possibly further reducing costs.

Product orientation

Product orientation can mainly focus on innovation. Companies can take existing
products and focus their efforts on making them better or create new products that can
solve existing problems. Their strategies focus on the features and benefits a product
might offer to a customer. This can allow the company to stay ahead of its competition
and remain relevant to its target audience.

18
Companies using a product orientation focus on customer feedback and satisfaction to
identify additional needs and features to emphasize. They also can regularly survey
existing customers and use focus groups to further identify what makes customers happy.
Locating and solving these specific customers' needs can help develop strong customer
loyalty, which can increase sales.

Sales orientation

Sales orientation is about the processes that move products and generate cash flow. A
company can focus on methods to convince consumers to purchase its products and
services rather than directly considering a customer's particular needs. This may be an
orientation companies can apply when metrics show lowered consumer engagement. A
company might turn to promotions as a strategy to increase traffic. These forms of
strategies can create short-term solutions to create awareness of a company's product and
increase customer traffic.

Marketing orientation

Marketing orientation is like sales orientation because it focuses on strategies for

promoting products. The major difference is marketing orientations create promotional
methods to attract new customers. Part of the process is creating a marketing message
that properly educates and convinces potential customers to purchase a product or
service.

This can include researching potential future demographics or demand and working
toward designing a product or service these customers may want. They want to create
marketing strategies that encourage customers to consider their company first for its
specific product or service. It also seeks to help customers associate the company with
positive feelings, outlooks and solutions.

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 CHAPTER-THREE

3. RESEARCH METROLOGY

Methodology is the basic part of the scientific research because of it gives detail about
the data (materials). Methods of data collection and sample size are useful to carry out
research activities.

3.1. Sources of data (material)

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The study was conducted in Admas University collage on megenagna branch which is
located in Addis Ababa. Data was obtained from students of the university specifically in
megenagna branch students.

3.2. Data collection method

In this study to collect the necessary data the researcher used both primary and secondary
sources. Secondary data was obtained direct from written documents. Among the primary
data questionnaires were used to collect information from students. The questionnaire is
both open ended and closed ended type. The reason that the researcher used the
questionnaire is, it is important to increase the likely hood of obtaining accurate
information from the students. Unclear answers were dropped out.

3.3. Sampling techniques

The researcher employed random sampling techniques. The steps involved to the targeted
population of admase University college students, megenagna branch was select form the
total admas university colleges branches.
To select these for the study College was taken judgmentally which enables to consider
the entrepreneurial attitude and business orientation of business students was taking by
using simple random sampling technique.

By using the random same technique a sample size was selected from the collage for the
study. Totally 160 students was taken as a total sample size for the study.

3.4. Data processing and analysis

After the necessary data for the study was collect, the processing and analysis of the data
was being done. The questionnaire manually sorts out by editing, classifying and
collected so that they were suitable for further analysis. Editing is the process of the

21
examination of the collected data in order to sure possible problems is resolve. After
processing and classifying the data which are the base for the study. The analysis will be
made.

The analyzed data was being organized in tables using percentage to put or to present
some part of the data. The data collected processed and analyzed by using pie-charts,
tables and percentage computations. In this study descriptive analysis will used because
its simplicity and clarity to draw inferences.

3.5. Data interpretation and reporting

After the data was processes and analyze the researcher will interpret and in detail
explanation. Finally the whole findings were disclosed.

CHAPTER –FOUR

4. DATA ANALYSIS, INTERPRETATION AND PRESENTATION

The general purpose of the study was to assess the overall entrepreneurial attitudes and
business orientation of Admas University college students. In doing so questionnaires
that consists of 9 items was prepared. The data gathered were presented and interpreted
one after the other. All the data presented, analyzed and interpreted here are obtained
from questionnaires. The questionnaires are filled admas University collage megenagna

22
branch students. These questions were divided in to two parts as it is shown on the back
of the paper. The first part which consists of three questions, designed to assess the
demography of the students. The second part which consists of 6 questions designed to
know the business orientation of the students.
The questionnaires were organized based on the sequences which were provided in the
questionnaire a total of 170 respondents were taken to fill the questionnaires. Among 170
questionnaires distributed only 10 questionnaires were not collected. This means 160
respondents were properly filled the questionnaires.

4.1 The demographic information of the respondent

 Gender composition of the respondent

- 40.21% female
- 59.79% male

 Age composition of the respondent

- 40.55% < 20 years age

- 47.12% is 20-25 years age
- 12.33%>than 25 years

 Respondent department
Table1. Respondent department
Number Departments Frequency %
1 BA degree in accounting and finance 35 21.87%

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 2 BA degree in business management 50 31.25%
3 BA degree in marketing management 40 25%
4 BA degree in computer science 35 21.87%
Total 160 100%
Source; own source (Compiled from questionnaires)
From 160 questionnaire 32.25% were distributed among students of business
management students, 25% for marketing management, 21.81% for accounting and
finance and computer science.

4.2. Responses towards entrepreneurial attitudes of students (responds on general

equations).

4.2.1. Family background

The students responded when asked whether there is a business person in their family or
relatives.
Table2. Respondent department
Background Students
Frequency %
Yes 77 46.12%
No 83 51.87%
Total 160 100
Source; own source (Compiled from questionnaires)
As shown in the above table, 51.87% of the respondent’s families are not in business and
46.12% of the respondents family involved in business.

4.2.2. The role of their department in business knowledge (Educational

business knowledge)

The Responses of students how much the course provides students getting business
knowledge or required to start new business is as follows below:-
Table3. Knowledge’s from the courses of business

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 Item Students
Frequency %
Yes 96 60%
No 64 40%
Total 160 100%
Source: own source (Compiled from questionnaires)
From the above table according to the respondent 60 %( 96) of students are believe in
receiving educational business knowledge course and 40% (64) of students are not
believing in receiving educational business knowledge.

4.2.4. The key influencer to go in to business

When asked whom do you consider the key influencer to go in to business they
responded as follows.
Table4. Key influencer to go in to business
Item Students
Frequency %
Teachers 24 15%
Government 30 18.75%
Sportsman 14 8.75%
Politician 4 2.5%
Media coverage of business and 35 21.87%
business people

Artists 8 5%
Business persons 45 28.12%
Total 160 100
Source: own source (Compiled from questionnaires)
From the above table 15% of the respondents claimed that teachers can positively
influence our attitude towards starting up a business. The 18.75% of the respondents
claim that government can positively influence the student on starting up a business. The

25
8.75% of the respondents says sports man can positively influence on starting up a
business. 4% of the respondents claimed that politician can positively influence our
attitude towards starting up a business. The 21.87% of the respondents claim that Media
coverage of business and business people can positively influence the student on starting
up a business. 5% says artists and 28.12% of the respondents claim that business persons
can positively influence our attitude towards starting up a business.

4.2.5. The attitudes of students toward start new business.

Table5. How interested are students in setting up their own Business?

Students
Item Frequency %
Most interested 81 50.62%
More interested 43 26.87%
Less interested 36 22.5%
Total 160 100%
Source: own source (Compiled from questionnaires)

From the above table according to measurement items 50.62% (81) students are most
interested, 26.87% (43) more interested and 22.5% (36) less interested. It implies that
most of the students recognized the important for setting up new business. So this shows
that students in higher educational institutions are most interested in setting up of new
business for their own.

4.2.6. Motivations for starting up a business

When asked to rank a motivation factors for starting up a business they responded as
follows.

Table6. Motivations for starting up a business

26
 Frequency of Ranks for each motivating factors
Motivating factors

1st 2nd 3rd 4th 5th total

To do what I really want to do 50 42 35 20 13 160

To be my own boss/to be independent 62 54 44 0 0 160

To help in creating employment 30 20 30 41 39 160

Starting a business is the only chance to 66 50 30 10 4 160

earn money for me

For financial freedom 45 0 50 35 30 160

Source: own source (Compiled from questionnaires)

From the above table the findings are summarizing as the following:-
 To do what I really wants to do 31.35% ranked it first, 26.25% ranked it second
and 21.87% ranked it third and beyond.
 To be my own boss 38.75% ranked it first, 33.75% ranked it second and 27.5%
ranked it third. It implies more of the students want to start business because of to
be there on boss.
 To help in crating employment 18.75% ranked it first, 12.5% ranked it second and
18.75% ranked it third and beyond.
 Starting a business is the only chance to earn money for me 41.25% ranked it
first, 31.25% ranked it second and 18.75% ranked it third. It implies most of the
students want to start business because of to be there on boss.
 To financial freedom 28.12% ranked it first, 0% ranked it second and 31.25%
ranked it third.

4.3.7. Interests of students after drop out Form University

When asked if you completely dismissed from the university due to some problem, then
what will you do. They responded as follows.

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 Table7. Intention of students after drop out from university
Item Students
Frequency %
To start business 57 43.90%
To continue evening education 39 20.73%
To employee in organization 37 18.29%
Other 27 17.07%
Total 160 100
Source: own source (Compiled from questionnaires)
From the above table most of students have interest to start business after drop out of
university. But business students more interested in starting business.

CHAPTER-FIVE

5. CONCLUSION AND RECOMMENDATION

5.1. CONCLUSION

The overall objective of this study is to assess the entrepreneurial attitudes and business
orientation of admas university collage megenagna branch students. During the study is

28
conducting the researchers used primary data. The targeted populations were 160
students. The data were collected through a questionnaire and analyzed based on both
qualitative and quantities expressions. The finding on entrepreneurial attitudes of
business and non-business students showed as follows:-

Most of the students are believed in receiving educational business knowledge course
because most of the courses give in that branch have business touch, they also want to
start their own businesses, and they strongly believe that Starting a business is the only
chance to earn money, whilst agree that they would prefer to work for a large company for
better career prospects. Entrepreneurship seemed an attractive career to many
respondents; nonetheless many respondents are attracted by employment and financial
security offered by big companies.

As per the researcher’s opinion, students are very much interested to start their own
business as an alternative option than waiting a job offer. And to put the positive attitude
in to action, they need practical skills, on how to run a business, how to get access to
finance, so that they can be courageous and able to address their fear of risks and security
issue.

Introducing entrepreneurship education- entrepreneurship education is crucial in assisting

young people to develop entrepreneurial skills, attributes and behaviors as well as to
develop enterprise awareness, to understand and realize entrepreneurship as a career
option.

5.2 Recommendation

Based on the foregoing conclusions, the following recommendations were given.

 Inviting role models in to the collage because entrepreneurs are probably the best
ambassadors for promoting entrepreneurship among the students. By delivering an

29
 image of independence, successes and achievement they can motivate students to
consider and explore entrepreneurship and self- employment.
 Organizing events or computations or awards because student business events can
be useful instruments for introducing entrepreneurship to students. Moreover,
they provide good opportunities for media exposure. Business competition and
awards provide special incentive for ambitious students. Entrepreneurs should be
equipped with certain skills for them to discover, identify and seize business
opportunities. Opportunity identification depends on prior awareness and
knowledge, whilst exploitation depends on having the necessary capabilities.
Entrepreneurs should be able to read and recognize patterns for them to recognize
opportunities. Education and training becomes vital, particularly on technical
skills, perseverance, communication skills, managerial skills, leadership skills,
innovative skills, proactively, information seeking skills, and financial skills,
hence there is a need for more attention in the entrepreneurial education.
 Opening a discussion forum on entrepreneurship by involving university
Professors, and others with the required expertise on the subject matter and
conducting competition on idea or opportunity identification, business plan
development, and the like on media.
 Giving a better media coverage on entrepreneurship.

Finally the researcher believes that further researches need to be undertaken on youth
entrepreneurship to understand the subject matter very well and to come up with
recommendations based on findings with a better as cope/coverage.

Reference

1. Burns, P and Dew Hurst, (1993), Small business enterprise and entrepreneurship.

London: Macmillan press.

30
2. Jim Dewhurs 2nd Ed; (1996), small business and entrepreneurship.

3. Harris, M.L. and Gibson, S.G. (2008), “Examining the entrepreneurial attitudes of
US business students”, Education þ Training, Vol. 50 No. 7, pp. 568-581.
4. Hisrich and paters (1995), entrepreneurship Sixth editio Tata McGraw Hill

publishing company limited.

5. From recent entrepreneurial intention of university students among researcher

(Tracked and kolvircid, 1999; noto etal, 2001; veliana etal, 2005 and ale at 2006).

6. Karali, S. (2013), The Impact of Entrepreneurship Education Programs on

Entrepreneurial Intentions:An Application of the Theory of Planned Behavior,
Master Thesis, Erasmus University ofRotterdam.
7. Krueger, N.F. Jr, Reilly, M.D. and Carsrud, A.L. (2000), “Competing models of
entrepreneurial intentions”, Journal of Business Venturing, Vol. 15 Nos 5-6, pp.
411-432.

8. Kurtko, Donald F. (1989), Entrepreneurship; a contemporary approach. Fort

Worth press.

9. Robinson, P.B., Stimpson, D.V., Huefner, J.C. and Hunt, H.K. (1991), “An
attitude approach to the prediction of entrepreneurship”, Entrepreneurship Theory
and Practice, Vol. 15 No. 4, pp. 13-30.

10. Shane, S.A. and Venkataraman, S. (2000), “The promise of entrepreneurship as a

field of research”, Academy of Management Review, Vol. 25 No. 1, pp. 217-226.

APPENDIX

YARDISTICS COLLAGE
DEPARTMENT OF BUSINESS ADMINESTRATION

31
QUESTIONNAIRE
Dear Respondents
The purpose of this questionnaire is to get relevant information on business orientation
and entrepreneurial attitude of Admas university collage megenagna branch students.
Your responses are very much important for the success of the study. Thus, you are
expected to be confidential and kindly requested to fill this questionnaire honestly
according to your wish and interest. The questionnaires are designed in three parts.
N.B you do not need to write your name and address write the necessary information in
the space provided and put tick (√) mark in the box based on your choice.
Thank you in advance

Part I: Demographic Profile

1. Sex Male Female

2. Age < 20 20-25 >25

3. Department (Please write in blank space)

_______________________________________________________________

Part II. General questions

1. Is there a business person in your family or relative?
Yes No
2. Does the course provide students with knowledge required to start a new employee?
Yes No

3. in your opinion. Who do you think has more power in encouraging or discouraging
young people to start up a business? Tick in the box.

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 Item

Teachers
Government
Sportsman
Politician
Media coverage of business and
business people

Artists
Business persons

4. How interested are in setting up your own business?

Most interested More interested less interested
5. If you are interested to start business, why do you want to start your own business?
Please rank them according to their important to you. Please rank them first (1). Second
(2)…etc.

Frequency of Ranks for each motivating

Motivating factors
factors

1st 2nd 3rd 4th 5th

To do what I really want to do

To be my own boss/to be independent

To help in creating employment

Starting a business is the only chance to

earn money for me

For financial freedom

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6. If you completely dismissed from the university due to some problems, then what will
you do?
- To start the business
- To continue evening education
- To employee on organization
- Others

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35