Class dynamics of consumerism in Balaju, Kathmandu

Abstract

This study fundamentally deals with the class dynamics of consumerism I n Kathmandu, particularly in Balaju. More specifically, this study explores the patterns of consumer behavior across various social groups and based on which how class disparities and hierarchies are created and class identity is formed. On that note, this study explores the intersection of consumer behavior, class identity, and social hierarchies in contemporary society, focusing on how consumption patterns are shaped by economic constraints, social pressures, and the desire for social mobility. By using qualitative in-depth interview of twenty respondent altogether, selected purposively from various social class, and using unstructured interview schedule and participant observation method for more than one year, this study endeavors to explore patterns of consumer behavior across different social classes in Balaju and spending patterns and consumer choices influence class disparities and also explains the ways consumer practices and preferences influence existing class identities and social hierarchies The key findings reveal a distinction between inspirational consumption, driven by the desire to project a higher social status, and instinctive consumption, which prioritizes immediate practical needs. The research highlights how economic factors influence consumption, with lower-income individuals focusing on essentials and higher income groups indulging in non-essential purchases, reinforcing class divisions. Digital platforms, including e-commerce and social media, play a significant role in shaping consumption behaviors by providing access to goods and services while also creating new forms of social validation through trends and influencer endorsements. The study also examines how social perceptions impact class identity, with middle class individuals striving to emulate upper-class ideals despite financial strain. The rise of digital consumption, marked by a preference for convenience over cost, further underscores the evolving nature of consumer behavior in urban environments. Ultimately, this research underscores the powerful role of consumption in reinforcing social hierarchies and highlights the tension between social aspirations and economic realities. Key Words: Consumer behavior, class identity, social hierarchy, disparities