Thesis Abstract

Abstract
The integration of augmented reality (AR) technology in retail marketing strategies has recently gained attention as a means to enhance customer engagement and overall shopping experiences. This thesis explores the potential impact of utilizing augmented reality in retail marketing strategies, focusing on its applications, benefits, challenges, and implications for businesses in the retail sector. Chapter 1 provides an introduction to the study, offering a background of the research topic, defining the problem statement, outlining the objectives, discussing the limitations and scope of the study, emphasizing the significance of the research, and detailing the structure of the thesis along with the definitions of key terms. Chapter 2 presents a comprehensive literature review, covering ten key areas related to augmented reality in retail marketing. This section explores the evolution of augmented reality technology, its applications in the retail industry, consumer perceptions and behaviors towards AR, successful case studies, challenges faced by businesses, and the potential future trends in this field. Chapter 3 outlines the research methodology employed in this study, including the research design, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. This chapter also discusses the tools and techniques used to gather and analyze data related to the utilization of augmented reality in retail marketing strategies. Chapter 4 delves into a detailed discussion of the findings derived from the research, presenting the outcomes related to the effectiveness of using augmented reality in retail marketing, the impact on customer engagement and brand loyalty, the challenges faced by businesses in implementing AR strategies, and the overall implications for the retail industry. Chapter 5 concludes the thesis by summarizing the key findings, discussing the implications of the research, offering recommendations for businesses looking to utilize augmented reality in their marketing strategies, and highlighting potential areas for future research and development in this field. Overall, this thesis provides valuable insights into the utilization of augmented reality in retail marketing strategies, shedding light on the opportunities and challenges faced by businesses in adopting AR technology to enhance customer experiences and drive sales in the competitive retail landscape.

Thesis Overview