Abstract:
Abstract: Franchising is a familiar form of business in Bangladesh at the present
time. Today established franchise brands operate in different lines of business in
Bangladesh. Very few of them are successful and well recognized to the consumers
because of their quality and performance. This study reveals some factors which
influence the preference of consumers to analyze the performance of franchise
organizations in Bangladesh. The results indicated that there is a positive
relationship between those factors and preference of consumers in choosing
franchise organization. The findings of this study suggest that product and service
quality along with proper branding are the key factors. Moreover pricing, hygiene
factors and location advantage of the franchise food outlets play vital role in
consumer preference. It is also found from this study that the franchise organizations
should take more promotional efforts to enhance their demand.
