Title: Examining Gender-Based Pricing Disparities in Children's Clothing and their Effect on Mothers' Purchasing Decisions in Arayat, Pampanga
Authors: Jasmine P. Musni, Erica B. Fabian, Edwon John B. Reyes, Alan Y. Cabaluna, Christine J. Concepcion
Volume: 9
Issue: 6
Pages: 51-62
Publication Date: 2025/06/28
Abstract:
The objective of this study is to examine the mothers' perception of gender-based pricing disparities in children's clothing, particularly focusing on the Pink Tax, gender stereotypes, pricing strategies, and how this affects their buying choices. Using an online survey and a descriptive research design, a quantitative approach was adopted to analyze the data. Findings reveal that there is a significant positive correlation between gender-based pricing and mothers' purchasing habits. The Pink Tax, market segmentation, and unequal bargaining power were found to be the major factors. However, gender stereotypes did not seem to have much impact. On the basis of these results, it is recommended that retailers offer more transparency in pricing and charge costs based on the materials and quality of the products instead of gender. Additionally, retailers should partner with local governments to raise awareness about the Pink Tax through educational campaigns. Clothing brands should aim to produce more functional, long-lasting, and gender-neutral clothing to transcend traditional stereotypes and align with today's values of comfort and inclusivity. Lastly, the researchers recommend that government and consumer protection organizations promote fair pricing policies to protect consumers from discriminatory pricing disparities and ensure everyone has access to good-quality, affordable children's clothing.