Consumer attitudes towards gender-based pricing

Purpose – This research examines the existence and extent of gender-based pricing inequalities within the Polish market, emphasizing consumer awareness and perceptions of equity. By merging an objective price analysis with subjective consumer assessments, the study provides a thorough understanding of how pricing differs between products aimed at men and women, and how these variations affect consumer attitudes and behaviors. Design/methodology/approach – The study utilized a dual methodology. Initially, a comparative price analysis was performed for selected gender-specific products across categories such as personal care, clothing, and toys and accessories. Pricing information was gathered from prominent Polish retail websites, comparing similar items for males and females in terms of unit price, functionality, and brand. Subsequently, a survey involving 155 consumers evaluated their awareness of these pricing disparities and their views on the fairness of such practices, as well as the influence on their purchasing choices. Findings – The results indicate notable price discrepancies, with products targeted at women typically priced higher, despite offering comparable features to those aimed at men. Survey results reveal that a majority of consumers regard these price differences as unfair, which may result in alterations in purchasing behavior, including a willingness to explore products marketed towards the opposite gender to economize. Originality – This study adds to limited literature on gender-based pricing in Poland by combining market data with consumer perspectives. The findings highlight the necessity for enhanced pricing transparency and lay the groundwork for additional academic inquiry and policy discussions regarding gender-based pricing practices.