Factors that Influence Women When Purchasing a Business Format Franchise

Abstract

About 50 % of women in United States are involved in business, while only approximately 18 % of them are involved in business-format franchise. This study was designed to seek reasons for this rather low rate of participation. Franchisors must better understand what factors women perceived important in order for them to purchase a business-format franchise. The primary objective of this study was to determine the factors perceived important by women that influence them to make purchase decision by utilizing a survey questionnaire. 110 out of 340 female franchisees responded our survey. The results suggest that prospective women franchisees, before they purchase a franchise, must believe the franchise of their choice is secure and will be successful. They must be assured that they will be well-trained and emotionally supported, in a low risk environment, without gender bias. We hope franchisors will find this information useful as they improve on ways to influence women to purchase their franchise opportunity.