Reaching the Consumer in Singapore

Overview by

Marketing Opportunities

Growing Sectors
Computers, telecommunications, building products, university education services, gifts, cosmetics, health supplements, stationery, fitness equipment, household appliances, bags and accessories.
Consumer Behavior
Consumers keep in mind factors such as price, quality and service when making a purchasing decision.

After sales service is very important for the consumer in Singapore.

Singaporeans like new products, but they stay loyal to the brand names that they know.

Pricing has to be very competitive as bargaining is an acceptable shopping trait.

Consumer Profile and Purchasing Power
The consumer in Singapore has high standard of living and is a keen buyer of foreign products. Singaporeans are not only brand conscious but are very loyal and cautious too. They like to experiment with new products after getting assured about its quality and customer care service. The purchasing power is at par with most of the European countries.
Consumer Recourse to Credit
Resorting to bank consumer credits has decreased, but the use of credit cards has grown following agreements signed between banks and distributors. Credit is commonly given for 30 / 60 / 90 days.
Consumers Associations
CASE , Consumer Association of Singapore

Media in Which to Advertise

TV is the most expensive but also the most popular media of advertising in the country. Nearly all the households in Singapore have TV sets.

Main Televisions
MediaCorp TV
Mediacorp TV12
The print media in Singapore is well developed and reaches nearly entire population of the country.
Not so popular in Singapore, but is still used.
In Transportation Venues
Transit advertising is used in a big way in Singapore. Advertising space is available on rails, buses, taxis and other specialized mobile vehicles.

Market Leaders:
Radio is by far the least expensive and most traditional form of mass advertisement in the country. It reaches almost entire population.

Main Radios
MediaCorp Radio
SPH UnionWorks
New Technologies (E-Marketing, SMS, etc.)
Singapore has a well-developed broadband-internet and telecommunication systems, which has made it possible to use them as a new means for advertisement. Especially, Internet advertising is growing very fast in the country.

Market Leaders:
Internet Marketing Companies
Telephone Advertising
Main Advertising Agencies
Association of Accredited Advertising Agencies (4As)

Main Principles of Advertising Regulations

Refer to Singapore Code of Advertising Practice (SCAP)
Refer to Singapore Code of Advertising Practice (SCAP)
Refer to Singapore Code of Advertising Practice (SCAP)
Other Rules
Refer to Singapore Code of Advertising Practice (SCAP)
Use of Foreign Languages in Advertisement

No language restrictions exist. English, Chinese and other local languages are used.

Organizations Regulating Advertising
Advertising Standards Authority of Singapore (ASAS)

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Hot Tips (1)
  • Direct Marketing in Singapore

    The direct marketing industry in Singapore began in the early 1990s and now includes direct mail, telemarketing, television sales, mail order, call centers, fulfillment and e-commerce firms.

    U.S. Commercial Service Singapore on 23 Feb 2010 related to Reaching the Consumer in Singapore

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  • U.S. Commercial Service Singapore

    U.S. Department Of Commerce, Singapore