MARKETING COMMUNICATION FORMATS THAT INFLUENCE CONSUMERS’ PURCHASING DECISIONS FOR FOOD AND BEVERAGE PRODUCTS CONTAINING CANNABIS INGREDIENTS IN BANGKOK METROPOLITAN AREA
Keywords:
Marketing Communication, Purchasing Decision, CannabisAbstract
This research is a quantitative study with the following objectives: (1) to examine opinions on marketing communication formats and purchasing decisions for food and beverage products containing cannabis ingredients; and (2) to identify marketing communication formats that influence the decision to purchase food and beverage products containing cannabis ingredients. The sample group consisted of 420 consumers in Bangkok Metropolitan Area. The research instrument used was a set of 420 questionnaires. The employed descriptive statistics included the percentage, mean, and standard deviation, while the employed inferential statistics was the structural equation modeling (SEM).
The study could be concluded that the consumers needed the advertisement to effectively convey information about cannabis-infused products and to present both their advantages and disadvantages. Direct communication of information about these products to customers was crucial for building confidence in product safety. Additionally, offering a wide range of prices enhanced the consumers’ trust, while knowledgeable employees who could provide advices on cannabis-containing products were essential. Also, entrepreneurs should collaborate with marketing networks to ensure widespread product distribution.
The marketing communication formats that positively influence the decision to purchase food and beverage products containing cannabis included the supports for marketing activities, advertising, and direct marketing. Conversely, personal communication and promotions negatively influence purchasing decisions, while public relations had no impact on consumers’ decisions to purchase these products in Bangkok Metropolitan Area.
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“ข้าพเจ้าและผู้เขียนร่วม (ถ้ามี) ขอรับรองว่า บทความที่เสนอมานี้ยังไม่เคยได้รับการตีพิมพ์และไม่ได้อยู่ระหว่างกระบวนการพิจารณาลงตีพิมพ์ในวารสารหรือแหล่งเผยแพร่อื่นใด ข้าพเจ้าและผู้เขียนร่วมยอมรับหลักเกณฑ์การพิจารณาต้นฉบับ ทั้งยินยอมให้กองบรรณาธิการมีสิทธิ์พิจารณาและตรวจแก้ต้นฉบับได้ตามที่เห็นสมควร พร้อมนี้ขอมอบลิขสิทธิ์บทความที่ได้รับการตีพิมพ์ให้แก่สถาบันการจัดการปัญญาภิวัฒน์หากมีการฟ้องร้องเรื่องการละเมิดลิขสิทธิ์เกี่ยวกับภาพ กราฟ ข้อความส่วนใดส่วนหนึ่งและ/หรือข้อคิดเห็นที่ปรากฏในบทความข้าพเจ้าและผู้เขียนร่วมยินยอมรับผิดชอบแต่เพียงฝ่ายเดียว”
