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Proceedings of the 1997 World Marketing Congress

The Seven Faces of Singapore - Initial Findings from a Large-scale Representative Life Style Study

Jung, Kwon / Jochen Wirtz / Kau Ah Keng / Tan Soo Jiuan(Author)

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Abstract

A large-scale, representative survey of Singaporeans was conducted to obtain data, amongst others, on their values and attitudes. Factor and cluster analyses were performed. First, the underlying dimensions of Singaporeans’ value system were identified using factor analysis. Based on 75 life-style and value items, six factors were obtained (Table 1). They were (1) family value oriented, (2) entrepreneurial sprit oriented, (3) status oriented, (4) traditional value oriented, (5) materialism oriented, and (6) society oriented factors. These six factors were then utilized to identify clusters. The cluster analysis identified the following seven major cluster of Singaporeans: (1) Traditional family oriented, (2) new age family oriented, (3) independents, (4) entrepreneurs, (5) aspires, (6) materialists, and (7) pragmatists. The cluster centroids are provided in Table 2.

Issue Date
2015-01
Publisher
Springer International Publishing
Subjects
Cluster Analysis; Major Cluster; Representative Survey; Traditional Family; Cluster Centroid
Pages
655
Series Title
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
DOI
10.1007/978-3-319-17320-7_117
Start Page
438
End Page
440
ISBN
978-3-319-17320-7
Language
ENG
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