Cultural Taboos, "Mystical Practices" and Perceived Business Performances in the Informal Sector: An Exploration of Bayam-Sellams in African Local Markets

Authors

  • Pierre, Emmanuel Ndebi Department of Marketing ESSEC-University of Douala, Cameroon
  • Jean-Hubert, Etoundi Department of Marketing ESSEC-University of Douala, Cameroon

DOI:

https://doi.org/10.14738/abr.121.16230

Keywords:

mysticism, mystic business practices, taboos, buyam-sellam business performances

Abstract

The objective of this article is to highlight the reality of unorthodox commercial practices in markets, by local vendors of the informal sector in Africa. An in-depth analysis of a sample of twenty-four (24) petty traders reveals that these traders use both common sense, by developing proximity to their market, and the mystical dimension of their cultural era, to achieve their commercial performance objectives. In so doing, they perceive this mystical dimension as being effective in attracting customers, building customer loyalty and making their business more competitive.

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Published

2024-02-01

How to Cite

Pierre, E. N., & Jean-Hubert, E. (2024). Cultural Taboos, "Mystical Practices" and Perceived Business Performances in the Informal Sector: An Exploration of Bayam-Sellams in African Local Markets. Archives of Business Research, 12(1), 48–61. https://doi.org/10.14738/abr.121.16230