The effect of socio-cultural factors on franchising operations: An study of the national franchising cafe business in Trabzon

Following the January 24 1980 decisions, the businesses in Turkey were introduced with franchising system. The boundaries disappeared with the integration of global market all over the world. Businesses seized the opportunutiy to extend their activities to cover other countries and regions in the world. The people living in other countries and regions naturally have different socio-cultural differences. These differences creates interaction between business institutions and the consumers. This study points to the features, disadvantes and advantages of the franchising system. In addition to this, the aim is also investigate the effect of the franchising businesses on the internal and external cultures of the businesses as well as their socio-cultural interactions. The effect of the franchising system on the cultural values was investigated in a national cafe shop business in 2014 in the city of Trabzon. The aim was to investigate the interaction of a national franchising business with the local culture. In this study, a case study methodology was used. First of all, the definition of franchising was made and its features and types were described. Secondly, the environmental factors affecting the determination of market-access strategies of the franchising businesses were addressed. Thirdly, the application and the description of the business under the study, the analysis, findings and the results were given. Traces of the local culture in the business under the study were not found. However, in line with the requests of the consumers, the franchisee can seek a sub-contract from the franchisor related to the consumer preferences. In the business where the study was conducted, the internal and external business culture is attached importance. This increases the permenance of the business in the market. Key Words: Franchising, Franchisor, Franchisee, Environmental factors of franchising businesses, Franchising-culture.