Awareness of Pink Tax in India and Socioeconomic Implications

This paper examines Indian consumer awareness, knowledge, attitude, and behaviour regarding Pink Tax. Pink Tax means more costs on products sold to women compared to men. It uses primary data collected through research to understand consumer awareness and behaviour and correlated analytics to assess demographic factors that affect the same. With the help of an experiment, we were able to identify gender-based pricing strategies prevalent in the market. We observed higher prices for women and tried to find the reasons behind such differences. With the help of hypothesis testing, we wanted to show how knowledge, behaviour, and attitude are exhibited by the selected population. In addition, the analysis is in line with the myth and shows that women are more aware of the existence of the Pink Tax and have strong opinions and beliefs about the topic. Many consumers, male or female, young or old, look bad on Pink Tax. It is a marketing ploy that can be overlooked, but that should be stopped early