Proceedings of the 1997 World Marketing Congress
The Seven Faces of Singapore - Initial Findings from a Large-scale Representative Life Style Study
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.
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