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- W2891487845 abstract "This article focuses on the language barriers, a case of COMESA market in Lusaka, Zambia. The aim of this article was to explore the perspectives and experiences of the traders at COMESA market regarding the e˙ects of language barriers within their trading and communication process. Therefore the study sought to find out what language is used when trading, what challenges are faced if any when trading and how they overcome these challenges. The Phenomenological methodology guided the study. The findings revealed that mostly Nyanja and Bemba were used for trading while English was only used for Zimbabweans, South Africans and Caucasian. The most common challenge was the inability to communicate with customers who may be interested in their products. As a result the trader may use signs to communicate, that is, pointing to their products or showing pictures, in other instances, the trader mixed languages in order to overcome the language barrier." @default.
- W2891487845 created "2018-09-27" @default.
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- W2891487845 date "2018-08-14" @default.
- W2891487845 modified "2023-09-24" @default.
- W2891487845 title "TRADING WITH LANGUAGE BARRIERS: A CASE OF COMESA MARKET IN ZAMBIA" @default.
- W2891487845 doi "https://doi.org/10.15520/jassh48350" @default.
- W2891487845 hasPublicationYear "2018" @default.
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