Marketing Mix Factors Influencing the Purchasing of Cannabis Food and Beverages by Consumers in the Central Region

Abstract

     The purpose of this research was to study the marketing mix factors influencing the purchasing of cannabis food and beverages by consumers in the Central Region. Furthermore, to compare the opinions about the marketing mix factors influencing the purchasing of cannabis food and beverages by consumers in the aforementioned region, which was classified by the demographic factors and the behavior of purchasing. A questionnaire was used as the data collection. The sample group comprised 400  consumers in the Central Region aged above 25 years. The data were analyzed by percentage, mean, standard deviation, one-way ANOVA.

     The results of the research showed that most of the consumers were female, aged 25-30 years, bachelor’s degree graduate, company employee, and earned more than 30,000 Thai Baht per month. The level of opinions about the marketing mix factors influencing the purchasing of cannabis food and beverages of consumers in the Central Region was high. The highest level was the product followed by place, price, and promotion, respectively.

     The hypothesis test results showed that customers of different gender, age, highest level of education, occupation, and income had different levels of opinions about the marketing mix factors in all terms. Customers of different had different levels of opinions about the marketing mix factors in all terms. Customers of different frequency had different levels of opinions about the marketing mix factors in terms of product, price, and place, whereas customers of different expenses had different levels of opinions about the marketing mix factors in terms of product. Likewise, customers of different reason, had different levels of opinions about the marketing mix factors in terms of product, price and promotion.