Evaluation of franchising companies with multi criteria decision making techniques

Due to the increasing in the support and incentives given to business owners for the creation of employment in Türkiye, many entrepreneurs are attempting to establish their own businesses in different business areas. Entrepreneurs, who want to have a business, turn to franchising enterprises without taking much risk due to the continuous changes and developments in the globalizing trade environment. In this way, they want to have a healthy business structure by avoiding risky investments, benefiting from the continuous customer potential, expert personnel support, economy, commercial and personnel support provided by well-known brands thanks to brand awareness. The increasing number of franchising business alternatives and the fact that franchising businesses will be evaluated with more than one criteria will cause a complex problem. Making the most appropriate choice among the alternatives will ensure that the entrepreneurs make a healthier choice therefore their investments will not be wasted. Multiple alternatives and multiple criteria impress these alternatives proposed by the decision-makers. In order to solve these problems, Multi Criteria Decision Making Technique (MCDM) which is developed as mathematically applied. In this study, it is provided that entrepreneurs can make a healthy choice with Analytic Hierarchy Process (AHP) and ELECTRE (Elimination and Choice Translating Reality English) methods.