THE FRANCHISING MARKET PERCEPTION AS A FACTOR OF ENTREPRENEURIAL OPTIONS

This article investigates the perceptions of entrepreneurs regarding the role of franchise enterprises and their beliefs about their future prospect. Franchising allows an enterprise to respond to the current competitive environment which exists worldwide. Entrepreneurs realise the significance of franchising and its potential. The study was conducted in Greece over a representative sample of 441 of franchising enterprises. The results show that businessmen realise at an increasing rate the possibilities offered by franchising and for this reason choose to do business through it. Particularly those who want to establish their own enterprises, resort to the solution of franchising because of the public perception as regards to franchising.