Consumer Behavior

1. Acknowledgement
In completing my assignment, I had to take help and guidelines from some respected
people including my dearest lecturers who deserve my greatest gratitude. I would like to
thank Mr. Nishan Bamunuarachchi giving me this great opportunity to do this assignment
as well as for providing me with the most accurate guidelines and assistance on the
completion of my assignment.
I would also like to make this an opportunity to thank my dear friends of SLIM-Kandy
institute for making valuable comments and suggestions on this proposal which gave me
a great inspiration to improve this assignment and for sacrificing their valuable time
expecting to get a successful outcome from the overall assignment.
Lastly, I would like to thank the staff of SLIM-Kandy institute for providing us with a
very comfortable environment to study.

2. Content
Executive Summary
Introduction
1. Task 01 Page Numbers
1.1. Introduction of Impact of Modern Technology on Consumer Behavior
1.2 Three ways that modern technology can be utilized by companies who are into
B2B and B2C
2. Task 02
2.1. Introduction of Motivation Process
3. Task 03
3.1. Introduction of Consumer Decision Making Model
3.2. Limitations of using Modern Technology
Conclusion
Annexure
References

3. Executive Summary
In Task 01, I have defined what modern technology is and how it influence to B2B and
B2C markets and also I have used examples to explain how useful modern technology to
the above two markets.
In Task 02, I have explained motivation process with the diagram to explain more
about how motivation process fulfills a consumer’s unfulfilled need or want from
beginning to the end.
In Task 03, I have defined Model of Consumer Decision Making Model to justify the
limitations of using modern technology to promote products in the local FMCG sector.

5. Task 01
1.1 Impact of Modern Technology on Consumer Behavior
Today, Modern Technology plays an important role in market. Consumer can do their
work faster and easier through online by the help of modern technology. Modern
technology has power to change and influence the consumer behavior. New technological
trends are becoming as reality.
So, now organizations trying to get more advantage through the modern technology
such as, smart phone, website, email, Social media etc.
Business to Business Market
Business Market is the practice of individuals or organizations, including commercial
businesses, governments and institutions, facilating the sales of their products or services
to other companies or organizations that in turn resell them, use them as components in
products or services they offer, or use them to support their operations.
Business to Customer Market
Consumers also now understand the power they have and will use it when not satisfied
with a service, also they can access products of anytime they have raised expectations on
what is not, also is a business that have to keep with the changed consumer behavior or to
be out of business.

6. 1.2 Three ways that Modern Technology can be utilized by companies who are into
B2B and B2C
1. Smart Phone (Mobile App)
B2B B2C
1. Online Salary Payment
- Banker promotes online salary
payment system to companies to
pay their employee’s salary through
online.
2. Online Shopping
- Business people can purchase their
bulk goods and raw materials
through online.
E.g.: E-bay
Alibaba
3.QR Code
- Easy to use and versatile .QR code
are marketing technique also
beneficial both customer.Itis acts as
links and it also exposes to
customer to advertising the service.
1.Online transports
- Consumer can request a taxi
through online using their smart
phone.
E.g.: Pick me
Uber
2. Consumer can pay their utility bill
through
Online using their phone.
E.g. Water bill
Electricity bill
3.Consumer can purchase their food
through
Online as they want.
E.g. Dominos pizza
KFC

7. 2. E-mail
B2B B2C
1.Promoting office group packages
E.g. Mobitel
Dialog
2. Awareness email
3. Foreign tours for company employment
1. Special product promotions
E.g. Mobile phone
Furniture
2. Foreign tours for group
3. Online payments

8. 3.Website
B2B B2C
1.Companies can market their products and
promote discount, offers and more
information through web sites.
2. Companies can free deliver on online
Payment.
3. Business people can purchasing of their
raw materials.
1. Consumer can search information’s and
offers about products through by
referring
to website.
2. Consumer can contact company easily by
using email address.
3. It’s helps to consumer to save their time,
cheap and efficient communication.

9. Task 02
1.1 Introduction of Motivation Process
Motivation refers to an activated state of need within a person that lead to goal directed
behavior.
The consumer Motivation Process
There are two type of needs:
I. Innate Needs
-Physiological (or biogenic) need that are considered primary need or motives
II. Acquired Needs
-Learned in response to our culture or environment. Are generally
physiological and considered secondary need

10. 1. Unfulfilled Needs, Wants and Desires
One of the newly married couple has a dream to build a house together because they
really want live separately from their parents and family. So, help of modern technology
they purchase newly build shelter.
In this situation marketers have huge opportunity using modern technology to market
their products and build customer relationship. The advertisements which are shown in
below can get as an example.
These advertisements show how marketers promote their products using new
technology. They should use words for the advertisement and the picture explains the
value of a shelter. Marketers always try to attract consumer for the advertisement.
As marketers they can promote advertisements, post through websites, email, face
book, pop up etc. This is the fast and easier way to market their product through new
technology.

11. 2. Tension
In marketing tension is one of the major point because of the tension customer always
feel uncomfortable. When tension drives consumer mind they starts to search information
about the product or service what they need. In this situation marketer can send some e-
mail to the person to tell about the product and send some notification alerts through the
mobile app and via links which open the web after click the link.
3. Drive
The tension always drives the customer towards the market for the purchasing propose
before purchasing some reasons are directly influence to the purchasing. Those are
purchasing personality, previous learning and attitudes etc.
In this situation that couples think how they can get money. So, bankers and other
companies who are offering housing loan has a big advantage to serve them. So, they can
market their discount, offers and interest rate to motivate consumer to buy the product.
They can send email and notification about the product through the mobile app for the
particular customer.

12. 4. Personality Perception
Personality is equally as important. It is like a kind of neighbourhood in which the
home located for some consumers. It is a neighborhood with shart commotes to gread
jobs or good schools. Once a home buyer has decided on his or her preferences on a
home. The next step is to do indepth research on which homes fit their requirements.
5. Behavior
Behavior means purchasing product for satisfaction. In this situation that couple
purchase the house. It can be done by using modern technology. They can use mobile
app, web site and email. Then their need of new house will fulfilled.
6. Goal or NeedFulfillment
In this stage that new married couple can fulfilled their need. So, their tension is
reduced. By the time tension can occur again with some changes for certain goals.

13. Task 03
2.1 Introduction of FMCG Products
Fast Moving Consumer Good (FMCG) goods are all consumable items (other than
groceries/pulses) that one need to buy at regular intervals. These are items which are used
daily, have a quick rate of consumption and a high return. FMCG can broadly be
categorized into three segments which are:
1. Household items
- Soap
- Detergent
- Household accessories
2. Personal care items
- Shampoos
- Toothpaste
- Shaving product
3. Food and Beverages
- Snacks
- Processed foods
- Tea
- Soft drinks

14. -
3.2 Introduction of Consumer DecisionMaking Model
A Consumer Decision Making Model describe the process a customer goes
through when buying a product. Consumer go through various stages before buying
any product or it could be that for some product which they start using it on regular
basic doesn’t always pass through all five stages.
The five stages a consumer often go through when he or she purchase a product are
shown in the diagram below.

15. 3.3 Limitation of using Modern Technology
1. High maintain cost
It is expensive to buy a technology, but it is also costly to maintain it. Mostly huge
companies who can earn high profit are use technology but much small business
cannot afford the cost of hiring a full- time technical person. So, they resort to
monthly tech constructors who charge them for work done.
2. Make employee lazy
Since most tasks are automated by technology, many employees become lazy at
work, technology kills their creativity and skills. Simple tasks like calculating sales
and tracking inventory are being done with computers, so that employee do not put
their brains at work, they can’t solve high-end business problem.
3. High Risky
Especially modern technology comes to data security. All employees in important
decision making positions will need access to private business information: this can
pose as a threat, because it can be very difficult to monitor the usage and privacy of
this information. Many employees come with flash drives at work, so they can
transfer critical business information and use it for their own personal gains.
4. Message delivery problem
Most of the business people work with the email and also with messages. So, in
some case these email and messages get delivery problems.
Such as,
- Some gets junk
- Some get missing
- They might get very late to deliver
Because of this, some business people loss their deals with other companies.

16. Conclusion
Modern technology is like a coin which has both positive and negative sides. We are the
deciders and we have to choose how to use it. The usage of technology for over
exploitation of resources should be always avoided. If we use it for positive things, it will
have positive effect and if we use it for negative things, it always have negative effect.
This happens for both consumers and marketers.
Marketers generally use motivation to encourage consumers. They construct their
messages through advertisements to motivate consumers to buy their products according
to their personal needs in order to target and reach large number of Sri Lankan consumers
who usually share the same need or goal.
Consumer’s lifestyle is the main target of marketers. Marketers always used more than
ever to focus on consumers lifestyle and their needs and wants to ensure that they are
going through correct consumers.