Tomada de decisão de empreendedoras no ramo de confecções em Guarabira-PB

Abstract

This research aims to analyze the decision-making process of women entrepreneurs in the clothing retail sector in Guarabira-PB. The study is justified by the female participation in the municipality's clothing sector, recognized as an important commercial hub in the Paraíba hinterland, and by the need to understand how these entrepreneurs conduct their decisions in a dynamic and cyclical segment. To achieve the proposed objective, a qualitative approach was adopted, with emphasis on semi-structured interviews with ten female entrepreneurs in the sector. The data were analyzed using thematic analysis by Braun and Clarke (2006), following six phases aimed at identifying patterns in the accounts. The results revealed three central themes: intuitive decisions based on experience; decisions guided by data and market trends in the clothing sector; and female management and the motivation to undertake entrepreneurship. It is inferred that the decision-making process of these entrepreneurs is dynamic and adapts according to the demands of the segment, combining intuition and data analysis as the main strategies to ensure the competitiveness of their businesses.