A STUDY ON THE INFLUENCE OF AUGMENTED REALITY (AR) IN ENHANCING CONSUMER BEHAVIOUR AND DECISION-MAKING (KEY IJP************752)

• Dr. Ranjith Somasundaran Chakkambath,Dr. Shamsi Sukumaran,Sidharth Kizhakilode

Abstract

AR allows customers to virtually interact with and experience products before buying, which boosts their confidence and trust in the brand. AR in retail improves the in-store experience by allowing customers to quickly access product details, try out varied colours and customizations, and make purchase decisions faster. This research paper focused on the influence of AR on consumer decision-making. A descriptive research design was used with a structured questionnaire and convenience sampling to get the response from 146 respondents. The analysis used includes proportionate analysis and exploratory factor analysis using principal component with varimax rotation. This generated two components as part of the EFA. Owing to the predominance of Artificial intelligence in different domains of life since the launch of AI platforms, augmented reality is also aimed to get more acceptance among the consumers in coming years. The insights from this research would pinpoint some of the major factors that are impact consumers decision-making.