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To most sub-Saharan African immigrants, South Africa is a safe haven. However, many sub-Saharan African immigrants (especially newcomers) find it hard to choose from the array of different brands on the shelves of South Africa's leading supermarkets. This is because, for most sub-Saharan African immigrants in South Africa, the products and brands are new and unfamiliar. In this this book the author has established a consumption behaviour model of the sub-Saharan African immigrant population in South Africa. In other words, the study has established a deeper understanding of the foodways of the sub-Saharan African immigrant market in South Africa in order to enable South Africa's major supermarket chains to develop marketing campaigns, products and services tailored to fulfill the indigenous food needs of sub-Saharan African immigrants in South Africa.