FACTORS INFLUENCING INDIGENOUS VEGETABLE VENDORS’ PERCEPTIONS OF MARKET BARRIERS IN THE CITY OF TSHWANE IN GAUTENG PROVINCE, SOUTH AFRICA

Vegetable vendors are mostly visible in populated cities and towns, providing a 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. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS) version 28, incorporating principal component analysis and multiple linear regression analyses. The results revealed that 60% of vendors lacked access to a reliable stock of indigenous vegetables. Five key components – service provision, access to quality services, education, adverse weather conditions, and vendors' source of income – were identified as significantly influencing marketing barriers. Moreover, multiple linear regression analyses showed that both service provision and adverse weather conditions had a positive, significant influence on market barriers. It is recommended that interventions be developed to raise awareness and support sales, promote the consumption of indigenous vegetables, and provide infrastructure, such as shades, to protect the vendors from harsh weather.