00000cab a22000004cb4500 IPP-00000180251 IPP 20160819094453.0 160819s2010 xx d | ||r |||||eng|| eng Cabrera, Liza A. Communication behavior and entrepreneurial traits of micro-entrepreneurs in Malaybalay City, Philippines 2010 Entrepreneurs are known to have unique entrepreneurial traits, yet not much is known about how they communicate. This study dealt with the communication behavior of micro-entrepreneurs in Malaybalay City. It focused on information needs, information seeking and utilization behaviors, and information expenditure. A survey was conducted among randomly selected Department of Trade and Industry-registered micro-enterprise owners. Frequencies, percentages, correlation, and chi-square statistics were used to draw the analyses and test the stated hypothesis. Findings showed that a majority of the micro-entrepreneurs sought information on market trends on a daily basis. Television and friends were often tapped as formal and interpersonal sources of information, respectively. Information was either applied or shared with friends, otherwise, kept as trade secret. Findings further revealed that age, sex, and the years in business were associated with entrepreneurial traits. Information on government rules, formal and interpersonal sources, and sharing information was associated with goal setting, opportunity seeking, and risk taking. Results can serve as guideline in designing communication materials to promote entrepreneurship in the country. More importantly, this study initially determined the characteristics and traits of micro-entrepreneurs in relation to communication. Communication in management Torres, Cleofe S. The Philippine Journal of Development Communication Vol. 3 (Jan. 2010 - Dec. 2010), 1-24 Article FI