1Jabulani Moyo, 2Prof. Jairos Gonye
1,2Curriculum Studies Department Great Zimbabwe University P O Box 1235 Masvingo
ABSTRACT
This research investigates how the informal traders at the Dr Grace Mugabe Market Centre [formerly the Garikayi Market Centre] in Masvingo town, Zimbabwe, popularly known as ‘Chitima’ (Train) Market Centre, utilise nonverbal communication modes as antics in their business transactions. The population of the study comprises all informal traders at the market centre who trade in various wares ranging from perishables and other food items to clothes and electrical goods. The study uses observation and interview to collect data. The study establishes that nonverbal communication is part of the natural advertising and marketing antics of most informal traders, though not all informal traders at ‘Chitima’ are conscious of the potential of nonverbal communication, while others may use it unconsciously in their transactions. Accordingly, the study recommends that the natural advertising and marketing talent of the informal traders could be exploited and perfected through formalised grooming.
KEY-WORDSInformal trader, Chitima, Nonverbal communication, Antics
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