How does Augmented Reality (AR) impact on Consumer buying behavior? A Study in Indian E commerce Industry
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Abstract
In the era of digital marketing, Augmented Reality is playing a crucial role in enhancing and promoting the brand, its products and services. Augmented Reality is the promising development of the technology which is paving its way for marketers to extend their reach to the consumers with a unique and better experience in a homely familiar environment. The Indian E-Commerce Industry is the booming sector of Indian marketplace which is utilizing the Augmented Reality to the fullest in extending its reach. Its serves various consumer segments across the various geographical and demographical variations. The E-Commerce platforms offers a holistic gamut of services with its segments ranging from the Home Furnishing to Paint Industry, Eyewear to Fashion Industries. Almost every industry ranging from the Product to Services segments are utilizing the maximum extent of Augmented Reality features to enhance their promotion strategies, thus maximizing reach to the consumers. Consumers on the other hand is delighted to have the services being offered in a homely environment, with the capability for trial and decision making before purchasing the final product. Apart from the personal and socio-demographic characteristics, age, lifestyle, occupation, and other personal factors of the consumer plays a pivotal role significantly which influences the buying behavior. This study focuses on how the consumer buying behavior is influenced with the advent of Augmented reality considering age as a significant factor in making buying decision.
Methods: Systematic statistical methods were implemented to analyze the valid data set which were selected across the sample data gathered on pan India basis to get a clear picture of the Indian market.
Results: Since the introduction of augmented reality (AR) in the marketing landscape, there has been very few studies which focused on the analysis of the implementation of AR in the E-commerce industry in India. Hence, this study shows the impact of the demographic traits on consumer buying decisions and the impact of AR in the Indian E-commerce industry.
Discussions: This study highlights the association of the demographical trait in consumer buying decision along with the impact of AR in consumer buying decision.