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Quantitative Research on the Anime Culture Products Presence in the Romanian Market

Author

Listed:
  • ADRIAN NICOLAE CAZACU

    (Doctoral School of Marketing, Bucharest University of Economic Studies)

Abstract

The process of globalization brings with it intercultural exchanges with effects both socially and economic. The culture upon which we will focus in this study is a media culture called "anime" that has emerged due to the global impact that Japanese animation had on the entertainment industry, starting with the last decades of the XX- th century. Anime funs buy products that are related with the anime culture. These products can be: figurines, ornaments, clothing, toys, etc. Also, those who find their cultural identity in the context of anime, buy comics called “Japanese manga”, translated, now, in several languages. Anime culture has taken off in Romania, wining a lot of fans and opening a new market for the products of this culture. This study aims to open the line of research on the consumer behavior regarding the following aspects such as: the target audience, economic interests, the types of the products sold and the areas where there is an interest to purchase such products.

Suggested Citation

  • Adrian Nicolae Cazacu, 2016. "Quantitative Research on the Anime Culture Products Presence in the Romanian Market," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 2(1), pages 115-121, July.
    • Handle: RePEc:aes:icmbdj:v:2:y:2016:i:1:p:115-121
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    More about this item

    Keywords

    globalization; anime culture; anime products; consumer behavior;
    All these keywords.

    JEL classification:

    • F69 - International Economics - - Economic Impacts of Globalization - - - Other

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