Thesis Abstract

Abstract
Augmented Reality (AR) technology has emerged as a groundbreaking tool with the potential to revolutionize the way retail marketing strategies are implemented. This thesis explores the integration of AR technology in retail marketing strategies and its impact on consumer engagement and brand experiences. The study aims to examine the effectiveness of utilizing AR in enhancing customer interactions, driving sales, and building brand loyalty within the retail sector. Chapter 1 provides an introduction to the research topic, presenting the background of the study, problem statement, objectives, limitations, scope, significance, and structure of the thesis. The chapter also defines key terms related to AR technology and retail marketing strategies. Chapter 2 consists of a comprehensive literature review that explores existing research and theories related to AR technology, retail marketing, consumer behavior, and brand experiences. The review highlights the current trends, challenges, and opportunities in utilizing AR in retail settings. Chapter 3 outlines the research methodology employed in this study, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter details the steps taken to gather and analyze data to address the research objectives effectively. Chapter 4 presents a detailed discussion of the findings obtained from the research study. The chapter examines the impact of utilizing AR in retail marketing strategies on consumer engagement, sales performance, and brand loyalty. It also discusses the challenges and opportunities associated with implementing AR technology in retail settings. Chapter 5 concludes the thesis by summarizing the key findings, implications, and contributions of the study. The chapter also provides recommendations for retailers looking to integrate AR technology into their marketing strategies successfully. Overall, this thesis contributes to the growing body of knowledge on the application of AR technology in retail marketing strategies and provides valuable insights for practitioners, researchers, and policymakers interested in leveraging AR to enhance customer experiences and drive business growth in the retail sector.

Thesis Overview