Publication: Identidad de género, consumo y discriminación a través del precio
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2018
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Universidad de La Laguna
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Abstract
Introducción: Esta investigación analiza el fenómeno de la discriminación de precios por género y su presencia en el ámbito de los productos de cuidado personal, poniendo en relación la construcción de la identidad de género en los medios de comunicación con la oferta de productos dirigidos a hombres y mujeres. Metodología: análisis comparativo de la oferta, productos y precios, de una muestra de 1.504 referencias de productos de la categoría de cuidado personal obtenidos en seis cadenas de supermercados. Resultados y conclusiones: los resultados apuntan a que si bien la discriminación a través del precio no queda probada en productos cuasi idénticos, existen diferencias de precio en productos similares y, sobre todo, existe una oferta más amplia y profunda de opciones dirigida hacia la mujer. En la discusión se plantean consideraciones éticas, comunicativas, sociales y empresariales respecto a la discriminación por género en productos de consumo.
Introduction: This research analyzes the phenomenon of price discrimination by gender and its presence in the field of personal care products, linking the construction of gender identity in the media with the supply of products aimed at men and women. Methodology: comparative analysis of the offer, products and prices of a sample of 1,504 products from the personal care category obtained in six supermarket chains. Results and conclusions: the results suggest that although price discrimination is not proven in quasi identical products, there are price differences in similar products. Above all, there is a wider and deeper range of options aimed at of women-related products compared to the men-oriented ones. Ethical, communicational, social and entrepreneurial issues on gender consumption emerge in the discussion.
Introduction: This research analyzes the phenomenon of price discrimination by gender and its presence in the field of personal care products, linking the construction of gender identity in the media with the supply of products aimed at men and women. Methodology: comparative analysis of the offer, products and prices of a sample of 1,504 products from the personal care category obtained in six supermarket chains. Results and conclusions: the results suggest that although price discrimination is not proven in quasi identical products, there are price differences in similar products. Above all, there is a wider and deeper range of options aimed at of women-related products compared to the men-oriented ones. Ethical, communicational, social and entrepreneurial issues on gender consumption emerge in the discussion.