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RURAL CONSUMER BEHAVIOUR
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CHAPTER 3
49
FAMILY
The traditional joint family is disintegrating due to factors like increased
education and awareness of new opportunities and professions, which are driving the
younger generation in rural areas away from agriculture.
Although individuals are branching off to form nuclear families (with separate
cooking arrangements), they continue to live in the traditional family compound (un-
der one roof). These hybrid families can be termed ‘individualized joint families’ (IJFs).
The national Census records each
chulha
as a separate household. These IJFs live sep-
arately on a daily basis and ...
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