THE STUDY OF INTERNAL FACTORS AFFECTING THE DECISION MAKING PROCESS OF THE PEOPLE CARD CASH CARD OF THE CUSTOMERS OF THE GOVERNMENT SAVINGS BANK BIG C SUKSAWAT

Abstract

The purpose of this study was to (1) study internal factors such as motivation, perception, learning, attitudes, personality and lifestyle. (2) to study the decision making process of the People Card Cash Card of the Big C Suksawat Branch (3) to study the influence of internal factors affecting the decision making process to apply for Cash card of People's Bank, Big C Suksawat Branch. The sample consisted of 400 customers who Card Cash Savings Bank, Big C Suksawat Branch. The reference statistics used to test hypotheses at significance level 0.05 was multiple regression analysis. The study indicated that Most of the samples were female most of them were 29-37 years old undergraduate degrees earn 10,001-15,000 baht. The hypothesis test found that internal factors were perceptual motives, attitude and personality affect the decision making process of apply for Cash Card of People's Bank, Big C Suksawat Branch at the significant level of 0.05 However, lifestyle did not  affect the decision-making process apply for a cash card.