Public understanding towards franchising: a case study in Klang Valley / Kamizah Katimin

Franchise sector in Malaysia has growing significantly for the last ten years. Now. It does not only become one of the important sources for economy, but also become a tool for employment and job creation for the local people. Recognizing the potential of the industry to provide wealth, modern infrastructure and meeting the demand of thousand consumer worldwide, government has implement tremendous activities to promote the industry to local people and encouraging participation from various individual, organization and sector. In an attempt to increase the knowledge and awareness among general public in franchise industry, this study was conduct to identify the knowledge and understanding, as well as factors influence their understanding towards franchising.
For the purpose of the study, the exploratory research and descriptive research was deployed in order to obtain the objectives. Simple random sampling has been utilized with 170 respondents or the sample size. Self-administered questionnaire was used as the survey instrument beside the source of primary data. By using the analysis generated by SPSS (Statistical Package for the Social Science), results are analyzed and deduction being drawn. Looking at the result in data analysis and cross tabulation did hypothesis testing. Finally, the findings from this study conclude that most of factors were influence public understanding towards franchising in Malaysia is age, education level, franchise visit experience and franchise brand awarenes.