Estratégia de marketing e a busca por autonomia no empreendedorismo feminino: uma análise em microempresas lideradas por mulheres na cidade de Pedreiras-MA

Abstract

The growth of female entrepreneurship in Brazil and in Pedreiras, Maranhão, highlights women's pursuit of independence, although many still face difficulties in remaining competitive and consolidating their income. Therefore, this study aimed to analyze how marketing strategies contribute to achieving autonomy in microenterprises led by women. A quantitative approach was adopted, using a questionnaire administered to nine entrepreneurs responsible for their own businesses. The results show that the main motivation for entrepreneurship is the pursuit of financial freedom. Digital marketing, especially social media, is considered essential by all participants, as it increases visibility and strengthens brand recognition. It was observed that 88.8% of the respondents recognize that marketing strategies enhance their decision-making power, while 66.7% have already achieved complete financial independence. Despite these advances, challenges such as work overload and lack of planning still limit full business growth. It is observed that marketing has proven to be an important tool for promoting sustainability and empowerment among those involved. However, during the development of the activities, the need to expand participants' training and strengthen management structures was identified in order to maximize the expected results