Factors Affecting the decision to purchase a franchise of Banrakpasa School in Bangkok

Abstract

This research aimed to study the 1) level of brand equity, franchise support, trust, and reliability that affects the decision to purchase a franchise. 2) Brand equity, franchise support, trust, and reliability influence the decision to purchase a franchise. The research employed a quantitative method; using a closed-ended questionnaire for survey research. Data were collected from 400 persons who decided to purchase Banrakpasa School. by nonprobability sampling and convenience sampling. The statistics used in the research were frequency, percentage, mean, standard deviation, t-test, F-test, and multiple regression analysis at the significant level of .05.

The finding results show that 1) the level of brand equity affect the decision to purchase the franchise at a most ( =4.21, S.D.=.592), inferior to is franchise support was at high ( =3.77, S.D.=.681), reliability ( =3.52, S.D.=.790), and trust ( =3.24, S.D.=.844) respectively. 2) Factors of brand equity, franchise support, trust, and reliability can predict the total influence on the decision to purchase a Banrakpasa School franchise in Bangkok by R2=.600, or 60.0 percent at the significant level of .05.