The effect of network marketing business in creating employment opportunities for women in Polokwane Local Municipality, Limpopo Province, South Africa

Abstract

This research examined the effect of network marketing businesses, specifically the Tupperware brand, in creating employment opportunities for women in Polokwane, Limpopo, South Africa. As traditional employment opportunities continue to face challenges, network marketing presents an alternative model that empowers women by providing flexible working hours, low entry barriers, and the potential for income generation. This study employed qualitative research. Qualitative research is a method of inquiry that seeks to understand social phenomena through the collection and analysis of non-numerical data, such as words, images, or objects. This approach emphasizes the meaning individuals or groups ascribe to a particular issue or experience. It often seeks to explore the complexity of human behaviour and social contexts, making it especially useful in fields like social sciences, education, health, and anthropology (Murray, 2018). An Interpretivism paradigm was used for the study. An interview with 23 Tupperware consultants was conducted to assess the socio-economic impact of this business model on women's livelihoods in the region. All 23 participant were female who have been selling Tupperware for more than 5 years and women solely depended on Tupperware as their only source of income. The findings revealed that Tupperware's network marketing system not only fosters financial independence among female participants but also enhances their self-esteem and entrepreneurial skills. Furthermore, the study discussed the implications of these opportunities on community development and gender equality in South Africa. By showing women's accomplishments and struggles in this sector, the research contributed to the broader understanding of the role of network marketing in employment creation and its potential as a strategy for empowering disadvantaged communities. This study recommends that network marketing businesses should provide training programmes that focus on business skills, product knowledge, and sales techniques. It also recommends further research to explore long-term impacts and success rates of women in network marketing compared to traditional employment sectors and support policy initiatives that advocate for the rights and benefits of women in network marketing, ensuring fair compensation, access to resources, and protection against exploitation.