Factors influencing the Cocoa Smallholders Behavior Decision Making in Hilir Perak

A survey had been done in the Hilir Perak with the association of the Malaysian Cocoa Board (MCB) to study on factors affecting cocoa smallholder behaviour at MCB Hilir Perak. In this case study, the factor used as the independent variable to determine the smallholder attitude are, prior knowledge, facilitating condition, subjective norm and also the perceived behaviour control. Whilst, for the dependent variable is the cocoa smallholder behaviour. 59 respondents were randomly selected from the smallholder name list given by the MCB. Data collected pooled and analyse by using SPSS software to find the correlation of the factor. Prior knowledge and facilitating condition factor show significance difference towards cocoa smallholder attitude (P<0.05). This case study proves that the social pressure and motivation from people surrounding are not enough to change the smallholder attitudes. It must also being supported with conducive condition and adequate knowledge to the smallholder in order to change their attitudes and indirectly will increasing the cocoa production.