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Analele Universit ii Constantin Brncui din Trgu Jiu, Seria Litere i tiine Sociale, Nr. 2/2010

Annals of the Constantin Brncui University of Trgu Jiu, Letters and Social Sciences Series, Issue 2/2010

347

IMPACTUL CRIZEI ECONOMICE

ASUPRA CULTURII DE CONSUM

Nicoleta CIACUUniversitatea Constantin Brncoveanu din

Piteti

Tnase TASENEUniversitatea Andrei aguna din Constana

RezumatCultura de consum este un catalizator al

economiei, conduce la crearea de produse i servicii iinduce nevoi false n rndul consumatorilor. Crizaeconomic a fost generat de consumul supradimensionat ncurajat de politica de creditare.Creditele de consum i cele ipotecare au dus iniial laintensificarea activitii n unele sectoare strategice. Boom-ul mondial al creditrii excesive a fost urmat decreterea dobnzilor la credite i de nsprireacondiiilor de acordare a acestora. Astfel, crizaeconomic a schimbat puternic obiceiurile de consumale majoritii europenilor. Acetia au devenit maicumptai n privina cumprturilori au pus accentulpe economisire.

Cuvinte cheie: Cultura de consum, globalizare,criza economic, obiceiuri de consum

1. CULTURA DE CONSUM REPERE CONCEPTUALE

Termenul cultur de consum a aprutn a doua jumtate a secolului al XIX-lea i afost promovat n mod excesiv odat cuextinderea mijloacelor de comunicare. Princultur de consum se definesc "produselesubculturale, destinate divertismentului isatisfaciei imediate, integrate ntr-un sistemcomercial atotcuprinztor." (Georgiu, 2004)

Asocierea consumului i a culturii poateprea la o prim vedere contradictorie. Ideea deconsum nu este compatibil fenomenului numit

cultur, ntruct consumul se refer la un

THE IMPACT OF ECONOMIC CRISIS

ON CONSUMERISM CULTURE

Nicoleta CIACUConstantin Brncoveanu University from

Piteti

Tnase TASENEAndrei aguna University from

Constana

AbstractThe consumerism culture is a catalyst for the

Economy, leading to new products and services andcausing false needs among consumers. Theeconomic crisis has been caused by the oversizedconsumption encouraged by the credit policy. Theconsumer credits and the mortgages initially led toincreased activity in some strategic sectors. Theglobal boom of excessive crediting was followedby the increase and stricter credit interest conditionsfor granting them. Thus, the economic crisis haschanged the strong habits of most European peoples.They have become more sober in the shopping andfocused on saving.

Keywords: consumer culture, globalization,economic crisis, consumption habits

1. CONSUMERERISM CULTURE- CONCEPTUAL PARTS

The term of "consumerism culture"appeared in the second half of thenineteenth century and it was excessive

promoted in conjunction with mediaexpansion. By "consumerism culture" wecan define "subcultural products, intendedfor entertainment and immediatesatisfaction, integrated into acomprehensive trading system." (Georgiu,2004)

The combination of the consumption

and culture may seem contradictory at first


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proces limitat n volum i timp, repetabil, ntimp ce cultura nu se poate percepe dect prinmeditaie, acumulri succesive, ateniendelungat i nicidecum printr-o evaluare

rapid, prin superficialitate. Astfel, denumireade cultur de consum a fost conceput ca oironie bazat pe reticena societii fa devaloare i pe tendina de evaluare exclusivmaterialist care nu ine cont de intelect sauspirit.

Geneza culturii de consum este legat dedezvoltarea sistemului de tip industrial.Consumul a ajuns s fie considerat un scop nsine, fiind cel care conduce n societateacapitalist (Baudrillard, 2008). Dei

abundent i extrem de variat, piaa nu maiofer sensul valorii, pe care producia l dindividului. Productorii pun accent pevandabilitate, nu pe valoarea produsuluiafirm Baudrillard n lucrarea Societatea deconsum.

Cultura de consum a fost stimulatsociologic de ascensiunea clasei de mijloc, dedisponibilitatea i gustul ei pentru formele

joase i accesibile de cultur, cele care satisfacdorina de confort sufletesc i de evaziune

facil din real, oferind un complement alvieii, o form agreabil de petrecere a tipuluiliber. (Georgiu, 2004)

Cultura de consum a devenit cu timpul oadevrat industrie, i a condus la apariia i

promovarea unor adevrate genuri n teatru, nfilm, n lucrrile publicate, n muzic etc.Consumatorul acestui tip de (sub)cultur serecruteaz din zone sociale i profesionalediverse, avnd centrul de greutate n sferaomului-mediu, cu o educaie cultural precar,lipsit de gust i de discernmnt critic.

2. EFECTELE GLOBALIZRIIASUPRA CULTURII DE CONSUM

Globalizarea economiei mondiale estedefinit ca fiind procesul deosebit de dinamical creterii interdependenelor dintre statelenaionale, ca urmare a extinderii i adnciriilegturilor transnaionale n tot mai largi i mai

variate sfere ale vieii economice, politice,

sight. The consum idea is not compatiblewith de phenomenon known as culture,

because the consumption refers to a limitedvolume and time process, repeatable,

excessive accumulation, extensiveattention, and not through a rapidassessment, by superficiality. Thus, thename of "consumerism culture" wasintended ironically based on the reluctanceof society to value and evaluationexclusively materialistic trend that ignoresthe intellect or spirit.

The genesis of consumerism culture isrelated to the development of the industrialsystem. The consumption came to be

considered a purpose by itself, being theleader in the capitalist society (Baudrillard,2008). Although extremely abundant anddiverse, the market no longer gives themeaning of the value, that production givesto the person. The manufacturers focus onmarketability, not the value of the product,"says Baudrillard in "The consumer society".

The consumerism culture has beensociological stimulated by the rising of the

middle class, by the availability and itsdisposition for low and accessible forms ofculture, those who are satisfying the desirefor spiritual comfort and the easy avoidancefrom the real world, offering a"complement" of life, a pleasant way tospend the leisure time. (Georgiu, 2004)

The consumerism culture has become in time a real industry, and led tothe emergence and promotion of true genresin theaters , in movies, published works,music, etc. The consumer of this type of(sub)culture are recruited from varioussocial and professional areas, with thecenter of gravity in the average humanfield, with a weak cultural education, notaste and critical assessment.

2. THE EFFECTS OFGLOBALIZATION ONCONSUMERISM CULTURE

The globalisation of world economy is


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sociale i culturale, problemele devin maicurnd globale dect naionale, crend, larndul lor, o soluionare mai curnd globaldect naional (Bari, 2001).

Analizat prin prisma eficieneieconomice a alocrii i utilizrii resurselor,globalizarea apare ca un fenomen raional,menit s furnizeze cantiti tot mai mari demrfuri i servicii cu resurse materiale,financiare i umane tot mai puine i maiieftine. Globalizarea este avantajoas i foarteavantajoas pentru rile cu o competitivitateeconomic mare: tehnologii avansate, for demunc performant, productivitatea munciimare, costuri de producie reduse. n aceste

condiii se poate afirma c principala surs acompetitivitii este reprezentat de capital.Procesul globalizrii ofer multiple i rapideavantaje economiilor dezvoltate, ceconcentreaz covritor capitalul mondial iunde i au sediul central marile companiitransnaionale.

Catalizatorul cu cea mai mare amploareasupra efectului globalizrii, efect ce s-arsfrnt i asupra culturii de consum, esteInternetul. Dac procesul de globalizare era

unul inevitabil, datorit dezvoltrii mijloacelorde transport, precum avioanele, apariiaInternetului a grbit dezvoltarea globalizrii, i

prin prisma relaiilor interumane la distan.Aadar, oameni din coluri diferite ale Planeteiau ajuns s se cunoasc, s interelaioneze prinintermediul unei limbi de circulaie mondial,recte engleza, franceza, germana etc, acestlucru dnd posibilitatea ca cele dou persoanes afle mai multe despre culturi i mentalitidiferite.

Tot Internetul a ajutat i la dezvoltareaunei piee de consum virtuale, facilitndaccesul celor care nu au timp suficient pentrucumprturile de pe piaa real. Majoritateacumprturilor online se realizeaz prinintermediul cardurilor de cumprturi oferitecu generozitate de bncile interesate de profit.Raiunea bncilor a pornit de la faptul c nusolvabilitatea clientului este important ci maiales capabilitatea lui de a cheltui creditul.

Efectele acestui raionament se vd pe termen

defined as "very dynamic process ofincreasing interdependence of nationalstates as a result of the expansion anddeepening of transnational linkages

increasingly broad and diverse spheres ofeconomic, political, social and culturalissues soon become global than national,creating in turn a global rather than nationalsolution "(Bari, 2001).

Analyzed in terms of economicefficiency of allocation and resources uses,the globalization appears as a rational

phenomenon, designed to provideincreasing quantities of goods and serviceswith fewer and cheaper material, financial

and human resources. The globalization isgainful and very gainful for countries withan economic competitiveness: high-tech,workforce performance, greater labor

productivity, reduced production costs. Inthese circumstances it can be said that themain source of competitiveness is thecapital. The process of globalization offersmultiple and fast advantages to thedeveloped economies, that overwhelmingfocus global capital and where large

transnational companies have theirheadquarters.

The catalyst with the highest impactupon the effect of globalization, that wasreflected on consumerism culture, is theInternet. If the process of globalization wasinevitable, thanks to vehicles such asairplanes, emergence of the Internet hashastened the development of globalizationin terms of interpersonal relationships atdistance. So people from different cornersof the Globe have come to know eachothers, started to communicate throughlanguages of the world, like English,French, German, etc., so that was allowingtwo people to learn about different culturesand mentalities.

Also, the Internet has helped todevelop virtual consumer markets,facilitating the access for those who do nothave enough time to shop for real market.

Most online purchases are made through


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scurt, prin creterea artificial a consumului,debitorii ajungnd s cheltuiasc bani din viitor

pe care nu i au n prezent.Prin aceast politic, bncile nu i-au luat

o marj de siguran, ignornd stabilitatea petermen lung att a debitorilori a angajatoriloracestora ct i a bncii n sine, n detrimentuluneia moderate, bazat pe proiecte fezabile(plan de afaceri, garanie i buget de venituri icheltuieli). Aceast politic de creditare s-adovedit a fi una deficitar, genernd un consumsupradimensionat, fr o baz reali care nuine cont de condiiile de rambursare acreditelor.

Politica pguboas de ncurajare a

consumului prin apetitul sporit pentru creditelede consum i pentru creditele ipotecare a dusntr-o prim faz la intensificarea activitii nunele sectoare strategice: construciile demaini, sectorul imobiliar care a influenatsectorul construciilor i a materialelor deconstrucii. La primul semn de schimbare asituaiei (creterea dobnzilor sub presiuneadiferiilor factori) cei care iniial au fost nvais consume pe credit sau s se angajeze n

proiecte imobiliare greu de susinut n realitate

de nivelul veniturilor lori-au modificat radicalcomportamentul i au nceput s nu mai fie attde interesai s consume fr discernmnt.

3. CRIZA ECONOMICGLOBAL FACTORIDECLANATORI

n genere, crizele economice nuintr ntr-un tipic anume, ci pstreaz oanumit ciclicitate dovedit istoric. Totui,unele teorii economice contemporane nuaccept ideea unei teoretizri generale acrizelor economico - financiare, conformcrora acestea pot fi ncadrate ntr-un modelgeneral valabil, demonstrndu-se faptul cfiecare criz economico-financiar este unici este influenat de factori specifici, ntr-oanumit conjunctur social-economic i

politic. Extrapolnd, istoria ne-a dovedit c,dei aceste crize economico-financiare nu

produc efecte n parametri identici, ele

pstreaz o anumit ciclicitate a proceselor

credit cards generously offered by thebanks, who are concerned with more profit.The reason the banks started failingcustomer creditworthiness is important but

especially his ability to spend the credit.The effects of this reasoning can be seen inthe short term, by artificially raising theconsumption, bringing debtors to spendmoney in the future that they do notcurrently have.

Through this policy, banks have nottaken a safety margin, ignoring long-termstability of both debtors and theiremployers and the bank itself, to thedetriment of moderate policy, based on

feasible projects (business plan, warrantyand revenues and expenditures budget).This credit policy has proved to be a poor,resulting in an oversized consumption,without a real base and ignoring the termsof repayment of loans.

Detrimental policy of encouragingconsumption through increased appetite forconsumer loans and mortgages has resultedin a first phase to increase activity in somestrategic sectors: construction machinery,

the real estate which has influenced theconstruction sphere. At the first sign ofchange of circumstances (increased

pressure from various interest factors) whowere initially trained to consume on creditor engage in unsustainable real estate

projects in their real income levels haveradically changed their behavior and begannot to be so keen to consumeindiscriminate.

3. GLOBAL ECONOMIC CRISIS TRIGGERING FACTORS

Generally, economic crises typicallyfall into one specific, but retains a certaincyclical documented history. However,some contemporary economic theory doesnot accept the idea of theoretical idea of ageneral economic crisis - financial, thatthey can be incorporated into a general

valid model, showing that every economic


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economice globale sau regionale.Ultima criz economico-financiar

cunoscut pe Glob, i cea mai sever, de altfel,a fost cea din anii 1929, cunoscuti sub

denumirea de Marea Depresiune, care a avutnu numai o amploare spaial - pornind dinStatele Unite ale Americii i acaparnd n scurttimp toat Planeta - dar i una temporar,ntinzndu-se pe o perioad de 4 ani, pn nanul 1933.

Factorii care au condus la declanareaacestei crize mondiale n perioada interbelicau fost strns legai de prbuirea bursei deaciuni din ziua de mari (aa numita Mareaneagr) 29 octombrie 1929.

rile afectate nu au fost doar celeindistrualizate, ci i rile slab dezvoltate sauemergente. Acest lucru s-a ntmplat din cauzafaptului c economiile acestorri au depins ncea mai mare msur de exporturile de materii

prime. Nivelul comerului mondial a nceput sscad brusc, avnd ca efect scderea veniturilor

personale, veniturilor bugetare i profitul dinafaceri. Dup criza comercial, n scurt timp aufost afectate i celelalte sectoare de activitate,

printre acestea numrndu-se i domeniul

construciilor care, practic, s-au sistat. Chiar ipersoanele care locuiau n mediul rural au fostlovite de criz, domeniul agriculturiinregistrnd scderi ale preurilor mrfuriloragricole cu 40-60% (Cochranem,1958,traducere). Alte sectoare care au ntlnitrecesiunea au fost mineritul i exploatarealemnului.

Cea mai recent criz economico-financiar a nceput tot n Statele Unite aleAmericii n luna iulie 2007, perioad n careinvestitorii americani i-au pierdut ncrederean ipotecarea securizat, fapt ce a condus la ocriz a lichiditilor. Acest lucru a determinat oinjectare substanial de capital (90 de miliardede dolari americani) n pieele financiare din

partea Rezervei Federale americane, a BnciiAngliei i a Bncii Centrale Europene. (LarryElliott, http://www.guardian.co.uk, 2008)

Criza nu se desfoar n paralel sau cuaceeai intensitate n fiecare regiune sau ar.

Chiar dac pornim de la premisa c toate rile

and financial crisis is unique and isinfluenced by specific to a particular socio-economic conjuncture and policy factors.Extrapolating, the history has shown us that

although the financial and economic crisishave effect in identical parameters, theyretain a certain cyclical global or regionaleconomic processes.

The latest economic and financialcrisis known on Earth, and also the highestone, was in the 1929, known as the GreatDepression which has not only a spatialscale starting from the USA and soon

putting in possession the whole planet - butalso a temporary scale, extending over a

period of 4 years, to 1933.The factors that gave rise to thisglobal crisis in the Interwar Period wereclosely related to the collapse of the stockexchange on Tuesday (so-called BlackTuesday) October 29, 1929. The affectedcountries were not only the industrializedcountries, but poorly developed oremerging countries. This happened becausethe economies of these countries havedepended mostly on exports of raw

materials. The level of world trade began tofall sharply, resulting in lower personalincomes budget revenues and profits from

business. After the commercial crisis, in theshort term have been affected also othersectors, and among them is construction,which practically have ceased. Even the

people living in rural areas were hit by thecrisis, agriculture recorded decreased pricesof agricultural commodities from 40 to60%.(Cochranem,1958, own version).

The latest financial and economiccrisis also began in the United States in July2007, during which U.S. investors have lostconfidence in mortgage secured which ledto a liquidity crisis. This resulted in asubstantial capital injection (90 billion U.S.dollars) in financial markets from the U.S.Federal Reserve, Bank of England andEuropean Central Bank. (Larry Elliott,http://www.guardian.co.uk, 2008)

The crisis is not carried out in parallel


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vor fi afectate de criz, trile mai mici precumi cele care depind de fluxul de capital externsunt afectate ntr-un mod mai evident dectcelelalte.

n 2008 s-a vehiculat ideea c Romnianu va fi afectat de crizi chiar dac va existao recesiune n strintate, Romnia va fiizolat.

"Romnia a fost prins de crizaeconomic global ntr-o situaie financiar

precar, guvernul fiind nevoit s apeleze la un plan de stabilizare cu FMI i UE n martie2009", afirm Kenneth Orchard, analist ncadrul Moody's, ntr-un raport privindeconomia Romniei. (Iulia Rou

http://www.adevarul.ro, 2009).Criza s-a agravat n 2008, n contextulprbuirii burselor de valori care au intrat ntr-operioad de instabilitate acut. Un numr marede bnci, instituii nebancare creditoare icompanii de asigurare au dat faliment, cele maimulte nfrngeri fiind semnalate n SUA.Efectele seriei de falimente s-au fcut resimitei n Romnia. Astfel, Bursa de valoriBucureti a pierdut n doar cteva zile, 15-16iulie 2008 cteva miliarde de euro, ca urmare atirilor negative despre pieele externe iefectului psihologic generat de acestea. Panicainvestitorilor i dorina lor de a renuna laaciunile pe care le dein au fost cauzeledeclanatoare ale celei mai mari pierderinregistrate de bursa de valori Bucureti, cndntr-un singur minut, s-au nregistrat pierderi de

peste 2,2 miliarde euro. (citat agenia Rompres,www.smartbroker.ro)

n acest context, companiile mici imijlocii nu au mai putut miza pe instituiile

bancare ca poteniale surse de finanare, astfelc o alt variant de acoperire a nevoilorfinanciare era total blocat. Pe fondul crizeieconomice i solicitrile de creditare din parteacompaniilor adresate bncilor au sczut, si s-aconturat astfel tabloul complet al unei crizefinanciare, care a aruncat n faliment extrem demulte companii din Romnia.

Efectul a fost unul de recul, deoarececreditorii, care n condiii normale ar fi fost de

acord s acorde mai multe termene de graie

with the same intensity in each region orcountry. Even if we start from the premisethat all countries will be affected by thecrisis, the smaller countries and those that

depends on external capital flows areaffected in a way more obvious thanothers. In 2008, was said that Romania willnot be affected by the crisis and even ifthere is a recession abroad, Romania will beisolated.

Romania has been gripped by theglobal economic crisis in a precariousfinancial situation, the Government wasforced to seek an IMF stabilization plan andthe EU in March 2009 said Kenneth

Orchard, an analyst at Moodys, in a reporton the Romanian economy. (Iulia Rouhttp://www.adevarul.ro, 2009)

The crisis worsened in 2008, amidstthe collapse of stock exchanges which haveentered a period of acute instability. A largenumber of banks, non-banking creditinstitutions and insurance companies wentto bankrupt, most defeats being reported inU.S. Series of bankruptcies effects have

been also felt in Romania. Thus, the

Bucharest Stock Exchange lost in one day,15-16 July 2008 several billion euro due tonegative news about foreign markets andthe psychological effect of these. Investors

panic and their willingness to give upshares in their possession were the causestriggering the largest losses of theBucharest Stock Exchange, where in oneminute, there were over 2.2 billion euroloss. (agency Rompres quoted,www.smartbroker.ro, 2008)

In this context, the small and mediumcompanies could not bet on banks as

potential funding sources, so that anothervariant to cover the financial needs wascompletely blocked. Amid economic crisisthe credit applications from companies tothe banks also declined, and emerged as fullarray of financial crisis, which plunged into

bankruptcy many companies in Romania.The effect was one rebound, as

lenders, which would normally have agreed


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partenerilor lor de afaceri de la care au dencasat bani, fiind acum n condiii de crizeconomic, au pus o presiune i mai mare pedebitorii lor. Astfel constrngerea bncilor de

a-i recupera banii a generat o reacie n lan,ntruct extrem de multe companii nu au gsitresursele necesare s i achite datoriilescadente, i au falimentat.

Piaa creditrii din Romnia a fostblocat n 2009, analitii economici afirmndc singura ans pentru redresarea economieiromneti era reprezentat de piaa privat inu de investiiile coordonate de stat. (LaviniaPitu, Ovidiu Suciu, www.dw-world.de, 2009)

Creterea omajului, nmulirea

restanelor la credite, dar i reducereacheltuielilor guvernamentale au prelungit crizaeconomic n Romnia i n 2010, n ciudaoptimismului autoritilor romne. De lanceputul anului 2010 i pn n prezent, lunar,aproximativ 30.000 de romni i pierd locul demunc (Andreea Horcone, www.gds.ro, 2010),i gradul de ocupare a forei de munc estedestul de sczut. Chiar dac la nivelinternaional i european exist semnalele uneirevigorri economice, nu acelai lucru se

ntmpli n Romnia.

4. OBICEIURI DE CONSUMAFECTATE DE CRIZ N ROMANIA

Potrivit unui studiu realizat de Mednet(pe un eantion reprezentativ de 854 de

persoane din Bucureti i orae cu populaia depeste 100.000 de locuitori), i dat publicitii desite-ul www.businessmagazin.ro, 71,2% dintreromni i-au schimbat comportamentul deconsum, acetia prefernd s-i reducconsumul sau s cumpere produse mai ieftine.

Cauzele schimbrii comportamentuluiau fost strns legate de diminuarea ctigurilorsalariale, factor sesizat de 43,9% dinrespondeni, dar i creterea ratelor pe fonduldevalorizrii monedei naionale (22,8%) sau

pierderea locului de munc de ctre respondentsau un membru al familial (22,4%).

to give more grace periods from theirbusiness partners who have received moneyput greater pressure on their debtors. Thus,the banks coercion to recover money

generated a chain reaction, since manycompanies have found the necessaryresources to pay its outstanding debt, andhave failed.

The credit market in Romania in 2009was blocked, the economic analysts say thatthe only chance for recovery of theRomanian economy was represented by the

private market and not by coordinated stateinvestment. (Lavinia Pitu Ovidiu Suciu,www.dw-world.de, 2009).

The rising of unemployment, themultiplication of credit arrears on loans butalso the decrease of government expensesspending prolonged the economic crisis inRomania in 2010 too, despite the optimismof the Romanian authorities. From early2010 until now, every month, about 30,000Romanians lose their jobs (AndreeaHorcone, www.gds.ro, 2010), andemployment of labor is quite low. Even ifthere are international and European signals

of economic recovery, not the same thinghappens in Romania.

4. THE CONSUMPTION HABITSAFFECTED BY THE CRISIS IN

ROMANIA AND EUROPEAN UNIONAccording to a study made by Mednet

(on a representative sample of 854 peoplefrom Bucharest and cities with populationover 100,000 inhabitants), and published bywww.businessmagazin.ro, 71.2% of theRomanians changed their consumption

behavior, preferring to reduce consumptionor buying cheaper products.The causes of the behavior change wereclosely related to reduction of the wageearnings, element discovered by 43.9% ofrespondents, but also the growth of the ratesamid currency devaluation (22,8%), or lossof employment by the respondent or afamily member (22.4%).


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Consumatorii au sesizat i alte efecte ale

crizei economice, precum creterea preurilor,falimentarea IMM-urilor, nghearea sauntrzierea plii salariilor, devalorizarea leuluii propagarea instinctului de conservare iconceptului de pruden.

De asemenea, 17,1% dintre romani sedeclar afectai de criz ntr-o foarte maremsur, iar 19,3% ntr-o mare msur, acest

procent fiind n cretere cu 28% n lunanoiembrie, comparativ cu luna februarie 2009.

Cea mai afectat categorie de criz estereprezentat de femeile cu vrsta cuprins ntre55-65 de ani, cu un nivel de educaie mediu icu un venit mai mic de 1.500 lei pe familie.Categoria de populaie care nu a resimit crizai nu i-a modificat obiceiurile de consum esteformat din tineri fr copii, cu studiisuperioare i venituri la nivelul familiei de

peste 3.000 lei.Potrivit unui alt studiu realizat de revista

"Piata" (Teodora Trandafir, Ana Btc,http://turism.evz.ro, 2009), cei mai afectai deschimbarea comportamentului de consum aromnilor sunt comercianii. Produsele pe careromnii nu le consider absolut necesare,

precum dulciurile, cafeaua sau buturilercoritatoare, au fost i primele la care acetiaau renunat. Acelai lucru s-a ntmplat i cu

produsele din carne, care au nregistrat oscdere a vnzrii n ianuarie 2009, fa deaceeai perioad a anului precedent.

Obiceiurile de consum au fost modificate

de criza economico-financiar, nu numai

The consumers have noticed also others

economic crisis effects like prices rising, bankruptcy of SMEs, freezing or delaying payment of wages, the devaluation of theRON and the propagation of the instinct ofconservation and/or the concept of caution.

Also, 17.1% of the Romanians said thatthe crisis affected a very large extend and19,3% in a large degree, this percent is up28% in November, compared with February2009.

The most affected category by theeconomic crisis is represented by the womenaged 55-65 years old with an averageeducation level, and income of less than 1,500RON per family. The category which has notfelt the crisis and has not changed theconsumer habits is formed by the youthswithout children, with a high education leveland family income level of 3,000 lei.

According to another study made by thePiata Magazine, (Teodora Trandafir, AnaBtc, http://turism.evz.ro, 2009), the mostaffected by the change of behavior of theRomanians are merchants. The products thatRomanians did not consider absolutelynecessary, such as sweets, coffee or softdrinks were also the first ones that firstdropped. The same thing happened with meat

products, which fell to the sale in January2009 against the same period of the last year.

The consumer habits were changed bythe economic and financial crisis, not only for

the Romanians, but also for the rest of the


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pentru romni, dari pentru restul populaieiUniunii Europene. Acetia au devenit moderain a-i achiziiona produse noi, i s-aureorientat ctre produsele la mna a doua.

Astfel, conform unui studiu realizat deObservatoire Cetelem, i citat de publicaiafrancez Le Figaro i Ziarul Financiar(www.zf.ro, 2010), aproape jumtate dingospodriile europene (47%) consider c estela fel de important ca pe timp de criz scumperi produse la mna a doua. 64% din ceiinterogai au declarat c au cumprat cel puino dat o main second-hand, 60% produseculturale (cri, CD, jocuri video) i 43%

produse de vestimentaie.

Efectul crizei a afectat i toatemultinaionalele din Romnia. InstitutulNaional de Statistic (INS) arat c, n 2009,consumul populaiei a sczut cu peste 10%fa de 2008. Ca o confirmare, pentru primadat de la intrarea pe piaa romneasc, n2001, Carrefour a raportat o scdere cu 4,6% avnzrilor n euro. Compania american Coca-Cola a anunat primul declin al vnzrilor de

pe piaa local, de 12% n 2009, ct cretereadin anul anterior. (Teodora Trandafir,

www.evz.ro, 2010)

CONCLUZII

Contrar tuturor indicaiilorcomportamentale adresate consumatorilor nmoment de criz, unii specialiti n domeniuleconomico-financiar susin ideea conformcreia consumul nu trebuie redus, deoarecereducnd consumul nu mai exist cerere,

produsele nu mai sunt cumprate, productoriii restrng activitatea i crete numrulomerilor. Mediatizarea excesiv aconsecinelor dezastruoase ale crizei a avut unefect de tip bumerang asupra psihologieiconsumatorilor, acetia fiind determinai sdiminueze consumul i s economiseasc.Totui, conservarea i nerularea capitalului pe

pia nu face altceva dect s genereze o crizi mai mare, a cror efecte se vor resimi petermen mediu i lung.

European Union population. They have become moderated in buying new products,and they shifted to the second-hand products.According to a study made by Observatoir

Cetelem, and quoted by the Francepublication, Le Figaro, and by the Romaniannewspaper Ziarul Financiar (www.zf.ro,2010), almost half of European households(47%) thinks it is equally important that intimes of crisis to buy second hand products.64% of those polled said they had bought atleast once a second hand car, 60% of cultural

products (books, CDs, video games) and 43%for clothing products.

The effect of the crisis has affected all

multinational companies in Romania.National Statistics Institute (NSI) shows thatin 2009 the populations consumptiondecreased by over 10% compared to 2008. Asa confirmation, for the first time sinceentering the Romanian market in 2001,Carrefour reported a 4.6% drop in sales ineuros. The American company, Coca-Cola,announced its first sales decline in thedomestic market, 12% in 2009, same as thegrowth in the previous year. (Theodora

Trandafir, www.evz.ro, 2010)

CONCLUSION

Despite to all indications to theconsumer behavior in times of crisis, someexperts in economic and financial support theidea that consumption should not be reduced,

because the reducing consumption may causeno demand phenomenon, the products arenot purchased anymore, the producers restricttheir activities and increase the number ofunemployed. Excessive media coverage of thedisastrous consequences of the crisis has hada "boomerang" effect on the type of consumer

psychology, they have been determined toreduce consumption and to save their money.However, conservation and non-rolling thecapital on the market does nothing butgenerate a greater crisis, whose effects will befelt on medium and long term.


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BIBLIOGRAFIE

[1] Bari Ioan, Globalizarea i problemeleglobale, Editura Economic, Bucureti, 2001

[2] Baudrillard, Jean, Societatea deconsum: mituri i structuri, EdituraComunicare.ro, Bucureti, 2005

[3] Georgiu Grigore, Filosofia culturii.Cultur i comunicare, Ed. Comunicare.ro,Bucureti, 2004

[4] Willard W. Cochrane, Farm Prices,Myth and Reality 1958. pag. 15; Liga

Naiunilor, World Economic Survey 1932-33pag. 43

[5] Elliott Larry, Credit crisis how it all

began, 5 august 2008,http://www.guardian.co.uk/business/2008/aug/05/northernrock.banking

[6] Horcone Andreea, Romnia mairmne n crizun an sau doi, 12 martie 2010,http://www.gds.ro/Economie/2010-03-12/Romania+mai+ramane+in+criza+un+an+sau+doi

[7] Pitu Lavinia, Suciu Ovidiu, nc unan de criz economic pentru Romnia din04.11.2009, http://www.dw-

world.de/dw/article/0,,4860549,00.htm[8] Rou Iulia, Moody's: Romnia nu

scap de criz pn n 2010, dar are perspective pozitive, 2 septembrie 2009,http://www.adevarul.ro

[9]http://www.smartbroker.ro/articole/437/Bursa-a-pierdut-peste-21-miliarde-euro.html

[10] TrandafirTeodora, BtcAna, Crizaschimb obiceiurile de consum, 27 februarie2009, http://turism.evz.ro/articole/detalii-articol/841401/Criza-schimba-obiceiurile-de-consum/

[11] Trandafir Teodora,Pofta de consum se va lovi de criz, 4 martie 2010http://www.evz.ro/detalii/stiri/pofta-de-consum-se-va-lovi-de-criza-si-anul-acesta-888413.html[12] http://www.zf.ro/zf-24/criza-a-schimbat-comportamentul-de-consum-al-europenilor-

produsele-second-hand-au-devenit-tot-mai-

atragatoare-5462591/

BIBLIOGRAPHY

[1] Bari Ioan, Globalizarea i problemeleglobale, Editura Economic, Bucureti, 2001

[2] Baudrillard, Jean, Societatea deconsum: mituri i structuri, EdituraComunicare.ro, Bucureti, 2005

[3] Georgiu Grigore, Filosofia culturii.Cultur i comunicare, Ed. Comunicare.ro,Bucureti, 2004

[4] Willard W. Cochrane, Farm Prices,Myth and Reality 1958. pag. 15; Liga

Naiunilor, World Economic Survey 1932-33pag. 43

[5] Elliott Larry, Credit crisis how it all

began, 5 august 2008,http://www.guardian.co.uk/business/2008/aug/05/northernrock.banking

[6] Horcone Andreea, Romnia mairmne n crizun an sau doi, 12 martie 2010,http://www.gds.ro/Economie/2010-03-12/Romania+mai+ramane+in+criza+un+an+sau+doi

[7] Pitu Lavinia, Suciu Ovidiu,ncun ande criz economic pentru Romnia din04.11.2009, http://www.dw-

world.de/dw/article/0,,4860549,00.htm[8] Rou Iulia, Moody's: Romnia nu

scap de criz pn n 2010, dar are perspective pozitive, 2 septembrie 2009,http://www.adevarul.ro

[9]http://www.smartbroker.ro/articole/437/Bursa-a-pierdut-peste-21-miliarde-euro.html

[10] TrandafirTeodora, BtcAna, Crizaschimb obiceiurile de consum, 27 februarie2009, http://turism.evz.ro/articole/detalii-articol/841401/Criza-schimba-obiceiurile-de-consum/

[11] Trandafir Teodora, Pofta de consum se va lovi de criz, 4 martie 2010http://www.evz.ro/detalii/stiri/pofta-de-consum-se-va-lovi-de-criza-si-anul-acesta-888413.html

[12] http://www.zf.ro/zf-24/criza-a-schimbat-comportamentul-de-consum-al-europenilor-produsele-second-hand-au-devenit-tot-mai-atragatoare-5462591/

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