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The objective of this article is to evaluate the differences in the attitudes of microentrepreneurs towards selected constructs of entrepreneurial orientation, specifically innovation and competitive aggressiveness, according to selected sociodemographic factors (gender, education, and business tenure). The research was conducted in Babahoyo, Ecuador, in 2022. In a sample of 740 microenterprises, we sought to find differences in the approaches of owners towards innovation and competitive aggressiveness among men and women entrepreneurs, their educational condition and working activity of the organization. More than 50% of the surveyed microenterprises regularly develop new products and services in their businesses, but only 30% of them support their activities with sufficient funding. Sixty-six percent of microenterprises are attempting to capitalize on anticipated changes in their target market, and 58% take the initiative to stay ahead of the competition. We found that the factor that determines statistically significant differences among the defined groups was the permanence in the market.
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