• Dr.Keerthi Krishna M

This study examines consumer perception and attitudes toward the pink tax in urban FMCG markets with special reference to Kochi . A descriptive research design was adopted using both primary and secondary data. Primary data were collected from 32 respondents through a structured questionnaire based on a five-point Likert scale, while secondary data were sourced from relevant literature and online resources. Percentage analysis and independent samples t-test were used for data analysis. The findings reveal predominantly negative consumer perceptions and low acceptance of gender-based pricing, particularly in personal care and cosmetic products. Although awareness exists, understanding remains limited. The study emphasizes the need for pricing transparency and responsible marketing practices.

Pink tax, consumer perception, consumer attitude, gender-based pricing; FMCG markets; Urban consumers

"Consumer Perception and Attitudes towards the Pink Tax in Urban FMCG Markets with Special Reference to Kochi ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.b341-b344, March-2026, Available :http://www.jetir.org/papers/JETIR2603143.pdf

"Consumer Perception and Attitudes towards the Pink Tax in Urban FMCG Markets with Special Reference to Kochi ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. ppb341-b344, March-2026, Available at : http://www.jetir.org/papers/JETIR2603143.pdf