THE IMPACT OF NIGERIAN PIDGIN ENGLISH ON BUSINESS ADVANCEMENT IN EKE AWKA MARKET, AWKA, ANAMBRA STATE

Abstract

Language is central to commercial activity because buying and selling depend on effective communication, price negotiation, customer attraction, interpersonal relationships, and agreement. In Nigeria’s multilingual environment, Nigerian Pidgin English (NPE), also known as Nigerian Pidgin, serves as an important medium of interethnic communication. This paper examines the impact of Nigerian Pidgin English on business advancement in Eke Awka Market, Awka, Anambra State. The paper adopts a qualitative, documentary, and analytical approach, drawing on scholarship on Nigerian Pidgin, empirical studies of language use in Nigerian markets, and available information on Eke Awka Market. The paper also adopts Communication Accommodation Theory and the data were gotten from the market through observation method. Observation and findings were made on the roles of Nigerian Pidgin in facilitating communication, reducing linguistic barriers, negotiating prices, attracting customers, establishing solidarity, promoting trust, accommodating linguistically diverse customers, and supporting code-switching. This paper argues that Nigerian Pidgin contributes to business advancement primarily through communicative efficiency and interpersonal accommodation rather than direct economic production. By making transactions more accessible and reducing communication difficulties, it can facilitate commercial opportunities. However, its effectiveness depends on context and may operate alongside Igbo, English, Nigerian English, and other languages. This paper recommends greater recognition of multilingual competence as a commercial resource.