Analysing product characteristics towards acceptances of health product in Malaysia : A case study on Stevia's beverages

Lim, Shu Fen (2018) Analysing product characteristics towards acceptances of health product in Malaysia : A case study on Stevia's beverages. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Today, the increase in the prevalence of Type 2 Diabetes (T2D) has contributed significantly to the increase of public health issues such as overweight and obesity. The current level of consumer’s awareness and acceptances on Stevia as a substitute of sugar plays a crucial role. Thus, this research was conduct in Malaysia to examine the consumer acceptance of technology value-added health product such as Stevia beverages and why consumer prefer Stevia as the product’s characteristics really bring impact on human health and performances. The research objectives desire to analyze the product characteristics on perceived usefulness and perceived ease of use towards acceptances of Stevia’s product in Malaysia. In addition, the research is classified to descriptive study to collect data by using quantitative method. The researcher had distributed survey questionnaires to 200 respondents using non-probability sampling method. The data collected was undergo data analysis by using SPSS software. The result was showed that there is a significant relationship between product’s effectiveness, product’s complexity, product’s enjoyment and consumer’s acceptances towards health product. However, product’s flexibility of Stevia and health consciousness fails to achieve a significant relationship with consumer’s acceptances in Malaysia yet still insignificantly impact on consumer’s awareness and acceptances towards health products. Furthermore, product’s effectiveness has most significant impact on consumer’s acceptances. Based on the discussion on findings, this research able to explore the deeper insights through conducts further research and gain contribution to industry and consumer.

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