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Presentation Shopping Malls and Consumerism Culture

Presentation Shopping Malls and Consumerism Culture. Jurjen Verweij Tessa van Voorthuizen Dennis Wierenga 25-01-2013 University of Amsterdam. Presentation outline. Societal relevance Research question Hypothesis Research method ION (Orchard Road) Bugis Junction (Bugis)

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Presentation Shopping Malls and Consumerism Culture

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  1. PresentationShopping Malls and Consumerism Culture Jurjen Verweij Tessa van Voorthuizen Dennis Wierenga 25-01-2013 University of Amsterdam

  2. Presentation outline • Societal relevance • Research question • Hypothesis • Research method • ION (Orchard Road) • Bugis Junction (Bugis) • Pusat Tekka Centra (Little India) • Conclusion

  3. Societal Relevance • Shopping Malls are a quite unknown phenomena in Holland • Testing the stereotype (Coclanis, 2009) of Singapore as thé shopping paradise • “Life for Singaporeans is not complete without shopping” (Goh Chock Tong, Former Prime-Minister)

  4. Research Question • Research question: • “What is the function of the shopping locations in Singapore and how do different groups of people utilise these different spaces of consumption”? • Hypothesis: • “Most Singaporeans go the shopping mall as a way of expending their living room”

  5. Research methods • Literature research • Participant observation • Questionnaires in both the ION mall and Bugis Junction shopping centre • Number of questionnaires: 46 (ION)+48 (Bugis)

  6. Research locations

  7. Orchard Road: ION

  8. ION statistics

  9. Bugis: Bugis Junction

  10. Bugis: Bugis Junction statistics

  11. Little India: Pusat Tekka Centre

  12. Little India • Different kind of consumerism focused on daily groceries • Different kind of socio-economic class (lower and lower end of middle class) • Older generation and families mostly utilising the wet markets

  13. Conclusion • “What is the function of the shopping locations in Singapore and how do different groups of people utilise these different spaces of consumption”? • Mostly popular with students/young consumers • Malls also function as places of recreation and leisure (foodcourts, windowshopping, meeting friends) • Definetly obsessed with gadgets and gizmo’s!

  14. Mid-segment shopping locations seem to be best visited • Very little overlap between shopping populations in malls and wet markets • Singapore, a shopping paradise, but not for most Singaporeans!

  15. Questions?

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