Values and Lifestyles Research in
Singapore: Methodology and Findings
Kau Ah Keng
Visiting Scholar, Dept of Marketing & IB
30 November, 2005
1
Acknowledgement
We would like to acknowledge the
generous research funding support
provided by the following two
organizations:
1. National University of Singapore
2. Citibank, N. A. Singapore
2
Values and Lifestyles Studies
• 1989: N=2000+
– Values & Lifestyles of Singaporeans: A Marketing
Perspective by the Singapore University Press in
1991
• 1996: N=1600
– 7 Faces of Singaporeans: Their Values, Aspirations
and Lifestyles by Prentice Hall in 1998
• 2001: N=1500
– Understanding Singapore: Values, Lifestyles and
Consumption Behavior, World Scientific Pub.2004
3
4
5
VALS (Values & Lifestyles)
• VALS is the most well-known and widely
used segmentation system, developed by
SRI International in California.
• VALS – a psychographic segmentation
system used to categorize consumers into
clusters, or “VALS types”.
• Another system, the Global Mosaic is
developed by a British firm called Experian.
This system analyzed consumers in 19 (25)
countries and came up with 14 (10) common
lifestyles (residential neighborhoods).
6
Research Methods
• Quantitative Analysis
– Structured questionnaire survey
• Qualitative Analysis
– Semi-structured interviews
7
Variables included in the Study
The study included more than 250 variables
of the following:
•
•
•
•
•
•
•
Values and Attitudes
Aspirations and Life Satisfaction
Leisure Activities
Media Consumption
Credit Cards and Investments
Internet Usage
Demographics
8
Values and Attitudes
(65 statements)
•
•
•
•
•
•
•
Family Values
Entrepreneurial Spirit
Status Consciousness
Traditionalism
Materialism
Communalism
Environmentalism
9
Aspirations & Life Satisfaction
• Relative importance of 9 personal
values (List of Values by Lynn Kahle)
• 16 aspirations in life
• Satisfaction with 12 aspects of
personal life
• Satisfaction with 20 aspects of life in
Singapore
10
Lifestyles and Consumption
Behaviors
Domain of
Lifestyles
Activities and Behaviors Examined
Activities
Sports; Social & Cultural; Selfimprovement; Charity/Community;
Travel; Home entertainment; others.
TV programs; Radio programs;
Newspapers; Magazines
Media
consumption
Credit cards
& investments
Ownership and usage of cards; types
of investments
11
Demographics
• Nationality: Citizens
or PR
• Age
• Gender
• Ethnicity
• House type
• Marital status
• Working status
• Career stage
• Religion (personal and
parent)
• Living alone?
• Children?
• Ethnic identity: strong
or weak
• Cultural identity: level
of importance
• Mother tongue
• Education
• Income (personal and
household)
• Religious identity:
strong or weak
• Car ownership
12
Measurement Scales
Mainly Likert-scaled except for Demographics:
• Strongly Disagreed (1) to Strongly Agreed (6)
• Not Important at all (1) to Very Important (6)
• Very Dissatisfied (1) to Very Satisfied (6)
Also:
• Dichotomous (yes and no)
• Multiple choice
• Ranking
• Frequency etc.
13
Data Collection
• Data collected by a market research
company in Singapore.
• Stratified sampling using primary
sampling units
• Household surveys based on personal
interview method
• 1500 respondents aged 15 and above
• Period of survey: 8-30 September, 2001.
14
Survey Procedure
1
2
3.
4.
Use the Household Listing Frame comprising of 2,000 +
Primary Sampling Units (PSUs) or geographical Areas;
Select a stratified sample of n = 48 PSUs, according to
housing type:
Selected PSUs
TOTAL --------48
HDB 1 – 3 room ------- 18
HDB 4 & 5 room ------ 26
Private housing -------- 6
Select a random sample of n = 1,500 households in the 48
selected PSUs.
Select an adult (aged 15 years +) in each selected
household for interview. The adult selected is based on a
few quota specifications (i.e., gender, age, race, housing
type and working status), as indicated in the released data
of the 2000 Census of Population, Singapore.
15
Survey Procedure
• All interviews were conducted face-to-face
with the respondents at their homes. A
team of 25 interviewers were employed to
conduct the fieldwork.
• Prior to the commencement of fieldwork,
the interviewers attended the basic training
session and the project briefing session
organised by the market research company.
• About 10% of the completed interviews
were recalled by the Field Supervisor and
Executive to ensure data quality.
16
Demographic Profile of Respondents
Citizen
PR
1378
122
91.9%
8.1
Age 15-24
25-34
35-44
45-54
55-64
65 & above
273
356
371
263
131
106
18.2
23.7
24.7
17.5
8.7
7.1
Gender
Male
Female
759
741
50.6
49.4
1194
184
110
12
79.6
12.3
7.3
0.8
Race
Chinese
Malay
Indian
Others
17
Demographic Profile of Respondents
Housing Type
HDB 3-room
HDB 4-room
HDB 5-room & HUDC
Terrace house
Private flat/Condo.
Semi D and Detached
421
551
361
82
42
43
28.1
36.7
24.1
5.5
2.8
2.8
Occupation status
Full-time employees
Part-time employees
Self-employed
NS men
Homemaker
Full-time student
Unemployed
Retiree
757
73
114
43
154
156
82
121
50.5
4.8
7.6
2.8
10.3
10.4
5.5
8.1
18
Demographic Profile of Respondents
Personal Income (per month)
Less Than $1000
$1001 to $2000
$2001 - $3000
$3001 - $5001
$5001 - $7500
$7501 - $10000
$10001 and above
Total
199
336
297
155
45
28
5
1065
18.7
31.5
27.9
14.6
4.2
2.6
0.5
Marital status
Single
Married
Widowed/divorced
568
890
42
37.9
59.3
2.8
19
Demographic Profile of Respondents
Household Income (per month)
Less Than $1000
$1001 to $2000
$2001 - $3000
$3001 - $5001
$5001 - $7500
$7501 - $10000
$10001 and above
Total
104
229
344
389
227
98
63
1454
7.2
15.7
23.7
26.8
15.6
6.7
4.3
100.0
Career Lifecycle
Just started
Advancing
Being recognized
Being successful
Others
Total
143
413
152
42
194
944
15.1
43.8
16.1
4.4
20.6
100.0
20
Demographic Profile of Respondents
Education level
Primary & below
Secondary/Voc.int.
JC & Polytechnic
University
Postgraduate
296
576
451
165
12
19.7
38.4
30.1
11.0
0.8
Religion
Buddhism
Taoism
Islam
Hinduism
Christianity
No Religion
Others
615
128
175
83
224
261
14
41.0
8.5
11.7
5.5
14.9
17.4
0.9
21
Qualitative
Methodology
ƒ Semi-structured interviews
ƒ Select groups: Young adults in mid- and
late-twenties, the elderly aged 60 years and
above, and married women
ƒ Interviews were taped and transcribed
ƒ Transcripts were subjected to close
readings and the hermeneutic circle of
interpretation
22
Qualitative Methodology
ƒ Semi-structured interviews
ƒ Select groups: Young adults in mid- and
late-twenties, the elderly aged 60 years and
above, and married women
ƒ Interviews were taped and transcribed
ƒ Transcripts were subjected to close
readings and the hermeneutic circle of
interpretation
23
Selected Findings
1. Importance of Personal Values (List
of Values)
2. Aspirations in Life
3. Satisfaction with Various Aspects
of Life
4. Satisfaction with Aspects of Life in
Singapore
24
List of Values (LOV)
•
•
LOV was developed by Kahle (1983)
Nine terminal values – rated from 1 (not
important at all) to 6 (very important)
1.
2.
3.
4.
5.
6.
7.
8.
9.
Sense of belonging
Security
Self-respect
Warm relationship with others
Fun and enjoyment in life
Being well-respected
Sense of accomplishment
Self-fulfillment
Excitement
25
Mean Importance of each value:
2001 vs. 1996
Sense of belonging
Security
Self-respect
Warm relationships with others
Fun and enjoyment in life
Being well-respected
Sense of accomplishment
Self-fulfillment
Excitement
2001
4.61
4.73
4.81
4.83
4.64
4.77
4.70
4.76
4.49
1996
4.89
5.25
5.45
5.12
4.82
5.14
5.11
5.05
4.21
26
LOV: Demographic Differences
• Generally, no significant differences
observed between men and women.
• People in the age group 25-34 appeared to
want more of each of the LOV values.
• Those aged 15 to 24 favored warm
relationships, fun and enjoyment, selffulfillment and excitement more than other
age groups.
• Older folks (those aged 45 and above) were
less inclined to want excitement in life.
27
Aspirations in Life
Mean value of
importance
Health
Happiness
Personal safety
Security (job, home, etc.)
Success in work or study
Peace of mind
Love
5.05
4.90
4.88
4.86
4.85
4.80
4.78
28
Aspirations in Life
Wealth
Luck
Freedom
Friendship
Leisure time
Position/social status
Power
Mean value of
importance
4.74
4.73
4.71
4.67
4.58
4.56
4.51
29
Aspirations in Life
Freedom
Friendship
Leisure time
Position/social status
Power
Youthfulness
Good looks
Mean value of
importance
4.71
4.67
4.58
4.56
4.51
4.47
4.30
30
Clustering of Singaporeans
1. Lifestyle Value Dimensions
2. Lifestyle Clusters of
Singaporeans
3. Key values and demographic
profiles
31
1. Lifestyle Value Dimensions
Lifestyle value dimensions were identified by going through
reliability tests, exploratory factor analyses,
and confirmatory factor analysis
• Factor Identification Procedure
– 56 lifestyle and value items
– Reliability tests
• Item to total correlations
– Exploratory Factor Analysis
• Principal Component Analysis with VARIMAX rotation
• Eigen value 1 criterion
• Factor loading patterns
– Confirmatory Factor Analysis
• AMOS
– Coefficient Alpha
32
1. Lifestyle Value Dimensions (cont’d)
Seven factors were finally identified as the lifestyle
value dimensions of Singaporeans.
Initially eight dimensions
were considered:
Seven factors were finally
identified:
„
Family value orientation
„
Family value orientation (11.3%)
„
Entrepreneurial sprit
orientation
„
Entrepreneurial sprit orientation
(4.6%)
„
Status orientation
„
Status orientation (7.1%)
„
Traditional value orientation
„
„
Materialism
Traditional value orientation
(6.8%)
Materialism (4.1%)
„
Communal orientation
„
Society consciousness (8.8%)
„
Environmental orientation
„
E-Orientation (13.2%)
„
E-Orientation
„
33
1. Lifestyle Value Dimensions (cont’d)
Factor 1: e-Orientation (13.2% variance explained)
Items
Loadings
(α=.93)
17. I enjoy exploring web pages on the Internet.
.864
41. I use e-mail regularly to keep in touch with my friends.
.852
57. The Internet has become an integral part of my life.
.845
8. I use the Internet to learn about my hobbies and interests.
.841
26. I use the Internet to enhance my work productivity.
.817
48. I meet people and make new friends on the Internet.
.756
65. I regularly send SMS messages to my friends.
.655
34
1. Lifestyle Value Dimensions (cont’d)
Factor 2: Family Value Orientation (11.3% variance explained)
Items
31. Family love makes a person feel appreciated and
treasured.
Loadings
(α=.86)
.764
52. Family members should communicate openly and
honestly with each other.
.747
21. Family members should stand by one another through
ups and downs in life.
.711
42. One should honor one’s parents and grandparents.
.703
61. Family members should be prepared to make sacrifices
to help each other.
.693
11. One should support one’s parents in their old age.
.693
59. One should strive to provide the best for one’s children.
.659
35
1. Lifestyle Value Dimensions (cont’d)
Factor 3: Society Consciousness (8.8% variance explained)
Loadings
Items
(α=.81)
55. I would be willing to use a non-polluting detergent even if I
have my laundry less white.
47. I am willing to do volunteer work on a regular basis.
46. I would be willing to bring my own bags for shopping to
reduce the use of non-recyclable bags.
39. I usually buy products that use recyclable packaging.
30. I will stop buying my favorite brand if I know the company
producing it was polluting the environment.
62. I often find time to be involved in community or charity
56. work.
I often donate money for charitable causes.
38. I feel I should do my part to help raise funds for charity.
27. I am willing to pay more for products that are friendly to the
environment.
.629
.627
.614
.583
.567
.531
.528
.482
.481
36
1. Lifestyle Value Dimensions (cont’d)
Factor 4: Status Consciousness (7.1% variance explained)
Items
Loadings
(α=.79)
22. I like to own things that impress people.
.681
12. I usually look out for well-known brands to reflect
my status in life.
.667
34. I admire people who own expensive homes, cars
and clothes.
.626
40. I feel good if the credit card I use gives the
impression of high status with exclusive privileges.
.576
51. My social status is an important part of my life.
.555
37
1. Lifestyle Value Dimensions (cont’d)
Factor 5: Traditional Value Orientation (6.8% variance explained)
Items
53. It is wrong to have sex before marriage.
4. I like to stick to traditional ways of doing things.
Loadings
(α=.72)
.864
.852
35. I celebrate festivals in the traditional way.
.817
14. Divorce is unacceptable.
.756
23. Religion is an important part of my life.
.655
38
1. Lifestyle Value Dimensions (cont’d)
Factor 6: Entrepreneurial Sprit Orientation (4.6% variance explained)
Items
32. I have more self-confidence than most people.
1. I am creative and resourceful in solving problems.
33. To me, realizing my fullest potential is more
important than monetary rewards.
Loadings
(α=.69)
.753
.664
.513
39
1. Lifestyle Value Dimensions (cont’d)
Factor 7: Materialism (4.1% variance explained)
Items
Loadings
(α=.58)
54. Money is the most important thing to consider in
choosing a job.
.734
24. If I had to choose between having more money
and leisure, I would choose more money.
.626
5. Money can solve most people's problems.
.494
40
2. Lifestyle Clusters of Singaporeans
Using the factor scores of previously identified value dimensions,
Cluster Analysis was conducted.
• Objective
– To find comparable clusters with 1996 clusters.
– To find clusters with stability and reproducibility.
• Procedure
– Hierachical cluster analysis
• Changes in clustering (agglomeration) coefficient
• 7 ± 1 cluster solutions
– Split sample reliability test with K-means cluster analysis
• Compare the agreement between the constrained and the
unconstrained solutions (kappa)
• 7 cluster solutions showed highest degree of agreement (.85),
followed by 8 cluster solution (.79)
– Interpretability & Comparability
• Although 7 cluster solution showed highest kappa value, 8 cluster
solution provided better interpretability and comparability with 1996
cluster solutions.
41
2. Lifestyle Clusters of Singaporeans (cont’d)
8 clusters were identified.
– Traditional family value oriented (9%)
– New age family value oriented (6.1%)
– Modern Pragmatists (10.5%)
– Materialistic Entrepreneurs (9%)
– Entrepreneurialistic Strivers (9.1%)
– Dreamers (9.5%)
– Aspirers (28.3%)
– Independents (13.1%)
42
2. Lifestyle Clusters of Singaporeans (cont’d)
Traditional
TraditionalFamily
FamilyOriented
Oriented(9%
(9%of
ofrespondents)
respondents)
•• Key
Keyvalue
valueorientation:
orientation:
•Family
•Familyvalue
valueoriented
oriented(second
(secondhighest)
highest)
•Traditional
•Traditionalvalue
valueoriented
oriented(highest)
(highest)
•Somewhat
•Somewhatmaterialistic
materialistic(second
(secondhighest)
highest)
•Neither
•Neitherstatus
statusoriented
orientednor
norsociety
societyconscious
conscious
•Not
•Note-oriented
e-oriented(second
(secondlowest)
lowest)
•• Key
Keydemographic
demographicprofiles:
profiles:
••
••
••
••
••
More
Morefemale
female(52.7%).
(52.7%).
Older
Older(50s
(50s&&60s)
60s)
Mostly
Mostlymarried
married(84.4%)
(84.4%)
Relatively
Relativelymore
moreMalays
Malays(17.8%)
(17.8%)
Relatively
Relativelylow
loweducation
educationfor
fortheir
theirage
agegroup,
group,and
andare
are
less
well
off.
less well off.
•• Housewives,
Housewives,retired,
retired,&&blue
bluecollars
collars
43
2. Lifestyle Clusters of Singaporeans (cont’d)
New
NewAge
AgeFamily
FamilyOriented
Oriented(6.1%
(6.1%of
ofrespondents)
respondents)
•• Key
Keyvalue
valueorientation:
orientation:
•Family
•Familyvalue
valueoriented
oriented(highest)
(highest)
•Not
•Nottraditional
traditionalvalue
valueoriented
oriented(second
(secondlowest)
lowest)
•Not
•Notmaterialistic
materialistic(lowest)
(lowest)&&Not
Notstatus
statusconscious
conscious
(lowest)
(lowest)
•Society
•Societyconscious
conscious(highest)
(highest)
•Somewhat
•Somewhate-oriented
e-oriented(second
(secondhighest)
highest)
•• Key
Keydemographic
demographicProfiles:
Profiles:
•Slightly
•Slightlymore
morefemale
female(52.7%)
(52.7%)
•Relatively
•Relativelyyoung
young(25%
(25%of
of15-24).
15-24).
•Highest
(proportional)
•Highestproportion
proportionof
ofnon-Chinese
non-Chinese
•Relatively
•Relativelygood
goodeducational
educationalbackground.
background.
•Middle
•Middleincome
income(36%
(36%of
of$1k-3k
$1k-3kpersonal
personalincome)
income)
44
2. Lifestyle Clusters of Singaporeans (cont’d)
Modern
ModernPragmatists
Pragmatists(10.5%
(10.5%of
ofrespondents)
respondents)
•• Key
Keyvalue
valueorientation:
orientation:
•About
•Aboutaverage
averagematerialism
materialism
•Status
•Statusconscious
conscious(second
(secondhighest)
highest)
•Society
•Societyconscious
conscious(third
(thirdhighest)
highest)
•Somewhat
•Somewhatentrepreneurial
entrepreneurialsprit
spritoriented
oriented(third
(thirdhighest)
highest)
•Not
•Notthat
thatmuch
muchtradition
traditionoriented/
oriented/Not
Notmuch
muchfamily
familyoriented
oriented
•Not
•Note-oriented
e-oriented(lowest)
(lowest)
•• Key
Keydemographic
demographicProfiles:
Profiles:
• •More
Morefemale
female(54.1%).
(54.1%).
• •Relatively
Relativelyolder
older(65+:
(65+:19.1%)
19.1%)
• •Mostly
Mostlymarried
married(77.1%)
(77.1%)
• •Comes
Comesfrom
fromall
allethnic
ethnicgroups
groups(proportionally).
(proportionally).
• •Relatively
Relativelylow
loweducational
educationalbackground
background(Primary
(Primary&&below:
below:56.1%).
56.1%).
• •Low
Lowincome
income(Less
(Lessten
ten$1k:
$1k:22.3%)
22.3%)
• •Mixture
Mixtureof
ofhousewives
housewives(20.4%),
(20.4%),retired
retired(16.6%)
(16.6%)&&blue
bluecollars
collars(33.1%).
(33.1%).
45
2. Lifestyle Clusters of Singaporeans (cont’d)
Materialistic
MaterialisticEntrepreneurs
Entrepreneurs(9%
(9%of
ofrespondents)
respondents)
•• Key
Keyvalue
valueorientation:
orientation:(Entrepreneur)
(Entrepreneur)
•High
•Highmaterialism
materialismoriented
oriented(highest)
(highest)
•Not
•Nottraditional
traditionalvalue
valueoriented
oriented(lowest)
(lowest)
•Entrepreneurial
•Entrepreneurialsprit
spritoriented
oriented(second
(secondhighest)
highest)
•Neither
•Neitherstatus
statusoriented
orientednor
norsociety
societyconscious
conscious(second
(second
lowest)
lowest)
•Family
•Familyvalue
valueoriented
oriented(second
(secondhighest)
highest)
•Somewhat
•Somewhate-oriented
e-oriented
•• Key
Keydemographic
demographicProfiles:
Profiles:
••More
Moremale
male(62.2%).
(62.2%).
••Relatively
Relativelyyoung
young(25-34:
(25-34:37.8%)
37.8%)
••More
MoreChinese
Chinese(89.6%).
(89.6%).
••Mostly
Mostlysecondary
secondary&&vocational
vocationaleducational
educationalbackground
background
(48.1%).
(48.1%).
••Middle
Middleincome
income($1k-$3k
($1k-$3kpersonal
personalincome:
income:60%)
60%)
••Mixture
Mixtureof
ofwhite
whitecollars
collars(25.9%)
(25.9%)&&blue
bluecollars
collars(30.4%).
(30.4%).
46
2. Lifestyle Clusters of Singaporeans (cont’d)
Entrepreneurialistic
EntrepreneurialisticStrivers
Strivers(9.1%
(9.1%of
ofrespondents)
respondents)
•• Key
Keyvalue
valueorientation:
orientation:(strivers)
(strivers)
•High
•Highentrepreneurial
entrepreneurialsprit
spritoriented
oriented(highest)
(highest)
•About
•Aboutaverage
averagetraditional
traditionalvalue
valueoriented
oriented
•Status
•Statusoriented
oriented(highest)
(highest)
•Not
•Notmaterialistic
materialistic(second
(secondlowest)
lowest)
•Not
•Notsociety
societyconscious
conscious(lowest)
(lowest)
•Somewhat
•Somewhate-oriented
e-oriented
•• Key
Keydemographic
demographicProfiles:
Profiles:
••Slightly
Slightlymore
morefemale
female(52.6%)
(52.6%)
••Likely
Likelyin
intheir
their30s
30s&&40s.
40s.
••Balanced
Balancededucation
education&&middle
middlehigh
highincome.
income.
••Relatively
Relativelymore
morePMEBs
PMEBsand
andwhite-collars.
white-collars.
47
2. Lifestyle Clusters of Singaporeans (cont’d)
Dreamers
Dreamers(9.5%
(9.5%of
ofrespondents)
respondents)
•• Key
Keyvalue
valueorientation:
orientation:
•Not
•Notentrepreneurial
entrepreneurialsprit
spritoriented
oriented(lowest)
(lowest)
•Status
•Statusoriented
oriented(second
(secondhighest)
highest)and
andsomewhat
somewhat
materialistic
materialistic
•Not
•Notthat
thatmuch
muchsociety
societyconscious
conscious
•Somewhat
•Somewhate-oriented
e-oriented
•• Key
Keydemographic
demographicProfiles:
Profiles:
••Slightly
Slightlymore
morefemale
female(53.1%).
(53.1%).
••Relatively
Relativelyyoung
young&&more
moresingles
singles(50.3%)
(50.3%)
••Relatively
Relativelymore
moreMalays
Malays(18.2%).
(18.2%).
••Secondary
Secondary&&vocational
vocationaleducational
educationalbackground
background
(44.8%).
(44.8%).
••Middle
Middleincome
income($1k-$3k
($1k-$3kpersonal
personalincome:
income:51.1%)
51.1%)
48
2. Lifestyle Clusters of Singaporeans (cont’d)
Aspirers
Aspirers(28.3%
(28.3%of
ofrespondents)
respondents)
•• Key
Keyvalue
valueorientation:
orientation:(Aspirers
(Aspirers&&Achievers)
Achievers)
•Somewhat
•Somewhatentrepreneurial
entrepreneurialsprit
spritoriented
oriented
•Somewhat
•Somewhattraditional
traditionalvalue
valueoriented
oriented(second
(secondhighest)
highest)
•Somewhat
•Somewhatmaterialistic
materialistic&&status
statusconscious
conscious
•Society
•Societyconscious
conscious(second
(secondhighest)
highest)
•High
•Highe-oriented
e-oriented(highest)
(highest)
•• Key
Keydemographic
demographicProfiles:
Profiles:
••Slightly
Slightlymore
moremale
male(52.8%)
(52.8%)
••Relatively
Relativelyyoung.
young.
••Comes
Comesfrom
fromall
allethnic
ethnicgroups
groups(proportionally).
(proportionally).
••Relatively
Relativelygood
goodeducational
educationalbackground
background(JC&Poly:
(JC&Poly:
39.6%).
39.6%).
••Balanced
Balancedincome
incomedistribution
distributionwith
withrelatively
relativelymore
more
high
income
group
($5K+:
20%)
high income group ($5K+: 20%)
••Relatively
Relativelymore
moreself-employed
self-employed(10.6%).
(10.6%).
49
2. Lifestyle Clusters of Singaporeans (cont’d)
Independents
Independents(18.5%
(18.5%of
ofrespondents)
respondents)
•• Key
Keyvalue
valueorientation:
orientation:
•Not
•Notfamily
familyvalue
valueoriented
oriented(lowest)
(lowest)
•Do
•Donot
notshow
showany
anyparticular
particularinterest
interestin
inother
otheraspects
aspects
(below
average)
(below average)
•• Key
Keydemographic
demographicProfiles:
Profiles:
••More
Moremale
male(53.6%).
(53.6%).
••Comes
Comesfrom
fromall
allage
agegroups.
groups.
••Comes
Comesfrom
fromall
allethnic
ethnicgroups
groups(proportionally).
(proportionally).
••Relatively
Relativelygood
goodeducational
educationalbackground
background(JC&Poly:
(JC&Poly:
37.1%).
37.1%).
••Balanced
Balancedincome
incomedistribution
distribution
50
Limitations of Study
• Clustering of consumers depends on the
choice of variables
• Results provide a general understanding of
the consumers but specific applications in
the formulation of marketing strategies may
be difficult
• Sample too small to examine sub-groups
(e.g. minorities; women; retirees etc)
• Lack of universal measures being used to
cluster consumers across different countries
leading to difficulty in making meaningful
comparisons
51
Possible Extension of Research
• Examine each cohort (e.g. teenagers,
working professionals, working women and
so on) and study their values and lifestyles in
greater detail for specific marketing
purposes
• Longitudinal comparisons of changes in
values and lifestyles
• Cross-cultural comparisons of values and
lifestyles (e.g. among Chinese societies like
HK, Mainland and Taiwan)
• Developing standardized measures for
studying values and lifestyles globally
52
53
Values and Attitudes
• Value is an enduring belief that a
specific mode of conduct is personally
or socially preferable to an opposite
mode of conduct.
• Attitude is a lasting, general evaluation
of people (including oneself) , objects
or issues.
54