According to the survey “Women and consumption”, carried out within the framework of Women’s Month, 71% of the women consulted have felt discriminated against as consumers just because they are women.
Likewise, the survey conducted by the National Consumer Service (Sernac), answered by 1,753 participants throughout the country, reveals that 64% of women have felt discriminated against did not complain about this situation.
In most cases, they feel discriminated against when buying clothes and not finding suitable sizes compared to the little diversity of existing size.
Likewise, they often feel discriminated against when they buy a product or service in masculinized markets, such as hardware and automotive, where they must face situations of “mansplaining”.
Main findings
Discrimination against consumers:
46% have felt discriminated against as a consumer because they are women, 25% have felt it sometimes (71% in total).
29% said no.
Did you take any action after feeling discriminated against?
64% acknowledged that they did not complain.
33% said they did. Of these:
19% did so before the company that in their opinion exercised discrimination.
7% did so on social media.
4% in the company and Sernac.
Situations of discrimination:
39% indicated that when buying women’s clothing, specifically due to the lack of large sizes, little variety, or because the sizing corresponded to foreign standards.
To the Purchase a product and/or contract for automotive, financial, hardware, or technology services, because the dependents will They talk assuming they didn’t know about it, a practice known as “mansplaning”, with 37%.
Thirdly, the Having to overpay for some products because they are “only for women” (36%), which is known as “pink tax” or “Sexist tax”.
Markets
42% have felt discriminated against in the Health servicesThis is isapres and/or medical centers, followed by retail and banks (34%).
Among the spontaneous mentions of items, The interviewees mention the pharmaciesthe Mechanical workshopsthe Technical Servicesthe Benzine pumps and the Technology Companies.
In Infrastructure Terms, respondents indicate that it is It is necessary for companies to offer spaces that incorporate particular needs such as changing facilities, breastfeeding spaces, preferential attention and childcare.
In addition, 25% propose that the Products and services they offer do not make the gender distinction when setting prices. In this line, it is requested End the pink tax on products.
Representation in advertising
One 42% indicated that they do not feel represented and a 36% are only sometimes reflected in advertising.
About half of the responses indicate that Diversity of women should be shown, for example, All sizes, ages, skin and hair colors.
Consumers also point out that Advertising must be responsible for showing the different socio-economic realities, avoiding representing only women with high purchasing power.
61% declare that they feel moderately informed and that they exercise the rights they know. For its part, 25% say they identify themselves as an informed consumer exercising their rights; and a 13% say they do not know their rights as a consumer.
Role of Sernac
One 69% of the respondents mentioned that Sernac should carry out a Greater control of companies.
One 63% noted that the Service should conduct more information campaigns.
One 58% indicated the conducting studies and consultations on consumption affecting women.
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