Browsing by Author "Agarwal, Swati"

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    Rural Research Projct: Lachung
    (MICA, 2014) Joshi, Gaurav; Agarwal, Swati
    Main ethnic groups include the Lepchas, Bhutias and Nepalese. The villagers claim the population is 100% Buddhist and no caste structure exist. Everyone is treated the same and no discrimination is done on the basis of caste and religion. What’s interesting is that all the people have Lachungpa as their last name. But on further investigation we found that people of Nepali origin are considered lower than the Lepchas and the Bhutias, though there is not a prevalent discrimination towards them. Mostly Lachung people marry within the same ethnic group but inter group marriages are also common. Preference for FMCG brands was usually determined by high quality, value for money and recommendations from other people in the community. A brand was perceived to be of good quality if there was positive word of mouth as well as well as good experience with it. The opinion of others was a huge factor for first time trial.