Impact of Augmented Reality (AR) on Consumer Buying Behavior in Indian Market
Makrand Mukundrao Tatte1, Saurabh Kishor Mahure2, Prof. Mayur Kamble3
Makrand Mukundrao Tatte1, Student of MBA (Digital Marketing), Dr D.Y Patil Institute of Management and Research, Pimpri, Pune.
Saurabh Kishor Mahure2, Student of MBA (Digital Marketing), Dr D.Y Patil Institute of Management and Research, Pimpri, Pune.
Prof. Mayur Kamble3, Assistant Professor of MBA, Dr D.Y Institute of Management and Research, Pimpri, Pune.
Abstract
This research study investigated the impact of augmented reality (AR) on the purchasing behaviour of Indian consumers by investigating and analysing the perspectives of various consumers in the Indian market. In this we discussed about utilisation augmented reality's impact on Indian consumers. The growth of artificial and virtual reality in India has led to individuals becoming more comfortable with technological advancements and becoming tech savvy. It also study the potential financial impacts of AR adoption in e-commerce and other industries. The use of online shopping and data from various statistics shows a correlation between influential AR factors the buying experience of online consumers. Young people aged 17 to 45 are primarily exposed to using AR to buy clothes and accessories, with the majority of sample stores available locally via mobile apps. The results indicate that AR has a has a significant impact on purchasing decisions and suggest its potential usage in marketing communications. The result also show that gender, social standing, education level, and monthly income all have an effect on how individuals respond to AR. Clothing and accessories were discovered to be the most frequently purchased items through AR. Participants reported positively about their AR experience, and their apprehensions and anxiety did not affect their buying experience. Several recommendations can be made based on the findings of the primary study: Indian enterprises can include more augmented reality technology into their marketing efforts to match consumer requirements and trends. To maximise the benefits of brand recognition, they should leverage AR approaches and use this technology for items that rely design in production. When using AR in general, it is important to think about the cultural traits and dimensions of Indian consumers and conduct further study in topic related to this.
Keyword
Augmented Reality (AR), Consumer Buying Behavior, Indian Consumer Market, Indian Economy, E-commerce
