Personality attributes of successful franchisees in the fast foods sector in South Africa

Abstract

The aim of the study was to identify the personality traits, emotive responses and attitudinal orientation of franchisees. Cattell's 16 Personality Factor Questionnaire, the Personal Profile Analysis of Thomas International and Boshoff's Entrepreneurial Attitude Questionnaire were used. Measurements were obtained in respect of a sample of 80 restaurants belonging to a fast foods franchise. A stepwise discriminant analysis identified statistically significant differences between successful and unsuccessful groups in respect of five factors. Successful franchisees were emotionally more stable and sober-minded, exhibited a higher degree of shrewdness, displayed higher self-esteem, and were more compliant. The Jack-Knife Classification was used in devising a classification table to compare the observed and predicted success rates of franchisees. The study found that the identified five factors could be used to predict the potential success rate of franchisees.