THE DECISION TO PURCHASE A FRANCHISE - A STUDY OF PROSPECTIVE FRANCHISEES

Results are reported of an empirical study of prospective franchisees. Employment history is found to be predictive of the perceived benefit s of franchising and the intent to purchase a franchise. Previously se lf-employed respondents were more likely to focus on the business supp ort offered by franchisors and more likely to profess an intention to purchase. The desire to leave a business to one's heirs is found to be negatively related to an intention to purchase, perhaps reflecting th e expected restrictions placed on transfer by franchisors. The purchas e decision process is also examined and is found to be deeply embedded in the general decision to become self-employed.