Influential Factors of Consumer Preferences in Choosing Franchise Food Outlets in Bangladesh.
Sarker, Md. Moniruzzaman
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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.