Thesis Abstract

Abstract
This thesis explores the integration of augmented reality (AR) technology into retail marketing strategies to enhance customer engagement and drive sales. The research aims to investigate the impact of AR on consumer behavior, brand perception, and overall shopping experience in the retail sector. The study utilizes a mixed-method approach, combining quantitative surveys and qualitative interviews to gather data from both consumers and retail industry professionals. Chapter One provides an introduction to the research topic, discussing the background of AR technology, the problem statement, objectives of the study, limitations, scope, significance, structure of the thesis, and definitions of key terms. The literature review in Chapter Two examines existing studies on AR in retail marketing, highlighting key concepts, theories, and empirical findings related to consumer behavior, marketing strategies, and technology adoption in the retail industry. Chapter Three details the research methodology, including research design, data collection methods, sampling techniques, and data analysis procedures. The chapter also describes the development of survey instruments and interview protocols, as well as ethical considerations in conducting the research. Chapter Four presents the findings of the study, analyzing survey responses and interview transcripts to identify themes, trends, and insights related to the use of AR in retail marketing strategies. The discussion of findings in Chapter Four examines the implications of the research results for retail practitioners, marketing professionals, and academics. The chapter also explores practical recommendations for implementing AR technologies in retail settings, addressing challenges, opportunities, and best practices for leveraging AR to enhance customer engagement and drive business growth. Finally, Chapter Five offers a conclusion and summary of the thesis, highlighting key findings, contributions to the field, and suggestions for future research directions in the area of AR in retail marketing strategies. Overall, this thesis contributes to the growing body of knowledge on the application of AR technology in retail marketing, offering insights into the potential benefits and challenges of integrating AR into the retail environment. The research findings provide valuable guidance for retailers seeking to enhance their marketing strategies through innovative technology solutions, ultimately aiming to create more engaging, immersive, and personalized shopping experiences for consumers.

Thesis Overview

The project titled "Utilizing Augmented Reality in Retail Marketing Strategies" aims to investigate the potential benefits and practical applications of augmented reality (AR) technology in enhancing retail marketing strategies. Augmented reality is a technology that overlays digital information and virtual objects onto the physical world, creating an interactive and immersive experience for users. In recent years, AR has gained significant attention in various industries, including retail, due to its ability to enhance customer engagement and provide unique shopping experiences. The research will begin by providing an introduction to the concept of augmented reality and its relevance to the retail industry. It will delve into the background of the study, highlighting the evolution of AR technology and its adoption in marketing practices. The project will also address the problem statement, identifying the current challenges and limitations faced by retailers in implementing AR solutions in their marketing strategies. Furthermore, the research will outline the objectives of the study, focusing on exploring the potential benefits of AR in retail marketing, such as improving customer engagement, enhancing brand awareness, and driving sales. The study will also examine the limitations of utilizing AR in retail marketing, including technological barriers, cost implications, and consumer adoption rates. The scope of the study will be defined, outlining the specific areas within retail marketing where AR technology can be effectively utilized. The significance of the study will be emphasized, emphasizing the importance of understanding and leveraging AR technology to stay competitive in the rapidly evolving retail landscape. The structure of the thesis will be detailed, providing a roadmap for the research methodology, literature review, discussion of findings, and conclusion. The methodology section will outline the research approach, data collection methods, and analysis techniques employed to investigate the research questions and achieve the study objectives. Overall, this research aims to contribute to the existing body of knowledge on the use of augmented reality in retail marketing strategies. By exploring the potential benefits, challenges, and practical applications of AR technology in the retail sector, this study seeks to provide valuable insights and recommendations for retailers looking to leverage AR to enhance their marketing efforts and create immersive shopping experiences for their customers.