Exercise 2

Consumer Lifestyle Research

Exercise 2

Chi Jing Na | 0903690F

Leong Kit Yee | 0906227D

Leong Shun Chin | 0906240G

Low PhanChing| 0901207A

Visual Communication & Product and Industrial Design

Group: T02

Consumer Lifestyle Research

AY 10/11 Semester 2 Block 8

Table of Contents

Deliverables Pages

Introduction

Research Objectives & Research Parameters

Primary Researchi. Face-to-Face Interview Responses

ii. Observational Field Study - Public Parksiii. Cognitive Dissonance

Secondary Researchi. Target Consumer Profile

ii. Anti-Littering Campaigniii. Specific Environment of Study - Public Parks

Conclusion

Reference List

2

3

4 - 28

29 - 34

35

36- 37

Introduction

With the launch of the anti-littering campaign since 1968, it has been forty-three years since the then Prime Minister Lee Kuan Yew gave it a head start. Through the years, campaign slogans

Consumer Lifestyle Research | 1

have been changing with population times to accommodate to the changing needs of consumers today.

The objective of this campaign is to stop people from littering and it remained the same throughout these years although the tagline kept changing to the present one, which is “Do The Right Thing, Let’s Bin It!”. Despite the implementation of this campaign, the effort in changing the behaviour of litterbugs is still unsuccessful.

Based on a survey done by the National Environment Agency together with the National University of Singapore, it is shown that 62.6 per cent of the public will always throw their rubbish into the bin, 36.2 per cent are situational litterers and the remaining 1.2 per cent of the public will litter even when there is a bin nearby. The survey has also found out that 69 per cent out of 1500 students admitted that they have committed littering. This implies that Singapore youths do not care about the anti-littering campaign. With that, NEA has identified three pronged strategies: improve the infrastructure for rubbish disposal; tighten the enforcement measures against offenders and adopt more targeted programmes in reaching out to the general public and educating various segments of the public.

Therefore, we are embarking on a market research project to find out the reasons people continue to litter despite the Anti-Littering Campaign, the effectiveness of the penalties imposed and ways to change their behaviour.

Consumer Lifestyle Research gives us a better understanding on the techniques used to source information that is relevant to our research in identifying key trends among our consumers and also understanding how the consumers deemed as a more effective campaign, thereafter aid us in our design solutions that appeals to our target consumer.

This report will comprise three sections, firstly, primary research which consists of the face-to-face interview responses, key trends sourced from our site observation in the public parks and cognitive dissonance in our target consumer. The next section comprises secondary research, which includes a summary of our target consumer profile, the anti-littering campaign and key findings found from our site observation. Lastly, the conclusion summarises the key trends that we obtained from our face-to-face interviews in regards to the anti-littering campaign.

Research Objectives


To find out the views of consumers regarding the issue of littering in Singapore, the effectiveness of current imposed penalties, and also the opinions of valued consumers of more effective measures against littering. To find out the views of people who are against littering, in particular fines.

Research Parameters

The specific area of study pertains to Singapore residents, aged 16 to 25 years old, at public parks situated in Singapore.

Primary Research


(i) Face-to-Face Interview Responses

(The results obtained are based on the responses given by four interviewees)

Figure 1

Majority of the respondents visit East Coast Park.

Figure 2

The frequency of visits to public parks amongst majority of the respondents, is once a month.

Figure 3

Majority of the respondents visit the park during the afternoon.


20%

60%

20%

3. Which period of the day do you visit the park?

Morning Afternoon Evening Night

Daily Weekly Fortnightly Monthly Yearly0

0.5

1

1.5

2

2.5

0 0

1

2

1

2. How frequent do you visit public parks?

East Coast Park33%

Pasir Ris Park 17%

Maple Wood Park 17%

Bedok Reservoir Park 17%

Tampines Central Park17%

1. Which public park do you visit?

Figure 4

The mode of transport to the park amongst the respondents is mostly walking.

Figure 5

Majority of the respondents visit the park with their friends.

Figure 6

The most participated activity among the respondents in parks are as follow; exercising, barbequing and cycling.


Walk

your d

og

Exerc

iseSw

imPicn

ic

Barbeq

ue

Use the R

ecreati

onal Fac

ilities

Socia

l reaso

ns

Eat a

t food outle

tsCycl

ing

Rollerblad

e0

0.5

1

1.5

2

2.5

2

0

1

2

1 1

0 0

2

1

6. What do you do at the park?

33%

50%

17%

5. Who do you visit the park with?

Family Friends Schoolmates Alone

Walk

Bus

Taxi

Motorcycle

Bicycle

0 0.5 1 1.5 2 2.5

4. How do you get to the park?

Figure 7

Majority of the respondents say they would bring along

their water bottle and mobile phone when they visit the park.

Figure 8

100 per cent of the respondents noticed the presence of rubbish bins in the park which they have visit.

Figure 9

75 per cent of the respondents revealed that they can locate rubbish bins in the park easily while 25 per cent revealed the rubbish bins are difficult to locate in the park. Places in which the respondents


Yes75%

No25%

9. Do you find it easy to locate rubbish bins in the park?

8. Do you notice if there is any rubbish bin(s) in the park?

Yes

11%

11%

22%

11%

22%

11%

11%

7. What do you usually bring along with you when you visit the park?

RollerbladesFood & drinksWater bottle Cash Mobile phone WalletPersonal Belongings

find rubbish bins are; beside the pathways, near lamp posts, approximately 100 metres of walking distance.

Figure 10

100 per cent of the respondents revealed that they would most likely keep their rubbish with them until they find a bin down the park if they may want to dispose of rubbish.

Figure 11

100 per cent of respondents said no to throwing rubbish on the ground regardless if the rubbish bin full.

Figure 12


50%

25%

25%

12. Do you think the rubbish bins are located too far apart?

Yes No Depends

11. Will you throw your rubbish on the ground if the rubbish bin near you is full?

YesNo

100%

10. When you are in a public park and wish to dispose rubbish, what are you more inclined to do?

Look for a rubbish bin to throw the rubbishDispose of the rubbish anywhere as long as no one is lookingKeep it with me until I find a rubbish bin

50 per cent of the respondents think the rubbish bins are located too far apart while 25 percent think it is not located too far and 25 per cent thinks the location of the bins depends on external factors.

Figure 13

50 per cent of the respondents chose the Design 2 as the most well-known design whereas 25 per cent chose the green rubbish bin and the animal print rubbish bin respectively.


Image 4: Design 4

Image 3: Design 3

Image 5: Design 5 Image 6: Design 6

Image 2: Design 2 Image 1: Design 1

Design 1 Design 2 Design 3 Design 4 Design 5 Design 6

1

2

0 0

1

0

13. Which design of the rubbish bins below do you think is the best?

Figure 14

50 per cent of respondents witness people littering only on rare occasions while 25 per cent witness littering on each visit and 25 per cent; never witness people littering in public park.

Figure 15

50 per cent of the respondents think barbeque pits are the most badly littered areas whereas 17 per cent of them find areas such as along the shore front, in the sea or waterways and location in which people concentrate at are most severely littered areas respectively.

Figure 16

33.3 per cent of the respondents witness cigarette butts disposed on the ground most of the time while 22.2 per cent often see used tissue and food and drink containers respectively. Majority said cigarette butts are the most often seen litter thrown on the ground.


33%

22%

22%

11%

11%

16. What types of litter do you often see thrown on the ground?

Cigarette butts Used tissue Food and drink containers Food and Drink Containers Plastic Bags (Flying Around)

50%

17%

17%

17%

15. Which areas of the public park do you think are the most badly littered?

Cyclist/pedestrian paths

Barbecue pit stations

Along the shore front

In the sea/waterways

Near food outlets/shops

Others

25%

50%

25%

14. When you are in a public park, how often do you see people littering?

Each time I visit On rare occasions Never

Figure 17

50 per cent of the respondents noticed signage or posters regarding anti-littering campaign whereas the other 50 per cent of the respondents fail to notice any signage or poster with regards to anti-littering.

Figure 18

Based on 50 per cent of the respondents who noticed signage in regards to anti-littering, all of them said that the signage is clear and visible, thus it is straightforward and direct.


18. Are the signage visible and clear?

YesNo

Yes50%

No50%

17. Do you notice any signage or posters in the park with regards to anti-littering?

Figure 19

75 per cent of the respondents think there are

not enough National Environment Agency(NEA) officers maintaining the public parks whereas 25 per cent think there are enough officers maintaining cleanliness of the park.

Figure 20

75 per cent of the respondents think there are not enough National Environment Agency(NEA) officers maintaining the public parks whereas 25 per cent think there are enough officers maintaining cleanliness of the park.

Figure 21

Out of 4 respondents, 2 ranked their park of choice as good while the other 2 ranked it as very good.


12

34

5

0

0.5

1

1.5

2

21. On a scale of 1 to 5, please rank the cleanliness level of the public parks that you frequent.

(1: poor; 2: fair; 3: good; 4: very good; 5: excellent)

Yes25%

No75%

20. At present, do you think there are enough National En-vironment Agency (NEA) officers maintaining the cleanliness

of public parks?

Yes No0

0.5

1

1.5

2

2.5

19. Do the signage convey the correct message?

100%

22. Are you aware of any anti-littering campaigns in Sin-gapore?

Yes No

Figure 22100 per cent of the respondents are aware of anti-littering campaigns in Singapore. Campaigns such, ‘Singapore Litter-Free’ , ‘Keep the Park Clean’ and ‘Clean and Green’ are one of the few to be named.

0

0.5

1

1.5

2

2.5

3

3.5

23. How did you find out about these campaigns?

Word of MouthPrint AdvertisementsTV CommercialsInternetSchool TalksSeminarOthers

No.

of r

espo

nden

ts

Figure 23

37.5 per cent of the respondents find out about campaigns through print advertisements and 37.5 per cent through TV commercials. While 12.5 per cent find out about campaigns through school talks and signage.

Yes25%

No75%

24. Have you heard of the new anti-littering campaign, "Do The Right Thing, Let's Bin It!"?

Figure 24

75 per cent of the respondents have heard of the tagline, “Do The Right Thing, Let’s Bin It!”.


Campaigns

0 1 2 3

25. Which anti-littering campaign in your opinion is the most ef-fective?

Others Clean & Green Singapore (1990)Singapore, Litter Free Campaign (2002) Do The Right Thing, Let's Bin It! Campaign (2010) Figure 25

40 per cent of the respondents think the ‘Clean & Green Singapore’ campaign is the most effective anti-littering campaign. While 20 per cent of the respondents think ‘Singapore, Litter-Free’ Campaign is most effective.

100%

26. Do you recognise any of the anti-littering advertisements below?

YesNo

Figure 26

Image 7


Image 8 Image 9

100 per cent of the respondents do not recognise any of the anti-littering campaign advertisement, while none of them said they do recognise.

Yes75%

No25%

27. Have you seen the TV commercials below?

Figure 27

Image 10 & 11

75 per cent of the respondents revealed to have seen the commercial screenshots, while 25 per cent of them have not seen it before.


Yes

No

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

28. Do you think it is necessary to have this campaign in Singapore?

Figure 28

100 per cent of the respondents think it is necessary to have the anti-littering campaign in Singapore as they deemed the campaign as a disciplinary reminder to maintain Singapore’s garden city image.

100%

29. Are you tired of campaigns?

YesNo

Figure 29

100 per cent of the respondents say they are not tired of campaigns.

50%50%

30. Do you think that the message shown on the decal on this rubbish bin below is noticeable?

Yes No

Figure 30


Image 12

50 per cent of the respondents think the message shown on the decal is noticeable while the other half think is likewise.

No. of respondents

0

3

1 1

31. Why do you think people still litter despite the anti-littering campaign going on?

They cannot locate rubbish bins in the vicinity They are too lazy to go out of their wayThey do not consider it their responsibility Out of habit

Figure 31

50 per cent of the respondents believe people are too lazy to go out of their way to locate bins as one of the reason why littering still exists despite the anti-littering campaign going on.

Yes75%

No25%

32. Do you think that littering is still a problem in Singapore?

Figure 32

75 per cent of the respondents believe that littering is still a problem in Singapore while 25 per cent think like-wise.


No. Of respondents

2

1 1

33. Do you think schools have done enough to educate students about the importance of the anti-littering

campaign? Yes No Do not know

Figure 33

50 per cent of the respondents think schools have done enough in educating students about the importance of anti-littering campaign. In which 25 per cent of the respondents think schools have not done enough and do not know about schools educating about campaign.

34. On a scale of 1 to 5, please rank the level of importance of the following factors in cultivating the anti-littering habit in children (1: not at all important; 2: fairly important; 3: important; 4: very important; 5: indispensable)

(Below are separate graphs for the response of each interviewee)

0

1

2

3

4

5

Parents/family membersSchool/EducatorsPeersCelebrities/heroes/mentorsOthers

0

1

2

3

4

5

Parents/family members

School/Educators

Peers

Celebrities/heroes/mentors

Others

Figure 34

Two of the respondents ranked parents/family members as the most influential figure in cultivating anti-littering habits. Two other respondents ranked celebrities/heroes/mentors and peers as the most influential figure respectively. This shows that the most influential figures are parents/family members, celebrities/heroes/mentors and peers.


0

1

2

3

4

5


0

1

2

3

4

5


Yes100%

35. Would you make an effort to discourage your friends or family members from littering?

Figure 35

100 per cent of the respondents would make an effort in discouraging their friends of family members from littering.

29%

43%

14%

14%

36. If you witness people littering in public parks, what would you do?

Ignore and walk away Get annoyed but do nothingPick up after themRecord a video of their act and post it on YouTubeBravely go up to them and gently tell them not to litterOthers

Figure 36

43 per cent of the respondents would get annoyed but no nothing when they witness people littering in public parks. 29 per cent of them would ignore and walk away, 14 per cent would bravely go up and ask them not to litter and the other 14 per cent would pick up after them under such circumstances.

37. Please give some suggestions on other altervative ways of preventing littering.

Respondents suggests the use of celebrity endorsements Organise events thus raising campaign’s awareness Increase public outreach.


100%

38. Do you litter?

YesNo

Figure 37

100 per cent of the respondents do not litter. The reasons being, it is already a habit that disposal of rubbish should be done in a bin and a good citizen and rubbish can be stored in the bag so there is no reason to litter.

Yes

No

0 0.5 1 1.5 2 2.5 3 3.5

39. In your opinion, are fines effective in preventing littering in Singapore?

Figure 38

75 per cent of the respondents think fines are effective in preventing littering whereas 25 per cent think like-wise.

75%

25%

40. What do you think about the penalties imposed on littering?

Too Much Appropriate Too Little

Figure 39

75 per cent of the respondents think the imposed penalties are appropriately penalised whereas 25 per cent think it is too little.


Light offence – S$300 Heavy offence – Corrective Work Order (CWO)

Litter-Free

Full of Litter

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

41. Would you like to live in a country that is litter-free or full of litter? Why?

Figure 40

100 per cent of the respondents would prefer to live in a country that is litter-free, as one would not want to live in dirty environment with bug infestation. Another respondent mentioned Singapore will become a third world country and will lose their reputation of a clean state. The other two respondents mentioned, as litter pollutes air, insect infestation leads to decrease in cleanliness and a litter-free environment leads to healthier emotional state.

100%

42. Do you think Singapore is considered a clean country?

Yes No

Figure 41

100 per cent of the respondents think Singapore is considered a clean country.

100%

43. Do you think you have a personal responsibility towards keeping Sin-gapore's environment clean and litter-free?

Yes No

Figure 42

100 per cent of the respondents believe they have a personal responsibility towards keeping Singapore’s environment clean and litter-free because living in the same community, responsibility to keep the environment clean is shared.


(ii) Observational Field Study - Public Parks

Venue: Pasir Ris Park

Date: 11 January 2011

Time: 4.15pm – 6.30pm

Route taken (Refer to Image 13): From Exit C to Carpark A, to the Green Lawn (playground area)

Image 13: Map of Pasir Ris Park

Activities being done

Walking the dog Cycling Strolling and jogging Fishing Playing volleyball Roller-blading Group outing

Types of litter found

Small cloth Cigarette butt Used tissue paper Plastic bag/container Drink can


There are a few areas that are badly-littered such as the area near the beach and construction site (Refer to Image 14 & 15).

Image 14 & 15: Areas that were badly-littered

Rubbish bins and recycle bins

There are a total of approximately 100 rubbish bins and 6 recycle bins over a distance of 4 to 5 kilometres covered.

There are four different designs of rubbish bins and one design of recycle bins. (Refer to Image 16 to Image 20)

Image 16

This is found along walking trail, cyclist paths, shelter pavilions and open bench areas.

Image 17

This is found at barbecue pit stations.


Image 18

This is found along some bridges and at some secluded areas.

Image 19

This is found at the playground.

Image 20

This is found near the playground.

There are no rubbish bins along cyclist paths but there are rubbish bins along walking trails situated 300 to 400 metres apart. (Refer to Image 21 & 22)


Image 21 & 22: Placement of rubbish bins along paths

The highest concentration of rubbish bins is at the barbecue pit stations. Every station has one to two bins installed. (Refer to Image 23)

Image 23: Rubbish bins at barbecue pit stations

Signage and posters

There is a series of posters in regards to the anti-littering campaign placed near the barbecue pit stations. (Refer to Image 24, 25 & 26)


Image 24, 25 & 26: A series of anti-littering campaign posters

There is an ambient signage on the road which is not well-maintained. Thus, it defeats the purpose of promoting anti-littering since it is not noticeable anymore. (Refer to Image 27)

Image 27: Ambient signage

There is a signage that says “No Littering” placed on lamp posts. (Refer to Image 28)

Image 28: “No Littering” signage


Other interesting observations

Damage to rubbish bin:

Image 29: Melted rubbish bin cover

The cover of the rubbish bin is melted which might be due to inconsiderate people placing hot charcoals on it. (Refer to Image 29)

Cigarette butt:

Image 30: Cigarette butt

A cigarette butt is stuck in between the wood panels of a bench instead of being thrown into the rubbish bin. (Refer to Image 30)


Interview with cleaners

Below is the information that we obtained from the interview with two cleaners in the park. They are both under 800 Super Waste Management Pte Ltd which is in charge of the waste disposal in the park.

Image 31: 1st cleaner

They are in charge of grass cutting. (Refer to Image 31) There are only two cleaners in charge of grass cutting in the whole park. Work schedule is from 6.00am to 6.00pm, work on daily basis (include Saturdays and

Sundays)

Image 32: 2nd cleaner

They are in charge of landscaping maintenance. (Refer to Image 32) There are 6 workers in charge of landscaping maintenance. Work schedule is from 9.00am to 5.00pm


(iii) Cognitive Dissonance

1. Aloysius Lim stated that he supports the anti-littering campaign, but yet he only knows and recognises the ‘Singapore Litter-Free’ campaign and does not know about the campaign which is under other taglines like ‘Keep Singapore Clean’, ‘Clean and Green’ and the current one, ‘Do The Right Thing, Let’s Bin It’.

2. Aloysius Lim also mentioned that he believes and is aware of the system of the penalties, but later on, he said that he do not really pay attention to the amount of fines because he has not been fined before.

3. Chen Sipei said that she is aware of the anti-littering campaign in Singapore, but yet she could not state the name of the campaign.

4. Chen Sipei also said that she would make an effort to discourage her friends and family from littering but in the next question, when she was asked what she would do if she witnesses people littering in public parks, she said that she will just ignore and walk away and not even getting annoyed.

5. Poh Hui Yi initially said that she cannot stand people who litter. In the next question, she said that she will get annoyed but do nothing if she were to witness people littering in public parks.


Secondary Research

(i) Target Consumer Profile

Aged 16 to 25 years Born from 1981 onwards, also known as Millennial Tech savvy (Kane, http://legalcareers.about.com/od/practicetips/a/GenerationY.htm)

Figure 43: Individual Usage of Selected Internet Service by Age Group (2009)

(Retrieved from Infocomm Development Authority (IDA))

Based on Figure 43, people aged between 15 to 24 years represent the highest percentage of Internet usage in instant message, social networking and reading blogs.

Highly attuned to digital gadgets and Internet (Euromonitor International)

Mostly are still secondary and tertiary students Short attention span (Walsh, 2002)

Attention-craving (Kane, http://legalcareers.about.com/od/practicetips/a/GenerationY.htm) Has not gone through war and deprivation (Walsh, 2002)

Financial constraints, depends on family/ seek part time jobs (Euromonitor International)

Achievement-oriented, ambitious (Kane, http://legalcareers.about.com/od/practicetips/a/GenerationY.htm

Good at multitasking Spendthrift, most likely go for branded goods (P.Morton, 2009)

Self-centred Highly emphasise “coolness” and “up-to-trend” (Euromonitor International)

Peer influence, not confident in self image (Euromonitor International)

(ii) Anti-Littering Campaign

First campaign under the tagline, ‘Keep Singapore Clean’ was launched on 1 October 1968 by Mr. Lee Kuan Yew

Aims to be the cleanest and greenest city in Southeast Asia Evolution of campaigns since introduction of anti-littering campaign (Refer to Figure 44):


http://legalcareers.about.com/od/practicetips/a/GenerationY.htm



Figure 44: Campaign for Environmental Health in 1960’s to 1980’s

(Retrieved from www.fasid.or.jp/daigakuin/sien/kaisetsu/gaiyo18/.../12-7.ppt)

Objective of the anti-littering campaign remain unchanged, only slogans and taglines were changing.

Different types of activities were carried out to appeal to public due to demographic changes. “Broomstick Brigades” were replaced by “Lone Ranger”

1992 1993 1994 1995 1996 1997 2006 2007 2008 20090

5000

10000

15000

20000

25000

30000

35000

Total number of litterbugs from 1992-1997, 2006-2009

Num

ber o

f litt

erbu

gs

Figure 45: Total number of litterbugs from 1992-1997, 2006-2009

(Retrieved from www.fasid.or.jp/daigakuin/sien/kaisetsu/gaiyo18/.../12-7.ppt and http://wildsingaporenews.blogspot.com/2009/11/singapores-greener-but-is-it-cleaner.html)


http://wildsingaporenews.blogspot.com/2009/11/singapores-greener-but-is-it-cleaner.html

http://www.fasid.or.jp/daigakuin/sien/kaisetsu/gaiyo18/.../12-7.ppt


According to Figure 45, in 2006-2008 shows an acute increase in number of litterbugs.

Year Total Population ('000)

2001 4,138.0

2002 4,176.0

2003 4,114.8

2004 4,166.7

2005 4,265.8

2006 4,401.4

2007 4,588.6

2008 4,839.4

2009 4,987.6

2010 (Census) 5,076.7

Figure 16: Time Series on population in Singapore (mid-year estimates)

Comparing Figure 45 and Figure 46, the increase number of litterbugs are partially due to the increase number of population in Singapore.

First time offenders will be charged S$300 for minor litter, whereas for culprits who are caught committing major offence will be placed under Corrective Work Order and fined at the same time.

Figure 47: Number of CWO & fines imposed.

(Retrieved from www.fasid.or.jp/daigakuin/sien/kaisetsu/gaiyo18/.../12-7.ppt)

Corrective Work Order (CWO) was introduced in 1992 First Corrective Work Order was performed on 21 February 1993 People who repeated CWO shows a gradual increase from 1996 to 1997



Do the Right Thing, Let’s Bin It

Ministry of Environment is in charge of the anti-littering campaign in Singapore.

Image 33: Designs of rubbish bins

A bin design competition was launched to motivate youths and creating awareness to public by creative and unique designs bins. (Refer to Image 33)

NEA and NUS Study Report Study

63%

36%

1%

Sociological study findings done by NEA & NUS

Always bin their rubbishDepending on situationLitter even though rubbish bin is nearby

Figure 48: Sociological study findings done by NEA & NUS

Three pronged strategies:

Top three reasons for littering:Consumer Lifestyle Research | 32

Increased number of uniform officersMore onerous Corrective Work OrderBetter alignment of penalties

Stricter Enforcement

Review the placement of binsRelocation of less utilised bins saw a reduction of 49% in litter

Better Infrastructure

Engage environmental groups and community leaders to promote shared responsibility in keeping Singapore clean

More Public Outreach

- Insufficient bins

- Laziness

- Out of habit 90% of litterbugs are smokers 69%of 1500 students admitted to littering, 23% said nothing will stop them from littering Close family members who were litterbugs are 2.4 times more likely to litter

(iii) Specific Environment of Study - Public Parks

Image 34: Location of parks, park connectors, nature reserves, heritage trees and attractions

(Retrieved from Green Map, National Parks Board)

About public parks (According to the National Parks Board, (2011)):

All parks in Singapore are managed by National Park Development Board. “A total of 1,763 hectares were set aside for parks, connectors and open spaces including some

300 parks and playgrounds.” (National Parks Board, 2011)

Even though the land percentage in Singapore is decreasing, the Government has set aside 4400 ha of parkland for parks and gardens under the Concept Plan 2001.

This shows how much Singapore has put emphasis in cultivating a clean and green city.

Purpose of public parks:

A public park is an area set aside for public use. Normally known as a public playground, public recreation centre that facilitates human

interaction with surroundings. Examples of activities are exercising (workouts), family functions and gatherings, cycling, fishing,

sightseeing and wake boarding.

The National Environment Agency’s vision:


“We conserve, create, maintain and enhance the green infrastructure in our garden city.” (National Environment Agency)

The National Environment Agency’s mission:

The development of Park Connector Network is to link major public parks Ensure residents have easy access to the parks located in Singapore.

Cleaners and their allocated tasks:

The following summarises the task and schedule of a cleaner according to an article in The Straits

Times (Singapore) written by Kesave(2007):

40 cleaners clean up rubbish on the beaches across Singapore Job includes sweeping, picking up and tossing out trash Examples of beach are East Coast (ECP) beach , Pasir Ris beach and Kusu island Task starts from 7am onwards (Weekdays and Sundays only) On Saturday the International Coastal Cleanup (ICC) took over their duty (only at ECP beach) Report has confirmed that the (ICC) have collected over 16,800 items weighing 2,600 kg on a

single day in East Coast Beach. On contrary, the total number of waste generated by a single person in year 2009 is 1,230 kg in

Singapore. (Refer to Figure 49)

Figure 49: The breakdown of the Singapore waste statistics in 2009

(Retrieved from http://www.zerowastesg.com/2010/05/04/singapore-2009-waste-statistics/)

Comparison of Waste Generated: 2,600 kg on a single day VS.

1230 kg by a single person in year 2009.

ConclusionConsumer Lifestyle Research | 34

From our face-to-face interviews, we have sifted out some of the key trends of our target consumer in regards to anti-littering. All the respondents revealed that they would most likely keep their rubbish with them until they find a bin down the park if they want to dispose of rubbish. They also said that they would not throw rubbish on the ground regardless if the rubbish bin full.

Only half of the respondents noticed signage or posters regarding anti-littering campaign whereas the other 50 percent of the respondents fail to notice any signage or poster with regards to the campaign. Despite that, they are aware of anti-littering campaigns in Singapore. Majority of them also said that they would stop their friends and family from littering, but if they were to see strangers littering, they might just get annoyed but do nothing.

However, all of them believe that they have a personal responsibility to keep Singapore clean and litter-free.

Besides key trends, we have also identified that our target consumer is highly adjusted to digital life and they are no longer attracted to traditional advertising through posters. This also leads to the ineffectiveness of the anti-littering campaign in changing the behaviour of this target consumer as an effective design solution that can appeal to the target consumer has yet to be found.

Based on our research on our specific environment, a public park is a place where people go to relax their minds and public parks are considered as pockets of natures. There is no point going to a park if it is filthy and full of litter. Hence, it is important to keep the public parks clean so that people will continue visiting the public parks.

In conclusion, this report identifies the key trends among our consumers based on our research.

Reference List


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http://www.singstat.gov.sg/stats/themes/people/hist/popn.html

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http://www.nparks.gov.sg/cms/index.php?option=com_news&task=view&id=192&Itemid=50

http://app2.nea.gov.sg/campaigns_anti_Littering.aspx

Exercise 2

Documents

Transcript of Exercise 2