FACTORS INFLUENCING PEOPLE TO PURCHASE A BUSINESS FORMAT FRANCHISE IN THAILAND

Abstract

Due to the average income of Thai people in 2020 from the National Statistical Office Thailand (NSO), people earn income less than expenses. It is reasonable when comparing with the number of Thailand's franchise business growth from the Department of Business Development (DBD). It is 20% increasing each year. It can state that people are interested in earning more money and franchise business is a strong alternative to invest. This study aims to help Thai entrepreneurs to know factors which motivate people to purchase a business format franchise to establish or develop a franchise to be successful. The research used a quantitative methodology by surveying 224 people. After collecting the data, the analysis was analyzed by factor analysis and multiple regression to find the significant factors from SPSS, the statistical tool.