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Religiosity and Attire A Study on Buying Behaviour among the Mizo

Author Name: Lalnunmawii Ralte and Laldinliana | Format: Paperback | Genre : Educational & Professional | Other Details

Gracefully pairing the tribal puan with western wear, the Sunday tradition thrives in Mizoram even as it is being de-emphasised in more cosmopolitan cultures. Mizoram lies at the southernmost tip of Northeast India—the second least populous Indian state with a predominantly Christian population. The advent of Christianity in the nineteenth century set in motion an irreversible transformation among the indigenous people there, from an ambulatory, jhumming tribe, who found no cause for opprobrium with their half-naked state of undress, to becoming a group reputed for their creativity, musical prowess and keen sense of fashion. This book is a culmination of a multidisciplinary enquiry into the influence of religiosity on the Mizoram churchgoers, how they present themselves in the context of worship and how their behaviour as consumers in the secular marketplace is influenced by their beliefs.

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Lalnunmawii Ralte and Laldinliana

Lalnunmawii Ralte is a researcher guided by gestalt principles, recognising that the world cannot be understood by isolated analyses of its components. She is a second-generation academician who strives to contribute towards a holistic understanding of culture and its influence on business through the perceptive synthesis of quantitative data.

Laldinliana is a Fellow of the Royal Statistical Society (UK) with a proclivity for connecting obscure dots while staying true to the rigours of academia. He has authored several books on consumer behaviour and entrepreneurship as well as accounting procedures for rural development.

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