ENHANCING CONSUMER ENGAGEMENT AND PRODUCT EXPERIENCE THROUGH AUGMENTED REALITY

Abstract

Background: Every business is a digital business that is because every customer is now a digital customer. This is more evident in the retail arena than anywhere else, where shoppers have used social networking and mobility to alter their purchasing experiences. In response to the increase in the digital customers, retailers are looking to leverage digital technologies to drive new levels of consumer engagement and competitive advantage. One area that holds particular promise is augmented reality. This research is conducted to understand the feasibility of enhancing consumer engagement and product experience through implementation of Augmented Reality. Methods/Statistical Analysis: The study was confined to Bengaluru Urban on 169 probabilistically sampled customers to analyse the impact of introducing Augmented Reality on Consumer Engagement. In this research to examine the impact, the dependent variable chosen is Consumer Engagement and the independent variables are Brand Association, Task Based Engagement Initiative, Self-Transformation, Psychological Ownership and Experiential Engagement Initiative. The collection of primary data was through structured questionnaire specific for company associates. Findings: The research shows that factors Brand Association, Task Based Engagement Initiative, SelfTransformation, Psychological Ownership and Experiential Engagement Initiative has an impact on enhancement of consumer engagement through implementation of Augmented Reality. Application: The conclusion of this paper emphasizes that the company should undertake several initiatives in areas of Augmented Reality to appraise its Consumer engagement process and be competitive in the market.