Identidad de género, consumo y discriminación a través del precio

Roberto  Manzano-Antón; Gema  Martinez-Navarro; Diana  Gavilan-Bouzas

doi:10.4185/RLCS-2018-1261

Authors

Roberto Manzano-Antón Complutense University of Madrid http://orcid.org/0000-0001-9849-9775
Gema Martinez-Navarro Complutense University of Madrid http://orcid.org/0000-0002-9047-8010
Diana Gavilan-Bouzas Complutense University of Madrid http://orcid.org/0000-0002-5293-779X

DOI:

https://doi.org/10.4185/RLCS-2018-1261

Keywords:

Gender identity, discrimination, consumption, pricing, pink tax

Abstract

Introduction: This research analyzes the phenomenon of price discrimination by gender and its presence in the field of personal care products, linking the construction of gender identity in the media with the supply of products aimed at men and women. Methodology: comparative analysis of the offer, products and prices of a sample of 1,504 products from the personal care category obtained in six supermarket chains. Results and conclusions: the results suggest that although price discrimination is not proven in quasi identical products, there are price differences in similar products. Above all, there is a wider and deeper range of options aimed at of women-related products compared to the men-oriented ones. Ethical, communicational, social and entrepreneurial issues on gender consumption emerge in the discussion.

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Author Biographies

Roberto Manzano-Antón, Complutense University of Madrid

Associate Professor in the Faculty of Economic and Business Sciences of Universidad Complutense de Madrid. Previously, and for more than ten years, he has worked as Professor in the IE Business School and IE University. PhD in Marketing by UCM with Outstanding Cum Laude score and MBA by IE Business School with final outstanding score as well. His professional experience for more than twenty years prior teaching was centered in management responsibility positions in multinational Mass Consumption companies such as Johnson & Johnson, Ralston Purina or Leroy Merlin.

His research areas are focused on themes associated to multichannel distribution, building image on retail distribution, sensory marketing and distributor’s brands.

Co-author of the books “Marketing Sensorial: Comunicar con los sentidos en el punto de venta”. Editorial Pearson Prentice Hall (2011) and “La Construcción de Imagen de Enseña en las Grandes Superficies Especializadas” (2010), as well as different papers on academic and professional journals.

Part of his scientific production (H Index= 5)

Gema Martinez-Navarro, Complutense University of Madrid

Business Administration Graduate by Universidad Carlos III de Madrid, Master’s degree in Marketing by Universidad Complutense de Madrid, PhD in Economic and Business Sciences by Universidad Complutense de Madrid. She has been Associate Professor in UC3M III for 15 years and in the UCM since 2008; combining this task with her business facet as consumer’s behavior analyst and researcher for different brands and companies both national and international.

She is currently Assistant Professor in the Department of Commercialization and Market Research of UCM and Coordinator of the Double Degree on Tourism and Commerce in the Faculty of Commerce and Tourism.

Her research area and scientific production is linked to the study of communication, new technologies and consumer’s behavior. Among her publications there outstand papers in different national and international journals of impact - Comunicar, Icono 14, Revista de Comunicación de la Seeci, Vivat Academia Revista de Comunicación, AdResearch, Cuadernos de Economía, Opción, Harvard Deusto MK y Ventas, among others–.

She is author of the book Marketing y Comunicación de moda by ESIC Editorial (2017) and coauthor of numerous chapters –Nuevas Estrategias de Comunicación (2010), Imagen Corporativa (2009), Estrategias de Marketing para Grupos Sociales (2010), Nuevas Tendencias en Investigación (2011). She is lecturer in different national and international congresses –AEMARK, EMAC, CUICIID, among others–.

Part of her scientific production (H Index= 2)

Diana Gavilan-Bouzas , Complutense University of Madrid

She is currently Associate Professor in Universidad Complutense de Madrid. Faculty of Information Sciences. (UCM). She graduated in Information Sciences - Advertisement- where she was granted the Bachelor’s Prize for being among the ten best files of her promotion. Between 1994-1996 she enjoyed a UCM predoctoral scholarship. She is PhD in Economic and Business Sciences by Universidad Complutense de Madrid with the Outstanding Cum Laude score and Master’s degree in Marketing by Escuela Superior de Estudios de Marketing (ESEM).

Her research area is focused on communication from the perspective of experiences and sensoriality. She is author of numerous papers published on academic–Comunicar, Icono 14, International Journal of Information Management, Research in Social and Administrative Pharmacy, AdResearch, Investigación y Marketing among others– and professional journals of impact – MK Marketing y Ventas, Distribución y Consumo, Farmaventas…–. Guest lecturer in different national (Future Of Advertising 2015, Publicatessen) and international forums (AEMARK, IAMB, EMAC, KAMS), as well as of general information (Documentos tv, El Mundo, RNE…).

She has conducted several Research Projects (art. 83) for different companies such as IKEA, Tatum Consulting, and has worked as researcher of the Extraordinary Santader Chair of HHRR Marketing.

Published books: Nuevas tendencias en Comunicación Interna in “Nuevas tendencias de Comunicación”, Coord. T. Pintado and J. Sánchez Ed. Esic (2014); “Comunicar con los sentidos en el punto de venta” Ed. Prentice Hall (2011); “El rapto del tiempo. Experimentos curiosidades y fantasías sobre la gestión de esperas.” Ed. ESIC (2010) (www.elraptodeltiempo.com).

Part of her scientific production (H Index= 9)

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