Research on Factors Affecting the 3D Jelly Cakes Demand of Hanoi Customers

The study analyzes some factors affecting Hanoi consumers’ demand for 3D jelly cake. Based on the theory of commodity demand, the research team conducted a survey and collected answers from 308 consumers on some factors affecting 3D jelly cake demand. The synthesis and analysis of survey data indicate that the demand for 3D jelly cakes of Hanoi consumers is influenced by many factors such as the price of the product, tastes, prices of substitutes, and complementary goods... In addition, the research team also considered the advantages of 3D jelly cake compared to other products, as well as discussed, some solutions to stimulate consumer demand with this new and aesthetic product


Overview of 3D jelly cakes 3D jelly cakes:
Originating from Japan, 3D jelly cakes were imported to Vietnam and chosen by many customers, with 2 main types: 3D floating jelly and 3D sinking jelly. They can be made with simple ingredients such as jelly powder, seasonal fruit juice, milk, coconut water, chocolate, cocoa, orange... It will not be too much to consider them a work of culinary art, where the worker must be very attentive and creative. (Phan Huong, Cong Dien, 2018) On the background of the transparent jelly block, the baker used colors created from fruits and vegetables: purple from butterfly pea flowers or beetroots; white from fresh milk; yellow from pineapples; red from red dragon fruits to create flowers and funny animals, making anyone who once tasted cannot help but admire and appreciate the meticulousness and sophistication of the cake. 3D jelly cake is a new and very hot culinary trend. Many young people have been passionate about studying how to make 3D jelly cakes with the desire to make unique presents for their loved ones. Enjoying a 3D jelly cake is enjoying a whole work of art. That is the comment of many people when trying it once since these cakes are both satisfying in terms of taste, sight, and feeling the countless wonderful flavors that mother nature has bestowed on us. (Phan Huong, Cong Dien, 2018) 3D jelly cakes can be made with many different tools such as spoons, molds, or straws. Depending on their "aesthetic taste", artisans can create beautiful and unique cakes in their own way. The 3D jelly cakes have a wide range of colors and sweet flavors. (Tran Phuong Nga, 2022) 3D jelly cake originates from Japan -the country of the rising sun, which is famous for its unique dishes and artwork. It has just been introduced to Vietnam a few years ago, but 3D jelly cake attracts a lot of consumers. (Le Trang, 2022) Steps to make a 3D jelly cake: According to Tran Phuong Nga (2022), there are 5 steps to make a 3D jelly cake:

(i) Making a base layer of jelly
Mix the jelly powder with water, boil with some sugar and pandan leaves, then pour the jelly into the mold and let it cool at room temperature.
(ii) Pouring the cake base Mix clear jelly with cocoa powder, water, and sugar to create a brown base. The white jelly base includes clear jelly, coconut milk, condensed milk, and non-dairy creamer.
(iii) Making colored jelly All colors will be created on a white jelly base. You can use matcha powder to create green, red yeast rice powder to create red, chocolate syrup to create brown, red dragon fruit juice to create pink, or passion fruit to create yellow.
(iv) Creating decorations Method 1. Draw 3D jelly cake patterns with a straw: Make the straw's tip pointed, pour the jelly in the middle of the jelly cake, and use that straw to create the petals' shape.
Method 2. Draw petals with a needle: Use the smallest needle to create a red stamen in the middle of the cake base, then suck the pink jelly and gently press to create a petal shape. In addition, green and brown jelly can be used to create leaves and leaf veins.
Method 3. Pour the jelly into the mold: Pour a thin layer of clear jelly into the mold, then add the colored jelly and the white, blue, or pink jelly to create the cake base.
(v) Finishing 3D jelly cake Put the 3D jelly cake in the refrigerator for about 1-2 hours to freeze. A satisfactory 3D jelly cake will have a clear and beautiful texture. You can use the cake chilled or have it with milk tea.

Advantages of 3D jelly cake:
3D jelly cake is shaped individually on each one, bringing an interesting experience for people to enjoy. The richness of natural colors from Vietnamese fruits and flowers is the perfect source for creating unique and beautiful cakes. This cake is a combination of Vietnamese cuisine and art, with natural flavors and beautiful shapes.
The artists shape familiar flowers and animals, putting folk motifs into each work (Bich Van, 2021). 3D jelly cake is not only just a dessert, but it is also a creative art form (Dang Duong, 2022).
According to ZBonShop.vn (2019), 3D jelly cake has several uses such as: -Jelly cake made from pure Siamese coconut water has a natural, moderate sugar level and a cool taste without the need to add refined sugar. Therefore, 3D jelly cake does not have a lot of calories, helping to maintain body weight.
-3D jelly cake helps reduce bad cholesterol and increase good cholesterol for the body, helping to prevent cardiovascular disease.
-Jelly and fruits are rich in folic acid, which helps prevent hair problems such as weak and broken hair.
Nguyen Thi Van  -3D jelly cake contains many B vitamins and amino acids to help strengthen the immune system.
-Jelly is rich in aspartic acid, which promotes cell regeneration, collagen production and prevents signs of aging.
-Besides, 3D jelly cake also contains vitamins B3 and B8, which help prevent skin problems such as inflammation and acne.
-Amino acids and Inositol present in jelly also contribute to reducing stress and preventing neurological symptoms.
-Jelly cake helps joints increase lubrication and prevent arthritis.
-Jelly cakes are made from fresh coconut water; the colors to decorate the cakes are 100% from natural flowers and fruits: green from green tea powder or pandan leaves; blue from the butterfly pea flower; white from fresh milk; yellow from the gardenia seeds or passion fruit; red from red yeast rice powder; pink from red dragon fruit or beetroot; dark brown color from cocoa and purple from purple sweet potato or rosemary leaves.
3D, 4D jelly has just been introduced to Vietnam a few years ago, but this cake attracts a lot of consumers (Le Trang, 2022).

Research methodology Theoretical research methodology
Analytical and synthetic methodology are used to clarify the theoretical basis of Demand, factors affecting the 3D jelly cake bridge.
The article reviews the research on goods and service demand and 3D jelly cakes. From there, determine and analyze the influence of factors on the 3D jelly cakes demand.
Practical research methodology -Investigation and survey method: Based on factors affecting the 3D jelly cake demand, the research team conducted a preliminary survey. The preliminary survey was sent to 5 consumers who are knowledgeable about 3D jelly cake for trial. After that, it has been adjusted according to the opinions of the surveyed people. After completing the large-scale survey, it is sent to individuals and consumers through the Google Form platform (https://forms.gle/mff3w8eDHf6HrccXA) -Data collection method: The data collection method conducted by the research team is based on the convenience sampling method and the "snowball" method (the method of finding the next object based on the suggestion or recommendation of the subject just surveyed). The number of survey questionnaires collected was 308, of which 7 respondents did not want to learn about 3D jelly cakes, so the number of respondents included in the analysis of factors affecting demand was 301.
-3D jelly cake demand analysis through econometric model Based on the influencing factors, combined with the demand analysis method according to the econometric model, the study estimates the demand for 3D jelly cake. Specifically: With two factors of price (P), the price of related goods including substitute goods (PTT) and the price of complementary goods (PBS), the research team will build a regression equation to build the relationship between these factors and the quantity demanded of 3D jelly cakes.

EL-2023-1450
General model: In which: P is the price of 3D jelly cake; Q is the quantity demanded of 3D jelly cake (showing the willingness and ability to pay of the respondents). a, b are the coefficients.

QBT = c*PTT + d (2)
In which: PTT is the price of substitute goods for 3D jelly cake (birthday cake; jelly; other types of jelly ... with prices from 220k -270k); QBT is the quantity demanded of 3D jelly cake (showing the willingness and ability to pay of the respondents when there is a change in the price of substitute goods). c, d are the coefficients.

QBTS = e*PBS + f (3)
In which: PBS is the price of complementary goods of 3D jelly cake (set of spoons, forks, candles ... with prices ranging from 12 -20k); QBTS is the quantity demanded of 3D jelly cake (showing the willingness and ability to pay of the respondents when there is a change in the price of complementary goods). e, f are the coefficients.

The procedure is taken as follows:
Step 1: Use EViews 8 software to run the model with collected secondary data.
Step 2: Check the statistical significance of the regression coefficients with the explanatory variables and the statistical significance of the regression model with a significance level α=0.05. A regression coefficient is statistically significant if: Step 3: Check the explainability of the model through the coefficients R-squared and Adjusted Rsquared.
A model is good (can be used for analysis) when the regression coefficients in the model are statistically significant, and the R-squared, Adjusted R-squared should not have autocorrelation and heteroskedasticity. At the same time, the residuals of the model should follow the standard normal distribution.
In the study, the authors used tools on EViews 8 to check for these defects. Specifically: • Breusch-Godfrey test to check autocorrelation. The model does not have an autocorrelation defect at some level p if Prob (F-statistic) and Prob (Obs *R-squared) > α=0.05.

Survey subjects and general information about 3D jelly cake
Nguyen Thi Van

Source: Survey results
Among 45 people who have not heard of 3D jelly cake, 24 people want to learn about this product (77%); 7 people did not want to explore and stopped the survey (23%).  people usually eat it on birthdays (51%); 55 people regularly eat it whenever they like (42%); 46 people regularly eat it on holidays (35%); 1 person rarely eats it, only when given by others (0.8%); and 1 person regularly eats it when bought by their families (0.8%).

Source: Survey results
Among 131 people who have tasted 3D jelly cake, 105 people are interested in the cake's shaping (80%); 100 people are interested in the cake's quality (76%); 66 people are interested in ingredients (50%); and 37 people are interested in promotions (28%).

Source: Survey results
Among 131 people who have tasted 3D jelly cake, 109 people think that 3D jelly cake has a beautiful shape (83%); 78 people think that the cake uses natural ingredients (60%); 73 people think that cakes are reasonably priced (56%); and 34 people think that cakes are easy to find (26%).

Source: Survey results
Among 131 people who have tasted 3D jelly cake, 84 people usually buy it directly from sellers (64%); 65 people usually buy it directly from bakeries (50%); 36 people often buy it on e-commerce sites (28%); 13 people often buy it at sales fairs (10%); and 1 person eat this cake when presented by others (0.8%).

Factors affecting the demand and quantity demanded of 3D jelly cake by Hanoi consumers.
Results of the 3D Jelly Cake Demand survey with 301 respondents, the research team focused on considering the following factors: Price of 3D jelly cake, consumer tastes, prices of substitute and complementary goods. The results show that: 5.2.1. 3D jelly cake price factor  Source: Estimated results From the estimated results, we can see that there is a negative relationship between price and quantity demanded of 3D jelly cake, specifically the relationship between P and quantity demanded (Q) is shown by the following equation: Q = -1.000571*P + 441.9905 It indicates that when the price increases by 1 thousand VND, the demand for 3D jelly cake will decrease by 1,000571 units of product (consistent with the theory).
Checking for autocorrelation defects, the results are given in Table 4. Checking the variance of the variable error, the results are given in Table 5. The residuals of the model follow a normal distribution, with Prob values (Jarque-Bera) in the model > 0.05.

Substitute goods' prices factor
Some products can be used to replace 3D jelly cakes such as: -Original birthday cakes -Synthetic flavoring jelly The relationship between the price of substitute goods and the quantity demanded of 3D jelly cake through the survey results is described in Table 6. Table 6. Relationship between substitute goods' prices and quantity demanded of 3D jelly cake. 220  78  230  95  240  107  250  119  260  141  270 145 Source: Survey results From the estimated results, we can see that there is a positive relationship between the price of substitute goods and the quantity demanded of 3D jelly cake, specifically the relationship between PTT and QBT is shown by the following equation:

LOG (QBT) = 3.074573*LOG(PTT) -12.19185
It shows that when the price of substitute goods increases by 1%, the demand for 3D jelly cakes will increase by 3,074573% (consistent with the theory). Checking for autocorrelation defects, the results are given in Table 8. Checking the variable error variance, the results are given in Table 9.

Source: Model test results
According to Table 9

Complementary goods' prices factor
Using 3D jelly cake can come with spoons, forks, candles... for about 10,000 VND/set of included products.
The research team has conducted this survey to determine the need for supplementary goods.   It shows that when the price of additional goods increases by 1 thousand VND, the quantity of jelly cake demanded will decrease by 20.85000 units of product (consistent with the theory). Checking for autocorrelation defects, the results are given in Table 12. Checking the variance of the variable error, the results are given in Table 13. However, the survey results show that the number of people who know and have tasted 3D jelly cake only accounts for 42% of the total survey participants, the number of people who know and have not yet tried the product, and the number of people who have not heard of 3D jelly cake still accounts for a major proportion. Therefore, it is necessary to have solutions to promote 3D jelly cake to stimulate consumer demand for this product. Stores or 3D jelly bakeries need to promote advertising and communication activities about the uses and advantages of 3D jelly cakes compared to conventional cakes on mass media, websites, and networks.

Model's fit verification
For effective marketing and promotion activities, stores or bakeries need to regularly update new types of 3D jelly cakes, create attractive promotional content and videos to attract customers. It is necessary to identify the right potential customers to promote the brand promotion and quality of 3D jelly cakes. 3D jelly cake consumption is often during festivals, birthdays, and holidays, so stores should have discounts for buyers on special occasions. These discounts are a way to show gratitude to customers, like those who enjoy works of art. In addition to discounts, stores can diversify forms of promotions such as giving away vouchers, accumulating reward points when buying 3D jelly cakesthis retain customers, especially customers have bought a few times at the store effectively, they will tend to buy more than usual to be able to accumulate more reward points and vouchers. For shops that sell a combination of 3D jelly cakes and many other cakes, on special occasions, it is possible to give away a small product or discount, accumulate points, give vouchers when buying a variety of products to stimulate customers to buy more.
The diversity of cake molds is important because buyers are interested in this factor. Stores need to constantly update cake models, new ways of shaping, in line with current trends and corresponding to each object and customer segment. In addition, it is necessary to ensure the quality of the ingredients, prioritize to the maximum the baking ingredients as well as coloring materials derived from nature to the baking proxess, it is necessary to ensure food hygiene and safety, to ensure the taste and decoration of 3D jelly cakes. When the quality of cakes increases, it will effectively attract customers, retain customers and customers are a potential brand promotion channel for the store.
The major selling channel is directly from the sellers or bakeries beacause customers haven't believed completely in indirect buying forms, from quality to delivery.... Therefore, stores need to find solutions to bring 3D jelly cakes into large supermarkets, shops, and grocery stores, promote 3D jelly cakes business activities on social media platforms, e -comercial platforms…, so consumers can find these products more easily.

Product's price:
The research team built a demand function Q = -1,000571*P + 441,9905. Between the price and quantity demanded of 3D jelly cake, there is an inverse relationship (consistent with theory).
Then to maximize revenue, the value of the price elasticity of demand in this case must be 1. Therefore, the price for the bakeries/sellers of 3D jelly cakes (size 20 cm -about 10 to 20 users) to maximize the revenue in this case is 220,869VND.
Product's taste: The diversity of 3D jelly cakes' shapes is well received by customers. The survey also shows that flowers and landscapes are the most popular decorations. In addition, it is necessary to take advantage of ingredients from tropical fruits to enrich the flavor of 3D jelly cakes. At the same time, bakeries should focus on 16cm cake size, which is the most popular size according to the survey.
Substitute goods' prices: The results show that there is a positive relationship between the price of substitute goods and the demand for 3D jelly cakes, so sellers should also pay attention to market prices of substitute products such as original birthday cakes, synthetic flavoring jelly and other types of jelly to increase 3D jelly cake consumption.

Complementary goods' prices:
The survey results show that the price of complementary goods (spoons, forks, candles...) has a negative relationship with the consumption of 3D jelly cake (consistent with the theory). Therefore, sellers also need to consider the price of additional products. For example, stores can promote customers with additional products in order to increase the convenience of using 3D jelly cakes.

Conclusion
In conclusion, in the article "Research on Factors Affecting the Demand for 3D Jelly Cakes of Hanoi Consumers", through the above analysis, synthesis, and evaluation, the research team concluded that 3D jelly cake is a good product for health, bringing many creative and artistic elements and has potential for development on the market. Based on analyzing the current situation of the demand for 3D jelly cakes of Hanoi consumers in recent years, the results show a consistency with the theory. However, the survey within the scope of this research only collected 308 answers, based on demand theory for analysis. With this 3D jelly cake product, the research team can continue to conduct research on a larger scale and can deploy some