Abstract:

This paper describes an Ethnographic study involving the universe of women in different parts of Brazil and that portrayed the way in which cultural, historical, geographical and social aspects were decisive in the relationship these women established with a certain specific product category and its brands. The relevance lies in its presentation of the growing importance of Ethnography and its utilization as a powerful market research tool that is unique in the creation and elaboration of strategic paths, at times when traditional techniques group discussions and in-depth interviews are of limited use.