The bachelor thesis, entitled »Pink Tax at Cosmetic Packaging«, explores the phenomenon of Pink Tax, which is the practice of charging higher prices for products marketed to women compared to similar products marketed to men. In the study the correlation between the Pink Tax and the use of the color pink, which is often associated with femininity is investigated. The role of gender socialization in perpetuating this phenomenon was also explored. To determine the existence of the Pink Tax in the cosmetic industry, a market analysis in North Macedonia and Slovenia was conducted. The data were gathered through an online questionnaire and a focus group discussion in order to gain insights from consumers. The results of the research show that the Pink Tax is present in both countries and that consumers are willing to pay more for products marketed to women. Through the research its concluded that the Pink Tax is a pervasive issue that affects women in the cosmetic industry and perpetuates gender-based inequalities. It is hoped and expected that in the future, action will be taken to raise awareness of this issue and ensure that consumers are not unduly charged for products based solely on gender marketing, i.e., their gender.
|
