THE INFLUENCE OF ETHNICITY ON VALUES AND CONSUMER BEHAVIOUR IN SINGAPORE

Abstract

To what extent does one's ethnic background account for the differences in consumer behaviour and values in Singapore? This study seeks to gain a better understanding of the influence of ethnicity on these important concepts among the local Chinese, Malays and Indians. The three ethnic groups are compared in terms of their behavioural tendencies, perceived importance of product attributes, and value orientations. The behavioural tendencies include brand loyalty, perceived risk, innovativeness, and opinion leadership. The four product attributes are price, quality, brand image and availability. Observations are made across three specific product categories. In addition, the value orientations among the three ethnic groups are investigated using the Rokeach Value Survey. The findings suggest that differences exist among the three ethnic groups, although not in its entirety. Based on the findings, theoretical and managerial implications are discussed, and directions for future research suggested.