Marketing communication of cannabis products influencing consumers’ purchasing decisions

Abstract

The objectives of this research were 1. to examine different personal factors that affected the decision to purchase cannabis products, 2. to examine different marketing communications for cannabis products that influenced purchasing decisions, and 3. to investigate the relationship between personal factors and marketing communications that impacted the decision to buy cannabis products. The samples were 400 respondents from across the country who had experience using cannabis products at least once during the years 2022–2023.  The research findings revealed that 1. personal factors such as age, education level, occupation, income, marital status, and purchasing frequency statistically affected the decision to buy cannabis products at the significant level. 2. The three aspects of marketing communications that influenced purchasing decisions were advertising with the greatest impact, followed by public relations and the use of sales personnel. In terms of advertising strategies, it is essential to present clear, reliable, and product facts that can be verified. The primary medium should be static advertisements, utilizing attractive content and focusing on communication through posters and storefront signs. Following that, video clips and animations should be employed. For public relations, emphasis should be placed on providing information through online media to build a positive image, create impressions, and enhance the credibility of cannabis products, helping to instill consumer confidence in product quality and medical safety. This can be achieved by using well-known and respected people as representatives to convey the message. As for sales personnel, the focus should be on providing useful information, including product facts and the information that can be verified. 3. The relationship between personal factors and marketing communications affected the decision to purchase cannabis products with significant correlations in regard to age, education level, occupation, status, and income. The frequency of purchases influenced the decision to buy cannabis products.