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The paper highlights the present marketing situation as well as socio economic condition of head loading fisher women. In their day to day life, they encounter so many
challenges related to marketing field such as lack of transport facilities, toilet facilities, portable water facilities, undefined working hours and working days, sexual harassment, uncertain bargaining, gender discrimination, fear of loss and so on. Especially in the case of gender discrimination and sexual harassment they tackle it boldly, which is handled with their
mental courage. In the marketing field the male fish vendors treat them as their equal competitors.

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