S'pore shoppers are an individualistic lot
They prefer less-established brands with which they can create their own identity. -myp
Mon, Jun 29, 2009
my paper
By Koh Hui Theng
AVID shopper Charlene Yeo, 23, surfs the Net daily for her retail fix in a bid to escape sales assistants who dog her at boutiques.
Shopping online for her trendy clothes, cute stationery and cameras is a "much nicer" experience for her, compared to shopping at malls.
The convenience of it is a major draw.
"I can compare prices in... my room, instead of running to different stores," she said.
Miss Yeo is a typical Singaporean shopper - an individualistic buyer who knows what she wants and is turned off by big brand names and pushy service staff.
A recent survey by marketing communications firm Grey Group helped in nailing the Singaporean shopper profile.
The annual study, which polled over 33,000 people, showed that Singaporeans prefer less-established brands with which they can create their own identity.
Ms Charu Harish, regional communications planning director for Grey Group Asia Pacific, said: "They want a clear, simple retail experience. That means no cluttered aisles, no sales staff bothering them and no long queues."
All of which spell good news for online retailers.
Dr Raj Komaran, associate professor of management practice at Singapore Management University, said: "The Internet- savvy population here may go online to free up time for other chores or entertainment."
Mr Paul Lim, owner of babywishes.com.sg, an online baby products store, said his customers are drawn by the convenience of e-shopping.
He told my paper: "Parents appreciate the ease of getting product information at the click of a button.
"Our free delivery service is another boon for those who are strapped for time."
| Other shopping tribes |
| NEW-BRAND ENJOYERS - Are most likely to engage in retail therapy - Have fun with brands Countries: Vietnam, India, Bangladesh and China PERCEIVED-VALUE SEEKERS - Seek emotional connection and reliability - Put importance on recommendations by word of mouth Countries: Sri Lanka, Taiwan, the Philippines and Malaysia STATUS SEEKERS - Go after top brands - Are attracted to prestige symbols Countries: Thailand, Japan and South Korea FUNCTION FIRST - Are attracted to quality and durability - Focus on stretching their money and getting lasting value Countries: Australia and New Zealand |
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