The factors that influence consumer behavior need to be understood by marketers as they cannot influence them directly, but rather gain an understanding so they can use them to their advantage. With the emergence of “black diamonds” in the South African market, they are indulging in the finer things in life as they have come a long way since the apartheid era. A typical “black diamond” consumer status is typically being seen in the right car, shopping at the right mall, and purchasing the right, class-appropriate brands (Radebe, 2013). There are four main factors that influence consumer behavior which are cultural, social, personal and psychological. Cultural factors: these are the social class of consumers (low, middle or high income class), the culture and beliefs that influence how they behave, as well as their subculture which is a smaller group of people within of the same culture who are distinguished from the larger culture by their interests, social beings, and other traits. Consumers of black diamonds have a great desire for conspicuous consumption (Van Der Berg, 2014...