Food and the Singapore young consumer

Abstract

This paper seeks to provide the international reader with an insight into the mind of the young consumer from Singapore, one of the vibrant hubs of youth consumerism in Asia. This paper combines observations derived, informal interviews with peers as well as self experience of the writer who is both a young marketer and a young consumer who is involved in the youth volunteerism circles as well. During the course of writing the paper, insights such as the rise of the coffeehouse culture, being spaces, extended family syndromes were observed, as well as viewpoints on the insipid marketing by fast food giants in the country from a young consumer’s perspective was discussed. This insight will provide a sound platform for in depth qualitative and quantitative research in the future. The value of this paper is it’s varied perspectives and observations derived uniquely from the authors’ personal involvement in these fields of interest.

Citation

Hongjun, W. (2006), "Food and the Singapore young consumer", Young Consumers, Vol. 7 No. 4, pp. 53-59. https://doi.org/10.1108/17473610610717973