Work

Assessment of market barriers amongst the indigenous vegetable vendors in the city of Tshwane, Gauteng Province, South Africa

Year: 2025

Type: article

Abstract: Most vegetable vendors are in densely populated towns and cities, where they offer an extensive variety of vegetables to consumers. This study employed a proportional sampling technique to gather data from 210 indigenous vegetable vendors in the City of Tshwane, Gauteng Province, South Africa. Descriptive statistics and ordered logistic regression analysis were used to analyse data for this study. The results revealed that age, gender experience, household income, and competitive prices supplied by indigenous vegetables vendors were significant barriers among indigenous vegetable vendors. It is recommended that indigenous vegetables vendors should offer competitive prices, diversify their products should prioritize advertising and offer promotional services. Further, individuals with higher level of education are encouraged to participate in vegetable vending, while households need support to raise their income. Addressing these setbacks enable them to reduce probability of facing major and minor marketing barriers.

Source: Discover Sustainability

DOI: 10.1007/s43621-025-02113-9

Authors: Emmanuel Zinyoro, Liboster Mwadzingeni, Danisile Mthombeni Leonah

Institution: University of South Africa

Language: English

Topic: Economics of Agriculture and Food Markets

Subfield: Economics and Econometrics

Field: Economics, Econometrics and Finance

Domain: Social Sciences

SDGs: Zero hunger, Reduced inequalities, Decent work and economic growth, No poverty

Open Access status: gold

Estimated APC paid: $1,390