title: Aesthetic surgery: expanding horizons: concepts, desires, and fears of rural women in central India.
abstract: 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%).
  
  
  CONCLUSIONS
  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.
authors.affiliation: Department of Plastic Surgery, Government Medical College, Nagpur, 440003, Maharashtra, India.
authors.forename: Surendra B
authors.initials: SB
authors.lastname: Patil
authors.forename: Satish M
authors.initials: SM
authors.lastname: Kale
authors.forename: Nishant
authors.initials: N
authors.lastname: Khare
authors.forename: Sumeet
authors.initials: S
authors.lastname: Jaiswal
authors.forename: Sonali
authors.initials: S
authors.lastname: Ingole
mesh_terms: D000293:Adolescent; D000328:Adult; D003430:Cross-Sectional Studies; D003466:Cultural Characteristics; D004311:Double-Blind Method; D004522:Educational Status; D005239:Fear; D005260:Female; D005544:Forecasting; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D015994:Incidence; D007194:India; D018570:Risk Assessment; D012424:Rural Population; D012959:Socioeconomic Factors; D013518:Surgery, Plastic / Q000523:psychology / Q000706:statistics & numerical data* / Q000639:trends*; D011795:Surveys and Questionnaires; D055815:Young Adult