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

Adrian Nicolae Cazacu ()
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Adrian Nicolae Cazacu: Doctoral School of Marketing, Bucharest University of Economic Studies

International Conference on Marketing and Business Development Journal, 2016, vol. 2, issue 1, 115-121

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.

Keywords: globalization; anime culture; anime products; consumer behavior (search for similar items in EconPapers)
JEL-codes: F69 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aes:icmbdj:v:2:y:2016:i:1:p:115-121

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