An Update of the Franchisee Motivations and Challenges: A Study of Kashmir

 

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

 

 

ABSTRACT:

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.

 

 

 

INTRODUCTION:

Franchising type of business has become very attractive and successful business startup and diversification strategy for entrepreneurs. It has been widely accepted and adopted by both developed and developing countries, where most of the business markets have been trapped by franchising type business models.

 

 

In the developed countries like US more than 760,000 franchisees are presently operating, while as in UK current worth of franchising is £12.4 billion consisting of 809 active franchise systems having 34,200 franchised outlets. At the national level also, it is increasing at an alarming rate. Franchising Business showing the positive effects as well as the economic motives has proved to boost the economic growth. Franchising involves the decentralization of capital by introducing large number of independent entrepreneurs to operate in distribution and marketing fields thereby reducing the capital concentration. In general, the existing knowledge and experience provides a strong impetus to the entrepreneurship. It makes possible for the franchisees to reduce the business risks to some extent during the starting phase of business. Franchising provides an opportunity to those organizations whose products/services cannot be exported. From a business perspective, it involves less risk (requires least investment) than other means of business operations (Aydin and Kacker, 1990). The reason being that it provides initial support to the entrepreneurs, who are scared to take a business risk, in terms of the set business model and well developed market for the products and services. The operational costs are also reduced due to strict business standardization and specialization. The franchising offers benefits to both the parties involved. For the franchisors, it acts as a means of increasing sales volume, improving product distribution, sustaining trademark, image etc. without making any further investments. While as franchisees see it as a good and relatively safe opportunity to start one’s own venture. In case of service industry, franchising helps in assembling resources in order to rapidly create large chains and gain first mover advantage.

 

Today, franchising is considered as an effective vehicle for entrepreneurship development. It is because the franchisor despite providing recognized brand name, proven business format, equipment’s and supply of raw materials to the franchisees also provides training for the entrepreneur and the members of his staff. In addition to this franchisees receive support for the operations and the set up and layout of facilities, as well as consultancy and troubleshooting whenever required, to increase the chances of success of their business venture. Franchising is also responsible for globalization of local business as well its success in international markets. Franchising is dominant and quite visible in certain consumer industries like restaurants, lodging, auto repair, real estate, hair styling, and specialty retailing, having captured 30 to 40 percent of sales volume. In case of business services, franchising is more visible in temporary employment, commercial cleaning, printing and copying, tax preparation, and accounting services. Recent areas of growth include home health care, business signage, and child development and education. In United States, franchising has originated in the early 20th century by manufacturers in order to secure local distribution of their product (Dicke, 1992). At that time it was the product distribution franchising involving distribution of certain products like automobile and gasoline retailing, and soft drink and beer distribution. While as the business format franchising arose in the 1950s by entrepreneurs in services industries. The combined turnover of both the product franchises (such as gas stations and soda) and business format franchises (such as restaurants and dry cleaners), represent over forty percent of retail sales in the United States (International Franchise Association, 2004). Franchising has become a key mode of expansion for US and European firms in international markets, with over one million franchisees worldwide (Michael, 2003). Strategically, entrepreneurs chose franchising as an organizational expansion mode in order to compete in certain industries. In case of service industries, it has solved the incentive problem. Expansion of business in different geographical areas requires intensive on-site supervision which is not possible for the owner. Franchising makes the local supervisor the owner of the local business, granting to the supervisor-franchisee the profits after all expenses have been paid. Since the local supervisor- owners invest their own capital and granting them profits after costs encourages the franchisee-manager to supervise more effectively and put more efforts as compared to the company manager (Rubin 1978). This enhances the chances of success for the franchise unit.

 

REVIEW OF LITERATURE:

Birkeland (2002) in his study concluded that franchising helps franchisees in developing relational capital with complex customers through franchisors signifying a national brand, which otherwise would have been difficult for the franchisee as an individual. Knight (1986) developed a scale to test the advantages of the franchise option compared to being a salaried employee and an independent operation. With a sample of Canadian and US franchisees in a variety of industries, he found that using an established brand name was the principal advantage of the franchise option and the second was a greater job satisfaction than salaried employment. Stanworth and Kaufmann (1996) conducted a study to find out the main motivations for the franchisees during initial stages of business. The study was conducted among the U.S. and UK potential franchisees. The results of the study indicated that the main reasons for the potential franchisees are having a proven business system, independence, and trade name.

 

Whithane (1991) conducted a study to investigate the main motives and opinions of franchisees towards franchising. The study was conducted among the Canadian franchisee entrepreneurs involved in fast food and merchandise business. He concluded that the most influential reason for the Canadian franchisees to enter in franchising business proven business format. Many prospective franchisees choose to join franchise over starting independent businesses in order to take advantage of the established business format, goodwill, and start-up and on-going support system. It shows the importance of support like motivational incentive for individuals to enter franchising.

 

The study by Guillouxet al. (2004) found that the main franchisee motivation in France is advertising and start-up support. Potential franchisees need to be secured particularly about the question of startup support provide by the franchisor. The trade name and the possibility for development are the motives for individuals to enter franchising. Stanworth (1985) in his book has described “national affiliation” as the main motive which encourages the franchisees to go for franchising rather than starting their own independent business which according to Peterson and Dant (1990) can be considered equivalent to “established name” in the other studies and therefore coincides with Knight’s (1986) first motive. Hisrich et al. (2004) comment that an advantage of buying franchise is that the entrepreneur does not have to incur all the risks often associated with starting a business from scratch. Results also confirmed that franchisees are contractually obliged to not deviate from the operational plans of the franchisor, inhibiting their creativity and proactivity. Kaufmann (1999) explores the decision to purchase a franchise within the broader context of the decision to become self-employed. The decision to purchase a franchise is positively related to the perceived benefits of self-employment and the importance attached to the financial and business benefits of franchising. Franchising offering a greater choice of sectors is also an encouragement for the franchisees to go for this type of business. Diaz-Bernardo (2009) in his research work tried to find out the main reasons taken into consideration by the franchisees while joining the franchisee business. The study was conducted in Spain and the results of study showed that brand name, training, independence, proven business and lower business risk are the main motives for franchising.

 

OBJECTIVES OF THE STUDY:

The present study deals with the following research objectives:

·      To explore the factors responsible for driving youth towards franchising.

·      To study the influence of various demographic variables across different understudy variables.

·      To study the limitations of entrepreneurship in Kashmir Province.

 

RESEARCH DESIGN AND METHODOLOGY:

As far as approach to research in the present study is concerned, an attempt will be made to make the detailed study of the factors that motivate the youth to go for franchising business. The target population of the study consists of franchisees operating in Kashmir valley. A sampling frame was drawn from the Indian franchise association (IFA). The study being exploratory in nature was planned to be based on primary data collection from franchise owners. Hence data collection was accomplished through interview schedules and questionnaires. A total of 100 questionnaires were administered to the potential respondents out of which of 81 usable responses were received, for a final response rate of 81 percent.

 

Reliability:

Coefficient alpha of the questionnaire used was computed to be .853, indicating a good internal consistency.

 

Reliability Statistics

Cronbach Alpha	No. of Items
.853	15

 

RESULTS AND DISCUSSIONS:

The mean scores on all the items like proven business format, ongoing support, initial investment, independence and being less risky is above 3 which indicates that these factors encourage the youth to go for franchise type of business and these are the main motivating factors which drive the people towards this new business model strategy. So far as the limitations/ restrictions for starting franchise business in Kashmir valley is concerned most of the people agreed that they face certain difficulties in starting their franchised owned business in the valley like underdeveloped infrastructure, lack of well-developed financial institutions, political instability, unawareness among the customers and lack of purchasing power as is indicated by the mean scores of the items which is above three in almost all these items.

 

Table 1: Showing item construct of motivations and limitations of franchised business along descriptive statistics

S. No.	Items	Mean	St. Deviation
M1	You feel that Business format is already proven.	3.94	.979
M2	The quality of franchisors product /services is recognized.	4.30	.782
M3	Initial investment /start- up costs are lower.	3.17	.985
M4	Franchisor’s provide you the variety of support services to meet your franchise needs.	3.89	.975
M5	No experience is required in starting a business.	4.05	.907
M6	Cost of running independent business is too high.	3.86	.932
M7	Starting independent business is too risky.	3.16	.928
M8	Franchising gives you the chance of being your own boss	3.02	.908
LM9	Presence of underdeveloped infrastructure.	3.56	.962
LM10	Well-developed financial system is lacking.	3.48	.896
LM11	Customers are unaware about available brands in market.	3.32	.878
LM12	Lack of purchasing power of customers.	3.46	.923
LM13	The political environment is unstable.	3.74	.848
LM14	Lack of legal and good regulatory framework.	3.12	.927
LM15	The govt and political intervention is high.	3.52	.896

 

 

Gender:

Table 2 shows a comparison between the mean score of male and female franchisees. The comparison was made by applying independent sample test (Z-test) which compared the mean scores of understudy variables between the two groups i.e. male and female. From the given Table it is clear that overall mean scores of female franchisees was high as compared to males in almost all variables except LM13 and LM15.The perception of male and female franchisees was evaluated by applying an independent Z-test. From the above results a significant difference was found among the perception of male and female franchisees towards certain variables like (z-value -3.068and p-value0.003 for M6;z-value -2.052and p-value0.043 for M7;z-value -2.381and p-value0.020 for LM9;z-value 2.030and p-value0.046 for LM12 and z-value 2.024and p-value0.046 for LM15 having p values less than 0.05. Highest mean score was found among females as compared to males towards M6, M7, LM9 and LM12.

 

Table 2: Gender and Variables Understudy

	Gender	N	Mean	SD	Z-value	P-value
M1	Male	78	3.92	0.98	-0.71	0.48
	Female	3	4.33	1.16
M2	Male	78	4.27	0.78	-1.604	0.113
	Female	3	5.0	0.00
M3	Male	78	3.15	0.99	-0.884	0.379
	Female	3	3.67	0.58
M4	Male	78	3.73	0.86	-0.537	0.593
	Female	3	4.0	0.00
M5	Male	78	3.13	0.93	0.234	0.816
	Female	3	3.0	1.00
M6	Male	78	3.46	0.86	-3.068	0.003
	Female	3	5.0	0.00
M7	Male	78	3.85	0.97	-2.052	0.043
	Female	3	5.0	0.00
M8	Male	78	4.03	0.91	-1.205	0.232
	Female	3	4.67	0.58
LM9	Male	78	3.41	0.90	-2.381	0.02
	Female	3	4.67	0.58
LM10	Male	78	3.41	0.93	-1.532	0.129
	Female	3	4.67	0.58
LM11	Male	78	3.83	0.94	-0.327	0.745
	Female	3	4.67	0.58
LM12	Male	78	3.15	0.90	2.03	0.046
	Female	3	3.33	0.00
LM13	Male	78	3.06	0.98	-0.814	0.418
	Female	3	2.0	0.00
LM14	Male	78	3.54	0.91	0.29	0.772
	Female	3	4.0	0.58
LM15	Male	78	3.49	0.87	2.024	0.046
	Female	3	3.33	0.58

 

The reason for such a significant difference in the mean scores is because most of the times women face scarcity of capital to start their businesses as the financial institutions are also reluctant to provide loans to the women owned enterprises. The women folk are scared to take a risk whether financial or business and sharing of risk with the other party makes them to start their businesses without any hesitation as such to go for franchising. Women folk being already overburden with the family and other domestic responsibilities have less time to spend on the business development which makes them to go for that business model which has been already proved and developed by the franchisors. More over women have got less business acumen as compared to men to start independent business which requires high expertise and knowledge.

 

Age:

The comparison between the mean scores of franchisees from different age groups is given in Table 3a and 3b.

 

Table 3a: Age and Variables Understudy

	Age (yrs)	N	Mean	SD	F- value	p- value
M1	Below 25	13	4.46	0.776	3.918	0.006
	26-30	30	4.23	0.774
	31-35	9	3.44	0.882
	36-40	15	3.67	0.724
	41 and above	14	3.43	1.399
M2	Below 25	13	4.54	0.66	2.056	0.095
	26-30	30	4.47	0.571
	31-35	9	3.78	0.833
	36-40	15	4.27	0.884
	41 and above	14	4.07	0.997
M3	Below 25	13	3.23	0.725	0.162	0.957
	26-30	30	3.13	0.973
	31-35	9	3.11	0.782
	36-40	15	3.33	0.976
	41 and above	14	3.07	1.385
M4	Below 25	13	4.23	1.013	2.404	0.057
	26-30	30	3.63	0.556
	31-35	9	3.78	0.667
	36-40	15	3.33	0.816
	41 and above	14	3.93	1.141
M5	Below 25	13	3.15	0.899	0.043	0.996
	26-30	30	3.17	1.053
	31-35	9	3.11	1.167
	36-40	15	3.07	0.594
	41 and above	14	3.07	0.917
M6	Below 25	13	3.62	1.121	0.451	0.772
	26-30	30	3.4	0.77
	31-35	9	3.33	0.707
	36-40	15	3.6	1.056
	41 and above	14	3.71	0.914
M7	21-25	13	3.54	0.967	2.023	0.162
	26-30	30	4.17	0.874
	31-35	9	3.33	0.866
	36-40	15	4.07	0.884
	41 and above	14	3.79	1.188
M8	Below 25	13	4.08	0.641	2.023	0.1
	26-30	30	4.33	0.758
	31-35	9	4	0.866
	36-40	15	3.93	0.884
	41 and above	14	3.57	1.284

Table 3b: Age and Variables Understudy

LM9	Below 25	13	3.46	0.66	1.854	0.127
	26-30	30	3.33	0.994
	31-35	9	3.56	0.726
	36-40	15	3.8	0.862
	41 and above	14	3.29	1.139
LM10	Below 25	13	4	0.707	0.791	0.535
	26-30	30	3.63	1.098
	31-35	9	4	0.707
	36-40	15	4.07	0.799
	41 and above	14	3.93	0.997
LM11	Below 25	13	3.31	0.63	0.761	0.535
	26-30	30	3	1.203
	31-35	9	3.56	0.726
	36-40	15	3.27	0.704
	41 and above	14	3	0.784
LM12	Below 25	13	3.23	0.725	0.861	0.491
	26-30	30	2.63	0.809
	31-35	9	3.67	0.707
	36-40	15	3.2	0.941
	41 and above	14	3.07	1.072
LM13	Below 25	13	3.62	0.87	3.138	0.019
	26-30	30	3.47	0.973
	31-35	9	4.11	1.054
	36-40	15	3.67	0.816
	41 and above	14	3.21	1.051
LM14	Below 25	13	3.54	0.66	1.341	0.263
	26-30	30	3.47	0.937
	31-35	9	3.67	0.707
	36-40	15	3.53	1.06
	41 and above	14	3.29	0.994
LM15	Below 25	13	3.69	0.63	0.28	0.008
	26-30	30	3.13	0.629
	31-35	9	4.11	0.782
	36-40	15	3	1.069
	41 and above	14	3.21	1.051

 

The perception among different age groups towards different dimensions was analyzed by using one way ANOVA and F-values were computed. From the results it is clear that there is a significant difference in the perception of franchisees across different age groups towardsM1 (F-value 3.918and p value0.006), LM13(F-value 3.138 and p value 0.019)and LM15(F-value 0.280 and p value 0.008) as the p values are less than 0.05.The higher mean value for the age group below 25 towards different understudy variables is because of the fact that this age group is the primary group where most of the business activities are dealt and this age group is more brand cautious and informative as compared to other groups.

 

Income:

Table 4a and 4b shows a comparison between the mean scores of franchisees across different income groups towards understudy variables. The comparison was made by applying one way ANOVA and multivariate F- test. The perception of franchisees towards understudy variables across different income groups was analyzed by applying ANOVA and F-test. The results indicated that there is a significant difference in the perception of franchisees across different income groups towards M1 (F-value 3.339 and p-value 0.024), M4 (F-value 3.125and p-value 0.031) and M5 (F-value 3.492 and p-value 0.020) as the p values are less than 0.05. Highest mean score was found for the income group 51000above towards these variables. This is because higher income yielding franchised outlets will be most preferred by the franchisors in terms of sharing the whole business package as well as for other ongoing support /activities. The franchisors does not care about whether franchisees are experienced or not but what is most important is the success of the franchised outlet generating highest income. Already proven business format makes it easy to the franchisees to start their business without incurring cost on the market development and product identification by the customers leading them to generate more revenues as compared to cost incurred.

 

Table 4a: Income and Variables Understudy

	Income (INR)	N	Mean	SD	F- values	p- values
M1	20000-30000	14	4	0.756	3.339	0.024
	31000-40000	6	3.17	0.753
	41000-50000	15	3.6	0.507
	51000 above	46	4.43	1.095
M2	20000-30000	14	4.5	0.519	0.401	0.752
	31000-40000	6	4.17	0.753
	41000-50000	15	4.27	0.594
	51000 above	46	4.26	0.905
M3	20000-30000	14	3.07	0.616	0.672	0.572
	31000-40000	6	3	1.265
	41000-50000	15	2.93	1.163
	51000 above	46	3.3	0.986
M4	20000-30000	14	3.63	0.726	3.125	0.031
	31000-40000	6	4	0.632
	41000-50000	15	3.47	0.64
	51000 above	46	4.29	0.903
M5	20000-30000	14	3.21	0.802	3.492	0.02
	31000-40000	6	2	0.894
	41000-50000	15	3.27	0.884
	51000 above	46	3.29	0.91
M6	20000-30000	14	3.93	0.73	1.536	0.212
	31000-40000	6	3.17	1.329
	41000-50000	15	3.33	0.816
	51000 above	46	3.5	0.888
M7	20000-30000	14	3.57	0.756	1.692	0.176
	31000-40000	6	3.33	1.033
	41000-50000	15	3.87	0.834
	51000 above	46	4.07	1.041
M8	20000-30000	14	4.07	0.616	2.374	0.077
	31000-40000	6	3.67	0.516
	41000-50000	15	3.6	0.986
	51000 above	46	4.24	0.947

 

 

 

 

 

 

 

Table 4b: Income and Variables Understudy

	Income (INR)	N	Mean	SD	F- values	p- values
LM9	20000-30000	14	3.21	0.893	0.451	0.718
	31000-40000	6	3.67	0.516
	41000-50000	15	3.47	0.915
	51000 above	46	3.5	0.983
LM10	20000-30000	14	4.07	0.829	0.388	0.762
	31000-40000	6	4	0
	41000-50000	15	3.73	0.961
	51000 above	46	3.83	1.018
LM11	20000-30000	14	3.07	0.829	0.18	0.91
	31000-40000	6	3.33	1.366
	41000-50000	15	3.07	1.033
	51000 above	46	3.2	0.885
LM12	20000-30000	14	2.93	0.475	0.547	0.652
	31000-40000	6	3.33	0.816
	41000-50000	15	3.2	0.561
	51000 above	46	2.96	1.095
LM13	20000-30000	14	3.43	1.089	1.233	0.304
	31000-40000	6	4.17	0.753
	41000-50000	15	3.73	0.704
	51000 above	46	3.46	1.005
LM14	20000-30000	14	3.29	0.611	0.594	0.621
	31000-40000	6	3.83	0.408
	41000-50000	15	3.4	0.986
	51000 above	46	3.52	0.983
LM15	20000-30000	14	3.57	0.514	2.244	0.09
	31000-40000	6	4	0.632
	41000-50000	15	3.33	0.816
	51000 above	46	3.15	0.965

 

CONCLUSION:

Franchise model of business has become most adopted and successful type of entrepreneurship development strategy. The burning issue nowadays country as a whole and Kashmir province in particular facing is the unemployment that led to shift the focus towards entrepreneurship. Government both central and state from time to time formulated several strategies so as to reduce this unemployment and most effective among them was entrepreneurship development. But there are many people who are still scared to start their own venture and the reasons could be many. This study was thus conducted so as to get acquainted about the challenges/ limitations restricting the youth for starting their ventures and the benefits offered by the franchising to overcome those obstacles. From the above results it can be concluded that the main reasons driving the youth towards franchise type of business arrangement includes recognized brand or products / services, ongoing support provided by the franchisor, less business risk involved and proven business format. Most of the youth believe that starting individual business is too risky and it involves high initial investments as a result of which most of the people hesitate to start any business. These all difficulties are overcome by franchising arrangements making the people to start their ventures easily. No doubt the franchising business is already being growing up in the Jammu and Kashmir state but in comparison to the other states it is still lagging. The results of the study show that there are certain restrictions present in the state especially the Kashmir Valley which poses a threat to this business arrangement. These include unstable political environment, underdeveloped infrastructure, less developed financial institutions and high government interferences.

 

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