Thesis Abstract

**Abstract
** Augmented Reality (AR) technology has gained significant attention in recent years for its potential applications in various fields, including marketing. This thesis explores the utilization of AR in retail marketing strategies to enhance customer engagement, improve shopping experiences, and drive sales. The study investigates the impact of AR implementation on consumer behavior, brand perception, and purchase intentions within the retail sector. The introduction section provides an overview of AR technology and its relevance in marketing, highlighting the growing interest among retailers in leveraging AR to create immersive and interactive experiences for consumers. The background of the study delves into the evolution of retail marketing strategies and the emerging trends in the industry, emphasizing the need for innovative approaches to attract and retain customers in a competitive market environment. The problem statement identifies the gap in existing literature regarding the effectiveness of AR in retail marketing and sets out to investigate the key challenges and opportunities associated with its implementation. The objectives of the study focus on assessing consumer attitudes towards AR-based retail experiences, analyzing the impact of AR on brand engagement and loyalty, and exploring the strategic implications for retailers. The limitations of the study are acknowledged, including potential constraints in data collection, sample representativeness, and the dynamic nature of technology adoption in the retail sector. The scope of the study outlines the specific areas of focus, such as AR applications in product visualization, virtual try-on experiences, and interactive advertising campaigns. The significance of the study lies in its contribution to the academic literature on AR marketing strategies and its practical implications for retail businesses seeking to leverage AR technologies to drive customer engagement and sales. The structure of the thesis provides a roadmap for the subsequent chapters, detailing the methodology, literature review, findings discussion, and conclusion. In the literature review chapter, ten key themes are explored, including the evolution of AR technology, consumer behavior in AR environments, AR applications in retail, and the impact of AR on brand perception and purchase decisions. The research methodology chapter outlines the research design, data collection methods, sample selection, and data analysis techniques employed in the study. The findings discussion chapter presents the results of the empirical research, analyzing consumer perceptions of AR experiences, the influence of AR on brand engagement, and the implications for retail marketing strategies. The conclusion chapter summarizes the key findings, discusses their implications for theory and practice, and offers recommendations for future research and industry applications. Overall, this thesis contributes to the growing body of knowledge on AR technology in retail marketing, shedding light on its potential to transform the way retailers engage with consumers and drive business growth in an increasingly digital and experiential marketplace.

Thesis Overview