An analysis of motives and expectations of franchisees while choosing a franchisor, with reference to Fast Food Industry

India is growing tremendously in all aspects with the help of demographic dividend. Consumerism is also rapidly increases with changes in the lifestyle patterns. People are looking for preferring branded products/services for the value benefits. It is also observed that Indian economy is undergoing a structural shift from agriculture based economy to a service based economy.

In order to seek the benefits of growing economy, many businesses are trying to go for expansion through franchising. This paper aims at understanding the selection criteria of a franchisee while choosing the franchisor. The survey of twenty franchisees was conducted for this purpose. The major finding reveals that Franchisor support is the biggest motivation behind taking a franchise, besides the brand reputation and other.