HOW AUGMENTED REALITY(AR) IMPACTS THE CUSTOMER BUYING BEHAVIOUR

Abstract

The incorporation of emerging technologies has emerged as key factors in driving consumer engagement and competitive differentiation in the quickly changing retail landscape. Among these developments, Augmented Reality (AR) has become a game-changing instrument that combines digital improvements with real-world settings to completely change the way that customers shop. With an emphasis on impulsive purchases in the fashion and beauty industries, this study investigates how augmented reality try-on features affect consumer purchasing behaviour. These technologies are changing conventional decision-making processes and increasing perceived product value by enabling customers to virtually interact with products through smart mirrors, smartphone apps, or in-store augmented reality displays. This study uses a quantitative approach by gathering primary data from 200 urban Indian consumers between the ages of 18 and 44 who are known for being tech-savvy and open to new ideas via a structured questionnaire. The hypothesis that a favourable opinion of AR experiences has a significant impact on impulsive purchasing behaviour was tested using statistical methods, such as regression analysis. The results show that consumers' perceptions of augmented reality and their propensity for impulsive purchases are strongly positively correlated. By boosting engagement, simplifying decision-making, and lowering perceived risk, augmented reality (AR) has improved the emotional and cognitive aspects of shopping, encouraging consumers to act impulsively rather than thoughtfully. The novelty and entertainment value of AR, its capacity to replicate in-person product interaction, and the emotional thrill it evokes during the purchasing process are some of the main motivators that have been identified. Furthermore, by providing immersive and customised product experiences, AR has been demonstrated to boost consumer confidence, which in turn has improved purchase intent and brand recall. The psychological processes through which augmented reality affects consumer behaviour are highlighted in this study, adding to the expanding corpus of research on technology-driven retail experiences. It provides useful advice for merchants looking to 4 use creative in-store and online tactics to boost conversion rates, shorten the decision cycle, and improve customer satisfaction. As AR becomes more accessible and integrated across retail platforms, understanding its behavioural implications is critical for marketers aiming to capture and convert consumer interest in increasingly competitive markets.