Aesthetic surgery: expanding horizons: concepts, desires, and fears of rural women in central India.

BACKGROUND

We are experiencing greater demand for aesthetic surgery from rural populations. The present study attempts to understand their concepts and beliefs.

METHODS

A double-blinded survey with random sampling was done in 34 villages in central India. Sample population consisted of 1,000 unmarried rural women in the age range of 18-30 years. Subjects were interviewed in person and a questionnaire was filled out based on their response.

RESULTS

The response rate was 87.2%. Of the 872 respondents, 829 (95%) were aware of aesthetic surgery. Television was the most common source of information (61%). Health-care providers were a source of information for 2.5% of respondents. Aesthetic surgery was associated with "some change in face" by 35.7% of subjects. Surprisingly, 29.1% associated aesthetic surgery with face transplantation. The need for aesthetic surgery was perceived by 85.7% respondents. The face was the most common part of the body perceived to require aesthetic surgery (40.9%). Fifty-seven percent of respondents failed to identify the procedure required for aesthetic correction. Of the 711 respondents who perceived the need for an aesthetic procedure, 83.8% were willing to undergo surgery. Improved marriage prospects were the most common reason for seeking surgery. Cost was the most important variable considered while choosing surgery (49.3%). Cost was also the most frequent response when asked about the biggest fear (63.1%).

CONCLUSION

We recommend that scientific knowledge should be provided to the rural population, cost should be limited to a reasonable level, and the social needs of these patients should be fulfilled to ensure a greater reach of aesthetic procedures.