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Parallel Sessions (Consumer Behavior & Culture): The Emerging Middle Class In Pakistan: How It Consumes, Earns, And Saves, Jawaid Abdul Ghani

International Conference on Marketing

During the first decade of the twenty first century, and for the first time in the history of Pakistan, over half of the households in the country belonged to the middle class (M-class). During this period (2002-2011) the M-class, defined as households with daily per capita expenditures of $2-$10 in 2005 purchasing power parity dollars1 , grew from 32 percent to 55 percent of all households in the country, and the number of people in this class doubled from 38 million to 84 million. Real aggregate national consumption increased by about $60 billion, of which $55 billion was accounted for …