Analýza mezigeneračních postojů spotřebitelek k růžové dani

Abstract

This thesis addresses the issue of the so-called pink tax in the context of the Czech market and female consumer behavior. The main objective of the thesis was to analyze the level of awareness, attitudes, and purchasing behavior of Generation Z and Millennial female consumers in relation to this phenomenon and to identify differences between these two generations. Another objective was to verify the existence of the pink tax in the Czech market and determine the segments in which it is most evident. The theoretical part is based on concepts of consumer behavior, the consumer decision-making process, and the factors influencing it. It also focuses on defining the pink tax and analyzing product markets where this phenomenon may occur. The practical part includes an analysis of secondary data and a questionnaire survey conducted among female consumers. The results indicate that the pink tax is present in the Czech market, particularly in the segments of personal care products, perfumes, and clothing, although its manifestations are not uniform. Most respondents perceive this phenomenon as a real issue, despite having limited knowledge of the term itself. Differences between generations are more evident in specific product categories than in overall attitudes. Based on the findings, practical recommendations are proposed, including transparent pricing strategies, support for unisex products, and increased consumer awareness.