Attitude, subjective norms, and consumer acceptance of Maize-based beer (Eagle Stout) in the tamale metropolis, Ghana: A theory of planned behaviour approach

Abstract:

This article examines the factors influencing consumer acceptance of Accra Brewery Limited's Eagle Stout maize-based beer in the Tamale Metropolis of Ghana, guided by the Theory of Planned Behaviour (TPB). Using a multi-stage sampling technique, structured questionnaires were administered to 400 respondents drawn from communities within the metropolis. Descriptive statistics revealed that 73.8% of respondents were aware of the product, while 69.2% expressed acceptance. Multiple linear regression analysis showed that attitude toward maize-based beer (β = 0.31, p<0.001) and subjective norms (β = 0.21, p = 0.003) were significant predictors of consumer acceptance. Mean scores further indicated favourable attitudes (M = 4.10, SD = 0.68) and moderate subjective norms (M = 3.85, SD = 0.79). These findings suggest that consumers with positive attitudinal perceptions and strong social endorsement from peers and community members are significantly more likely to accept the product. The study recommends culturally tailored marketing strategies and community-based engagement campaigns to improve product acceptance and penetrate the competitive Ghanaian beer market.