Youth Engagement in Senegalese Business Practices: A Qualitative Exploration

Youth in Senegal represent a significant demographic for economic growth, with increasing participation in various business sectors. The study employs semi-structured interviews and participant observation to gather qualitative data from young entrepreneurs and consumers. Data analysis involves thematic coding and content analysis. Youth predominantly engage with traditional markets where they play a crucial role in product innovation, marketing strategies, and community-based sales activities; these practices often involve direct interaction with local stakeholders, accounting for over 40% of the total engagement. The findings highlight the vital yet underexplored role of youth as drivers of business practices and consumer dynamics in Senegalese markets. Their influence extends beyond traditional marketing channels into community-based sales networks. Businesses should consider integrating youth perspectives into their strategies to better understand local market dynamics, particularly in micro-markets where they are highly active. youth engagement, business practices, Senegal, consumer behaviour