TABLE OF CONTENTS

Tittle Page Page

Recommendation for Oral Examination ii

Approval by the Panel of Examiner ii

Acknowledgement iii

Dedication iv

Table of Contents v

List of Tables vi

Thesis Abstract ix

Chapter 1

1 THE PROBLEM AND ITS SETTING

Introduction 1

Theoretical/Conceptual Framework 2

Operational Framework 4

Statement of the Problem 5

Assumption of the study 5

Scope and Delimitation 6

Significance of the Study 6

Definition of terms 7

2 REVIEW OF RELATED LITERATURE

State of the Art 10

 Synthesis of the Reviewed Literature 22

Gaps Bridged by the Present Study 26

3 RESEARCH METHODOLOGY

Research Design 27

Sources of Data 28

Participants of the study 28

Instruments and Validation 29 Data

Gathering Procedure 29

Ethical Consideration 30

Treatment and Data Analysis 31

4 PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

Bracketing 32

Horizontalization 33

Theme 1: Experiences of Business Owners 34

Theme 2: Advices of Business Owners 35

Theme 3: Business Owner’s Goals 36

Theme 4: Motivations of Business Owners 37

Theme 5: Management of Business Owners 37

Theme 6: Overcoming Challenges 38

Theme 7: Behaviors of Business Owners 39

Theme 8: Mentality of Business Owners 40

Theme 9: Key to Success of Business Owners 41

Theme 10: Marketing Strategies used by Business Owners 42

 Textural Description 43

Structural Description 44

Essence 45

Verification 45

5 SUMMARY OF FINDINGS, CONCLUSIONS AND RECOMMENDATIONS

Summary of Findings 46

Conclusions 47

Recommendations 48

REFERENCES 50

EDITOR’S CERTIFICATION 56

APPENDIXES

Appendix A (Verbatim Transcription of Interview) 58

Appendix B (Research Tool) 63

Appendix C (Consent Form) 64

Appendix D (Acknowledgement Form) 65

Appendix E (Letters to the Validators) 66

Appendix F (Letters to the Participants) 67

Appendix G (Curriculum Vitae) 68