Factors of customer satisfaction towards willingness to pay for Sarawak layered cake / Nur Izzatiamalina Isah

Sarawak Layered Cake is one of the famous cakes with a diverse and colourfulvariety. Traditionally, this layered cake will be served during festive season such as Hari Raya Aidilfitri, Chinese New Year, Deepavali and many more. Historically, layered comes from a neighbouring country which is Indonesia since the 1970s and 1980s. The idea of Sarawak layered cakes comes from Betawi people who came to visit Sarawak and taught how to make Betawi cakes. Since then, the people try to improve the cakes with adding new ingredients, flavourings and colour to the existence cake. The Sarawak people continue to diversify the layered cake so it is also known by the name of Sarawak modern layered cake when they combine the way of making western and traditional cakes. Sarawak layered cake has a very unique taste and the colour are able to attract customer attention. Customers are willing to pay as high as RM120 per kilogram (Johari, 2014). As shown in plate 1.1, there are various types of layered cake. Sarawak Layered Cakes has made a big impact on the Malaysian society today. The demand of Sarawak layered cake can reach to RM 40, 000 per producer when it comes to festive season