This thesis aims to investigate the phenomenon popularly referred to as the pink tax, otherwise known as gender-based price discrimination in the Swedish hygiene product market. The subject is thoroughly researched in markets like the United States and the United Kingdom, where evidence has been found that a pink tax does exist. Thus, women tend to pay more for initially the same product than men, where seemingly, the only difference between the two is packaging and/or fragrance. The sample collection consists of five different product categories: razor blades, razors, shaving cream, deodorant, and soap. The samples have all been collected manually from 16 different locations, distributed at a 38 km radius between the area Skövde to Mariestad in Västra Götaland, Sweden. Inspired by previous research, this study starts examining the market using a t-test. To further the investigation, two types of regression models are used. The findings support the possibility of a pink tax existing in the Swedish market. Where the largest and most stable regression showed a 4,1% difference in prices for female versus male products. Hence, women tend to pay 4,1% more for hygiene products and the research can conclude that prices are not statistically equal. From this result, we recommend the Swedish customer protection agency- Diskrimineringsombudmannen, to further work on the laws against price discrimination by clarification of guidelines and construction of a stricter legal environment to prevent gender-based price discrimination in the future.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-57124 |
| Date | January 2022 |
| Creators | Kardetoft, Matilda |
| Publisher | Jönköping University |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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