Abstract This study analyzes the factors affecting the demand for traditional Hai Hau Longan Cake in Vietnam, based on survey data from 212 consumers. Regression and statistical analysis methods were employed to evaluate the roles of price, related goods, and consumer behavior variables. The results indicate that price has a inverse relationship with demand; Keo Suu Chau acts as a substitute good, with its price increase leading to higher demand for longan cake; while paper bags and tea are complementary goods, whose price increases reduce demand for longan cake. In addition, factors such as flavor, origin, and cultural value positively influence purchasing decisions. The study also reveals that although market potential remains significant, the conversion rate from awareness to actual purchase is still limited. Accordingly, the research proposes several implications to enhance demand, including reasonable pricing strategies, product development, and strengthened communication activities.
Anh et al. (Thu,) studied this question.