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.
