jurjen verweij tessa van voorthuizen dennis wierenga 25-01-2013 university of amsterdam
TRANSCRIPT
PresentationShopping Malls and Consumerism
Culture
Jurjen VerweijTessa van Voorthuizen
Dennis Wierenga25-01-2013
University of Amsterdam
Presentation outlineSocietal relevanceResearch questionHypothesisResearch methodION (Orchard Road)Bugis Junction (Bugis)Pusat Tekka Centra (Little India)Conclusion
Societal RelevanceShopping 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)
Research QuestionResearch 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”
Research methodsLiterature researchParticipant observationQuestionnaires in both the ION mall and
Bugis Junction shopping centreNumber of questionnaires: 46 (ION)+48
(Bugis)
Research locations
Orchard Road: ION
ION statistics
Bugis: Bugis Junction
Bugis: Bugis Junction statistics
Little India: Pusat Tekka Centre
Little India Different kind of consumerism focused on
daily groceriesDifferent kind of socio-economic class (lower
and lower end of middle class) Older generation and families mostly
utilising the wet markets
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!
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!
Questions?