Browsing by Author "Rathee, Aashima"

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    Rural Research Project: Smit
    (MICA, 2015) Rathee, Aashima; Chaturvedi, Akanksha; Agrawal, Srishti; Verma, Utkarsh
    Located in the East Khasi Hills, the village of Smit offered the opportunity to explore the sociological implications and variance in gender roles in a matrilineal family structure. Building upon the study of these social realities, the study further extended to understanding the difference in roles and purchase patterns of the two genders. The methodologies followed for research included primary research in the form of in-depth interviews and observational research as well research using secondary sources. After rigorous analysis of the data, we found that boys’ education is being hampered due to the preference for the girl child in the village. As a consequence of the fact that girls inherit property and possessions, boys are under pressure to start earning themselves at a young age and hence end up dropping out of school. Since many of them do not complete their education, they are unable to get good jobs and end up falling prey to alcoholism and drug abuse. This is the communication need we chose to address and we suggest the use of awareness and monitoring methods to do so. Through the research, we have understood the purchase behaviour in terms of influencers and decision makers and based on this, we have suggested marketing strategies and channels that brands entering this market can deploy.