Pricing and Gender Equality

Gender equality also has its space for discussion in relation to companies' pricing strategies.

Friday, March 8, 2019

Ariel Baños, price management specialist and founder of Fijciondeprecios.com, explains the impact of price differences by gender and recommendations to avoid polemics between companies and consumers.

It has been called the pink tax on the surcharge paid by women on certain products and services because of their gender. But there is also the reverse situation, i.e. cases where women pay lower prices than men.

The Offense of Paying Higher Prices
Companies may charge higher prices for similar products or services as long as such policies are based on socially accepted criteria. For example, a higher price would be acceptable if a unit is purchased instead of a family pack, or if immediate delivery is chosen instead of a scheduled order, or if a company loyalty card is not available. However, it is not socially justifiable that the highest price is because of the gender of the buyer.


The Offense of Paying Lower Prices
Discounts can also be offensive when your reasons are not socially acceptable. For example, a retiree or student is welcome to access a lower price on certain products or services. However, that the lower price is because of the gender of the buyer may be considered offensive in an environment that increasingly encourages gender equality.

The article notes that a study published in 2015 by the New York City Department of Consumer Affairs revealed that, on average, women pay 7% more than men for products with similar characteristics. This difference is not consistent. For example, while girls' clothing is 4% more expensive than boys' clothing, the difference reaches 13% for personal care and hygiene products such as shampoo, deodorants, and razors.


Read full article at Fijaciondeprecios.com (In Spanish).

Do you need more information about your business sector?

Request more information:








this site is protected by reCAPTCHA and Google's privacy policy and terms of service.
Need assistance? Contact us
(506) 4001-6423


More on this topic

Prices: How to Avoid Losing Money?

July 2020

Segmenting customers by prices they are willing to pay, showing the value of the product or service to charge higher prices and being careful when applying discounts are some of the recommendations from experts to avoid losing money.

Ariel Banos, founder of Fijaciondeprecios.com explains some of the myths that exist among business leaders when building a pricing strategy, and what could be the alternatives to not lose money.

Prices: Are There Several Ideal Margins?

April 2019

Because not all customers value the same proposal equally or are willing to pay for perceived benefits, sometimes the same product can have multiple ideal margins.

Ariel Baños, price management specialist and founder of Fijaciondeprecios.com, explains how there are myths about the "ideal margin" and what are the ideas to overcome these misperceptions.

Keys to Stop Competing for Price

April 2019

Identifying a segment that values the differentials of the product or service and charging a price aligned with the company's strategy are essential to avoid competing with the lowest prices in the market.

Ariel Baños, specialist in price management and founder of Fijaciondeprecios.com, explains how through the implementation of an appropriate strategy, it is possible to compete in a market where there are suppliers who charge derisory prices.

Prices: Sell Less with Greater Profitability

February 2019

The carrot strategy is to implement the right incentives for everyone to be committed to the same goal: the culture of profitability.

Ariel Baños, price management specialist and founder of Fijciondeprecios.com, explains how through the "carrot strategy", companies can move from the "culture of volume" to the "culture of profitability."

 close (x)

Receive more news about Pricing

Suscribe FOR FREE to CentralAmericaDATA EXPRESS.
The most important news of Central America, every day.

Type in your e-mail address:

* Al suscribirse, estará aceptando los terminos y condiciones


AKH Consulting Group Inc

Organization that operates in Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama.
Phone: (506) 8867 0592

Company Profile

Stock Indexes

(Apr 6)
Dow Jones
-5.60%
S&P 500
-5.10%
Nasdaq
-5.64%

Commodities

(Jul 10)
Brent Crude Oil
43.4
Coffee "C"
96.9
Gold
1,802
Silver
19.02