DISPARIDADE DE PREÇOS: UMA ANÁLISE DA INFLUENCIA MERCADOLÓGICA DA "TAXA ROSA” A NO DESENVOLVIMENTO ECONÔMICO E SOCIAL DE TRÊS LAGOAS – MS.

Abstract

Abstract

This study aims to analyze the application of the "Pink Tax" in consumer behavior in Três Lagoas, MS, focusing on the market perspective of discriminatory pricing practices. The research seeks to identify whether companies charge higher prices for women's products compared to men's, even when both offer the same quality. The study addresses the lack of scientific research on this topic in Brazil, particularly regarding gender-based price differences. Inspired by the 2015 "New York Study," this work combines quantitative and bibliographic analysis to examine key stores and products in the eastern region of Mato Grosso do Sul across selected categories. The results indicate that among 22 products grouped into various categories, there is a notable trend of higher prices for women’s products. Approximately 7 categories showed significant price disparities, with items like T-shirts, pajamas, and jeans being priced higher for women. On average, women pay 12.73% more, depending on the category. These findings suggest the presence of gender-based price discrimination, raising critical considerations for public policies, economic development, and sustainability.

Keywords: Pink Tax, Três Lagoas, Public Policies, Economic Development, Sustainability