Pricing Strategies Used by Vegetable Street Vendors in Mthatha and Mqanduli, Eastern Cape, South Africa

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Street vending is widely acknowledged as a vital component of the informal economy, providing income opportunities for rural households. Street vendors operate in highly competitive environments and are constantly seeking effective ways to attract and retain customers, including strategies for pricing their products. Therefore, the study’s main objective was to analyse the pricing strategies employed by vegetable street vendors in two Eastern Cape towns of Mthatha and Mqanduli. Using a longitudinal research design and a quantitative approach, 54 vendors were surveyed on both grant payout and post-grant days. Data were collected through semi-structured questionnaires and analysed using descriptive statistics, Z-tests, t-tests, and chi-square tests. Results revealed that during grant days, vendors employed dynamic pricing (33%) and negotiation-based strategies (33%), capitalising on the heightened purchasing power of consumers. Post-Grant showed that the dynamic pricing strategy and negotiation were more utilised, and there was also a shift towards strategies like cost-plus (16.67%) and competitive pricing (13.3%). Significant price differences were found between the two towns, shaped by local market conditions, competition, and consumer behaviour. By understanding pricing dynamics, extension officers can better assist vendors in improving market access, income stability, and resilience against economic fluctuations.

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