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Study Says Women Spend More Than Men in a Lifetime

First Posted: Dec 24, 2015 07:02 AM EST
Women Shoppers Waiting in a Line at the Cashier

Women Shoppers Waiting in a Line at the Cashier(Photo : Getty Images/Carsten Koall)

Recent study conducted by New York City Department of Consumer Affairs showed that women often pay more for products almost throughout their lifetime. The findings resulted from comparing over 800 similar products for men and women -- the items are totally the same except for the gender-specific packaging.

The goods that were included in the DCA study covers wide range of items starting from diapers, children's toys and clothing, adult clothing to personal and health care items for adults and elderly.

On average, goods being sold for females are seven percent higher than versions for males. With this, DCA commissioner Julie Menin told Washington Post that the pricing discrepancies are "clearly applicable to consumers across the country."

Menin was also the one who started the research and her team stated that their discovery of the huge pricing difference is considered as some sort of gender discrimination. On top of this, she pointed out that although women in U.S. Pay more, they receive lower wage compared to men.

To illustrate the price disparities on mundane goods, the researchers cited shampoo and hair conditioner as examples, they learned that these have price tags that are 48 percent higher for women.

In summary, the "From Cradle to Cane: The Cost of Being a Female Consumer" study revealed that for toys and accessories, women pay 7 percent more while for children's clothing, the prices are 4 percent higher. Similarly, for adult personal care products, women have to pay 13 percent more.

The director of the Center for Customer Insights at the Yale School of Management, Ravi Dhar explained why there is a difference in pricing. In his statement to Washington Post, he said that it exists due to the "perception of women's products."

"Many men's products are not seen as men's products. They might just be seen as products in the category. That makes the "pink" version seem like a sort of specialty product," Ravi said.

"People see a greater fit between the product and their tastes and may be willing to pay more," he added.

Lastly, although the pricing seems unfair, consumer experts said that this practice will continue. "I don't see this going away anytime soon, because the dialogue in our culture is that men and women are different - we call each other the ‘opposite sex,'" said assistant professor of sociology at the University of South Carolina Nicholas Guittar on Market Watch.

 

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