Shortage of retail management skills and employment equity strategies: attracting women for permanent retail careers in rural areas

Abstract

This paper explores the employment of women in retail management in rural South Africa, in order to improve their attraction, placement and retention in the sector. Research was based on literature and employment statistics from the sector, followed by depth interviews and a focus group, conducted with twenty supervisory and management participants from small, medium and large retailers. There were few women in such positions - mostly only in smaller retailers. Women managers are under-represented and under-paid, and influenced by barriers such as education, limited sector exposure, culture and traditions, non-fluency in business languages and employment as casual workers.