Perceived Readiness for Technological Change in Rural Micro and Small Enterprises (MSEs) in Peninsular Malaysia's Traditional Food Sector

This study investigates the perceived readiness for technological change among rural entrepreneurs operating in the traditional food sector. A total of 14 entrepreneurs were selected as respondents for interviews to gather critical data. The sample selection considered various demographic factors such as business type, business experience, and the unique traditional food products offered by each entrepreneur. The study results reveal a range of opinions and readiness levels among respondents. Some entrepreneurs demonstrate a positive and open attitude towards technology use, seeing it as a tool to enhance operational efficiency and reach a wider market. Conversely, some respondent's express doubts about technology's ability to integrate the values and uniqueness of their traditional food products. The findings of this study offer valuable insights for stakeholders in the traditional food industry to design interventions or programs suitable for enhancing the readiness and capabilities of rural entrepreneurs in technology adoption.