The Impact of Product Quality on Consumer Acceptance: Case Study of Guinness Ghana Breweries Limited (GGBL) Malta Guinness Quench

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The marketing philosophy of the 1950s and 1960s was product orientation whereby organisations laid emphasis on production process and increased production. At that time, marketing focus was on the product. In the 1980s, sales orientation replaced product orientation because of the shift in the equilibrium between demand and supply. The emphasis was put more on advertising and selling to push goods to consumers. The period 1990s up to the 21st Century was marked by market orientation. Every organisation had to put the consumer at the top of its operations. Consumer's needs became a priority. Consumers continue to construct identities for themselves by associating themselves with a particular brand, which they perceive as being quality. This is why organisations should have the understanding of consumer's needs and wants because it is critical in the organisation's success. Therefore failure to react to the outcomes can have catastrophic implications in the future. But in most cases, organisations fail to put consumer preferential choice and taste into consideration when introducing a new product into the market. They do not produce the right product for consumers but rather produce to sell to make profit. For this reason, many organisations impose product on consumers and the consequence is that, the product may not meet consumer expectation and therefore, the consumer may reject it. Employing quantitative (structured questionnaire) methods, four hundred customers of Guinness Ghana Breweries Limited in Kumasi were sampled. Out of the four hundred respondents, 180 per cent were males and 220 per cent were females. This is underpinned by available statistics indicating that female population is more than male population in the study area. The study sought to find out how quality affects consumer acceptance. The research took the form of a case study. As a result, a product of Guinness Ghana Breweries Limited (GGBL) was sampled as a basis for discussion and conclusions. The results revealed that, now, organisations cannot dictate to consumers. For this reason organisations should place more emphasis on marketing research to identify and anticipate consumer needs to produce the right goods for them so that consumers will not reject products they introduce but rather accept the product. The study further identified the main problem with the MGQ as too much sugar content in the drink with its associated health implication and recommended that, Guinness Ghana Breweries Limited (GGBL) should continue « « producing Malta Guinness Quench and maintain the taste of the drink but the sugar content should be reduced so more people can patronise the drink. Also organisations should make production of quality products their top priority because consumers will not accept anything less than good quality and products that offer value for money.  
A thesis submitted to the Department of Marketing and Corporate Strategy, School of Business, in partial fulfillment of the requirement for the award of Master of Business Administration, 2008