Marketing Research

INTRODUCTION

In contemporary Caribbean society, the sweet and soothing sound of Reggae rhythms, specifically the voice of Bob Marley, and others of the like, complimented by the serene combination of natural musical instruments in the background, can be heard blasting from almost every speaker box from the streets, to people’s cars and homes. The infectious sounds of Reggae music has become a significant aspect of the Caribbean identity, and consequently, the rich colours of Red, Yellow and Gold can accompany its widespread presence, associating itself with Reggae music and the identity of Jamaica. Though Jamaican born, the aspects of the Rastafari culture have made its way not only into Caribbean islands, but the Western world at large. Furthermore, the widespread popularity of the recreational use of Cannabis, commonly referred to as Ganja or Weed, has developed into a global culture, wherein individuals, regardless of socio-economic background can identify with each other. The symbols of the Lion of Judah, the Marijuana leaf, Bob Marley’s face and the vibrant Rasta colours can be found on a variety of products ranging from Jerseys to jewellery and includes basically anything that can be printed upon.

In this regard, there has been a noted trend in the increase of the purchasing of Rastafarian products which has formed the foundation of this study. The topic of research focuses on the purpose of providing reasons for the development of the trend of Rastafarianism and its influence on consumer product choice. Four hypotheses were created including the influence of peer and family groups, the popular image of cannabis and the influence of Reggae Music. Recent literature used in this study provided great insight and support for our hypotheses and included the meaning of the Rastafari symbols, as well as insight into the global influence of Reggae music, and justified the widespread use of Marijuana resulting from its significance to the Rastafari culture....