Exploring the model for consumer characteristics linked with technology marketing

Abstract

There are significant research studies in Sri Lanka and foreign countries regarding technology aspects and also consumer behavior aspects which are applicable to particular marketing background. But, there are lack of research studies regarding consumer characteristics linked with technology marketing context. The research was conducted during the period of January to May 2017 at the Department of Marketing, University of Jaffna, Sri Lanka. The main objective of this research article is to develop a model to understand the significant role of consumer characteristics in technology marketing. Desk research methodology explores a model which gives a new approaching for marketers’ technology usage connected with consumer characteristics surface through reviewing the past researchers’ ten theoretical models which were chosen by the researchers. This research paper is concluded by citing the past researchers’ models and theories. Finally the researchers have designed a new model for tech-marketers which are explained the important links of consumers’ characteristics on technology applicable marketing activities.