Factors influencing Thai entrepreneurs intention to buy Thai Franchised food business.

Abstract

The food business is growing in Thailand and create high competition in the market. As a small entrepreneur, thinking about business growth strategy to serve the increasing market demands and firm competitive advantage, franchising is one of the way for business growth strategy. The benefit of franchising are discussed in many literature reviews that franchise owner could overcomes both the financial capital and human capital because money invested and business ownership by franchisees. To expand the franchise business, the important role for franchise owner is to acquire new franchisees into the franchise network. To realize what are the important factors when the franchisees decided to buy a franchise. So far, there were a few study attempted to study the factor influencing franchisees to intention to buy each particular franchise food businesses. Hence, this research is trying to understand what the important factors affecting franchisees’ are buying intention in Thai context. The research has been done through qualitative research methodology by in-depth structured interviewing 8 franchisees from 3 franchised restaurants to explore their concern factors toward franchise food business buying intention. And to help Thai franchise owner to realize what should be the most considering factor for them.