MARKETING AND FEMALE PROTAGONISM IN CHOOSING PRODUCTS / SERVICES TO SUPPLY LOCAL WISHES AND NEEDS

In a country where there is a lot of discussion about gender equality, adapting the marketing strategy in the market is essential. Women are demanding and it is necessary to have sensitivity to be able to serve this audience and retain them. Thus, a study was carried out with the objective of identifying the preference of the female public for choosing different products/services in the city of Barra de Sao Francisco/ES and neighboring regions. The data obtained were compiled in a Microsoft Excel spreadsheet and analyzed later. 205 women participated in the research, aged between 16 and 84 years old, with an average age of 27 years old. The main problems in the region identified by the women interviewed were basic sanitation; infrastructure; environmental problems; precarious health system and unemployment. In addition to the aesthetic and brand concerns, women showed concern for fundamental needs that were representative of the community.