Conceptual Study On Ethnic Marketing Marketing Essay Essays

Conceptual Study On Ethnic Marketing Marketing Essay Essays Conceptual Study On Ethnic Marketing Marketing Essay Essay Conceptual Study On Ethnic Marketing Marketing Essay Essay With mounting western influence and focal point on resurgence of traditional Indian manner elements, diverseness in India sees many faces. To keep the self-respect of the civilization and to supply a platform to little Indian trade names, future group initiated ethnocentrism construct by opening ethnicity shop in Ahmedabad, Gujarat. This enterprise has provided new format penetrations to organized retail merchants to spread out their skylines in extremely volatile Indian consumer oriented market. A new format has ever been a challenge to any retail merchant to prolong into the market. In the altering face of market, to recover penchant of consumers towards nationalized trade names, can be looked from a facing angle. This created an anxiousness in the head of research workers and inspired them to undergo the research to understand the ethnicity construct. Ethnicity format is studied based on the first ethnicity shop set up in the metropolis of Ahmedabad, Gujarat and glances are taken from the 2nd and 3rd shop set up in Mumbai and Pune. Research is secondary in nature. This paper gives penetrations into the overall set up of ethnicity format that includes distinguishing criterias of ethnicity in comparing to regular retail formats. Paper gives penetrations into artistic set up of ethnicity shop alongwith in-depth reappraisal of ware. Further, consumers sentiment on ethnicity shop has besides been covered and their discriminatory class for purchase has been derived It has been found that consumers have given a really good response to the new construct. Alongwith shopping, experiences of consumers with the format hold given a permanent impact on their mentality. Further Raja market, Rani market, Thoda aur market are found attractive to consumers and have gained good penchant of consumers followed by Sona-chandi market Chota India and Ghar aangan market. The penetrations into construct development and suggested potency extended formats of ethnicity may readily work as a pillar to stand into the market for new retail merchants. Cardinal words: Ethnicity, Ethnocentrism, Organized Retail, Nationalized trade names, Merchandise 1.1Introduction: Indian manner industry is traveling towards Westernization due to high degree of credence of foreign trade names by the consumers. Due to this altering face, western trade names are acquiring a wider platform than the cultural trade names across the state. As a consequence, national/ethnic merchandises are even overlooked by consumers and clip may come that such merchandises may vanish from the market. To protect the Indian heritage, Future group took up inaugural enterprise to supply a infinite to Indian merchandises and trade names under its ain name and celebrity Future Group, India s taking concern house with strong presence in retail sector, launched a new retail format, household life style shop Ethnicity, in Ahmadabad to market cultural trade names and merchandises of India in 2008. This concatenation is a major household format developed after the launch of extremely successful household formats like Pantaloons, Big Bazaar, and Home Town. The new shop format that has been billed as everything Indian, seeksA to advance cultural trade names, runing from cultural and merger wear, Jewellery, handcraft, place decor, beauty merchandises to accoutrements and gifts. Ethnicity therefore, A showcasesA a big figure of little Indian trade names under one roof. Ethnicity besides advancing the civilization of cultural merchandises, supply a modern platform to augment the presence of the retail merchants into the industry. 1.2Research aims: To understand the construct of ethnicity as a new retail format To understand distinguishing factors of ethnicity shop in comparing to the modern retail shops. To understand the consumers penchant towards the new format 1.3Scope of the survey: The survey has explored the construct of ethnicity. In includes apprehension of the subject and construct development, ware development and distinction standards of format in comparing to bing formats. Further to understand credence of the new format, consumers preference towards the offerings has besides been analyzed 1.4 Data Collection Beginnings: Secondary informations beginnings have been used to understand the construct the ethnicity. Information has been taken from cusp provided by ethnicity shop of Ahmedabad, and Company website to acquire penetrations into ethnicity shop of Pune and Mumbai. Articles kept on the web sites are besides used at the launch of ethnicity. Primary information has been collected through questionnaire to cognize consumers cite towards the new format. Respondents were the consumers of Ahmedabad who visited ethnicity shop. Sample of 100 respondents was administered out of which 94 responses are analysed as valid samples for the survey. 1.5 Introduction: Ethnicity Cultural beginning has been defined as a group of people who portion a common descent, a sense of corporate individuality and normally a shared cultural heritage and tradition ( Crysdale and Bettie, 1973 ) . Ethnicity implies common imposts, values, and attitudes within a group of people who are bound by a common cultural designation. Because values reflect a criterion or standard that people use in the counsel of behaviour, they act as a norm for cultural consumer behaviour and an influence on many ingestion motivations. Cultural selling Cultural selling is an of import facet of lifestyle selling, a scheme that tailors a company s merchandises and services towards the client s life styles. * Positions showing rationale towards cultural selling Mr. Arvind Singhal, president of direction consulting and retail specializer house Technopak Advisors ( 2010-11 ) said, Overall dress class spends are lifting, with particular focal point on cultural wear trade names, where many new trade names have emerged as market heroes. They sensed the vacuity in the market, easiness of entry, and attracted adult females the most interesting mark consumer, which places the Indian cultural wear market at Rs. 56,800 crore, turning at 9 % yearly .A Mr. Gaurav Mahajan, CEO, Westside, a Tata group company said, Indian cultural wear is an built-in portion of our client promise. We widened the Westside scope and introduced Zuba, which offers silks and reliable handlooms. This fall will see the launch of two more trade names, Mr. Rakesh Biyani, joint pull offing manager, Future Group said, There is a important rise in demand for adult females s cultural vesture. There is a large spread between the chance and what is being delivered today by organized participants, This spread designation generated a lead to cover the untapped cultural market and future group took up the initiave to set up ethnicity shop as a revolution in the bing apprel format 1.4 Concept development of Ethnicity Store by future Group Shop design Future Group has launched the first of a concatenation of shops aimed at retailing Indian wear in 2008 in Ahmedabad metropolis. It is the branded Ethnicitystore that keeps the a scope of cultural and merger wear, jewellery, handcrafts, place decor, beauty merchandises and accoutrements and gifts. All the merchandises are India inspired.The shop is holding a spread over an country of 25,000 to 30,000 sq. foot. Store nonsubjective The dress labeled as traditional and indoor vesture a decennary ago, has laid the foundation for today s modern-day Indian cultural chic.Ethnicity proudly follows the Indian values of being sensitive to Ahmedabad metropolis, environment and community. It provides a platform to convey together traditional or cultural retail merchants to the consumers. It recreates the know-how of a traditional cultural market in a modern retail format and is an collector of the multi-faceted cultural ware and traditional merchandising patterns. It revives and rejuvenates anything and everything that is Indian. It aims to truly unfastened out the urban cultural market and redefine the graduated table of cultural selling. ** Ethnic-Theme placement at the shop The construct Ethnicity is non limited to cultural vesture but it is an experience. The cardinal discriminator for Ethnicity lies in its 360-degree shopping experience. Ethnicity s shop design reflects a clearly cultural character ocular selling tools include artefacts, pictures and decor pieces from Rajasthan, Orissa, Gujarat and the similar. Ocular selling is like the outline of a narrative book . Ethnicity has gone the desi manner to go attractive and communicative. It is critical to non merely be a differentiated retail merchant but besides to pull out the true kernel of the merchandises. Branding in ethnicwear has been led by part of beginning of the merchandise like Benaresi saris, Lucknowi kurta, Kutch Bandhini. The shop is colorfully designed and the garishness gives it an atmosphere of luxury and celebration. *** Atmospheric at shop Atmospheric at ethnicity shop is a contemplation of Indian heritage. Alternatively of halogen visible radiations, everyplace visible radiation is reflected by lanterns. Alternatively of room freshener or aromas, a natural fragrant of indispensable oil from flowers known as ittar is used to magnetize the entrant and convey them to the Indian civilization. All the racks for show of ware are developed from wooden and outside ornament is of handcraft, which gives a contemplation of Indian art. Alternatively of holding all the racks or shelves for show, few of the ware is displayed on fingerstall. Shop helpers are dressed in cultural kurtas For refreshments, Coconut H2O is served in a lorry which gives a spirit of typical Indian civilization, on the route helping. Use of multi colourss, art and fancy designs, air aroma and traditional lightings give all clip festival feeling experience. Merchandise at ethnicity shop All the offerings are divided into a niche name of market. Chosen name for the market is based on arterial linguistic communication of India. With the subject of ethnocentrism, the aggregation represents merely Indian trade names in all the ware. Analysis of ware: The shop has six subdivisions. Generic class name Cultural name at ethnicity shop Women s wear class Rani market-everything ethnic for adult females Work forces wear class Raja market-everything ethnic for work forces Kid s wear class Chota India market Jewellery/ accoutrements Sona -chandi market- cultural Jewelry Home accoutrements Ghar -aangan- cultural thoughts for your place Stationary/medical points Thoda aur- cultural accoutrements and more Beginning: hypertext transfer protocol: //www.indiaretailing.com/organising-ethnic-retail.asp Analysis of Merchandise into the market and few of the Indian trade names RANI MARKET Everything cultural for adult females Merchandises Saris Bridal wear Salwar kamiz Interior designer wear Fusion wear Party wear Dupattas Mojaris A ; Chappals Embroidered bags Mix n fit Dress stuff E.g.Few Indian Brands kept in ethnicity shop Span Ritu kumar Hara Prafful Description of RANI Market Huge aggregation comprises extravagantly embellished salwarkameez, Anarkali kurtas, to a great extent decked traditional saris and blouses studded with rocks Sequined fabric bags, embroidered cultural potlis in assorted colourss and manners, brilliantly colored jholas and nomadic phone pouches becomes attractive complementary merchandises purchase Specially designed embroidered jootis fiting with salwar kamiz are available Particular class of mix n lucifer provides a immense scope of kurtas, interior decorator shalwars and interior decorator dupattas. It gives an chance to choose each one individually and develop a shalwar, kamiz, dupatta set on your ain RAJA MARKET everything ethnic for work forces Merchandise/Products Sherwani Churidar sets Pathani sets Jodhpuri Party suits Party shirts Casual kurtas Accessories Mojaris A ; chappals E.g.Few Indian Brands kept in ethnicity shop Manish Watercolor Manyavar Description of RAJA Market Raja market is interestingly designed with wooden pillars Raja market starts with rows of Kutch and Jaipuri kurtas for work forces. Designer kurtas are available in pastel colourss with a touch of glister. They have a fabulous aggregation of expansive looking sherwanis with intricate detailing Ceremonial suits, shirts and bloomerss for work forces are besides included in the aggregation The Mojaris and Chappals have a scope of beaded, sequined and embroidered jootis, chappals and kolhapuris designed in a assortment of colourss to travel with your traditional outfit CHOTA INDIA-everything ethnic for childs Merchandises Cultural wear Party wear Accessories E.g.Few Indian Brands kept in ethnicity shop Mycraft Exclusive Description of CHOTA INDIA Market Designer wears for childs holds attending of purchasers Use of bright colourss with manus work is a particular aggregation for childs alternatively of the usage of sketchs characters SONA CHANDI cultural Jewelry Merchandises Costume Jewellery Manner Jewelry Semi cherished jewellary E.g.Few Indian Brands kept in ethnicity shop Standard Merely cool Description of SONA CHANDI Market There is an impressive aggregation of earrings, rings and necklaces in traditional every bit good as modern-day designs These are available in gold, diamond and Ag. kundan sets are available that reflects tradition of India Sharing infinite with these are glass, metal and rock studded bracelets. Stuning stone studded rings and bobbysocks complete the scope. A little aggregation of debris jewellery and interior decorator bindis are included. A GHAR AANGAN cultural thoughts for your place Bed and linen Home decor Gift points Playthings Pooja ka saaman, Shaadi ka saaman Handicraft, Ceramicss E.g.Few Indian Brands kept in ethnicity shop Hansiba Bandhan Description of GHAR AANGAN Market Puja Ka samaan where puja thalis, different statuettes of assorted divinities, incense sticks, earthen lamps and cotton wicks are available. It has a alone aggregation of wall hangings, name home bases and redstem storksbills made of wood. Designer and decorated home base for nuptials is available known as shaadi qi thali with the usage of specific stuff used during nuptials rites Handicraft points for place decor like fancy toran, show pieces are available THODA AUR cultural accoutrements and more Merchandises Books and cadmiums Stationary Aromas Maroma-Aromatherapy, Ayurveda A ; natural merchandises Candles A ; incense E.g.Few Indian Brands kept in ethnicity shop Maroma Khadi Description of GHAR AANGAN Market Amazing paper bags, booklets, notebooks and notepads wrapped in silk fabric are displayed Photograph albums are made available in Ag and aureate colored fabric The Wellness subdivision has assorted sorts of ayurvedic beauty merchandises Hanging lamp is another subdivision inside which all kinds of lamps, Antique oil and glass lamps are available in really beautiful colourss and designed in a posh manner. hypertext transfer protocol: //www.indiaretailing.com/organising-ethnic-retail.asp hypertext transfer protocol: //ahmedabad.metromela.com/Lamps+and+ethnic+wear+at+Ethnicity/article/3183 hypertext transfer protocol: //www.pantaloonretail.in/pdf/ethnicity_karigari.pdf Leaflet circulated at ethnicity shop Competitive analysis of organized regular retail format and ethnicity format Parameter Organized retail mercantile establishment Ethnicity shop Subject A move towards western civilization A move towards Indian bequest Aim To give exposure to western civilization kineticss To give platform to Indian trade names and entreaty to ethnocentrism Size of the mercantile establishment Large Relatively little Structure Vertical departmentation Horizontal departmentation Handiness of trade names Global trade names Merely Indian trade names Atmospheric Exclusive halogen visible radiations lantern /yellow visible radiations Decoration No extra ornament Fully decorated with colourss, lamps, handcraft, marionettes etc. -looks like all clip festival Music Western vocals Indian instrumental Aroma Room fresheners Raw fragrant of indispensable oil from flowers known as ittar Shelfs Racks Alongwith racks Traditional small town themed fingerstalls with four legs Merchandise division Merchandises are separate Apparel gets displayed in one subdivision, accessories other subdivision, footwear another subdivision and so on Gender wise merchandise bundling Raja market includes dress, accoutrements, footwear turn toing male consumers Merchandise name English names Traditional Indian names Store helper s dressing Western formal wear Traditional Indian kurta Boxing Plastic printed bags Paper bags with traditional expression Merchandise Western outfits and indowestern designs in Indian outfits Indian traditional outfits with embellishment work Places Mojaris and chappals Indo-western picture Handicraft Cosmetic merchandises Natural ayurvedic merchandises and aromatherapy Aromas Incense stick, ittar, natural aromas Light pendant Candles and Lantern Artificial jewelry Stone work, Kundan jewelry Refreshments Food tribunal with multi culinary art Small push cart/lorry with coconut H2O Deliverable Shoping Experience Pictorial position of ethnicity shop Ethnicity shop image creative activity Picture 029 Beginning: Cusp provided at ethnicity Entry gate of ethnicity shop Beginning: hypertext transfer protocol: //www.indiaretailing.com/glimpse/ethnicity/1.jpg Example of Divisions Rani market Beginning: hypertext transfer protocol: //www.indiaretailing.com/organising-ethnic-retail.asp Interior and show at ethnicity shop hypertext transfer protocol: //www.indiaretailing.com/RetailConcept_details.aspx? Id=58 hypertext transfer protocol: //www.indiaretailing.com/glimpse/ethnicity/7.jpg 1.6.1Consumers penchant towards the market based ware at ethnicity shop with average rank ( where 1 is least and 5 is maximal ) Consumers penchant towards the cultural subject markets is analyzed to cognize the preferable market. This analysis is aimed at developing the market to increase the penchant A 0 1 2 3 4 5 Raja Market A A A A 4.255A Rani Market A A A 4.0255A A Chota India A A 2.8055A A A Sona Chandi A A A 3.2055A A Ghar Aangan A 2.052055A A A A Thoda aur 4.15.00 Consumers are extremely satisfied with Raja Market offerings followed by Rani market and thoda aur market. New debuts in thoda aur market like lamps, taper and aromas, ayurvedic merchandises etc have grabbed attending of people which gives a lead to present more alone and Indian traditional points. Sona Chandi market has got a good response. Thus it can be interpreted that manner accoutrements in cultural expression is maintaining melody with the cultural garments. As per consumers sentiment, Chota India is yet to derive penchant may be because of traditional designs that are non preferred more for childs in comparing to western attractive outfits with sketch characters Again as per consumers sentiment, Ghar aangan is besides yet to derive penchant may be because of bed sheets, utensils, playthings, purchase for rites like puja Ka saaman etc. have an already established market. 1.6.2 Conusmers penchant towards cultural merchandises for three most preferable Markets Preference has been anaysed towards offerings for Females as Rani Market Fusion wear and Mix A ; Match are able to pull consumers as a new and alone base of cultural merchandises. As Saari, salwaar kamiz have become a common purchase and many plaforms are available to turn to the demand, penchant is found at the moderate degree Preference has been anaysed towards offerings for Females as Rani Market In work forces s wear traditional wear in the signifier of Jodhpuri, Chudidar and kurtas alongwith traditional mojaris have attracted consumers to larger extent Preference has been analyzed towards offerings for Thoda Aur Market Full scope of Aromas and Candles A ; Incense have been introduced by ethnicity shop. It has got excess ordinary penchant of consumers. Thus it has contributed towards care of Indian bequest 1.6.2 Consumers penchant towards Aromatherapy Aromatherapy is the usage of aromatic works oils, including indispensable oils, for psychological and physical well-being. Aromatherapists blend curative indispensable oils particularly for each person and suggest methods of usage such as topical application, massage, inspiration or H2O submergence to excite the coveted responses. Aroma therapy oils may include Peppermint Digestive upsets Rosemary Muscular strivings, mental stimulation Sandalwood Depression, anxiousness and nervous tenseness Sweet orange Depression and anxiousness Tea tree Respiratory jobs, antifungal, antibacterial and antiviral Lavender Headaches, insomnia, Burnss, achings and hurting Ethnicity shop has provided the platform for Aromatherapy. Full scope of indispensable oils has been displayed to bring forth the consciousness and penchant towards the same. It is aimed at bring forthing consciousness towards ayurvedic medical specialty in the sphere of allopath for better and unafraid intervention. Ethnicity has taken maiden inaugural to derive the penchant of consumers. It can be interpreted from the above graph that first manus response has been satisfactory with 49 % for Aromatherapy and therefore it enjoys the possible to increase the penchant in future. The atmospheric of traditional merchandises is back uping the purchase of traditional manner of wellness addendums. The advice and account given alongwith the merchandise has played of import function in doing realisation to travel for natural merchandises 1.6.3Analysis of consumers satisfaction towards ethnicity shop: Consumers understanding of the format have been done based on their psychological distinction from the traditional format and a degree of satisfaction towards the offerings. Such analysis is aimed at placing the most appealing distinction for future placement of the shop and developing the schemes that may take to future satisfaction Competitive appraisal matrix with average rank ( Where 1 is least and 5 is maximal ) Regular organized retail formats and ethnicity shop A 0 1 2 3 4 5 Subject A A A A 4.05 4.95A Monetary value A 2.30A 2.60A A A Assortment A A 3.25.00A 4.00A A Display A A A 3.94.00A 4.35.00A Experience A A A 4.0094.00A 5.0094.00A Keies: Regular organized retail mercantile establishments Ethnicity shop Competitive appraisal matrix depicts that ethnicity subject is extremely appealing to the people. The distinction point of giving experience to the consumers than merely to supply a platform for shopping is acquiring right placement in the head set of consumers as it is applauded by consumers with the average rank of 4.95. Unique show of ethnicity is extremely appreciated by consumers in comparing to regular organized retail formats On the dimension of assortment ethnicity is dawdling behind in comparing, the lending ground may be limited figure of Indian trade names into each class Equally far as pricing is concerned none of the mercantile establishments satisfied the consumers outlook. It brings out the fact that monetary value construction is excessively high. Here chance lies with ethnicity shop to know apart pricing scheme to acquire competitory border over other formats. It might be executable to redevelop the pricing scheme due to nationalized trade names 1.10 Major findings: Ethnicity is so a radical move towards consumers ethnocentrism. National participants have besides joined custodies with the large retail merchant and accepted the chance to turn to the mass market. Thus has contributed to a great extent in supplying a wider platform to little retail merchant of India. Further is has contributed towards bring forthing consciousness of cultural merchandises and trade names of allover India which were non noticed and importance was non realized by consumers It is an perfectly alone theoretical account into organized retail formats. Everything get downing from statics to aggregation of trade names, ware show and packaging is unambiguously positioned with the nationalized subject. It provides a feel-good factor and thrilling experience to the consumers. Consumers are acquiring attracted by the subject and acquiring exposed and penetrated by cultural merchandises. Today consumers look for stylish apparels. National trade names which were non recognized before, have provided a platform of manner to research Fusion wear, Mix A ; Match, Jodhpuri, Kurtas, Chudidars, Mojaris and aromas, tapers and incense are able to acquire penchant of people Aroma therapy is able to acquire good welcome signifier the consumers Cultural designs are acquiring credence in the signifier of freshness Cultural work forces s wear, adult females s wear, natural beauty merchandises, handcrafts are the classs of the merchandises good accepted by the consumers. In all this advanced construct good applauded by consumers as they are acquiring exposed to all the assortment and designs of merchandises of all the corners of India under one roof 1.11 Suggestions: More Indian retail merchants should be motivated to supply immense aggregation of cultural merchandises Potential revolutions into bing format of ethnicity for India Formats can be expanded by presenting fortes of major states/cities of India Rajasthan market Art A ; trade Jamnagar market-Bandhani Bengaluru -Silk garments Chennai- Pearl jewelry Kerala market-Spices Formats can be expanded by presenting forte nutrient of major states/cities of India it may assist to give a back displacement to the consumer tendency which is traveling towards western nutrient Gujarati nutrient Punjabi nutrient South Indian nutrient Rajasthani nutrient North Indian nutrient Kathiyawadi nutrient Potential revolutions into bing format of ethnicity for other states It has been witnessed that states are acquiring specialized into technological inventions but spread of such inventions into the same continent reflects questionable behaviour of consumers. Many a times it is because of deficiency of consciousness. Such type of format may supply a common platform to research the little advanced merchandises at consumer terminal E.g. European states Manner Ethnicity European states As manner industry is one of the major turning industries in Europe- All manner statements can be displayed under one platform Fashion statement of Italy Fashion statement of France Fashion statement of United land Technology ethnicity Technical Research A ; invention driven states All inventions can be displayed under one platform Large to little advanced merchandises of Finland Large to little advanced merchandises of Germany IT A ; Renewable engineering based merchandises from Sweden Electric engineering inventions of Netherland E.g. Asiatic Countries Technology ethnicity Robotic engineering based advanced little to large merchandises from South koria A ; Japan There is a demand to increase the scope of aroma therapy offerings to increase the consciousness and ingestion. Aromas, tapers and incense offerings have brought Indian values in the penchants. This has showcased a really good concern potency as a whole. There is a demand to supply more and more offerings into the section with more and more assortments

Singapore Facts, History, and Description

Singapore Facts, History, and Description A bustling city-state in the heart of Southeast Asia, Singapore is famous for its booming economy and its strict regime of law and order. Long an important port of call on the monsoonal Indian Ocean trade circuit, today Singapore boasts one of the worlds busiest ports, as well as thriving finance and services sectors. How did this tiny nation become one of the worlds wealthiest? What makes Singapore tick? Government According to its constitution, the Republic of Singapore is a representative democracy with a parliamentary system. In practice, its politics have been completely dominated by a single party, the Peoples Action Party (PAP), since 1959. The Prime Minister is the leader of the majority party in Parliament and also heads the executive branch of government; the President plays a mostly ceremonial role as the head of state, although he or she can veto the appointment of top-level judges. Currently, the Prime Minister is Lee Hsien Loong, and the President is Tony Tan Keng Yam. The president serves a six-year term, while legislators serve five-year terms. The unicameral parliament has 87 seats and has been dominated by PAP members for decades. Interestingly, there are also as many as nine nominated members, who are the losing candidates from opposition parties who came closest to winning their elections. Singapore has a relatively simple judicial system, made up of a High Court, a Court of Appeals, and several types of Commercial Courts. The judges are appointed by the President upon the advice of the Prime Minister. Population The city-state of Singapore boasts a population of about 5,354,000, packed in at a density of more than 7,000 people per square kilometer (almost 19,000 per square mile). In fact, it is the third-most densely populated country in the world, following only the Chinese territory of Macau and Monaco. Singapores population is highly diverse, and many of its residents are foreign-born. Just 63% of the population are actually citizens of Singapore, while 37% are guest workers or permanent residents. Ethnically, 74% of Singapores residents are Chinese, 13.4% are Malay, 9.2% are Indian, and about 3% are of mixed ethnicity or belong to other groups. Census figures are somewhat skewed because until recently the government only allowed residents to select a single race on their census forms. Languages Although English is the most commonly used language in Singapore, the nation has four official languages: Chinese, Malay, English, and Tamil. The most common mother tongue is Chinese, with about 50% of the population. Approximately 32% speak English as their first language, 12% Malay, and 3% Tamil. Obviously, written language in Singapore is also complex, given the variety of official languages. Commonly-used writing systems include the Latin alphabet, Chinese characters and the Tamil script, which is derived from Indias Southern Brahmi system. Religion in Singapore The largest religion in Singapore is Buddhism, at about 43% of the population. The majority are Mahayana Buddhists, with roots in China, but Theravada and Vajrayana Buddhism also have numerous adherents. Almost 15% of Singaporeans are Muslim, 8.5% are Taoist, about 5% Catholic, and 4% Hindu. Other Christian denominations total almost 10%, while approximately 15% of Singapores people have no religious preference. Geography Singapore is located in Southeast Asia, off the southern tip of Malaysia, north of Indonesia. It is made up of 63 separate islands, with a total area of 704 kilometers square (272 miles square). The largest island is Pulau Ujong, commonly called Singapore Island. Singapore is connected to the mainland via the Johor-Singapore Causeway and the Tuas Second Link. Its lowest point is sea-level, while the highest point is Bukit Timah at the lofty elevation of 166 meters (545 feet). Climate Singapores climate is tropical, so temperatures do not vary much throughout the year. Average temperatures range between about 23 and 32 °C (73 to 90 °F). The weather is generally hot and humid. There are two monsoonal rainy seasons- June to September, and December to March. However, even during the inter-monsoon months, it rains frequently in the afternoon. Economy Singapore is one of the most successful Asian tiger economies, with a per capita GDP of $60,500 US, fifth in the world. Its unemployment rate as of 2011 was an enviable 2%, with 80% of workers employed in the services and 19.6% in industry. Singapore exports electronics, telecommunications equipment, pharmaceuticals, chemicals, and refined petroleum. It imports food and consumer goods  but has a substantial trade surplus. History of Singapore Humans settled the islands that now form Singapore at least as early as the 2nd century CE, but little is known about the early history of the area. Claudius Ptolemaeus, a Greek cartographer, identified an island in Singapores location  and noted that it was an important international trading port. Chinese sources note the existence of the main island in the third century  but provide no details. In 1320, the Mongol Empire sent emissaries to a place called Long Ya Men, or Dragons Tooth Strait, believed to be on Singapore Island. The Mongols were seeking elephants. A decade later, the Chinese explorer Wang Dayuan described a pirate fortress with mixed Chinese and Malay population called Dan Ma Xi, his rendering of the Malay name Tamasik (meaning Sea Port). As for Singapore itself, its founding legend states that in the thirteenth century, a prince of Srivijaya, called Sang Nila Utama or Sri Tri Buana, was shipwrecked on the island. He saw a lion there for the first time in his life  and took this as a sign that he should found a new city, which he named Lion City- Singapura. Unless the big cat was also shipwrecked there, it is unlikely that the story is literally true, since the island was home to tigers but not lions. For the next three hundred years, Singapore changed hands between the Java-based Majapahit Empire and the Ayutthaya Kingdom in Siam (now Thailand). In the 16th century, Singapore became an important trading depot for the Sultanate of Johor, based on the southern tip of the Malay Peninsula. However, in 1613 Portuguese pirates burned the city to the ground, and Singapore vanished from international notice for two hundred years. In 1819, Britains Stamford Raffles founded the modern city of Singapore as a British trading post in Southeast Asia. It became known as the Straits Settlements in 1826  and then was claimed as an official Crown Colony of Britain in 1867. Britain retained control of Singapore until 1942  when the Imperial Japanese Army launched a bloody invasion of the island as part of its Southern Expansion drive in World War II. The Japanese Occupation lasted until 1945. Following the Second World War, Singapore took a circuitous route to independence. The British believed that the former Crown Colony was too small to function as an independent state. Nonetheless, between 1945 and 1962, Singapore received increasing measures of autonomy, culminating in self-government from 1955 to 1962. In 1962, after a public referendum, Singapore joined the Malaysian Federation. However, deadly race riots broke out between ethnic Chinese and Malay citizens of Singapore in 1964, and the island voted in 1965 to break away from the Federation of Malaysia once more. In 1965, the Republic of Singapore became a fully self-governing, autonomous state. Although it has faced difficulties, including more race riots in 1969 and the East Asian financial crisis of 1997, it has proved overall a very stable and prosperous little nation.