Thesis Abstract

Abstract
This thesis explores the application of augmented reality (AR) technology in enhancing product promotion strategies within the retail marketing sector. The research investigates how AR can be leveraged to create interactive and engaging experiences for consumers, ultimately driving brand awareness, customer engagement, and sales. The study begins with an examination of the background of AR technology and its potential impact on marketing practices. The problem statement highlights the need for innovative approaches to product promotion in the digital age, where traditional methods are becoming less effective in capturing consumer attention. The objectives of the study are to assess the effectiveness of AR in enhancing product promotion, identify the key challenges and limitations associated with its implementation, and provide recommendations for successful integration into retail marketing strategies. A comprehensive literature review in Chapter Two examines existing research on AR technology, product promotion, consumer behavior, and retail marketing. The review highlights the benefits of using AR for interactive marketing campaigns, such as increased customer engagement, improved brand perception, and higher conversion rates. It also discusses the challenges and limitations that organizations may face when adopting AR technology, including cost, technical expertise, and consumer adoption barriers. Chapter Three details the research methodology employed in this study, including the research design, data collection methods, sample selection, and data analysis techniques. The chapter outlines how a mixed-method approach combining qualitative and quantitative data will be used to gather insights from both industry experts and consumers. The research methodology aims to provide a comprehensive understanding of the effectiveness of AR in product promotion and the factors influencing consumer engagement with AR experiences. Chapter Four presents the findings of the study, based on the analysis of data collected from surveys, interviews, and case studies. The discussion covers the impact of AR on consumer behavior, the effectiveness of AR in driving sales and brand loyalty, and the challenges faced by organizations in implementing AR-based marketing campaigns. The chapter also explores best practices and strategies for successful AR integration in retail marketing, drawing on real-world examples and expert insights. Finally, Chapter Five offers a summary of the key findings, conclusions, and recommendations derived from the study. The conclusion highlights the potential of AR technology to revolutionize product promotion in retail marketing and enhance the overall customer experience. The study underscores the importance of adopting a consumer-centric approach to AR implementation and emphasizes the need for ongoing innovation and adaptation in response to changing market dynamics. Overall, this research contributes to the growing body of knowledge on the use of AR in marketing and provides valuable insights for practitioners seeking to leverage this technology for competitive advantage in the retail sector.

Thesis Overview