Estratégia e empreendedorismo em redes de microfranquias: percepção de valor do composto de marketing

Resumo (EN)

The objective of this work is to verify if there is variation in the perceived value of the microfranched as to the marketing compound offered by the franchisor because of its age group. The issue is relevant because the franchise segment in Brazil is going through a period of frank expansion, even in a period of economic crisis in the country. Within this segment, there are microfranchises, which constitute franchises, but with an initial investment value of up to R $ 80,000.00. In 2011 there were 336 microfranchial networks in Brazil and in 2016 this number increased to 557, which also shows growth in this segment. The research method adopted is quantitative. Two questionnaires were applied to 148 microfranched established in the state of São Paulo: one with the objective of identifying the socioeconomic class belonging to the microfranched, based on the ABEP criterion and the other, a closed questionnaire, on a scale of the type Likert. Statistical tests have shown that there is no variation in the perception of microfranched value as to the general marketing compound received from the franchisor, depending on its age group, but when analyzed individually each item of the compound, differences in perception of Generation Y were found in detriment of Generation X and Baby Boomers for the compound promoting item. This work aims to bring an academic contribution of deepening in the study on entrepreneurship and microfranchises, since there is a theoretical gap in studies in the academy that demonstrate the perception of value of the microfranched, according to their age group, with the marketing compound received from the Franchisor.