Thesis Abstract

Abstract
Augmented Reality (AR) technology has gained significant attention in the field of retail marketing due to its ability to enhance customer engagement and interaction with products. This thesis explores the application of AR for interactive product presentations in retail marketing and its impact on consumer behavior. The research investigates how AR can be leveraged to create immersive and personalized shopping experiences, ultimately driving purchase intentions and brand loyalty. The study adopts a mixed-methods approach, combining quantitative surveys with qualitative interviews to gain a comprehensive understanding of consumer perceptions and attitudes towards AR-based product presentations. Chapter One provides an introduction to the research topic, outlining the background of the study, problem statement, objectives, limitations, scope, significance, and structure of the thesis. It also defines key terms relevant to AR technology and retail marketing. Chapter Two presents a thorough literature review covering ten key areas related to AR technology, retail marketing, consumer behavior, interactive product presentations, and their intersections. The review synthesizes existing research and theoretical frameworks to establish a theoretical foundation for the study. Chapter Three details the research methodology employed in this study, including research design, sampling techniques, data collection methods, and data analysis procedures. It also discusses ethical considerations and limitations of the research methodology. Chapter Four presents the findings of the study, highlighting the key insights derived from the analysis of survey data and interview responses. The chapter explores consumer perceptions of AR-based product presentations, their impact on purchase decisions, and the factors influencing adoption and usage of AR technology in retail settings. Chapter Five offers a conclusion and summary of the thesis, summarizing the key findings, discussing their implications for theory and practice, and suggesting avenues for future research. The chapter concludes with recommendations for retailers seeking to implement AR-based interactive product presentations to enhance their marketing strategies and improve customer engagement. Overall, this thesis contributes to the growing body of knowledge on the integration of AR technology in retail marketing and provides valuable insights into the potential benefits and challenges of utilizing AR for interactive product presentations. The findings of this research have implications for marketers, retailers, and technology developers looking to capitalize on the opportunities presented by AR in the rapidly evolving landscape of retail marketing.

Thesis Overview

The project titled "Utilizing Augmented Reality for Interactive Product Presentations in Retail Marketing" aims to explore the potential of augmented reality (AR) technology in enhancing product presentations and marketing strategies within the retail industry. Augmented reality is a rapidly evolving technology that overlays digital information and virtual objects onto the physical world, offering new opportunities for immersive and interactive experiences. In the context of retail marketing, AR has the potential to revolutionize how products are showcased, demonstrated, and promoted to consumers. The research will begin by providing an introduction to the concept of augmented reality and its applications in various industries, emphasizing its relevance and benefits for retail marketing. The background of the study will delve into the evolution of marketing strategies in the digital age and the growing importance of engaging and personalized customer experiences in driving sales and brand loyalty. The problem statement will highlight the existing challenges and limitations faced by traditional product presentation methods in retail settings, such as static displays and traditional advertising techniques. By identifying these shortcomings, the research will establish the need for innovative solutions, such as AR technology, to enhance the effectiveness of product presentations and marketing campaigns. The objectives of the study will be outlined to guide the research process, focusing on investigating the impact of utilizing augmented reality in retail marketing, exploring the potential benefits for both businesses and consumers, and identifying best practices for implementing AR-enhanced product presentations. Limitations of the study will be acknowledged to provide a transparent assessment of the research scope and potential constraints that may impact the outcomes and generalizability of the findings. The scope of the study will define the boundaries and focus areas of the research, outlining the specific aspects of retail marketing and product presentations that will be examined within the context of augmented reality technology. The significance of the study will be emphasized to underscore the potential contributions to the field of marketing and retail management, highlighting how the findings and insights can inform industry practices, inspire innovation, and drive competitive advantage for businesses in the retail sector. The structure of the thesis will be outlined to provide a roadmap of the research framework, including the chapters, sections, and key components that will be covered in the study. Overall, this research overview sets the stage for an in-depth exploration of how augmented reality can transform product presentations in retail marketing, offering a compelling blend of creativity, interactivity, and technological innovation to captivate consumers and drive sales in an increasingly digital and experiential marketplace.