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.
