The Seven Faces of Singaporeans: A Typology of Singapore Consumers and Their Aspirations and Life Satisfaction

Abstract

A large-scale representative survey was conducted to examine lifestyle patterns of Singaporeans. The data were analyzed using a three-step approach. First, the underlying dimensions of Singaporeans' value system were identified using factor analysis. Based on 45 lifestyle and value items, six factors were obtained. The analysis suggests that the value system of Singaporeans can be described using the following six factors: (1) family values, (2) entrepreneurial spirit, (3) status, (4) traditional values, (5) materialism, and (6) society orientation. Second, these six factors were then utilized to identify clusters of Singaporeans with similar value profiles. The cluster analysis identified the following seven major groups of Singaporeans: (1) Traditional Family Oriented, (2) New Age Family Oriented, (3) Entrepreneurs, (4) Aspirers, (5) Materialists, (6) Pragmatists, and (7) Independents. Finally, to examine whether the identified value-based clusters could also be differentiated in terms of key demographic variables, a discriminant analysis was conducted. The results showed that the seven clusters had distinctive patterns along demographic variables. The examination of the aspirations and life satisfaction of the clusters showed that significant differences did exist among themselves. These differences in aspirations and life satisfaction were consistent with the traits and attitudes of the respective clusters and provided ample support to the grouping of the clusters.