Pricing Strategy - the Gender Rip-off | tutor2u Business

Ladies. You are being ripped off. Next time you're out shopping, make sure you buy the male version of any product where there is a choice offered based on gender-influenced packaging.

This fascinating research reported in the Washington Post claims that items marketed to girls and women cost an average 7 percent more than similar products aimed at boys and men.

Ok - the research is based in the US market, so it is not sure whether the same pricing differences occur in the UK. I suspect they might.

The article reports that:

"Researchers for the New York City Department of Consumer Affairs pored over toys, children’s clothing, adult apparel, personal care products and home goods sold in the city. The largest price discrepancy emerged in the hair care category: Women, on average, paid 48 percent more for goods like shampoo, conditioner and gel. Razor cartridges came in second place, costing female shoppers 11 percent more.​"

This would make an interesting homework activity when teaching pricing strategy.

Pick a few consumer items that are targeted in different ways based on gender segmentation. What evidence can students find, perhaps purely from searching online retailers such as Argos, Amazon and Tesco, that gender-based pricing is happening?

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