I’m not sure it is, but it’s certainly interesting and worthy of thinking a little more about. Particularly when we think about how to promote our own products and services.
This week The Times published an investigation in to the prices of products marketed at men and women. They found a ‘sexist surcharge’!
Products marketed at women were found to be an average of 37% more expensive than ones marketed at men. Sometimes they were almost double; razors for women were twice the price of ones for men in Tesco. There’s even sometimes a differential when it comes to toys for girls and boys!
The price is obviously not dictated by the following simple equation:
Price = cost of production + cost of distribution + cost of sales and marketing + margin
Something else is going on.
There’s no definitive explanation but retailers must believe women will pay more. And according to the evidence, we will! The price could also be sending us a message; costing more means it’s special.
There are messages in everything we do; what we say, the way we look, our behaviour.
To be certain you’re conveying the right messages make sure you know your audience. Take the time to find out what they think, what they value and how they behave.
Retailers seem to have it sussed; women are obviously paying more and have done so for decades.
I’m likely to look a little more closely from now on though!