Project Abstract

Abstract
Augmented Reality (AR) technology has gained significant attention in recent years for its potential to revolutionize the retail marketing industry by enhancing customer engagement and improving the shopping experience. This research explores the utilization of AR for interactive product demonstrations in retail marketing, aiming to investigate its impact on consumer behavior, brand perception, and purchase intention. The study adopts a mixed-methods approach, combining quantitative surveys with qualitative interviews to provide a comprehensive analysis of the effectiveness of AR in retail marketing. Chapter 1 introduces the research topic, providing a background of the study, outlining the problem statement, setting the objectives, discussing the limitations and scope of the study, emphasizing the significance of the research, presenting the structure of the research, and defining key terms related to AR and retail marketing. Chapter 2 conducts a thorough literature review on the adoption of AR technology in retail marketing. The review covers ten key areas, including the evolution of AR technology, its applications in marketing, consumer behavior in retail settings, the role of interactivity in marketing, brand perception, purchase intention, and the impact of AR on customer engagement and satisfaction. Chapter 3 details the research methodology employed in the study, including research design, data collection methods, sampling techniques, data analysis procedures, and ethical considerations. The chapter presents eight key components, such as the selection of research participants, survey development, interview protocols, data validation techniques, and the rationale behind the chosen methodology. Chapter 4 presents a comprehensive discussion of the research findings, analyzing the data collected from both the surveys and interviews. The chapter covers seven key items, including the effects of AR on consumer behavior, the influence of interactive product demonstrations on brand perception, the relationship between AR usage and purchase intention, and the overall impact of AR technology on the retail marketing environment. Chapter 5 concludes the research by summarizing the key findings, discussing the implications for theory and practice, highlighting the contributions of the study to the field of marketing, and suggesting areas for future research. The chapter also provides recommendations for retailers looking to implement AR technology in their marketing strategies and outlines potential challenges and opportunities in the adoption of AR for interactive product demonstrations. In conclusion, this research sheds light on the potential of Augmented Reality for revolutionizing retail marketing through interactive product demonstrations. By providing insights into consumer behavior, brand perception, and purchase intention in the context of AR technology, this study contributes to the growing body of literature on the integration of AR in marketing strategies and offers practical implications for retailers seeking to enhance their customer engagement and drive sales through innovative technologies.

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