ความคิดเห็นของผู้ประกอบการต่อการซื้อแฟรนไชส์ชาบู ชาบูในจังหวัด เชียงใหม่

Abstract

This study aims to study entrepreneurs’ opinion on purchasing a Shabu franchise in Chiang Mai Province. Data were collected by using an online questionnaire from 200 entrepreneurs who were interested in opening Shabu franchise business or who already operated Shabu franchise Business in Chiang Mai Province. The questionnaire was developed from information collected from the theory and the related researches and then, applying it into questions. Data were analyzed using statistics which were Frequency, Percentage, Average, T-Test, F-Test, and LSD. The results of general information found that 57.5 percent of the respondents were male, 42.5 percent were female, 48.0 percent were between 31 - 40 years old. Most had a bachelor's degree or lower with 70.5 percent. 41.5 percent were private company employees and 36.0 percent were self-employed. An average monthly income was between 30,001 - 60,000 baht with 53.0 percent. The results by studying the considerations before deciding to buy a Shabu franchise business found that the goal in choosing to invest in a Shabu franchise business were stable income with 60.0 percent. The important reason to buy Shabu franchise business was to reduce the risk of doing business from a lack of knowledge and experience as much as possible with 55.5 percent. The important information about Shabu franchise business that most respondents wanted to know before making the decision was the Marketing Plans that helped stimulate sales with 71.5 percent, Methods for taking care of individual branch with 67.0 percent and Marketing Promotion Policies and Additional expenses with 62 percent. The channel for receiving information about Shabu franchise business was from franchise sellers with 62.5 percent. The most appropriate investment for Shabu franchise business should be between 300,001-450,000 baht with 32.5 percent. The source of funds to be used in business operations was the loan from financial institutions with 65.5 percent. The respondent was the person who had the most influence on the decision to buy a Shabu franchise with 59.5 percent. Personal characteristics of the owner that they thought will make their business successful were by having an understanding of the work system with 74.0 percent, having previous business experience with 59.0 percent and having ability to deal with the pressure and risk with 57.0 percent. The success factors of running a Shabu franchise business were the location with 75.5 percent, adequate working capital with 61.0 percent and product and service differentiation with 57.0 percent. Appropriate profit margin should be equal to 10-20 percent per year with 44.5 percent. The results of the study of entrepreneur’s opinion for purchasing a Shabu franchise in Chiang Mai Province found that every factor had the average opinion level to agreement at the highest level. Respectively by highest to lowest level were Trust (average 4.62), Franchise business investment budget (average 4.54), Products (average 4.43), Brand (average 4.34), Trustworthiness of the franchise seller (average 4.26), Franchise experience (average 4.26), and Franchise support (average 4.24). The results of comparing the mean levels of opinions on factors that were important in deciding to purchase a Shabu franchise business revealed that different occupational and different sources of funds used in operating the business had an opinion on factors that were important in deciding to purchase a Shabu franchise business in terms of franchise support significantly different at the 0.05 level. Different average monthly income also had opinions on important factors in deciding to purchase a Shabu franchise business in terms of Products, Trust, and Reliability of franchise sellers, Franchise experience and investment budgets for franchise businesses significantly different at the 0.05 level. The respondents who had different decision influencer had an opinion on factors that were important in deciding to purchase a Shabu franchise business in terms of brand and franchise experience significantly different at the 0.05 level.