der markt

, Volume 38, Issue 1, pp 21–48 | Cite as

Values, attitudes and aspirations of Singaporeans — summary findings from a large-scale lifestyle study

  • Jochen Wirtz
  • Kau Ah Keng
  • Tan Soo Jiuan
Singaporeans — A Lifestyle Study


This paper summarises the findings of a large-scale lifestyle study of Singaporeans. Using a stratified sampling approach, the values, the attitudes, and the aspirations of Singaporeans were examined to generate descriptive profiles of typical Singaporeans.

Generally, the findings show that Singaporeans tend to become less traditional and conservative with increasing income and education, while the converse is true for age. The Malays and Indians are also generally more traditional than the Chinese. Attitudes wise, a large proportion of Singaporeans places great emphasis on education and wealth acquisition. The majority of Singaporeans are satisfied with life, with the Malays being the most satisfied, and the Chinese being the least. Health is the single most wanted thing in life across all demographic groups. The only exception is the youngest age category (15 to 19 years), who gave ’success’ their top choice.


Life Style Attitude Singapore 


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Kau, Ah Keng and Charles Yang (1991),Values and Lifestyles of Singaporeans: A Marketing Perspective, Singapore: Singapore University Press.Google Scholar
  2. Kau, Ah Keng, Tan, Soo Jiuan and Wirtz, Jochen (1998),Seven Faces of Singaporeans - Their Values, Aspirations and Lifestyles, Singapore: Prentice Hall.Google Scholar
  3. Kau, Ah Keng, Yeong Wee Yong and Richmond Darleen (1993),A Delphi Study of Future Lifestyles and Consumption Patterns in Singapore, Singapore: Centre for Business Research and Development, and DNC Advertising.Google Scholar
  4. Rogers, Everett M. (1962),Diffusion of Innovations, New York: Macmillan.Google Scholar
  5. Wirtz, Jochen (1998), “Singapore: An Analysis of Changes in the Marketing Environment and Their Implications for Marketing Management,” in:Marketing and Consumer Behavior in East and Southeast Asia, Anthony Pecotich and Clifford J. Schultz, eds. New York: McGraw Hill, pp. 585–632.Google Scholar
  6. Wirtz, Jochen and Thomas Menkhoff (1998), “From Entrepôt to NIC: Economic and Structural Policy Aspects of Singapore’s Development,”Sasin Journal of Management, Vol. 4, No. 1, 112–123.Google Scholar

Copyright information

© Springer 1999

Authors and Affiliations

  1. 1.Department of Marketing, Faculty of Business AdministrationNational University of SingaporeSingapore

Personalised recommendations