Analýza a komparace motivů podnikatelů při volbě franšízového podnikatelského modelu

Abstract

This thesis focuses on the analysis and comparison of entrepreneurs' motives in choosing a franchise business model. The aim of the thesis is to identify the key factors that influence the decision of entrepreneurs to enter the franchise system and to create a typology of franchisees based on their motivations. The theoretical section defines the basic concepts associated with franchising and summarizes the existing knowledge on franchise business motives. The practical part is based on primary research conducted in the form of a questionnaire survey among franchisees operating on the Czech market. Using factor and cluster analysis, five main motivational dimensions were identified and subsequently two main groups of respondents were formed. The research results can serve as a basis for more effective targeting of franchisors' marketing activities and for the development of support tools for each type of entrepreneur.