Thesis Abstract

Abstract
This thesis explores the application of Augmented Reality (AR) technology for interactive product placement in retail environments. The advent of AR has revolutionized the way businesses engage with customers, offering immersive and personalized experiences. The retail industry has recognized the potential of AR to enhance product placement strategies and create unique shopping experiences. This research aims to investigate the effectiveness of utilizing AR technology in retail settings to improve product placement and customer engagement. The study begins with an introduction to the background of AR technology and its increasing adoption in various industries. The problem statement highlights the challenges faced by retailers in traditional product placement methods and the potential benefits of integrating AR technology. The objectives of the study are to assess the impact of AR on customer engagement, analyze the effectiveness of interactive product placement, and explore the factors influencing consumer behavior in response to AR-enhanced retail experiences. The research methodology section outlines the approach taken to investigate the research objectives, including data collection methods, sample selection, and analysis techniques. The study utilizes a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather insights from both retailers and consumers. The research methodology also includes a review of existing literature on AR technology, product placement strategies, and consumer behavior in retail settings. Findings from the study indicate that AR technology can significantly improve customer engagement and enhance the effectiveness of product placement in retail environments. Interactive AR experiences create a sense of immersion and personalization, leading to increased brand awareness and purchase intent. Factors such as interactivity, novelty, and usability play a crucial role in shaping consumer perceptions and behaviors in response to AR-enhanced product placements. The discussion of findings delves into the implications of the study results for retailers and marketers looking to leverage AR technology for product placement strategies. The study highlights the importance of designing interactive and user-friendly AR experiences that align with consumer preferences and shopping behaviors. Practical recommendations are provided for retailers seeking to implement AR technology in their product placement strategies, including considerations for content creation, technology integration, and consumer engagement. In conclusion, this thesis underscores the potential of Augmented Reality technology for transforming product placement in retail environments. By creating interactive and immersive experiences, retailers can enhance customer engagement, drive sales, and differentiate themselves in a competitive marketplace. The study contributes to the growing body of literature on AR applications in retail and provides valuable insights for practitioners and researchers interested in the intersection of technology, marketing, and consumer behavior.

Thesis Overview