Trying to understand the South African population can be a tricky and time consuming exercise. As a country, South Africa has a significant cultural diversity and the large size of the country leads to considerable variation within the population, which demands inventive and careful analysis when determining key traits. This paper is aimed at developing a better understanding of the South African consumer and their behavior patterns as well as potential methods to use this knowledge to better reach and influence behaviors.

Due to diversity along demographic, geographic and cultural lines, assigning traits and characteristics through traditional segmentation tools proves to be particularly challenging. Through the integration of established marketing tools and innovative segmentation techniques, a better understanding of the motivators and drivers of behavior behind certain segments of the population was attained. Amalgamation of existing research based on value dimensions and industry specific market materials provides a better comprehension of the various divisions specific to the South African market and the South African consumer.