Thesis Abstract

Abstract
Augmented Reality (AR) technology has emerged as a powerful tool in the field of marketing, offering innovative ways to engage with consumers and enhance their shopping experience. This thesis explores the utilization of AR for interactive product demonstrations in retail marketing, aiming to investigate its impact on consumer behavior and brand engagement. The study delves into the theoretical foundations of AR technology, its applications in marketing, and the current trends in retail marketing that emphasize experiential and interactive strategies. The research methodology involves a mixed-methods approach, combining qualitative and quantitative techniques to gather data on consumer perceptions, attitudes, and behaviors towards AR-based product demonstrations. A comprehensive literature review examines previous studies on AR in marketing and consumer behavior, providing a theoretical framework for the study. The empirical research includes surveys, interviews, and observational studies conducted with participants engaging in AR product demonstrations in retail settings. The findings of the study reveal the effectiveness of AR in enhancing consumer engagement, increasing brand awareness, and influencing purchase decisions. Consumers express a high level of interest and satisfaction with AR product demonstrations, citing the immersive and interactive nature of the experience as key factors in their positive response. The study also identifies factors that influence consumer perceptions of AR technology, such as usability, perceived value, and novelty effects. The discussion of findings highlights the implications of AR for retail marketing strategies, emphasizing the importance of creating engaging and memorable experiences for consumers. The study underscores the potential of AR to differentiate brands, drive sales, and build long-term customer relationships. Recommendations are provided for marketers and retailers looking to integrate AR technology into their marketing campaigns, including considerations for content creation, user experience design, and measurement of ROI. In conclusion, this thesis contributes to the growing body of research on AR in marketing by focusing on its application in interactive product demonstrations within the retail sector. The study provides valuable insights into consumer attitudes towards AR technology, highlighting its potential to transform the retail shopping experience and drive business growth. Future research opportunities are identified, including exploring the impact of AR on consumer loyalty, brand advocacy, and omnichannel marketing strategies. Overall, this thesis demonstrates the significance of utilizing AR for interactive product demonstrations in retail marketing and its potential to shape the future of consumer engagement.

Thesis Overview