A study of customer perception and its impact on buying behaviour with special reference to Augmented Reality in the Retail industry

Abstract

In today era of technology, social media and digitalization, brands are trying their best to increase the ways customers experience their services and are making several unique, creative and new ways and means in their product launch and marketing strategies. AR (Augmented Reality) technology is one of these new approaches resorted to by these companies which can turn any object or surface into a billboard for the brand by interlaying the brand image and associated content on any surface, giving a unique and interesting experience to the customers, leading to brand education and helps them in improving their shopping experiences. This paper has conducted a study into the region of Pune, wherein not much exposure to AR technology has happened and seeks to provide insights regarding the future availability of this technology in the retail industry. The researchers will be discussing about the perception of AR technology into the minds of the customers and the way they might react, if they were exposed to this technology along with the benefits to the retailers, if they make use of this technology in their respective stores and presents a unique look at this topic as not many research studies have been done, on the relationship between the way technology is utilized and the journey of the customers and can present findings, of use to companies for taking strategic level or policy level decisions, regarding usage of the AR technology.

Keywords: Augmented reality, customers, retail industry, perception, technology

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