The importance of small businesses in the economic and social development of a country is recognized in political and academic circles. In this context, one factor associated with the success of these businesses is the owners characteristics. The purpose of this study is to present a profile of attitudes and entrepreneurial behavior, knowledge, and socio demographic characteristics of small business owners in the city of Villahermosa, Tabasco, Mexico. The study also examines the influence of socio demographic variables on the attitudes of the business owners. The design of the study is non-experimental, transversal and descriptive. The data were analyzed by means of descriptive statistics and an analysis of variance. The results generated a profile in which the capacity to negotiate, creativity and leadership are outstanding characteristics. A low propensity to taking risks is also reported. It is clear that entrepreneurs have knowledge in the administration and finances related to their businesses. They are mainly male, married adults, with bachelor degrees, a family background in business, and experience in their line of business. Statistically significant differences were recorded between age and leadership, propensity to take risks and self-confidence.