ผลกระทบของปัจจัยศักยภาพธุรกิจต่อผลการดำเนินงานทางการเงินของธุรกิจร้านเบเกอรี่แบรนด์ท้องถิ่นและแฟรนไชส์ในจังหวัดภูเก็ต

Abstract

The objectives of this research are to test the impact of business potential factors on financial performance, and to analyze the return on investment and investment decisions of local and franchise bakery shops in Phuket Province. Data were collected by questionnaires sanding to the population of 135 stores. 100 respondents are used as the samples (74.07 percent). As the results, business potential factors that positively affect the financial performance of local bakery brands and franchises in Phuket are business experience, being a franchise business, and customer management at the significant level of 0.01. The product variety has a positive relationship with performance at the significance level of 0.05. From the analysis of return on investment and investment decisions, it is found gross profit margin as 22.17-82.46 percent, operating profit margin and net profit margin as 16.26-82.43 percent, average return rate percent as 9.13-1,690.68, Internal rate of return as 7.53-61.29 percent, net present value accepted 20 projects due to having net present value 112.00-6,464.17 baht, the profit index accepted 25 projects because the profit index is 1.00 times. The payback period in 1 year accepted are 55 projects because the payback period is not more than 0.12 - 0.92 years.