Marketing Commons^™

Market Coverage, Franchise Ownership, And Outlet Survival, Jingbo Zhang

Graduate Theses and Dissertations

This dissertation investigates the relationships between market coverage, franchise ownership, and franchise outlet survival rate.

In the first essay, I develop a spatial market coverage measure by integrating geocodes of outlets across five fast-food franchise systems. This spatial market coverage builds upon one navigation system algorithm by utilizing geographic coordinates. This measure can be applied by entrepreneurs to examine their geographic coverage and address issues of market oversaturation and lack of coverage.

In the second essay, I extend the spatial market coverage and examine how this spatial market coverage and franchise ownerships affect franchise outlet survival rate, which has not …

Life Styles And Psychographic Characteristics Of Elderly Consumers As Determinants Of Perceptions On Health Care, John Thanopoulos

Graduate Theses and Dissertations

It appears that in today’s United States, the burden of disease prevention is assigned to the consumer. This study examines perceptions, health related information, and demographic data of a sample of elderly Arkansas consumers, with respect to preventive health care. The 226 respondents of the survey are members of the Arkansas Household Research Panel and over fifty-five years of age.

The data gathered were subjected to standard parametric and nonparametric statistical tests, factor analysis, cluster analysis, and discriminant analysis. The analysis identified two major segments. One, with seventy percent of the total, consists of respondents having a predominantly positive attitude …