• Internal Code :
  • Subject Code : MKTG903
  • University : Auckland Institute of Studies
  • Subject Name : Global Marketing

Cultural Environment of Singapore

Target country analysis

1. Religion:

Prevalent faiths include Hinduism, Taoism, Malay Islam and Buddhism, supplementary to a somewhat dense Christians demographic. The island country also boasts of numerous temples, both Indian as well as Chinese. Additionally, it houses Malay mosques and Christian churches (Global Affairs Canada, 2014).

2. Language:

Being a polyglot nation, Singapore’s official languages include English, Malay and Tamil along with Mandarin. Malay enjoys the status of being the National Language, while English serves the Singaporean administrative purposes (Subhan, 2018).

3. Social Class Structure:

Singapore is bifurcated by ethnicity, albeit the existence of widespread income and wealth differences. Interestingly, almost the entirety of the population witnessed professional movement in the positive, reflecting Singapore’s all-inclusive growth trends.

4. Values and Attitudes:

Polygamy is allowed exclusively among Muslim Malays, despite the general rule being monogamy. Interethnic marriages are a rarity. The nuclear family forms the basis of households, led by the males of the house. Singaporeans believe their children are the torchbearers for the future of the country and thus, unsurprisingly, schooling is a priority, with serious stress on higher education (Commisceo, 2020)

5. Customer Preferences in the Market:

8 in every 10 Singaporean consumers accept demands of higher asking price in exchange for products which are eco-friendly and environmentally sustainable. Almost 80% of the survey sample was set to bear the burden of extra costs and inconvenience to promote reduce carbon emissions in the nation (Strategy Group Singapore, 2019).

Subscribers pay a fixed amount per month to access thousands of designer and fashionable items. The subscribers can select what they wish, wear them, and return to swap for something new, minimising the need to ‘buy-and-throw’.

Not just consumers, but company executives also expressed their desire to see at least half of their products manufactured using ecologically sustainable materials in the next five years, while a whopping 4 of every 5 executives expect a steep plummet in design samples (Singapore Business Review, 2020).

References

Subhan, Dr. M. A. (2018). Bilingualism and Malay Language Planning in Singapore. Partridge Publishing.

Global Affairs Canada. (2014). Cultural Information - Singapore. http://www.intercultures.ca/cil-cai/ci-ic-eng.asp?iso=sg. [Accessed on April 28, 2020]

Commisceo Global Consulting Ltd. (2020) Singapore - Language, Culture, Customs and Etiquette. https://commisceo-global.com/resources/country-guides/afghanistan-guide

[Accessed on April 28, 2020] Climate Change Public Perception Survey. (2019). https://www.strategygroup.gov.sg/media-centre/press-releases/climate-change-public-perception-survey-2019 [Accessed on April 28, 2020.]

Singapore Business Review. (2020). Conscious consumerism, experiential selling are the top retail trends for 2020. https://sbr.com.sg/retail/in-focus/conscious-consumerism-experiential-selling-are-top-retail-trends-2020

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