Abstract
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.
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The authors gratefully acknowledge the research assistance of Ms Sim Siew Lien, and the research funding from the National University of Singapore.
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Wirtz, J., Keng, K.A. & Jiuan, T.S. Values, attitudes and aspirations of Singaporeans — summary findings from a large-scale lifestyle study. Journal für Marketing 38, 21–48 (1999). https://doi.org/10.1007/BF03036919
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DOI: https://doi.org/10.1007/BF03036919