Singaporeans values, attitudes and lifestyles : leisure spending in relation to economic outlook

• Main Authors: Tan, Lisa, Neo, Ren Yin, Chen, Wanxin
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Social sciences::Recreation
• Online Access: http://hdl.handle.net/10356/21222
• Institution: Nanyang Technological University

This research paper examines the relationship between the economic outlook of different clusters of Singaporeans and how it affects their leisure spending. The recent financial meltdown in the USA which caused a global recession is what sparked off an interest into this research. 120 responses were collected in an online self-administered questionnaire and Singaporeans were grouped into seven different clusters according to their values, attitudes and lifestyles, with their leisure spending behavior recorded in relation to their economic outlook. The seven clusters are New-Age Family-Oriented, Society-Oriented, Traditional Family-Oriented, Antagonists, Materialists, Achievers and Believers. Results showed not much significance in the leisure spending behavior of the people with positive economic outlook as opposed to those with a negative outlook among the seven clusters; there were several leisure activities which had significant differences between those with positive and negative economic outlook within a cluster. Finally, leisure marketing strategies were discussed to target the seven different clusters.