The Determinants of Consumer Acceptance of Feminine Technology: Conceptual Paper

Abstract

This paper explores consumer acceptance and the consumer journey for feminine technology in Malaysia. The market for feminine technology, which encompasses products designed to address women’s specific health and wellness needs, is experiencing significant growth. Understanding consumer perceptions and buying behaviours in this market is crucial for businesses looking to gain a foothold. In this study, a sample of 315 respondents will be collected among the female students of Universiti Teknologi MARA, Universiti Utara Malaysia and Universiti Teknologi Malaysia. Types and sources of data in this investigation will be based on quantitative data, which is primary data obtained through close-ended questionnaires. The purposive sampling technique will be adopted for this research in identifying the respondents. The data collection method for this research is by disseminating the Google Forms link through the university’s official social platform and email.The gathered data will be statistically analysed using the PLS-SEM. The findings of this research will be beneficial for marketers in forming a strategy to spread awareness of the benefits of feminine technology. Additionally, the information gathered will assist marketers in devising strategies to sway consumers’ purchasing decisions.