Black Women’s Lived Experiences of Informal Street Trading in East London, South Africa

The study sought to evaluate women’s lived experiences of informal street trading in East London with specific reference to the coping strategies they adopt and their challenges within the industry. A qualitative method was used, adopting a case study design. Interviews were conducted with fourteen...

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Bibliographic Details
Published in:Journal of intercultural communication 2024-06, Vol.24 (2), p.162-171
Main Authors: Meyiwa, Thenjiwe, Cekiso, Madoda, Maphumulo, Thabisile, Mashige, Mashudu C.
Format: Article
Language:English
Subjects:
Black people
Case studies
Consumers
Coping strategies
Customers
Empowerment
Feminism
Gender equity
Inequality
Informal economy
Interviews
Labor market
Qualitative research
Rural communities
Society
Street traders
Trading
Transport costs
Unemployment
Weather
Women
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Summary:The study sought to evaluate women’s lived experiences of informal street trading in East London with specific reference to the coping strategies they adopt and their challenges within the industry. A qualitative method was used, adopting a case study design. Interviews were conducted with fourteen street trader women participants who were purposefully selected because of the artefacts they displayed for sale. Data collected through semi-structured interviews were thematically analysed. The results revealed that the harsh street-trading environment forced the women traders to adopt some coping strategies, for example, using the history behind the artefacts they were selling in order to encourage customers to buy, customer care, always displaying a smile to their customers, and bargaining with the customer. The study also emerged from the study that the women were experiencing challenges with their trade, including competition, bad weather, price drops, and high transport costs. The study contributes to an improved understanding of the life realities faced by black rural women informal street traders in East London.
ISSN:1404-1634
1404-1634
DOI:10.36923/jicc.v24i2.812