Price Discrimination by Gender in Consumer Products: Pink Tax Tendency in Turkey

Öz

The purpose of this study is twofold. Firstly, we aim to examine the conceptual and theoretical framework of the pink tax. In this context, trends have been observed in the literature regarding the pink tax. Secondly, we compared the prices of men's and women's products that we collected from various shopping sites in order to analyze the aforementioned trend in Turkey. Data obtained from various shopping sites, including 300 products, comprising 150 female products and 150 male products, which are priced differently for male and female consumers in Turkey, have been categorized and a price comparison has been made among genders. In 17 of the 21 categories reserved, while the prices of products for women's consumption are higher than men's, adult trousers, adult t-shirts, and adult and children's socks have higher prices for men's products. According to the results obtained within the scope of the research, it is found that women's products are put on the market at prices 7.4% higher than men's, on average. Therefore, we have observed pricing that may be to the disadvantage of women in Turkey as well as in the literature.

Anahtar Kelimeler

• Pink Tax
• Price Discrimination by Gender
• Gender Inequality
• Online Shopping Sites

Tüketim Ürünlerinde Cinsiyete Göre Fiyat Farklılaştırması: Türkiye’de Pembe Vergi Eğilimi

Öz

Bu çalışmanın amacı iki yönlüdür. İlk olarak pembe verginin kavramsal ve teorik çerçevesi incelenmiştir. Bu bağlamda pembe vergi ile ilgili literatürdeki eğilimler de gözlemlenmiştir. İkinci olarak, Türkiye'deki söz konusu pembe vergi trendini analiz edebilmek için çeşitli alışveriş sitelerinden toplanılan kadın ve erkek ürünlerinin fiyatları karşılaştırılmıştır. Türkiye'de erkek ve kadın tüketiciler için farklı fiyatlandırılmış 150'si kadın, 150'si erkek ürününden oluşan 300 ürün, çeşitli alışveriş sitelerinden elde edilen veriler kategorilere ayrılmış ve cinsiyetler arasında fiyat karşılaştırması yapılmıştır. Belirlenen 21 kategorinin 17'sinde kadın tüketimine yönelik ürünlerin fiyatları erkeklere göre daha yüksek iken, yetişkin pantolonları, yetişkin tişörtleri, yetişkin ve çocuk çoraplarında erkek ürünleri kadın ürünlerine göre daha yüksek fiyatlara sahiptir. Araştırma kapsamında elde edilen sonuçlara göre, kadın ürünlerinin erkeklere göre ortalama %7,4 daha yüksek fiyatlarla piyasaya sürüldüğü tespit edilmiştir. Bu nedenle Türkiye'de literatürde olduğu gibi kadınların aleyhine olabilecek fiyatlandırmalar, incelenen ürünlere göre gözlemlenmiştir.

Anahtar Kelimeler

• Pembe Vergi
• Cinsiyete Göre Fiyat Farklılaştırması
• Cinsiyet Eşitsizliği
• İnternet Alışveriş Siteleri

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