The nature of entrepreneurship in bottom of the pyramid markets

This study explored entrepreneurship in BOP markets in Ghana. The study used a quantitative approach with data collected using returned questionnaires from micro entrepreneurs in BOP markets in Ghana. The data was analysed using inferential statistics (mainly exploratory factor analysis and regression analysis). The study found a significant relationship between the antecedents of entrepreneurship and the market characteristics while a significant relationship exists between the BOP market characteristics and the entrepreneurial benefits was observed. Again, a significant relationship was found between the antecedent factors and the entrepreneurial benefits. The study concludes that BOP market psychodynamic factors are more critical than trait factors.