Optimizing Franchisee Sales and Business Performance in Retail Food Sector

Prof Rajagopal

No 2007-06-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

Abstract: This paper aims at identifying attributes of players in franchising process that contribute in delivering satisfaction in purchasing and operating the outlets in Mexico. The discussion also focuses the impact of cultural diversities in franchisee selection, outlet management and achieving high performance. Franchisee relationship has been evaluated in reference to principal determinants attributing to the enhancement of satisfaction and strengthening franchisor-franchisee ties. It has been observed in the study that performance of franchisee outlets is a function of outlet attraction, supply and manufacturing management, quality, price, and promotional strategies as functional factors. Besides, relational variables including personalized customer services, leisure support and customer convenience also influence the performance of outlets.

Keywords: Franchising; performance measurement; market demand; sales management; retailing; store organization; pricing; promotional strategies; customer value and business growth (search for similar items in EconPapers)
JEL-codes: C51 D23 L81 M31 (search for similar items in EconPapers)
Date: 2007-08
New Economics Papers: this item is included in nep-agr, nep-cse and nep-mkt
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Citations: View citations in EconPapers (1)

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