Some may attribute the growth of the franchise sector to the rise in the remittances of overseas Filipino workers and the booming business process outsourcing sector, but its most overlooked underlying phenomenon is the country’s consumer-driven economy that has created a culture of its own as a matter of lifestyle.
This new way of living continues to create market bias for franchised brands that offer a high level of comfort, convenience, efficiency and value for money, generating demand, influencing consumer behavior, and introducing a lifestyle that reflects a globalizing cosmopolitan environment.
“Take for example the now prevalent positive attitude of all the staff of the franchised businesses. They lead the entire industry in becoming fully customer-oriented while their products and services continue to evolve and revolve around the needs of the consumer,†said chairman emeritus Samie Lim of the Philippine Franchise Association. Read on…
