The study was aimed at determining the impacts of factors that affecting the choice of franchising-stores in general and of local franchising-store in particular. The study was conducted in Ho Chi Minh City on 300 adults using a structured questionnaire as the data collection tool. Questions were designed to find out how consumers behave related to local franchise store, why they buy and how they buy. The study showed that the choice of local franchise stores is influenced by the consumer’s price consciousness, credibility in the product and the promotion campaigns of the franchise enterprise; specifically, customer coming to local franchise store is driven by the consumer’s perception about the quality of the product, price consciousness, and the benefit the customer gets from Franchise Company’s promotion.Implications of the study may be used as references for the planning of marketing strategies and as the basis for future researches in the consumer behavior with regard to franchise business.Keywords：Franchise, marketing mix, store image, service quality, customer perceptions, survey.
