IntroductionCulture is characterized by language, religion, food, music, art and social norms (Zimmermann, 2012). Precisely from this definition, this characterizes diversity from the point of view of cultural value, consumer behavior and market environment. South Africa is the emblem of diversity. It is made up of a variety of other cultures that are all housed in one country. This country has 11 different ways of communicating, which is a great reason why South Africa is important in the global market. With many 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 those most used, they consist of Zulu, Xhosa, Afrikaans, English, Sepedi, Tswana, Southern 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 first or second language. The white inhabitants who have come to start a new life use English, Sepedi is grouped with the north-eastern part of South Africa. Tswana is the language of Botswana and is part of the language of Southeast Africa. The Vatsonga people, divided into their own region, speak Tsonga. Swazi or SiSwati comes from this and creates its own name in the country. Venda is a common language in the Royal Limpopo Region. Their speakers are very popular and their way of speaking influences others to adopt it. Then there is Ndebele, whose language is slowly disappearing because other languages ​​in Zimbabwe are more p...... middle of paper ......ae Gap (Contributor 2012). South Africa is an ideal place for brand development because it is highly developed and the styles are easily accepted. There is also the fact that their youth, like other countries, are heavily influenced by Western cultures. This brand preference is about image and fitting into social norms. Regarding consumption trends, South African society has a purchasing mentality, but not a saving one (Clark, 2012). They prefer to buy for now and not save for the future, which both helps and hurts their economy. Retail and electronics will always be in demand and will always be top consumer needs. When it comes time to pay bills, people struggle to do so because they haven't saved. This keeping up with Jones trend is harmful when it comes to things people need, but it's perfect for keeping up with society's standards.