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

Assessment of market barriers amongst the indigenous vegetable vendors in the City of Tshwane, Gauteng Province, South Africa | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article Assessment of market barriers amongst the indigenous vegetable vendors in the City of Tshwane, Gauteng Province, South Africa Zinyoro Emmanuel, Mwadzingeni Liboster, Mthombeni Danisile Leonah This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-7194446/v1 This work is licensed under a CC BY 4.0 License Status: Published Journal Publication published 04 Nov, 2025 Read the published version in Discover Sustainability → Version 1 posted 9 You are reading this latest preprint version 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. indigenous vegetables vendors market barriers competitive pricing strategy City of Tshwane Full Text Additional Declarations No competing interests reported. Cite Share Download PDF Status: Published Journal Publication published 04 Nov, 2025 Read the published version in Discover Sustainability → Version 1 posted Editorial decision: Revision requested 18 Aug, 2025 Reviews received at journal 13 Aug, 2025 Reviews received at journal 11 Aug, 2025 Reviewers agreed at journal 03 Aug, 2025 Reviewers agreed at journal 01 Aug, 2025 Reviewers invited by journal 01 Aug, 2025 Editor assigned by journal 26 Jul, 2025 Submission checks completed at journal 26 Jul, 2025 First submitted to journal 23 Jul, 2025 You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. Also discoverable on Platform About Our Team In Review Editorial Policies Advisory Board Help Center Resources Author Services Accessibility API Access RSS feed Manage Cookie Preferences © Research Square 2026 | ISSN 2693-5015 (online) Privacy Policy Terms of Service Do Not Sell My Personal Information {"props":{"pageProps":{"initialData":{"identity":"rs-7194446","acceptedTermsAndConditions":true,"allowDirectSubmit":false,"archivedVersions":[],"articleType":"Research Article","associatedPublications":[],"authors":[{"id":494892249,"identity":"05dcb574-b3da-4fbf-8937-79b9bbd723ef","order_by":0,"name":"Zinyoro Emmanuel","email":"","orcid":"","institution":"University of South Africa","correspondingAuthor":false,"prefix":"","firstName":"Zinyoro","middleName":"","lastName":"Emmanuel","suffix":""},{"id":494892250,"identity":"416bed6c-2b3d-445d-9f7a-df1fcbdea684","order_by":1,"name":"Mwadzingeni Liboster","email":"","orcid":"","institution":"University of South Africa","correspondingAuthor":false,"prefix":"","firstName":"Mwadzingeni","middleName":"","lastName":"Liboster","suffix":""},{"id":494892251,"identity":"2e76d288-8508-4249-8354-d03996f5ef16","order_by":2,"name":"Mthombeni Danisile Leonah","email":"data:image/png;base64,iVBORw0KGgoAAAANSUhEUgAAAZAAAAAyAQMAAABI0h/eAAAABlBMVEX///8AAABVwtN+AAAACXBIWXMAAA7EAAAOxAGVKw4bAAAAyklEQVRIiWNgGAWjYFACHiBms5BjYGBsIFIHG1iLhDHpWhKJVc/AoDu/9+CjG2US6RtuNzd/+MFgJ8/Af/gBXi1mx/iSjXPOSeRuuHOwTbKHIdmwgeGYAQEtPGbSuW1ALTcS24BBwZwA9BNxWtINbiQ2f/zDUJ/AwMz+gSgtCUAtDdI8DIcTgAFCyJYcY5BfDGcCHSYtY3DcsI2HpwC/lsNnDB/nlNnI891If/zxTUW1PD//8Q14taABoJPYSFE/CkbBKBgFowA7AAAGAT89sqBSFQAAAABJRU5ErkJggg==","orcid":"","institution":"University of South Africa","correspondingAuthor":true,"prefix":"","firstName":"Mthombeni","middleName":"Danisile","lastName":"Leonah","suffix":""}],"badges":[],"createdAt":"2025-07-23 09:08:43","currentVersionCode":1,"declarations":"","doi":"10.21203/rs.3.rs-7194446/v1","doiUrl":"https://doi.org/10.21203/rs.3.rs-7194446/v1","draftVersion":[],"editorialEvents":[{"content":"https://doi.org/10.1007/s43621-025-02113-9","type":"published","date":"2025-11-04T15:56:51+00:00"}],"editorialNote":"","failedWorkflow":false,"files":[{"id":95564007,"identity":"e9b86539-2bf0-47e5-9ff6-a8357f15720b","added_by":"auto","created_at":"2025-11-10 16:06:23","extension":"pdf","order_by":1,"title":"","display":"","copyAsset":false,"role":"manuscript-pdf","size":473102,"visible":true,"origin":"","legend":"","description":"","filename":"ZinyoroArticle.pdf","url":"https://assets-eu.researchsquare.com/files/rs-7194446/v1_covered_0e9435cd-d259-40ef-89a0-77d1b2aa7e36.pdf"}],"financialInterests":"No competing interests reported.","formattedTitle":"Assessment of market barriers amongst the indigenous vegetable vendors in the City of Tshwane, Gauteng Province, South Africa","fulltext":[],"fulltextSource":"","fullText":"","funders":[],"hasAdminPriorityOnWorkflow":false,"hasManuscriptDocX":false,"hasOptedInToPreprint":true,"hasPassedJournalQc":"","hasAnyPriority":false,"hideJournal":false,"highlight":"","institution":"","isAcceptedByJournal":true,"isAuthorSuppliedPdf":true,"isDeskRejected":"","isHiddenFromSearch":false,"isInQc":false,"isInWorkflow":false,"isPdf":true,"isPdfUpToDate":true,"isWithdrawnOrRetracted":false,"journal":{"display":true,"email":"[email protected]","identity":"discover-sustainability","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"disu","sideBox":"Learn more about [Discover Sustainability](https://www.springer.com/43621)","snPcode":"","submissionUrl":"","title":"Discover Sustainability","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Discover Series","inReviewEnabled":true,"inReviewRevisionsEnabled":true},"keywords":"indigenous vegetables, vendors, market barriers, competitive pricing strategy, City of Tshwane","lastPublishedDoi":"10.21203/rs.3.rs-7194446/v1","lastPublishedDoiUrl":"https://doi.org/10.21203/rs.3.rs-7194446/v1","license":{"name":"CC BY 4.0","url":"https://creativecommons.org/licenses/by/4.0/"},"manuscriptAbstract":"\u003cp\u003eMost 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.\u003c/p\u003e","manuscriptTitle":"Assessment of market barriers amongst the indigenous vegetable vendors in the City of Tshwane, Gauteng Province, South Africa","msid":"","msnumber":"","nonDraftVersions":[{"code":1,"date":"2025-08-05 08:28:57","doi":"10.21203/rs.3.rs-7194446/v1","editorialEvents":[{"type":"communityComments","content":0},{"type":"decision","content":"Revision requested","date":"2025-08-18T07:17:55+00:00","index":"","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-08-13T22:59:11+00:00","index":"hide","fulltext":""},{"type":"editorInvitedReview","content":"","date":"2025-08-11T12:30:46+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"249309941190434884091454742326404387293","date":"2025-08-03T11:58:56+00:00","index":"hide","fulltext":""},{"type":"reviewerAgreed","content":"323188291141198906652077398477551763071","date":"2025-08-01T08:44:55+00:00","index":"hide","fulltext":""},{"type":"reviewersInvited","content":"","date":"2025-08-01T08:13:45+00:00","index":"","fulltext":""},{"type":"editorAssigned","content":"","date":"2025-07-26T08:35:20+00:00","index":"","fulltext":""},{"type":"checksComplete","content":"","date":"2025-07-26T08:35:11+00:00","index":"","fulltext":""},{"type":"submitted","content":"Discover Sustainability","date":"2025-07-23T09:03:54+00:00","index":"","fulltext":""}],"status":"published","journal":{"display":true,"email":"[email protected]","identity":"discover-sustainability","isNatureJournal":false,"hasQc":true,"allowDirectSubmit":false,"externalIdentity":"disu","sideBox":"Learn more about [Discover Sustainability](https://www.springer.com/43621)","snPcode":"","submissionUrl":"","title":"Discover Sustainability","twitterHandle":"","acdcEnabled":true,"dfaEnabled":true,"editorialSystem":"stoa","reportingPortfolio":"Discover Series","inReviewEnabled":true,"inReviewRevisionsEnabled":true}}],"origin":"","ownerIdentity":"dd1a817c-2340-48c4-b6bf-7a0a2d8f77fb","owner":[],"postedDate":"August 5th, 2025","published":true,"recentEditorialEvents":[],"rejectedJournal":[],"revision":"","amendment":"","status":"published-in-journal","subjectAreas":[],"tags":[],"updatedAt":"2025-11-10T16:00:47+00:00","versionOfRecord":{"articleIdentity":"rs-7194446","link":"https://doi.org/10.1007/s43621-025-02113-9","journal":{"identity":"discover-sustainability","isVorOnly":false,"title":"Discover Sustainability"},"publishedOn":"2025-11-04 15:56:51","publishedOnDateReadable":"November 4th, 2025"},"versionCreatedAt":"2025-08-05 08:28:57","video":"","vorDoi":"10.1007/s43621-025-02113-9","vorDoiUrl":"https://doi.org/10.1007/s43621-025-02113-9","workflowStages":[]},"version":"v1","identity":"rs-7194446","journalConfig":"researchsquare"},"__N_SSP":true},"page":"/article/[identity]/[[...version]]","query":{"redirect":"/article/rs-7194446","identity":"rs-7194446","version":["v1"]},"buildId":"8U1c8b4HqxoKbykW_rLl7","isFallback":false,"isExperimentalCompile":false,"dynamicIds":[84888],"gssp":true,"scriptLoader":[]}