MANAGING NEGATIVE ALCOHOL-RELATED CONCERNS: A QUANTITATIVE RESEARCH CONCERNING CONSUMERS FROM BOTH ABRAHAMIC AND ENDOGENOUS RELIGIOUS FAITH

The relationship between alcohol consumption and conflicts is explored in several contexts. Little research has been conducted on the subject in Wa. This research explores the relationship between alcohol consumption and conflicts where alcohol consumption is on the increase. This exploratory research is focused on the post-positivist posture. A quantitative research design is used to collect data from both primary and secondary sources for analysis using sphinx IQ software. Some self-administered questionnaires are used for data collection.  Results show that alcohol consumption is strongly associated to household conflicts. In addition, the results also show that alcohol consumption is associated to street conflicts. It is found that alcohol consumption is associated to religious conflicts. The findings imply that there should be a rigorous segmentation and hyperpersonalisation of the alcohol beverage market in order to meet the local consumers’core needs and real expectations.  To the best of authors knowledge, this is an exploratory research in the Ghanaian Upper West context that shows the relationship between excessive alcohol consumption and conflicts with some particular psychosocial and cultural factors. Keywords: Alcohol Consumption, Household Conflicts, Street Conflicts, Religious Conflicts, Wa