STYLES That Thrive: A Quantitative Analysis of Market and Entrepreneurial Orientations for Profit Maximization in the Salon Sector of Davao REGION

Abstract

In the current dynamic business landscape, maximizing profits remains a crucial issue for micro-entrepreneurs, particularly in the salon sector. This study examines the influence of market and entrepreneurial orientation on the profit-maximization strategies of micro salon businesses in the Davao Region. As many as 200purposively selected micro-entrepreneurs participated in a guided survey. Regression analysis was used in the study to assess the relationship between market orientation, entrepreneurial orientation, and profit maximization. The results indicated that the respondents in the salon industry demonstrated a very high level of market orientation, a high level of entrepreneurial orientation, and a strong focus on profit maximization. Statistical analysis indicated that entrepreneurial orientation has a greater influence on profit maximization than market orientation. The findings provide valuable insights into how entrepreneurial orientation leads to profitability in the salon industry and identify key strategies for sustaining business growth. The study adds to the literature on the role of business orientations in maximizing micro-entrepreneurial achievements.