Nida Abid
Ever walked into a store to buy just one thing but ended up leaving
with a bag full of stuff? Or you have been convinced by an Instagram ad that
made a product seem like a “must-have”? Buying decisions are not always as
logical as we think—they are shaped by emotions, financial situation, and even
what society tells us is “cool.” This is especially true in countries like
Pakistan, where social norms and economic conditions strongly influence what
and how people buy. 1. Social Factors: Buying what society approves people do
not shop in isolation. The choices we make are often a reflection of the people
around us. In Pakistan, status symbols play a huge role in purchasing behavior.
A good example is how owning an iPhone is seen as a symbol of social status
rather than just a practical smartphone choice. Many people stretch their
budget just to buy the latest iPhone, even when equally good (or better)
alternatives exist. Social media also plays a massive role. Influencers and
celebrities heavily influence purchasing decisions, especially among the
younger generation. If a famous Pakistani influencer like Irfan Junejo or
Mooroo promotes a certain product, people rush to buy it—even if they do not
necessarily need it. I have personally seen friends ordering expensive skincare
products just because someone on TikTok claimed it “changed their life.” Then
there's wedding culture in Pakistan, which is the biggest example of how social
pressure dictates buying behavior. Even middle-class families feel compelled to
spend beyond their means on extravagant bridal dresses and gold jewelry just
because it is the societal norm. There is an unspoken rule that the more lavish
the wedding, the more respected the family. Opinion: Honestly, I find this
aspect of consumer behavior frustrating. It creates unnecessary financial
strain on people just to maintain a certain image in society. A lot of people
end up in debt just to “keep up appearances,” and that is something that needs
to change. 2. Economic Factors: Buying Within (or Outside) Your Means Money, of
course, is a major factor in purchasing decisions. People from different income
groups shop very differently. While the upper class in Pakistan can afford
luxury brands like Gucci, the majority of people turn to local brands and
bazaars like Zainab Market, Sunday Bazaar, or even Daraz for affordable
alternatives. One of the clearest examples of economic influence on buying
behavior is during inflation. Prices in Pakistan fluctuate constantly, and when
essentials like flour, sugar, and petrol become expensive, people cut back on
unnecessary spending. Even brands notice this—there is a reason business like
Chase and Imtiaz thrive, offering bulk discounts and deals during times of high
inflation. On the other side, Pakistanis are very brand conscious. Even people
who are not particularly wealthy try to buy well-known brands, sometimes at the
cost of their financial stability. This is evident in the rise of
installment-based shopping, where companies now offer monthly payment plans for
smartphones, electronics, and even clothes. A lot of my university friends have
gotten iPhones on monthly installments, which makes me wonder—is this smart
financial planning or just a desire to fit in? Personal Insight: I have noticed
that people from different economic backgrounds react very differently to
sales. The upper class might see sales like Daraz 11.11 or Gul Ahmed’s winter
sale as just another shopping opportunity, but for middle-class families, these
sales are a chance to buy things they otherwise would not afford. I have
personally seen my relatives wait months for a good discount before buying
anything big. 3. Emotional Factors: Buying with Feelings, Not Logic People do
not just buy things because they need them—they buy because of how a product
makes them feel. Advertisers understand this very well. In Pakistan, brands use
sentimental and patriotic ads to influence purchasing decisions. Every year, Coca-Cola,
and Pepsi release emotional Independence Day ads, filled with nostalgic music
and heartwarming visuals. And guess what? It works. Even though Pepsi and Coke
taste the same, their marketing makes people emotionally attached to them.
Another strong emotional trigger is nostalgia. Have you ever noticed how
Pakistani brands like National Foods or Mitchell’s highlight their "since
1970s" legacy? This makes people feel connected to the brand, leading to
brand loyalty that lasts generations. Many families continue buying the same
products simply because they have been using them since childhood. A more
personal example I still buy Peek Freans biscuits not because they are the
best, but because I grew up eating them with chai at my grandmother’s house.
That emotional attachment makes me choose them over other brands, even when
better options exist. Emotional branding is one of the most powerful tools
companies use. Sometimes it is harmless, like associating a product with good
memories, but other times, it can be manipulative. For example, brands that
market fairness creams play on insecurities, making people feel like they
"need" a product to be accepted. That kind of marketing can be
harmful. Conclusion Buying decisions are never about necessity. Social
pressure, financial status, and emotions all shape how and why people spend
money. In Pakistan, where social image is crucial, people often make purchases
just to fit in. Economic factors also play a huge role, especially with rising
inflation, forcing people to reconsider their spending habits. And, of course,
emotions drive a lot of buying behavior—sometimes leading to smart decisions,
but other times leading to unnecessary spending. Personally, I think we should
be more mindful about why we buy certain things. Are we making a purchase
because we truly need something, or because we have been influenced by social
expectations or emotions? It is something worth thinking about the next time we
find ourselves adding things to our shopping cart.
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nida.abid_96@hotmail.com
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