Growth of Franchise Business – Analysis of Franchisee Perspectives

Dr.R. Antony Sathish Benadict and Dr. Pai Vaidya Sohani

Franchising is a method of marketing products and/or services, which is adopted by a wide variety of industries and businesses. The success of franchise business depends on the franchisor support system to his franchisee. The present study intends to analyse various factors that contribute to the growth of franchise business. The study relies upon the franchisee perspective for the purpose of analysis. An attempt is made to test the relationship of franchisor’s support system to franchisee and growth of franchisee’s business. Considering a sample of 195 franchise units and analyses using Structural Equation Model has been done to test a hypothesis. The study comes to a conclusion that there is a positive relationship between the franchisor’s support system to franchisee and the growth of the franchisee’s business.

Volume 11 | 12-Special Issue

Pages: 1303-1309

DOI: 10.5373/JARDCS/V11SP12/20193339