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Romanian consumer profile of PlayStation games

Author

Listed:
  • Adriana MANOLICĂ

    (Professor at Alexandru Ioan Cuza University, Iași, Romania)

  • Nicoleta-Bianca BINCĂ

    (Student at Alexandru Ioan Cuza University, Iași, Romania)

  • Teodora ROMAN

    (Professor at Alexandru Ioan Cuza University, Iași, Romania)

Abstract

PlayStation is the market leader of the console industry, with over 90 million active users registered on their platform. It is a remarkable feat to appeal to so many consumers and keep them interested. This study reveals the results of an online survey on 600 Romanian PlayStation console users. The Romanian consumer is loyal, perceiving longevity with the brand as stability and which will encourage their level of loyalty to increase. The main disparity between the Romanian and foreign consumer lies in the average monthly income, which, however, does not hinder the former’s buying intention, pointing towards a tendency to sacrifice other needs in order to fulfil playing experience and desires. The study has revealed a complex characteristic behaviour which shapes and constructs the consumer profile of the Romanian PlayStation user.

Suggested Citation

  • Adriana MANOLICĂ & Nicoleta-Bianca BINCĂ & Teodora ROMAN, 2021. "Romanian consumer profile of PlayStation games," CES Working Papers, Centre for European Studies, Alexandru Ioan Cuza University, vol. 13(1), pages 33-49, May.
    • Handle: RePEc:jes:wpaper:y:2021:v:13:i:1:p:33-49
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    File URL: https://ceswp.uaic.ro/articles/CESWP2021_XIII1_MAN.pdf
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