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A rural or small town dweller who adopts an urban lifestyle. A rurban male or female has a graduate & post graduate education, is technologically advanced, is empowered by digital communication platforms, is an internet junkie, prefers designer interiors, plans a smaller nuclear family, marries later, has a non-traditional job involving commute, is a frequent foreign traveller for pleasure, engages in conspicuous consumption of lifestyle products, travels to larger supermarkets rather than shopping locally, drives a car more suited to urban commuting, is aware of world & national issues though probably less so of local politics.
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