Indigenous Languages, Signs and Symbols as Determinants of Consumer Markets Administration Effectiveness in Oluyole Local Government, Ibadan, Oyo state
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Date
2024-12
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Lead City University, Ibadan
Abstract
Growth in every society is made possible through the economic activities that take place within it and between it and other societies. Hence, the market place is at the core of the economy of any community. Indigenous languages, signs and symbols are elements of communication that are useful for transactions, and administration, being an intangible part of all societies and it is crucial to the sustenance and growth of such society. This study therefore investigated indigenous languages, signs and symbols as determinants of market administration in Ibadan metropolis. The study is anchored on the General Systems theory, Uses and Gratification theory and Information Processing theory. The study adopted the descriptive survey research design. The population for this study include all traders within consumer markets in Oluyole local government area in Ibadan, Oyo state. Multi-stage sampling procedure was adopted to select 311 respondents. Two validated self-designed instruments; ‘Indigenous Communication and Market Administration Questionnaire’ (ICMAQ) and ‘Consumer Market Administration and Key Personality Interview Guide (CMAKPIG)’ were used for data collection. Data was analysed using descriptive and inferential statistics. Findings revealed that the role and influence of indigenous languages, signs and symbols is limited to their usage by market administrators. The inclusion of indigenous languages in the administrative structure fosters deeper connection between traders, customers and other market personnel which potentially leads to improved market efficiency and customer satisfaction. Findings also showed that indigenous languages, signs and symbols cannot as one be regarded as being a determinant in market administration (p = 0.001, p < 0.001; p = 0.671). This is as a result of the differences in usage of the three elements of indigenous communication by traders, customers and other market personnel in the market. Thus, the study concluded that the influence of indigenous languages, signs and symbols on effective market administration in Ibadan is on the average level as a result of the imbalance in how they are used by market operators. The study recommends that elements of indigenous communication such as language, sign and symbols should be more inculcated into the administrative, social and economic activities of every stakeholder within the market environment and the Nigerian society at large.
Keywords: Indigenous languages, indigenous signs, indigenous symbols, markets, administration
Word Count: 359
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Keywords
Indigenous languages, indigenous signs, indigenous symbols, markets, administration
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Kate Turabia