FMCGs as Change Agents in Rural Transformation An Empirical Study / Bhattacharjee, Abhigyan.
By: Bhattacharjee, Abhigyan
Material type:
ArticlePublisher: 2014Description: 1 - 8Subject(s): Changing Lifestyle | Rural Transformation | Habits | Culture | Change Agent | Fmcgs
In:
Journal of Rural & Industrial DevelopmentSummary: Culture and customs, more so in the Indian society, play a predominant role in affecting the behavior of the consumers. Every society has its own cultural norms and identifies itself with those norms more often. Assam, as a state, is cultural and has strong footage and bondage with old traditions, rituals and beliefs. FMCGs as products mark its identification with the usage of modern lifestyle goods. These goods are believed to be the latest additions towards sophisticating the living standard of the rural society which is subject to bring change in the culture and habit of rural people to a great extent, thereby transforming their attitude towards adopting a modern lifestyle. This paper tried to find out whether the rural people have transformed their attitude towards adopting a modern life style with the use of FMCGs and consider the same as an inevitable necessity of their life or not. In order to find whether there is any shift in habit among the rural households form their traditional lifestyle, a detailed survey was undertaken among the rural households of Kamrup district (rural) of Assam. The study focused on ten select products in FMCG sector which reflected visible...
| Item type | Current location | Call number | Vol info | Status | Date due | Barcode |
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Articles
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Ahmedabad (HO) | (Browse shelf) | Vol. 2, Issue. 2 | Available | 019107 |
Culture and customs, more so in the Indian society, play a predominant role in affecting the behavior of the consumers. Every society has its own cultural norms and identifies itself with those norms more often. Assam, as a state, is cultural and has strong footage and bondage with old traditions, rituals and beliefs. FMCGs as products mark its identification with the usage of modern lifestyle goods. These goods are believed to be the latest additions towards sophisticating the living standard of the rural society which is subject to bring change in the culture and habit of rural people to a great extent, thereby transforming their attitude towards adopting a modern lifestyle. This paper tried to find out whether the rural people have transformed their attitude towards adopting a modern life style with the use of FMCGs and consider the same as an inevitable necessity of their life or not. In order to find whether there is any shift in habit among the rural households form their traditional lifestyle, a detailed survey was undertaken among the rural households of Kamrup district (rural) of Assam. The study focused on ten select products in FMCG sector which reflected visible...
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