THE INFLUENCE OF SOCIALIZATIONS ON THE DECISIONAL PROCESS OF BUSINESS WOMEN

The gender identity dynamics linked to the growing development of enterprises managed by women guides the understanding of contemporary behavioral changes. This work, therefore, aims to analyze how the identity formation of female entrepreneurs working in the early childhood education segment, in Vitoria da Conquista, Bahia, interferes in the decision-making process of these women. Therefore, the socializations that occurred throughout the life of the managers were considered. From a qualitative analysis, the case of ten women entrepreneurs was analyzed through semi-structured interviews. The study showed that the interviewees' perception of the construction of their identities as women was marked by the influence of the socializations they had, especially in the family context. In addition, a female management profile was identified, marked by characteristics such as intuition, sensitivity and relationship flexibility. Thus, it was concluded that social representations of gender define behavioral patterns for women that influence the choice of the segment of activity and the decision-making process.