CRACKING THE NEURAL CODE OF RURAL PEOPLE REGARDING MOBILE PHONE USAGE PATTERNS IN KARNATAKA - A CASE STUDY OF HASSAN DISTRICT
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Abstract
Although there are reports published by various research agencies such as KPMG and AC Nielsen on migration of rural people in India to cities in search of better earning alternatives following real estate boom, still NCAER reiterates that India has 69% of rural population drawing a tag of ‘Real India’ to rural India. Rangarajan committee (2011) has often emphasized on using technology to speed up financial inclusion campaign and also highlighted the need to include rural people in to socio-economic mainstream. Government of India has been pushing stakeholders such as telecom companies and banks to concentrate on giving mobile services to rural areas. Even developed countries have gone through the issue of technology resistance many times. Government of India is taking financial inclusion seriously. So in order to design a successful campaign, there is a need for clear information on perceptions, opinions and attitudes of rural people on mobile phones. There is a big gap of information regarding usage patterns, perceptions and attitudes towards mobile technology in rural areas. This study adopts survey methodology to meet the objective of find out the mobile phone usage pattern by rural people by using chi-square with the help of SPSS.
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