Journal of Small Business and Entrepreneurship Development December 2014, Vol. 2, No. 3 & 4, pp. 01-12 ISSN: 2333-6374 (Print), 2333-6382 (Online) Copyright © The Author(s). 2014. All Rights Reserved. Published by American Research Institute for Policy Development DOI: 10.15640/jsbed.v2n3-4a1 URL: http://dx.doi.org/10.15640/jsbed.v2n3-4a1 Factors that Influence Women When Purchasing a Business Format Franchise Repack, William 1 , Repack, Diana 1 & Lin, Jasmin Chia-Jung 1 Abstract About 50 % of women in United States are involved in business, while only approximately 18 % of them are involved in business-format franchise. This study was designed to seek reasons for this rather low rate of participation. Franchisors must better understand what factors women perceived important in order for them to purchase a business-format franchise. The primary objective of this study was to determine the factors perceived important by women that influence them to make purchase decision by utilizing a survey questionnaire. 110 out of 340 female franchisees responded our survey. The results suggest that prospective women franchisees, before they purchase a franchise, must believe the franchise of their choice is secure and will be successful. They must be assured that they will be well- trained and emotionally supported, in a low risk environment, without gender bias. We hope franchisors will find this information useful as they improve on ways to influence women to purchase their franchise opportunity. Keywords: Franchising, Female Business Owners, Purchasing Decisions Introduction Interest in the area of franchising continues to increase; currently, some 50% of all retail businesses in the United States are franchises, and this number continues to grow (LBC Franchising Corporation, 2013). In addition, the International Franchising Association reports that “…franchising is responsible for 760,000 businesses, 18 million jobs, 14 percent of the private sector employment, and over $500 billion in payroll,” and franchise sales are expected to top two trillion dollars by the end of 2011 (LBC Franchising Corporation, 2013). With many businesses such as restaurants, fast foods and beverage chains, hotels, etc. 1 Robert Morris University