IMPACT OF AUGMENTED REALITY (AR) ON CUSTOMER BUYING DECISIONS IN INDIA

Abstract

This study embarked on an exploratory journey into the dynamic world of Augmented Reality (AR) and its influence on customer buying decisions in the Indian market. Utilizing primary data collected through an online survey, the research rigorously examined the extent to which AR technology in shopping environments affects consumer engagement, satisfaction, and purchasing behavior. The investigation centered around the hypothesis that AR technology significantly enhances the shopping experience, leading to positive buying decisions, with a particular focus on the role of enhanced product visualization in fostering higher customer engagement and satisfaction. A carefully selected sample of 100 participants provided a comprehensive array of insights. The study explored demographic differences, revealing intriguing trends across various age groups and genders. The validity of the findings was verified through statistical analysis, using chi-square test, which underscored the statistical significance of the results in supporting the hypotheses. The first hypothesis posited that customers are highly likely to make a purchase when brands offer AR technology for product visualization. This indicates a strong inclination among buyers towards interactive and immersive shopping experiences provided by AR. The second hypothesis checks the perception that AR leads to a significant increase in customer engagement and satisfaction. Consumers reported a heightened sense of confidence in their purchasing decisions when they utilized AR tools for product visualization, emphasizing the technology's role in reducing the ambiguity associated with online shopping.