Demarketing Strategies as Preventive Deterrent to Alcohol Abuse and Its Intricacies in Households and Streets: An Evidence from WA in North West Ghana

Abstract

Purpose: The present research purpose is to investigate the negative concerns of alcohol abuse in the households and in the streets, and to suggest some sound solutions to these concerns. Design/methodology/approach: The epistemological posture is positivist with a quantitative approach and the collected data is from both primary and secondary sources. Results: The findings indicate that alcohol consumption is highly and positively correlated to household conflicts. The results also indicate that alcohol consumption is highly and positively correlated to street conflicts. Practical implications: The results imply that marketers should make a hyper segmentation of the beverage market and apply demarketing strategies. Originality/value: This exploratory research demonstrates the association between excessive alcohol consumption, household conflicts and streets conflicts by bringing out some particular psychosocial and cultural factors.