Factors of customer preference towards willingness to pay for Sarawak Layered Cake / Nur Amalina Hawiezan Ismawi

The main purpose of this study was to determine factors of customer preference towards willingness to pay for Sarawak layered cake. This research has done with reviewing and analyzing various researches in Malaysia. The findings revealed that the premiums that consumers were willing to pay vary inside Malaysian country. Consumers’ knowledge and awareness about Sarawak layered cake differs. Some had more knowledge about Sarawak layered cake and some were un-knowledgeable about Sarawak layered cake. Some factors influencing consumers’ willingness to purchase Sarawak layered cake were packaging, labelling, design, taste, place, color, and ingredient. Due to the importance of consumers’ knowledge about Sarawak layered cake for purchase decisions, it is recommended to publish materials about Sarawak layered cake and deliver them to families.