ABSTRACT
This chapter analyzes trends in Singapore’s marketing environment in terms of economy, demographics, and culture, as well as from a consumer-behavior and marketing-mix perspective. The analysis shows a fairly wealthy society with good future prospects. The main demographic trends follow those of more developed nations. Singapore has an interesting mix of cultures with distinct languages, religions, and customs. Macro trends are reflected in consumption behavior with increasing overall consumption, an increasing share of higher-level goods, such as recreational, education, and health services, as well as changing consumer values and lifestyles, which show that Singaporeans have become more brand and status conscious, more discerning, quality oriented, technologically savvy, and health conscious. Trends in the marketing mix are a direct reflection of the macro environment. The chapter concludes with implications for marketing strategies.
