Author(s): Gowsia Bashir, Farooq Ahmad Khan

Email(s): ,

DOI: 10.5958/2454-2687.2019.00011.X   

Address: Dr. Gowsia Bashir1, Dr. Farooq Ahmad Khan2
1Research Scholar, The Business School, University of Kashmir, Hazaratbal, Srinagar-190006
2Professor, The Business School, University of Kashmir, Hazaratbal, Srinagar-190006
*Corresponding Author

Published In:   Volume - 7,      Issue - 1,     Year - 2019

The concept of franchising type of business arrangement has emerged from USA and has become one of the powerful strategies for the growth and expansion of the business. This business format has become a global trend towards entry in the international markets. On the part of franchisee it involves less risk of investment and experience for a start-up. Although franchising is expanding faster and more vigorously than other forms of business and has intensified the competition both domestically and internationally. In India thousands of international brands are operating here and Indian brands are operating in International markets and the franchising industry in India contributed almost 4% of Indian GDP by the end of 2017. When we compare it at state level, Jammu and Kashmir being very attractive and capable state it is lacking far behind in franchising business as compared to other states of India. The reasons could be many but the most important reason is unawareness and lack of support by the concerning authorities including state/centre government, financial institutions and the entrepreneurship promotion institutes. The youth who wish to enter into franchising business need to be properly trained and guided about the franchising particularly the brands so that they can be able to take effective decisions regarding their business startup. This paper presents an empirical study of the motives for acquiring a franchise, based on a sample of franchisees operating in the Kashmir market. The present study thus identifies the main reasons that drive the young entrepreneurs towards franchising business model. It also tried to find out the limitations restricting the franchise business in Kashmir Province.

Cite this article:
Gowsia Bashir, Farooq Ahmad Khan. An Update of the Franchisee Motivations and Challenges: A Study of Kashmir. Int. J. Rev. and Res. Social Sci. 2019; 7(1):147-153. doi: 10.5958/2454-2687.2019.00011.X

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