Exploring Buyers’ Attitudes and Reactions towards Code-Switching during Business Transactions and Social Interactions in A Multicultural Open-Air Market: A Case of Gikomba Market, Kenya

Abstract

This study explores buyers’ attitudes and reactions to code-switching and its impact on bbuyers' behaviour as experienced during business transactions and social interactions in Gikomba market, Kenya. Gikomba market, a multicultural open-air marketplace, is the largest hub for second-hand clothing in East Africa. Despite the widespread use of code-switching in informal markets, its impact on buyer-seller communication dynamics and purchasing decisions remains underexplored, particularly from a development communication perspective. The primary objectives of this study were to investigate how buyers perceive and respond to code-switching, how buyers’ attitudes on code-switching shaped their market experiences and transactional interactions, and how buyers’ navigated the communication disruptions caused by code-switching. Guided by Communication Accommodation Theory, the study employed an exploratory qualitative research design to capture the nuanced experiences of young buyers aged 20 to 35 who frequent the clothing section of Gikomba market for reselling purposes. Data was collected through semi-structured interviews and direct observation of twenty participants, selected using purposive non-probability sampling. Thematic analysis was applied to identify key themes, patterns, and interpretations within the data. Findings revealed that while code-switching is a common communication strategy in Gikomba market, it elicits varied emotional responses among buyers. Negative attitudes towards code-switching, such as frustration, exclusion, and mistrust, were often linked to perceived price manipulation, safety, and unfavourable market experiences. Conversely, buyers who shared linguistic backgrounds with vendors or understood market codes expressed trust, familiarity, and confidence during transactions, and had favourable market experiences. The study concluded that code-switching can both facilitate and hinder buyer-seller interactions, depending on the context and degree of linguistic alignment. Recommendations include implementing inclusive communication strategies for market stakeholders and developing participatory frameworks to enhance transparency and trust in informal business settings.