Professor Deon Tustin | CEO | Bureau of Market Research (BMR) | mail me |
To celebrate 65 years of providing trusted insights, we have released a new study that uncovers what truly influences the choices South Africans make when they spend their money.
The South African consumer unveiled reflects a shift in behaviour that goes beyond price and focuses on emotion and trust.
More than just price
For a long time, people thought shopping decisions were mainly about price. But this new research shows that’s no longer the case.
Today, our feelings, values, dreams and trust in a brand play just as big a role as cost. Sometimes they matter even more. The findings reveal that South Africans are not just buying things. They’re buying into what brands stand for. The SA consumer unveiled shows that meaning and identity now shape buying choices.
Today’s consumers are not simply acquiring goods; they are engaging with the meaning and identity behind the brand.
– Dr Antoinette Basson, Head of the Behavioural Sciences Research Division
What the study looked at
The survey spoke to more than 1,000 consumers across the country. It found that consumer buying decisions are shaped by eight main factors:
What it means for everyday consumers
The SA consumer unveiled highlights how each factor plays a unique role in shaping perceptions and guiding brand loyalty.
The BMR study shows that emotions and values affect buying decisions differently depending on personal characteristics and what people are shopping for:
- Education, technology and tourism – In these areas, people are strongly influenced by emotions, aspirations and trust. Choosing a school, a new phone or a holiday is about more than cost. It’s about the brand’s reputation and how much confidence and inspiration a brand gives you.
- Groceries, everyday retail and healthcare – In these areas, people are more focused on price, habit, and practicality. But even here, trust and a sense of emotional connection with a brand still make a difference. Many families choose food brands they’ve trusted for years.
- Younger people and women – They are more likely to be swayed by brands they trust and that inspire them emotionally.
- Older consumers – They are generally more practical, focusing on value for money and good service.
- Provincial differences – People in different provinces have unique preferences. This reflects South Africa’s diversity and shows that community values play a big role in decision-making.
South Africans are diverse, and so are their shopping habits. People want to see their own lives and values reflected in the brands they support. Companies that respect and understand this diversity will build the strongest and longest-lasting connections.
– Dr Jacolize Poalses, Senior Researcher at BMR
In short, shopping is no longer just about what you buy. While price and function still count, it’s also about whether you feel the brand understands and values you.
For South African households, this means you’ll likely notice more companies trying to connect in meaningful ways. They’ll do this not only through discounts or promotions but by showing cultural awareness, ethical practices and a sense of purpose. The SA consumer unveiled makes it clear that brand connection now depends on emotional understanding as much as affordability.
