Beyond The Price Tag: Understanding Pink Tax Awareness Among Women Consumers

Abstract

 The Pink tax refers to the practice of charging high prices for products and services marketed specifically to women compared to similar products of men.The study identify the level of awareness among women consumers in Nilambur Taluk regarding the Pink Tax and analysis their perception and attitudes towards gender -based pricing and marketing strategies. The study also analysed the influence of marketing techniques such as packaging ,branding ,product design and advertisements on women's purchasing decisions .The data for the study were collected from 94 women respondents from Nilambur Taluk using structured questionnaire and analyzed using appropriate statistical tools .

The findings of the study reveal that awareness of the term Pink tax is relatively low but majority of the respondents are aware of gender -based pricing differences and perceive the practice as unfair .Most of the respondents support unisex pricing policies and awareness campaigns against unfair gender based  pricing .The study conclude that increasing consumer awareness and promoting transparent pricing strategies are essential for reducing gender -based price discrimination and ensuring greater fairness in the marketplace.