Singapore is a wealthy city state in south-east Asia. Once a British colonial trading post, today it is a thriving global financial hub and described as one of Asia's economic "tigers". It is also renowned for its conservatism and strict local laws and the country prides itself on its stability and security. The slides include the following Demographic Quality of life in singapore Customer segmentation Consumer lifestyles Society and culture Etiquettes and customs

3. Singapore is a wealthy city state in south-
east Asia. Once a British colonial trading
post, today it is a thriving global financial
hub and described as one of Asia's
economic "tigers". It is also renowned for
its conservatism and strict local laws and
the country prides itself on its stability and
security.

4. • SingaporeCapital
• 79 years (men), 84 years (women)Life expectancy
• Singapore dollarCurrency
• parliamentary republicGovernment Type
• 5,540,302Population
• 269 Square Miles
697 Square Kilometers
Total Area
• Southeastern Asia, islands between
Malaysia and Indonesia
Location

5. 5.54
Million
in
Population

7. Buddhism (32.4%)
Christianity (19.0%)
Islam (14.0%)
Taoism (10.9%)
Hinduism (5.0%)
Other religions (0.7%)
Not religious (18.8%)

8. DEMOGRAPHICS
• 2.9% of GDP (2013)
Education expenditures:
• total population: 96.8%
• male: 98.6%
• female: 95% (2015 est.)
Literacy : age 15 and over can read and write
• total: 7%
Unemployment, youth ages 15-24:
• urban population: 100% of total population (2015)
• rate of urbanization: 2.02% annual rate of change (2010-15 est.)
Urbanization:
• 14.05 migrant(s)/1,000 population (2015 est.)
Net migration rate:

9. Positive Factors
• Easy country to adjust to when relocating from elsewhere
• Modern, westernized environment
• Scores high on safety and low crime rates
• Wide use of English is appreciated and attracts foreigners
• High quality transport, infrastructure and health facilities
• Readily available and affordable domestic help
• Clean, green and healthy environment to live in

10. Negative Factors
• Limited sports/recreation options
• Rule-bound and sometimes stifling
• Expensive to own a car
• No change in climate which is hot and humid most of the time
• Can be difficult to mix easily with the locals

11. CONSUMER LIFESTYLES IN SINGAPORE
TOP FIVE CONSUMER TRENDS
• Consumer confidence shows signs of stabilizing after a
period of caution
• Consumers continue to flock to online shopping sites
• Holiday-makers increasingly opt to stay nearer to
home
• Consumer demand for local produce grows
• Consumers dining out more often

12. CONSUMER SEGMENTATION
in SINGAPORE
Babies and Infants
• Baby-wearing catching on
amongst parents
• Affluent consumers host lavish
celebrations for their babies
• New incentives to encourage
couples to have more children
Kids
• Enrichment classes start earlier
• Child-friendly F&B outlets a hit
with parents
Tweens
• Tuition craze continues
• Overseas school trip the norm
now for Tweens
Teens
• Blogshops still relevant for Teens
• Cafés make studying more
interesting

13. Young Adults
• Young Adults seek luxury items
Young Adults more involved in
community
Middle Youth
• Singles looking for romance
More couples going for IVF
treatment
Mid-Lifers
• More 50s and older go back to
school
Late-Lifers
• Late-Lifers are shopping more
online
• Aged consumers looking to
Malaysia for care homes
CONSUMER SEGMENTATION
in SINGAPORE

14. Home Ownership
– HDB upgraders hit by cooling measures
– Households are looking forward to smarter
homes
Household Profiles
– Three generation flats - but young couples would
rather live alone
Running Costs
– More stylish homes for Singaporeans
Attitudes towards Payment Methods
Savings
Loans and Mortgages
– Singaporeans are spending more
– Affluent consumers using services linked to their
savings accounts
Eating Habits
– Buying local
– Korean food still making waves in F&B
Drinking Habits
– Not your usual cocktail
Main Household Shop
Shopping for Big-Ticket Items and Personal Goods
– Malls still popular with consumers

15. GROOMING AND FASHION
Female Grooming and Fashion Trends
• Consumers still buying Korean cosmetics
• Singapore women take to grey hair
Male Grooming and Fashion Trends
• Upscale footwear
• Men looking for more than a shave
HEALTH AND WELLNESS
Attitudes to Health and Well-being
• Running is fun
• Your health is your company’s business
LEISURE AND RECREATION
Leisure Time
• Arts and heritage events draw large crowds
• Holidays
• Public Holidays, Celebrations and Gift-Giving
• Fewer consumers sending greetings cards
GETTING AROUND
Private Transport
Public Transport
• Commuting
• More options with transport booking apps
• Consumers lukewarm in going off-peak

16. Singapore Society & Culture
The Family
. The concepts of group, harmony, and mutual security are more
important than that of the individual.
. Respect for the elderly and seeing the family as the place one goes to for
support, both help retain core values in this island nation.
Face & Respect
. Singaporeans are very sensitive to retaining face in all aspects of their
lives.
. It is a mark of personal qualities such as a good name, good character,
and being held in esteem by one's peers.
. Face is what makes Singaporeans strive for harmonious relationships.
Hierarchy
. Singaporeans claim they are an egalitarian society, yet they retain strong
hierarchical relationships that can be observed in the relationship
between parents and children, teachers and students, and employers and
employees.

17. Ethnic Diversity
. Singapore is a multi-ethnic society where Chinese, Malay and Indian
traditions coexist beneath the veneer of a western cosmopolitan
metropolis.
Non-Verbal Communication
. Singaporeans are group dependent and rely on facial expression, tone of
voice and posture to tell them what someone feels.
. They often trust non-verbal messages more than the spoken word.
. Silence is an important element of Singaporean communication.
Singapore Society & Culture

18. Etiquette and Customs in Singapore
Business Etiquette and Protocol
• Business in Singapore is more formal than in many western
countries.
• There are strict rules of protocol that must be observed.
• People observe a strict chain of command, which comes with
expectations on both sides.
• In order to keep others from losing face, much communication
will be non-verbal and you must closely watch the facial
expressions and body language of people you work with.
Business Meeting Etiquette
• There will be period of small talk before getting down to
business discussions.
• Since questioning authority is a taboo, it is important to
encourage questions when after making a presentation and then
smile when a question is eventually asked.
• Never disagree or criticize someone who is senior to you in rank
as it will cause both of you to lose face and may destroy the
business relationship.
• Pay attention to non-verbal communication.

19. Negotiating
• Singaporeans are non-confrontational.
• Singaporeans are tough negotiators on price and deadlines.
• Avoid losing your temper or you will lose face and damage your
relationship.
• If you are signing a contract with ethnic Chinese, the signing date
may be determined by an astrologer or a geomancer (feng shui
man).
Meeting and Greeting
• Greetings will follow a strict protocol often based on both the
ethnic origin and age of the person.
• Younger people or those who work in multi-national companies
may have adopted the western concept of shaking hands with
everyone, but this is not the case with older or more reserved
Singaporeans.
• Ethnic Chinese shake hands. Their grasp is rather light although
the handshake itself can be rather prolonged.
• Men and women may shake hands, although the woman must
Etiquette and Customs in Singapore

20. References
• http://www.singstat.gov.sg/
• https://www.cia.gov/library/publications/the-
world-factbook/geos/sn.html
• http://www.countryreports.org/country/Singa
pore.htm
• http://www.euromonitor.com/consumer-
lifestyles-in-singapore/report
• http://www.kwintessential.co.uk/resources/gl
obal-etiquette/singapore.html