Marketing Mix and Motivation Affecting the Purchase Intention of Generation Y Cannabis Beverages in Bangkok

Abstract

The purpose of the research is 1) to study the buying behavior of cannabis beverages of Generation Y groups in Bangkok. 2) to study the importance of marketing mix and motivation affecting the purchase intention of Generation Y cannabis beverages in Bangkok. And 3) to study the marketing mix and motivation affecting the purchase intention of the Generation Y cannabis beverages in Bangkok. This was exploratory research and data were collected by a questionnaire with a sample of people who drink cannabis beverages, who are 25-43 years old, used to buy and used to consume cannabis beverages, 385 people from multistage sampling, is a sample random sampling and convenience sampling. Data were analyzed using descriptive statistics such as mean, standard deviation, and reference statistics by using Multiple Regression Analysis. An analysis of the respondents' general data revealed that, in terms of purchasing cannabis beverages, the respondents had a purchase behavior of cannabis beverages, with a frequency of 1 time in 3 months. Because they need something that keeps their body fresh and in a good mood, by using the service to order through online channels and study information from sources via Facebook and has purchased by checking the FDA mark on the side of the bottle. In the hypothesis testing, it was found that in terms of reason (b = 0.392), in terms of price (b = 0.214), in terms of emotion (b = 0.112), in terms of distribution channel (b = 0.104) There was a positive influence on the purchase intention of cannabis beverages in Bangkok with a statistical significance of 0.05