PERCEPTION AND ATTITUDE TOWARDS ON CUSTOMER DECISION MAKING ON CANNABIS PRODUCTS IN UPPER NORTHEAST OF THAILAND.

Saniyaporn  Ratwichit; Premruedee  Jitkuakul

Saniyaporn Ratwichit Department of Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand
Premruedee Jitkuakul Department of Management, Faculty of Liberal Arts and Management Science, Kasetsart University, Thailand

Keywords: Perception, Attitude, Decision Making, Cannabis

Abstract

The purposes of this research were to; 1) study about Perception related to cannabis products, the attitude towards cannabis products, and customer decision making towards using cannabis products, 2) study about the relationship between Perception regarding cannabis products and customer decision making towards using cannabis products, 3) study about the relationship between attitude towards cannabis products and customer decision making to using cannabis products. The samples used in this study were those interested in using cannabis products whose region is in Upper Northeast of Thailand. The mean, percentage, and standard deviation were used for data analysis. The statistics was analyzed using Pearson’s correlation coefficient, multiple regression analysis, and the reliability of the questionnaires, which shows that all the Cronbach Coefficient Alpha coefficient values are above 0.7.
The majority of the samples were females and they are from the support operation team. Their age is in between 20-30 and is unmarried. They are government officials and workers in state-owned enterprises. The average income is in between 1,000-20,000 Baht per month. The finding shows the mean of perception towards cannabis products, attitude towards cannabis products, and customer decision making towards using cannabis products which is equal to 2.12, 3.49, and 3.55. The hypothesis testing result shows that perception regarding cannabis products has no effect towards customer decision making to using cannabis products. However, the attitude have a positive result towards customer decision making to using cannabis products with a statistical significance, the statistical significance of beta is 0.662, (β= 0.662). This shows that those answered the questionnaires will decide to use cannabis products when they have a good attitude towards the cannabis products.