Factors Influencing Entrepreneurs Purchase Decision of on Franchising in Phitsanulok Province

Abstract

The purpose of this research was to 1) the factors that influenced on franchise purchase decision of entrepreneurs in Phitsanulok province. 2) to level of franchise purchase decision of entrepreneurs in Phitsanulok province and 3) to investigate the influence of factors on franchise purchase decision of entrepreneurs in Phitsanulok Province. The questionnaires were collected from 280 samples of a entrepreneurs in Phitsanulok municipality. The statistics used in the data analysis included frequency and percentage, standard deviation and stepwise multiple regression analysis technique. Research results were as following:

The average importance of all factors was a high level. The aspects could be shown in a descending order: franchise product, franchise brand, reliability, trust, brand commitment, franchisor support and franchisee experience. The results of hypothesis testing revealed that the factors were statistically significant relations to entrepreneurs in Phitsanulok municipality at .05 level. These supporting factors were listed from the highest to the least means were franchise brand, franchise product, franchise supports and brand commitment affecting. While the trust, reliability and franchise experience did not affect the franchise purchase decision of business.