Só porque é rosa? A percepção de consumidoras sobre produtos com pink tax.

Abstract

Since women are increasingly included in everyday purchases, the phenomenon called “pink tax”, or “pink tax” has been gaining notoriety, both in law and in marketing. In law, the pink tax is understood as the overpricing of feminine products, while for marketing it is understood as the peculiarities of presentation for feminine products that cause an increase in prices. Therefore, the general objective of this research is to identify whether certain female profiles are more susceptible to pink tax strategies. This is exploratory-descriptive research with a qualitative approach, which took place through interviews exclusively with women. It could be seen that there is a female profile more susceptible to the pink tax strategies, as well as bringing managerial, social, and theoretical implications, considering that it is a subject little explored, both inside and outside the academy.