The Pantera Project

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 Pantera Project

The revealing dive into the lives of Brazilian women

Paula Luz Inner Strategic Market Research andHelena Palla Inner Strategic Market Research

INTRODUCTION

From one point of view, our major concern when writing this paper was to avoid falling...