Brand Aspirations Amid Economic Precarity: Consumption Desires among Low-Income Women in Urban Bangladesh
Keywords:
Branded consumption, aspiration, low-income women, respectability, urban Bangladesh, social comparison, media influenceAbstract
Background
Branded consumption among low-income women in urban Bangladesh is often misunderstood as luxury-seeking or materialistic behavior. However, branded products may carry deeper social meanings related to dignity, respectability, cleanliness, and social belonging.
Objective
This study examines branded consumption aspirations among low-income women in urban Bangladesh and explores how branded goods become socially meaningful under conditions of economic constraint.
Method
A mixed-methods cross-sectional study was conducted among 50 low-income women living in Dhaka, Savar, and Gazipur. Quantitative data were collected through structured questionnaires, while qualitative insights were gathered through case-based interviews on purchase experiences, social pressures, and coping strategies.
Results
Findings show that branded products are strongly linked to social evaluation, self-confidence, workplace credibility, and perceptions of modernity. Social media exposure, peer comparison, and workplace expectations influenced participants’ brand aspirations. Despite financial hardship, women maintained these aspirations through strategies such as buying sachets, replicas, second-hand branded goods, and lower-cost brands.
Conclusion
Branded consumption among low-income women should be understood as a socially embedded survival strategy shaped by gendered expectations, media-driven comparison, and urban vulnerability, rather than irrational spending behavior. The study recommends consumer awareness initiatives, media literacy programs, and community-based financial resilience support.
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Data Availability Statement
The data that support the findings of this study are available from the corresponding author upon reasonable request. To protect participants’ privacy and confidentiality, the dataset is not publicly shared.
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Copyright (c) 2026 Arjun, Priyanka (Author)
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