Gender-based pricing in Japan: changes in consumer perception and reputational risks

PurposeThe purpose of this study is to elucidate the risks and changes in consumer awareness associated with gender-based pricing, particularly women's exclusive discounts, in Japan. By examining the case of Gyu-Kaku's half-price campaign exclusively for women implemented in 2024, the study investigates the legal and reputational risks faced by companies and the rising awareness of consumer diversity and fairness.Design/methodology/approachA mixed research method combining qualitative and quantitative analysis was adopted. Social trends and expert opinions were grasped through news articles and professional insights, and users' reactions on X (formerly Twitter) were statistically analyzed from the perspective of sentiment analysis.FindingsIt was suggested that gender-based pricing, while pursuing short-term profits, may significantly harm a company's brand image and long-term profits by ignoring consumer diversity and fairness. In particular, the study indicates a possible link between increased criticism of women's exclusive discounts and the rising dissatisfaction among young men, who perceive selective application of gender equality amidst a heightened awareness of equality. Additionally, there was a significant increase in negative posts about Gyu-Kaku on X, and even after the total number of mentions decreased, the proportion of negative posts remained high.Originality/valueThis study is an initial attempt to comparatively examine the extent to which gender-based pricing is accepted by consumers in Japan. In a field with few prior studies, it presents new perspectives and hypotheses, proposing directions for future discussions.