Bieles, Ferlene Anne F.; Geonigo, Frankie Joy J.; Jacosalem, Danica B.; Marquez, Chriszel Anne D.; Peņalosa, Nieve Joelle C.; Purificacion, Alou Danielle S.; Sagun, Leann Sandra A.; Sumulong, Waren P.; Valdez, Charlotte O.  4  0   <br/><br/>
Exploring the impact of gender-based pricing awareness on purchasing behavior: A study among working professionals in Manila        6 
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Bieles, Ferlene Anne F.; Geonigo, Frankie Joy J.; Jacosalem, Danica B.; Marquez, Chriszel Anne D.; Peņalosa, Nieve Joelle C.; Purificacion, Alou Danielle S.; Sagun, Leann Sandra A.; Sumulong, Waren P.; Valdez, Charlotte O. 
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<br/><br/>   Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024 
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<br/><br/> ABSTRACT:  This study explores the impact of gender-based pricing on purchasing behavior among working professionals in Manila, focusing on personal care products. Utilizing a correlational research design, the research investigates how awareness of gender-based pricing influences purchasing behavior. Survey questionnaire were administered to gather data on respondents awareness of gender-based pricing discrimination and their purchasing habits. The data was quantitatively analyzed to determine the impact of this awareness on purchasing behavior, with statistical analysis used to accept or reject the hypothesis.  Grounded in Aizen's Theory of Planned Behavior (1991), the study posits that behaviors are influenced by intentions, shaped by attitudes, subjective norms, and perceived behavioral control. This theory helps understand how awareness of gender-based pricing affects purchasing behavior. Attitudes toward gender-based pricing determine whether individuals view it as fair or unfair. Influencing their purchasing intentions. Subjective norms reflect the influence of social factors like peers and societal opinions on the acceptance of gender-based pricing. Perceived behavioral control considers professionals ability to navigate gender-based pricing, influenced by financial constraints, availability of alternatives, and personal values.  The research reveals a significant awareness among working professionals in Manila of the price disparities between male and female personal care products. This awareness leads to a perception of unfairness, negatively affecting their purchasing power. Many respondents expressed frustration over higher costs for essential items, contributing to a broader sense of economic disempowerment. These findings align with existing literature on gender equality and consumer behavior, reinforcing the idea that gender-based pricing is both a financial and social issue. The study emphasizes the need to address gender-based pricing discrimination in the personal care industry. By highlighting its economic impact on women, it calls for more transparent and equitable pricing practices. Addressing this issue could lead to fairer pricing strategies, benefitting consumers and promoting gender equality. Ultimately, eliminating gender-based pricing would enhance the economic standing of working class women and support broader efforts toward a more just and equitable marketplace.       
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