Understanding What Really Shapes South African Consumer Choices

To celebrate 65 years of providing trusted insights, the Bureau of Market Research (BMR) has released a new study that uncovers what truly influences the choices South Africans make when they spend their money.

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 whether we trust a brand play just as big a role as cost – and sometimes even bigger.  The findings show that South Africans are not just buying things – they’re buying into what brands stand for. As Dr Antoinette Basson, Head of the Behavioural Sciences Research Division, explains: ‘Today’s consumers are not simply acquiring goods; they are engaging with the meaning and identity behind the brand.’” 

What the study looked at
The survey spoke to more than 1,000 consumers across the country and found that consumer buying decisions are shaped by eight main factors:

What it means for everyday consumers
The BMR study shows that emotions and values affect buying decisions differently depending on certain 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.  For example, many families choose food brands they’ve trusted for years.
• Younger people and women are more likely to be swayed by brands they trust and that inspire them emotionally.
• Older consumers are generally more practical, focusing on value for money and good service.
• People in different provinces have unique preferences, reflecting South Africa’s diversity and that community values play a big role in decision-making.

Dr Jacolize Poalses, Senior Researcher at BMR, highlights: “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.”

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 with you in more meaningful ways – not just through discounts or promotions, but by showing cultural awareness, ethical practices and a sense of purpose.

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