Estratégia de preço considerando o gênero: um estudo na cidade de Manaus

Abstract

This article discusses the prices applied to gender-specific products in the city of Manaus/AM, using a comparative approach between the prices of similar products aimed at male and female consumers, as suggested by De Blasio and Menin (2015). The general objective is to analyze this practice by comparing the prices of similar products, identifying patterns that may indicate price differences in the consumer market. The research followed a quantitative approach, collecting field data on the prices of personal hygiene products and other segments, in different establishments, selected by convenience. The variations between the male and female versions of these products were recorded, using descriptive statistical methods to interpret the observed discrepancies. The results indicate that, of the products analyzed, 68% had higher prices for the female versions, while only 5% were more expensive for men. These data confirm the existence of a trend towards differentiated pricing that burdens female consumers, reflecting a deep-rooted gender inequality in the market.