Varsity conducts research on changing lifestyle

The Centre for Rural Studies of Manipal University has conducted a research study on “Changing lifestyle in rural Karnataka” under the sponsorship of Philips Company.
Speaking to mediapersons here on Friday, Principal Investigator Dr Krishna Kothai informed that the research was aimed at studying the brand consciousness of rural clients to various products and services. The project was undertaken across the State, drawing samples from the 13 selected districts and 26 blocks. The Rs 3 lakh project was undertaken within a period of one year, he added.
Majority respondents observed that their needs were partially fulfilled by the purchase and their aspirations of owning the durables were met. The expectation from the respondents included lower price, durability, better technology and discount facility. They also wanted companies to make their products available at rural areas. “Indian villages are undergoing a rapid transformation. The media’s dominant visual tone and tenor which depicts urban lifestyle is forcing rural people to migrate emotionally and aspiration ally to urban mode of living, Kothai informed.
Prof Harishchandra and Mahesh Mayya from Philips were present.

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