Abstract
The study investigated the personal values of small business owners in South Africa. In addition, the study examined if male and female small business owners exhibit significant differences in their personal values. The study employed the descriptive research design. Data was collected through the use of self-administered questionnaire in a survey. The study used the Schwartz Portrait Value Questionnaire. Descriptive statistics and the T-test were used for data analysis. The results indicated that self-direction, achievement, stimulation, power and security are the five most important personal values for small business owners. The results indicate that male small business owners give greater weight to self-direction, stimulation, achievement, hedonism and power. Female small business owners give greater weight to universalism, conformity, tradition, benevolence, and security
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