SINGAPORE YOUTHS : STATUS AND CONSUMPTION

Abstract

This academic study aims to look at the consumption behaviour of the youths in Singapore. Their perception of social status and its relationship to consumption are also investigated as it is likely that the desire to be accorded more respect (recognition) and acceptance in society acts as a motivation for the increasing consumption of branded goods here. Given the broad spectrum of branded goods around and the resource constraints, branded clothes is chosen as the focus of the study. Youths from the three social classes (upper, middle and lower classes) and from the two major ethnic groups here (Chinese and Malays) were interviewed and observed to provide insights into their "social world of consumption". The results showed both differences and similarities in the aspects examined and these could be due to structural, cultural and social-psychological factors using Strauss' concepts of "social world" and "conditional matrix" as a conceptual framework.