Developing the Market for Shrimp Floss Products under the Collective Trademark “Ha Long – Quang Ninh”

This study examines consumer perceptions, purchasing behavior, and factors influencing purchase decisions for shrimp floss products under the collective trademark "Ha Long – Quang Ninh." Using survey data from 200 consumers in Ha Long, Hanoi, and Hai Phong, descriptive statistical methods were applied to analyze demographic characteristics, awareness, satisfaction, and purchasing habits. Results show that product quality and brand reputation linked to the collective trademark are the strongest drivers of consumer decisions, while packaging, promotion, and modern distribution channels have limited effects. Purchases are infrequent, mainly for gifting purposes, and traditional markets remain the dominant sales channel. The findings highlight that the competitive advantage of Ha Long shrimp floss lies in its distinctive flavor, nutritional value, and verified origin, yet shortcomings in packaging, communication, and modern retail penetration constrain market expansion. To address these issues, the study recommends improving packaging design, strengthening promotional activities, diversifying distribution through supermarkets and e-commerce, and leveraging the collective trademark as a tool for both legal protection and marketing. The paper contributes to the literature on specialty food marketing and provides practical insights for policymakers and producers seeking to enhance the competitiveness of collective trademark-based OCOP products in emerging economies.