A study to analyse motivational factors affecting entrepreneurial decision making in Pakistan

Arshad, Arslan (2025) A study to analyse motivational factors affecting entrepreneurial decision making in Pakistan. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study explores the motivations, decision-making processes, and risk assessment practices of entrepreneurs in Pakistan, linking findings from interviews with existing literature. The research identifies that the primary driver for starting a business is financial gain, often due to dissatisfaction with low wages and limited opportunities in the public and private sectors. However, non-financial motivators such as prior industry experience, family business background, and peer influence also play a significant role.

Entrepreneurs in Pakistan face considerable risk, influenced by political instability, economic fluctuations, and market uncertainty. Risk management approaches commonly involve learning from past mistakes, seeking advice from experienced peers and family, and adopting scenario planning or financial risk matrices.

Measuring the impact of business decisions is achieved through a combination of financial metrics (e.g., profit growth, ROI, sales performance) and non-financial measures (e.g., customer satisfaction, brand awareness). Notably, entrepreneurs prioritise customer satisfaction over employee satisfaction, viewing it as directly linked to revenue generation.

The study also reveals that decision-making is multi-dimensional, shaped by market demand, competitor actions, expert consultation, and family guidance. Industry type influences priorities: service-based businesses often respond to competitor strategies, while product-based ventures focus on innovation and market needs.

Environmental and individual factors such as cultural attitudes toward innovation, unemployment, education, and risk tolerance further shape entrepreneurial behaviour. Findings emphasise that success in the Pakistani entrepreneurial landscape depends on balancing financial objectives with strategic risk-taking, leveraging social and familial networks, and adopting both quantitative and qualitative performance measures.

This research contributes to understanding entrepreneurship in Pakistan by highlighting the interplay between economic necessity, personal motivation, and environmental influences in shaping entrepreneurial actions and outcomes.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Del Rosal, Victor UNSPECIFIED
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > Human Resource Management > Performance Management > Motivation H Social Sciences > HD Industries. Land use. Labor > New Business Enterprises
Divisions:	School of Business (- 2025) > Master of Science in Entrepreneurship
Depositing User:	Ciara O'Brien
Date Deposited:	11 Feb 2026 12:38
Last Modified:	11 Feb 2026 12:38
URI:	https://norma.ncirl.ie/id/eprint/9117

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