2023, Vol. 6, Issue 2

The economy in general and the Fast Moving Consumer Goods (FMCG) market in particular have only really been fiercely competitive in the past 25 years. To exploit its strengths and survive in a market of more than 94 million people like Vietnam, businesses need to determine the demand of the industry they are doing business in. Therefore, determining demand and factors affecting demand is an important issue in the markets in general and the FMCG market in particular. Through the process of presenting the theoretical basis of cultural, demand and the factors influencing demand, reviewing related research documents, the research has determined the influence model between cultural factors and Vietnamese consumer demand. Therefore, the research has formed a solid basis to understand the formation and impact trends of these core factors. Based on the research model proposed in this study, further studies can use quantitative research methods with tools such as: Cronbach's Alpha coefficient, Exploratory factor analysis EFA as well as linear regression analysis and Anova to evaluate the influence of culture factors on demand of consumers towards fast-moving consumer goods in Vietnam.