IntroductionCulture is characterized by language, religion, food, music, arts and social norms (Zimmermann, 2012). From this definition alone, this characterizes diversity from the perspective of cultural value, consumer behavior and market environment. South Africa is the epitome of diversity. It is made up of a variety of other cultures that are all hosted in one country. This country has 11 different means of communication, which largely explains the importance of South Africa on the world market. With numerous trade routes and a large sample size to trade with, this leads to unlimited resources and a booming global market. (Introduction: Describe the purpose of the research and address why the selected country is important in global markets.) Cultural Variables South Africa is a unique country that has access to 11 different linguistic uses (SA-Venues ). In order of most used, they include Zulu, Xhosa, Afrikaans, English, Sepedi, Tswana, South Sotho, Tsonga, Swazi or Siswati, Venda and Ndebele. Zulu and Xhosa are the two most commonly understood. Afrikaans derives from Dutch and was used in its region as a 1st or 2nd language. The white inhabitants who came to start a new life use English, Sepedi is grouped with the northeastern part of South Africa. Setswana is the language of Botswana and is one of the languages ​​of South-East Africa. The Vatsonga people, divided within their region, speak Tsonga. Swazi or SiSwati come from there and create their own name in the country. Venda is a language common to the Limpopo Royal Region. Their speakers are very popular and their speech inspires others to adopt it. Then you have Ndebele, whose language is slowly disappearing because Zimbabwe's other languages ​​are more p...... middle of paper ......a and Gap (Contributor 2012). South Africa is the ideal place for brand development as they are highly developed and styles are easily accepted. There is also the fact that their youth, like that of other countries, is strongly influenced by Western cultures. This brand preference is above all a question of image and adaptation to social norms. When it comes to consumer trends, South African society has a buy, not save mentality (Clark, 2012). They prefer to buy for now rather than save for the future, which benefits and harms their economy. Retail and electronics will always be in demand and will always be the top consumer needs. When it comes time to pay bills, people struggle to pay because they haven't saved. This tendency to follow the Jones trend is detrimental when it comes to things people need, but perfect for following society's norms..