The Role Of Language In Business Promotion: A Case Of Machinga (Petty-Traders) In Mbinga District

ABSTRACT

This study sought to examine the role of language in business promotion by scoping the language used by machinga (petty-traders) in Mbinga District. The study is based on three themes, namely, the form and content of language used by machinga (petty-traders), the type of the language used by by machinga, and the impact of their language on the customers.

The study draws and expands from the “speech act theory”, a discourse developed by John Austin (1962) and refined by John Searle (1979). It employed the qualitative approach compounded by a case study design to generate data through participant observation and semi-structured interviews with 27 informants. The informants of the study were two business officers, 10 machinga (petty-traders) and 15 customers. In addition, 20 conversations between the customers and petty-traders were recorded and later on transcribed for detailed analysis. The data analysis followed the qualitative procedures and the findings are presented through thick descriptions supported by evidence from the field followed-up by detailed discussions.

The study revealed that language has a vital role to play in business promotion. It was also found that machinga did not have enough language skills to promote business successfully. They make meager and inappropriate conversations with customers, which could end-up in poor business performance. Some machinga used abusive language that made customers decide against buying the commodities. Moreover, the findings depicted that the language used by most machinga had negative effect on promoting business. If they use language in positive ways, it would increase their income and develop capital. These findings indicate the urgent need to educate the machinga (petty-traders) on the indispensability of credible and persuasive language knowledge in business promotion. Accordingly, based on the analysis of the results of the study, recommendations for supporting and educating machinga (petty-traders) on language skills in business promotion have been provided to the business stakeholders and recommendations for further research have also been suggested.