The Existence of Gender-based Price Discrimination in Ho Chi Minh City and Consumers’ Attitude Toward The Gap

Abstract

This research paper is made to explore the existence and consumer attitudes related to the concept of gender-based price discrimination. As women's salaries were considered lower than their men counterparts, this kind of price discrimination inflated and exacerbated the inequality between two genders in the standard of living. The paper would apply the Explanatory Mixed Method Design for the whole paper. In study 1, researchers tested to corroborate the existence of gender-based price discrimination in two businesses in Ho Chi Minh City: haircut service and public high school uniforms. It is concluded that the phenomenon happened in both scenarios. For study 2, qualitative research was conducted to release the cognitions from men and women about the differences. Research showed that men and women reacted to the practice in the same pattern while the haircut service and uniforms observed the opposite direction.