Chapters

1.
1 Introduction:
In the last year, due to the COVID-19 pandemic, there has been an increasing number
of issues related to workforce displacement, unemployment, businesses going bankrupt and
other such unfortunate events. Some fields of work have been affected more than others, such
as agriculture and tourism, mainly due to the restrictions that have been implemented. Other
businesses managed to avoid such outcomes through the implementation of ‘work-from-
home’, where the employer and employee had work relations through the use of technology.
Thus, many people have started to use technology more often in order to fulfil their work
obligations, their supply need, and their entertainment needs - some through online streaming
services and others through mobile applications. Online marketers and retailers seized this
opportunity to introduce ‘Augmented reality and Virtual reality technologies’, to convince the
customers at home to acquire their products and services, as well as to bring upon a new light
towards its presentation. These modern emerging technologies have the ability to imprint a
unique perception of the brand in the mind of the customers.
Augmented reality or AR, refers to the use of technologies in order to project materials
of digital nature onto real world objects. This technology is seen to be implemented to a greater
extent, via, mobile devices. Its application to a mobile phone, implies the use of the device’s
camera and display to overlay various digital elements over the elements that the camera
perceives and mix them on the user’s screen. Various brands utilize this technology for
simplifying the user’s life, by bringing virtual information not only to his immediate
surroundings, but also to any indirect view of the real-world environment.
Virtual reality or VR, can be described as the use of computer technology to create an
interactive three-dimensional world, in which, the objects have a sense of spatial presence. As
mentioned, the world has a sense of spatial presence, which allows developers to manipulate
what the users see in the world. Virtual worlds can be visited, depending on the complexity of
the software solution, and the grade of equipment, such as, a VR headset that uses a mobile
device as a screen to project the image through its lenses in order to allow the user to see a full-
fledged 3D world. The user experience varies based on the technology that is being used, and
based on that experience the user will evaluate the product or products that are being presented.
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1.2 Significance of the Study:
Many people keep a blind eye towards latest technologies, however, due to the event
of COVID 19, the global pandemic, the consumers have shift their mindset from direct
shopping to indirect shopping [Online] for its convenience. Augmented and Virtual Reality
technologies in digital marketing is expected to increase the rate of E- commerce transactions
in the upcoming years. The future for AR and VR looks bright and promising. Therefore, this
study aims to examine the attitude of online purchaser and the influence of AR and VR
technology in their buying behaviour.
1.3 Statement of the problem:
Customer satisfaction is a general problem which every organization faces. Whenever

a product is purchased through online, there is always a doubt in the assurance of quality. This
research reviews the influence of AR and VR in influencing the purchasing behaviour of
consumers. The present study also evaluates the awareness of consumer and analyze the
prospective customers in Ernakulam district, in relation with the usage of Augmented and
Virtual Reality.
1.4 Objectives:
1. To understand the awareness level of customers towards Augmented and Virtual Reality.
2. To understand how AR and VR experience influence customer’s choice.
3. To analyse the level of acceptance by the customer in adopting such technologies.
1.5 Research Methodology:
1.5.1 Research Method:

A Descriptive study is used for conducting the research.
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1.5.2 Source of Data:
The data is gathered from both primary and secondary source.
Primary Source:
Primary data is collected with the help of a structured Questionnaire.
Secondary Source:
Secondary data is collected from various websites, books and journals.
1.5.3 Sampling Design:

 Population:
People of Ernakulam district has been considered for the study.
 Sampling method:
The data for the survey is collected using convenience sampling method.
 Sample size:
The sample size of the research is 95.
1.5.4 Tool for Data Collection:
Data is collected with the help of a structured questionnaire.
1.5.5 Tools for Analysis:
Collected data will be analysed using statistical techniques like, Weighted Average Method
and Percentage Analysis Method, afterwards representing the analyzed data using Graphs and
Tables.
1.6 Limitations of the Study:
 Limitation of time.
 The study is limited to the population of Ernakulum district.
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1.7 Chapter Scheme:
Chapter 1 – Introduction
It consists of introduction of the subject, significance of the study, statement of the problem,
objectives of the study and research methodology.
Chapter 2 - Literature Review

It reviews the existing literature on the topic.
Chapter 3 - Theoretical Framework

It is related with the theoretical background of the study. It includes the concept of
Augmented Reality and Virtual Reality, features, advantages, disadvantages and difference
between Augmented Reality and Virtual Reality.
Chapter 4 - Data Analysis and Interpretation

It deals with analysis, interpretation and presentation of the data in tabular and graphical
forms.
Chapter 5 - Findings, suggestions, and conclusions
It is the detailed presentation of the major findings, suggestions and conclusion on the basis
of the analysis of the study.
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2.1 Literature Review:
The review of related literature is an important characteristic of research. Comprises a synthetic

and sign optic understanding of the research work undertaken previously in the same area over
a period of time. It is a survey of scholarly sources on a specific topic. It provides the overview
of current knowledge allowing to identify the relevant theories, methods and the gaps in
existing research. Offers some insight regarding point and limitations of previous research
studies and ensures the avoidance of nursery duplication and replication. Several studies found
relevant to the present study are discussed below.
1) Chen & Ha, (2022) The Influences of Virtual Reality Shopping Characteristics on
Consumer's Impulse Buying Behavior: Discused an article on the topic The Influences
of Virtual Reality Shopping Characteristics on Consumers ‘Impulse Buying Behavior.
The variable studied in this research are VIRTUAL REALITY, BUYING
BEHAVIOUR. This research aims to fill the gaps by examining the underlying
mechanism explaining how VR shopping system characteristics impact customer
shopping experiences and impulsive consumption. The data was collected with 227
respondents, University students studying in Taiwan of age ranging 18-24. This study
looked into how impulsiveness affects impulsive conduct. The final hypothesis (H10)
revealed that there is considerable evidence supporting a link between impulsivity and
the desire to make impulsive purchases. Virtual reality (VR) hardware and virtual
technologies are developing quickly, and VR.
This research examines how the interactivity and vividness of VR shopping platforms,
which affect customers' internal phases, affect their propensity to make impulsive
purchases in virtual stores with 227 individuals, a complete 22 2 factorial design
experiment was carried out. The empirical findings demonstrate that telepresence,
perceived diagnosticity, and playfulness three factors that cause customers to make
impulsive purchases are postively impacted by interactivity and vividness. In the VR
environment, the role of the impulsiveness trait in causing the need to buy
impulsively was also specifically explored. Future study directions were also offered,
along with thorough discussions. International Journal of Human-Computer
Interaction
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2) Liu & Wu, (2022) Computer 5G Virtual Reality Environment 3D Clothing Design:
This article explores 3D clothing design the combination of numerous tool software
and a virtual reality development and display system is used in this article to study
3D clothing design. This method overcomes several constraints of traditional 3D
clothing design and offers a fuller method of human-computer interaction
consistently. Users can do matching functions by directly clicking on various tool
buttons on the UI. Compared to conventional measurement methods, the one utilized
in this study is quicker and more accurate. In order to create a clothing virtual reality
experience, this essay integrates the idea of virtual reality technology with clothes
design. The parameterized clothing model is driven and linked in many ways by the
clothing virtual reality. Technology for feature-based garment modelling expands on
conventional feature modelling techniques while offering more options for clothing
modelling. This study applies 5G virtual reality technology to 3D clothing design work
so that designers can accurately replicate the real world, interact with the computer in
3D, and complete 3D free clothes design tasks. In the virtual reality setting, the three-
dimensional influence of the design garment parts is observed in this paper. The design
of three-dimensional virtual apparel is made possible by the three-dimensional
interactive ball because it allows for the spatial control of three-dimensional items with
six degrees of freedom. It is innovative to immediately construct three-dimensional
virtual apparel by interacting in three dimensions with the computer using a three-
dimensional space ball. Although the 3D garment component creation system's current
functionality is not ideal, it has been demonstrated that this technique is an effective
way to create 3D virtual apparel. Mobile Information Systems
3) Han, Bergs, & Moorhouse, (2022) Virtual Reality Consumer Experience Escapes:
Preparing for the Metaverse: Virtual Reality (VR) experience escapes allow individuals
to spend hours on end in immersive virtual environments and interact with content in a
world that is providing shelter and illusion of an alternative reality – the metaverse.
Discussions on possible risks have largely remained limited to usability challenges,
while only a few studies reflect on social, psychological and physical implications this
immersive technology exposes and the considerations consumers and businesses need
to take. This paper critically reviews literature on escapism to discuss issues in the
design and employment of virtual reality consumer experience escapes. Key issues
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relating to VR experience escapes and resulting effects on consumer health and well-
being are discussed, emphasizing needed consumer-cantered research and design.
Designing a VR customer experience is the goal. Getaways that are not just valued in
perception but also could contribute to consumers' wellbeing and understanding of the
issue and the resulting goals for the design are important to the result.
However, it is still difficult to create design solutions that improve wellbeing. In order
to present a nuanced and more moral representation of VR consumer experience
escapes and its possible contribution to consumer health and wellbeing, we drew on the
theoretical insights and empirical data from escapism literature.
The fastpaced way of life and other current environmental and societal
encourage maladaptive coping strategies, such as selfindulgent escapism. Finding
alternate worlds is motivated by the desire to escape. These realities can be found in
VR consumer experience escapes, which are evolving into a metaverse. Virtual
Reality
4) Kim & Choo, (2021) Augmented Reality as a Product Presentation Tool: Focusing
on the Role of Product Information: Marketers are eager to use augmented reality (AR)
technology for communication as it develops in order to persuade consumers to adopt
positive attitudes and behaviors toward their goods and services. This study attempts to
look into how product presence and information (utilitarian vs. hedonic qualities) affect
how customers perceive products in augmented reality. This study illustrates how
product attribute information and presence in augmented reality (AR) effect product
appraisal by mediating imagery, information fulfilment, and psychological ownership
through a quasi-experiment. This study also identifies the moderating effect of
consumer technological innovation in the relationship between presence and consumer
imagery. In order to examine and emphasize the predictors of pleasant product
experiences in AR, this research fills a knowledge gap in prior studies by providing
fresh perspectives on the function of product information in AR. This study will
certainly help creative marketers create product presentation strategies using AR
technology. Kim and Choo Fash Text
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5) Saleem, Kamarudin, Shoaib, & Nasar, (2021) Retail Consumer's Behavioral
Intention to Use Augmented Reality Mobile Apps in Pakistan: The retail industry can
improve customer shopping experiences by implementing augmented reality, a new and
promising technology. The potential effects of augmented reality apps on user
perceptions are still up for dispute. This study uses the technology acceptance model to
examine how augmented reality mobile apps affect customers' behavioral intention to
adopt this technology. 363 Pakistani university students who were enrolled in
undergraduate and graduate programs provided the data. To verify the path linkages,
partial least squares structural equation modelling was used. The direct and indirect
effects of the smartphone app powered by augmented reality were used to gauge study
participants' experience and perception. The study's conclusions showed that
augmented reality apps have a direct impact on how useful, simple, and enjoyable they
are to use, as well as an indirect impact on how people feel about using them and
whether they would really use them. Therefore, there is no sequential mediation impact
of perceived usability and attitude toward usage between augmented reality app and
behavior intention to use. This study is the first to add theory to our understanding of
how retail customers in Pakistan perceive augmented reality apps and their behavioral
intention to use them. Journal of Internet Commerce.
6) Thomas, (2021) Investigating Interactive Marketing Technologies – Adoption of

Augmented/ Virtual Reality in the Indian Context: In order to get a competitive edge,
businesses are starting to advertise interactive technologies like augmented reality (AR)
and virtual reality (VR) due to the rapid improvements in technology and the increased
level of market competition. The ability for consumers to digitally try on products has
helped to improve the online buying experience as online shopping and digitalization
have continued to rise. The goal of this study is to further comprehend consumer
awareness, acceptance, and the factors that influence consumer adoption of AR/VR
technologies in India. The four components of this study's findings that refer to business
owners' and entrepreneurs' perspectives on technology adoption are: a) technological
benchmarks; b) technological hurdles; c) technological implementation; and d)
technological applicability.
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This study will give marketers useful information about how entrepreneurs in different
company sectors are utilizing AR/VR technology and the associated hurdles. This
information will be useful when developing online marketing strategies. Int. J. Business
Competition and Growth
7) Ahmed, Soomro, & Parmar, (2021) Role of Augmented Reality in Changing

Consumer Behavior and Decision Making: Case of Pakistan: In there study and entitled,
Role of “Augmented Reality in Changing Consumer Behavior and Decision Making:
Case of Pakistan” aimed to understand and investigate the influences of augmented
reality on customers’ experience, their satisfaction and their perceived intention to buy.
The sample was taken on 100 respondents OF between the ages of 24 to 30,
heterogeneous in terms of gender, five males and three females This study aimed to
investigate how augmented reality experiential marketing (AREM) activities affected
users' experiences, satisfaction levels, and purchase intentions. The virtual mirror
feature of USA was chosen by the researchers for this reason in order to enhance user
experience, which was documented by distributing a survey questionnaire.
Sustainability
8) Virginie Lavoye, (2021) Consumer Behavior with Augmented Reality in Retail: a

Review and Research agenda: Discussed on the article on the topic Consumer behavior
with augmented reality in retail: a review and research agenda. This study has furthered
research' findings that impulsivity plays a significant role in triggering the temptation
to make impulsive purchases when shopping in virtual reality. The systematic literature
review and current empirical knowledge on consumer behavior using AR in retail are
presented in this work. This subject is still discussed in multiple literature streams, and
it is clear from the evidence that AR has the potential to benefit consumers by enhancing
decision-making, generating utilitarian and hedonistic value, and personalizing the
virtual self. The report then issues a warning regarding the drawbacks of using AR. A
rigorous evaluation of the literature and a conceptual framework addressing the most
significant consumer issues are the contribution. The International Review of Retail
Distribution and Consumer Research
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9) Riar, Korbel, Xi, Zarnekow, & Hamari, (2021) The Use of Augmented Reality in
Retail: A Review of Literature: Novel digital technologies are affording ways to
superimpose perceptual information (be it auditory, visual, haptic or olfactory) onto our
reality, e.g. in retail environments. These technologies that aim to enhance reality are
generally called Augmented Reality (AR) technologies. The findings of this review
indicate that AR is an effective technology for both in-store and remote shopping
experiences in the sense that it can support mental intangibility of consumers via vivid
product presentations and interaction possibilities that can give rise to a number of
different cognitive and affective as well as behavioral outcomes. In particular, the
literature reveals that AR can evoke utilitarian and hedonic experiences, which are both
significant driving forces for the adoption of AR in retail. Proceedings of the 54th
Hawaii International Conference on System Sciences
10) Sung, (2021) The Effects of Augmented Reality Mobile App Advertising: Viral
Marketing via Shared Social Experience: Augmented reality (AR) tools can increase
the effectiveness of traditional marketing approaches. This study tests the effectiveness
of AR advertising in the specific context of holiday mobile app marketing. Applying
the experience economy framework to the AR marketing response process, this study
investigates consumer responses to AR mobile app advertising by measuring shared
social experience (which is associated with user-generated viral marketing behavior)
and purchase intentions. Results show that immersive new brand experiences enabled
by AR positively influence consumer responses. These findings suggest that
practitioners should consider combining AR marketing tools with existing marketing
approaches to facilitate shared social experience (i.e., unpaid brand endorsement) and
increase purchase intentions. Doing so could help marketing campaigns stand out,
particularly during competitive holiday marketing periods. Journal of Business
Research
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11) Qin, Peak, & Prybutok, (2021) A Virtual Market in your Pocket: How does Mobile
Augmented Reality (MAR) Influence Consumer Decision Making? - This research
investigates the extent to which Mobile Augmented Reality (MAR) apps can influence
user attitudes and shopping behavior. It empirically explores user experience and
examines its effects on consumer perceptions of hedonic and utilitarian gratification,
informativeness, and ease of use. When consumers perceived the MAR app as
enjoyable, useful, and contributing to the information acquisition, they were inclined
toward a more positive affective response. Specific contributions follow:
First, user control of the MAR app significantly contributes to product success. When
consumers can control the content, presentation, computer-generated imagery objects,
or the environment proffered by the MAR app, they likely will perceive it as both easy
to use and useful, which are vital constructs in both the technology acceptance model
and IS Success model
Second, interactivity with the MAR app significantly affects consumer perceptions of
hedonic and utilitarian gratification, informativeness, and ease of use. Consumers
experience greater enjoyment with enhanced control of the MAR app, which integrates
the app more deeply into their personal shopping experience. Although consumers in a
physical store can touch and feel the product, MAR changes the customer experience
calculus by altering how they both interact and sense products through the computer-
generated imagery and the environment.
Third, virtuality plays a significant role in consumer perceptions of hedonic and

utilitarian gratification and informativeness, but not in ease-of-use perceptions.
Consistent with prior research, MAR app virtual features, such as vividness and real-
time connection, offer consumers the captivating and adventurous experience of
exploring realistic products.
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Fourth, sensory interest in object presentation is vital. MAR objects that are vibrant,
lively, and easy-to-understand tend to convey a positive, affective, and emotional
response. Accordingly, customers likely will perceive the app as more useful,
enjoyable, and informative. MAR apps that take advantage of the computer-generated
imagery, VR, and real-time interaction foster real-life feelings of the product over
traditional online and catalog marketing. MAR apps that offer visual imagery will likely
promote positive attitudes. For example, presenting a piece of office furniture in the
visual context of the consumer workplace will likely engender positive attitudes.
Journal of Retailing and Consumer Services
12) Wedel, Bigné, & Zhang, (2020) Virtual and Augmented Reality: Advancing Research
in Consumer Marketing: The use of augmented reality (AR) and virtual reality (VR)
technologies is changing many aspects of marketing, and marketing researchers are
paying more attention to these developments. The study covers consumer marketing
research as well as advancements in VR/AR applications. It presents a conceptual
framework for VR/AR research in consumer marketing that focuses on consumer
experiences delivered by VR/AR applications along the customer journey and the
efficacy of such applications. We also explore the fundamental ideas and elements of
the framework. Next, the study gives a thorough review of VR/AR applications in
modern business operations and the body of existing research on VR/AR in consumer
marketing.
Finally, utilizing this framework, it provides a forecast for future advancements in

VR/AR technologies and applications, talk about managerial implications, and suggest
future areas of research for consumer marketing research. International Journal of
Research in Marketing
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13) Bonetti, Pantano, Warnaby, & Quinn, (2020) Augmented Realities: Fusing
Consumer's Experiences and Interaction with Immersive Technologies in Physical
Retail Settings: This exploratory study, which draws from earlier research on
immersive environments and technology-enhanced stores, clarifies the idea of the
"augmented store," which is a physical store transformed to make room for augmented
reality (AR) technology. By doing this, it applies earlier findings from experimental
laboratory settings to a real-world empirical context. In order to create naturalistic
understandings of interactions with and perceptions of a physical store improved with
AR technology, qualitative data collected from interviews with and observations of
consumers using AR technology in-store are analyzed. Consumers seem to value the
opportunity to enjoy an improved, more immersive store atmosphere as a result of the
AR experience, according to research. They described hedonic motives as the forces
behind interaction in this retail environment and believe that interacting with the
augmented store is "realistic." The enhanced store seems to increase brand engagement
and consumer desire to spend at the retailer, giving managers opportunity to strengthen
brand positioning. International Journal of Technology Management
14) AMARIS, (2020) Consumer’s Perceptions and Attitudes on Augmented Reality in

Online Retail: On the topic Consumer’s Perceptions and Attitudes on Augmented
Reality in Online Retail. The research aim is to find the consumers overall attitude
towards AR tools to review products online. To contribute to closing the research gap
regarding the use of augmented reality as a digital marketing tool for retail. In this study,
augmented reality (AR) is discussed as a digital marketing tool in online shopping, with
an emphasis on consumer attitudes and views regarding the medium.
The project intends to provide information on how to research augmented reality in on

line retail environments. It also discusses how various aspects of augmented reality
may affect how consumers feel about goods that are exhibited or
demonstrated using AR tools. The conceptual framework is founded on research in
the fields of augmented reality, consumer experience, and customer value creation as
well as case studies.
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In-depth interviews with participants who had prior experience with augmented reality
were used to collect the data for this study. According to the Pinding’s analysis and
classification of the respondents' responses, the participants appear to have a generally
good attitude toward the instrument and are eager to use it. The usage of AR tools in
online shopping may have a beneficial impact on consumer views regarding the
promoted services or goods that are exhibited using the tool, according to their
responses.
Additionally, according to certain conditions, the tool can positively influence the
buyer's choice. Technology needs to be upgraded in order to provide them with real
value. The customer journeys and the value the product offers to users are two other
noteworthy project findings. DEGREE PROJECT IN MEDIA MANAGEMENT
15) Modak & Sinha, (2019) A Study on Customer Awareness and Perception for Mobile-
based Augmented: A lot of businesses now use augmented reality (AR), which
combines the actual world with virtual worlds. The new method of marketing their
goods is through augmented reality. The innovative approach used by any brand to
express the product's user experience is augmented reality advertising. Advertisers can
communicate with their customers in a truly interactive way by using augmented reality
advertisements. A customer using an augmented reality-based application can feel the
merchandise or digital object. These days, advertisers frequently employ augmented
reality (AR) technology to market their goods.
AR-based apps can be utilized at any moment to access information. The purpose of
the research is to examine how consumers perceive and are aware of augmented reality
advertising. This further influences the customers' choices of a particular product.
According to the study, marketers may more effectively showcase their products and
customers can assess them more favorably with the aid of augmented reality
advertisements. AR-based advertising aids in overcoming competition and improving
consumers' perceptions of a product being presented. In the survey, it was found that
respondents were less likely to be interested in traditional advertising and were more
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interested in products that employed the notion of AR advertising. UNNAYAN:
International Bulletin of Management and Economics
16) Silva, Rupasinghe, & Apeagyei, (2018) A Collaborative Apparel New Product
Development Process Model using Virtual Reality and Augmented Reality
Technologies as Enablers: This study offers a collaborative new product development
(NPD) process model that accommodates various stakeholder viewpoints in the apparel
value chain and speeds up the development of effective new products. For the
establishment of such collaborative NPD process models, advanced technologies are
required. In order to examine a variety of options, virtual reality (VR) and augmented
reality (AR) technologies have emerged as important in product realization. The study
suggests a two-phased strategy, with the first phase consisting of a qualitative study to
assess value stream collaborators' perspectives on the possible benefits and drawbacks
of incorporating VR and AR into the NPD process. In the second stage, a quantitative
survey was conducted to determine whether customers of apparel were aware of VR or
AR applications, had opinions about them, and intended to use them in the future. 10
in-depth interviews with industry professionals and 94 responses to a survey of UK
consumers of clothes were used to compile the data. The study's findings support the
idea that VR and AR technologies will help NPD succeed in the garment sector by
giving customers immediate responses that will improve the performance of the new
goods. International Journal of Fashion Design, Technology and Education
17) Abrar, (2018) Impact of Augmented Reality on Consumer Purchase Intention with the
Mediating role of Customer Brand Engagement: Moderating Role of Interactivity in
Online Shopping: The most prominent aspect of this study would be its association
between augmented reality and the growth of client brand engagement and purchase
intention. The study's goal is to investigate how augmented reality affects consumer
brand engagement and purchase intention. The study concentrated on an online survey
strategy using a convenience data sampling technique in order to analyze the
constructed hypotheses. The prospective study used SPSS-22 for moderated regression
analysis and AMOS for path analysis of structural equational modelling. 490
respondents received questionnaires, of which 450 were complete and usable, with a
response rate of 91.8%. The study's findings showed a strong correlation between
augmented reality and customer brand engagement and purchase intention, as well as a
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partial mediation impact and a strong moderating effect. The study showed that
augmented reality software and hardware may be innovatively employed to draw clients
and raise awareness. The current study is restricted to electronic home appliances, but
its conclusions may still be relevant to other industries. According to the current study,
which looked at the role of interaction as a moderator, augmented reality generally has
a favorable effect on consumer brand awareness and purchase intent. This indicates that
augmented reality can increase consumers' propensity to make purchases if they are
adept at using such tools. Bahria University Journal of Management & Technology
18) Scholaz & Duffy, (2018) We Are at Home: How Augmented Reality Reshapes Mobile
Marketing and Consumer-Brand Relationships: This Research examines how
consumers incorporate a branded app into their intimate space and into their sense of
self. Both aspects are important for understanding how the AR app can foster a close
and intimate consumer-brand relationship, rather than the transactional and utility-
oriented relationship that might be more dominant when using AR in shopping centers
and other public environments. The intimate, familiar, casual, and relaxing atmosphere
of their own homes allows consumers to interact with a brand in ways that feels personal
and supportive of self-expression and self-experimentation (Theme 1).
This ‘outside-in’ effect of the wider context is matched by an ‘inside-out’ effect of the
inner context. The integration of branded content with consumers’ own facial features,
as well as other embodied interactions with the app and the media object (e.g., touch
ID), collapses the distance between both relationship partners. In the resulting
consumer/brand fusion, consumers’ interests come to the foreground, while the brand
recedes into the background (Theme 2). Both ‘outside-in’ and ‘inside-out’ effects open
a hedonic, personal space that allows for fluid self-experimentation and self-expression,
enactment of social relationships, as well as play, relaxation, and escape. Journal of
Retailing and Consumer Services
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19) Dirin & Laine, (2018) User Experience in Mobile Augmented Reality: Emotions,
Challenges, Opportunities and Best Practices: With the advancement of smart device
technologies and the popularity of smartphones, users’ expectations have exceeded
mere usability of mobile applications. In contemporary application design and
development, designers must not only expect that the application is easy and efficient
to use while satisfying the user’s essential needs, but that it also makes the user
emotionally engaged. Emotional engagement is associated with the experience that the
user constructs while interacting with the application. Yet, UX is a complex concept,
as it deals with many different factors. The focus of this paper was on the emotional
aspects of UX in the context of MAR applications.
The acceptance of MAR applications from the UX perspective requires that the
application follows the user’s mental models. For example, in Case Study 1, an
interviewed participant mentioned that she prefers dogs over cats. Consequently, she
did not find the cat as appealing as some other participants did. This indicates that
designers must put attention on the correspondence of selected metaphors and mental
models of the target users. Computers
20) Saidin, Halim, & Yahaya, (2015) Review of Research on Augmented Reality in
Education: In their entitled the potential use of AR in different fields of education. T
he variables used for the study, augmented reality, technology, education. This research
was conducted on the objective to identify the potential use of AR in different fields of
education. This analysis of studies in a number of areas of education demonstrates that
augmented reality technology has the potential to advance in the
field of education. This is due to the fact that AR features' advantages and helpful
applications can involve pupils in educational processes and foster the development of
their visualisation abilities. The features can also assist teachers in clearly explaining
concepts and ensuring that pupils comprehend what is being taught.
Participants and students who expressed an interest in utilising AR in their learning
processes provided positive feedback on the utilisation of the technology. These
positive replies are significant because they show that students are eager to employ
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AR to actively participate in their academic.
There are still some restrictions because augmented reality in education is still in its
infancy. The analysis of the research, however, shows that the majority of the limits
are due to technical difficulties. As research on the use of augmented reality in
education is reproduced and refined, these restrictions can eventually be addressed.
The useful features of AR can start being employed widely in all disciplines of
education when the potential of AR technologies is more thoroughly investigated, and
the effectiveness of the teaching and learning. International Education Studies
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3.1 Introduction:
Every individual makes so many decisions a day for many things. These insignificant
decisions of an individual influence many others and drive the sales industry. Buying behaviour
are the series of actions and interactions that a consumer performs before, during, and after
making a commercial transaction. Experts usually study this process in market research and
business to detect areas of opportunity that allow them to improve their processes and the way
in which they market their products of services. Consumers usually develop well-defined
behaviour patterns that, when analysed, yield highly valuable insights that allow decision
making based on data
3.2 Augmented Reality
Augmented Reality (AR) is an interactive experience that combines the real world and
computer-generated content. The content can span multiple sensory modalities,
including visual, auditory, haptic, somatosensory and olfactory. AR can be defined as a system
that incorporates three basic features: a combination of real and virtual worlds, real-time
interaction, and accurate 3D registration of virtual and real objects. The overlaid sensory
information can be constructive (i.e. additive to the natural environment), or destructive (i.e.
masking of the natural environment). This experience is seamlessly interwoven with the
physical world such that it is perceived as an immersive aspect of the real environment. In this
way, augmented reality alters one's ongoing perception of a real-world environment,
whereas virtual reality completely replaces the user's real-world environment with a simulated
one.
3.2.1 Features of Augmented Reality:
1. 3D Object Tracking: 3D object tracking allows developers to create apps in which

three-dimensional objects can be used as AR markers. An augmented reality SDK
without this feature would place significant limits on what types of experiences
development teams could offer their users. The advantages for app developers that
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implement 3D object tracking are great. For instance, a toy company could sell an
action figure along with an augmented reality app that would make the action figure
seemingly come to life. As the technology improves in the future, it may even be
possible for a filmmaking app to track a person or item’s movements and superimpose
animations over them. Although not every SDK for augmented reality currently offers
3D object tracking, a fair amount already does.
2. Smart Glasses Support: Most augmented reality apps are designed for mobile devices.
Users view the “new” reality of the app through the screen of their phone or tablet. This
doesn’t allow for a truly immersive experience because users can still see the actual real
world any time they look away from the screen. That’s why augmented reality app
developers should seek out an AR SDK that supports smart glasses and other wearable
technologies. As these become more common, developers will be able to provide users
with an app that fully immerses them in its world.
3. SLAM Support: SLAM, or Simultaneous Localization and Mapping, allows an app to

map out a space while also tracking its own movements. Ideally, the app would identify
where exactly an object is in a given space, so the AR image could remain superimposed
over it. This would also give users the ability to view an object from multiple angles,
move closer to it, or move farther away, adding yet another layer of immersion to the
experience.
4. Geolocation: Pokémon Go clearly illustrated why geolocation is a necessary feature

for an AR SDK. Any development teams working on location-based apps need this
feature in order to insert different virtual reality images into the user’s view of the world
depending on their current location. Geolocation isn’t merely useful for developing
games. Businesses, for example, could create AR apps that identify a user’s location,
providing them with targeted advertisements and virtual signposts directing them to
their business. Snapchat does something similar with their Geofilters, but those lack the
engagement of AR. Meanwhile, an educational augmented reality app could give users
a virtual tour of an historic site, superimposing images over it to show what life looked
like hundreds of years ago.
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5. Cloud-storage: If a developer wants to release an app that recognizes numerous 2D
markers, they need an AR SDK that offers cloud storage. Without it, the amount of
markers the app can recognize is limited. An SDK for augmented reality that offers
cloud-based storage will swiftly save markers to the cloud, giving developers the power
to create apps that provide users with a wider variety of experiences.
3.2.2 Advantages of Augmented Reality:
Augmented Reality can help create an entirely new, interactive experience for users. Moreover,
augmented reality offers a solution to the problem of being left out of the latest technological
advances. The following advantages of AR make it a perfect tool for many sectors in the future.
1. Enhanced Experience: One of the benefits of Augmented Reality is that it can provide
an enhanced experience. This means users will be able to take their phones and hold
them up in front of a certain area, such as a building or natural landmark. The app then
overlays information on top of what they are seeing, providing more depth than could
otherwise be seen by just looking at something without AR technology like this. You
can see buildings from different angles and determine where you are standing through
enhanced maps and positioning. For example, when used for navigation purposes,
perhaps one perspective shows pedestrians crossing while another looks down onto the
street below with arrows showing which direction drivers should go next.
2. AR will be Easy to Use: For mobile phone users, augmented reality is really easy to
use. Just point your camera at an object, and the app will show you what it does with
that particular item. So, for example, if you wanted to know how many calories are in
a slice of pizza, all you would have to do is find an image of one on your screen and
watch as the number pops up right next to it. You can also look at something like
furniture or clothing, so when you walk around your room or go shopping, you'll be
able to see how well they fit into the space. It's easy for anyone who knows the way
around their smartphone because all this information isn't just sitting there inside some
clunky program; it's in fact, everywhere they look as far as the eye can see.
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3. Supports Business Activities: AR is speculated to transform every business from
housing to the retail market as the customers would be able to get more of the benefits
and invest accordingly. Augmented Reality helps you with construction projects. The
technology allows workers to identify and fix damaged parts of a building, structure or
facility.AR can also be used in the designing and remodelling processes; for instance,
it is often more cost-effective than physical prototyping. This means companies have
fewer upfront costs when they are designing new products. They will know what the
final product looks like before manufacturing begins.
4. Educational Advantages of Augmented Reality: The pros of augmented reality

include its potential as an educational tool that can provide rich content. The data is
based on accurate GPS coordinates and provides navigation and directions without
relying on paper maps. Furthermore, there is greater access among students, educators
and researchers to knowledge. For example, teachers can interact with students in
classrooms globally while simultaneously teaching a lesson on the other side of the
world using AR-enabled tools like Google Expeditions (Currently closed) or Aurasma.
5. Improved Technology: Augmented Reality is often used in the medical field for
teaching methods and even surgery guidance. It has also been found that AR may help
with learning disabilities such as dyslexia or ADHD by making it more fun and
engaging than traditional methods can. Augmented Reality can also make a person's
job easier because they can have information on demand about their work at any time.
This would enable them to alleviate the need of interrupting someone else for this type
of request or wait until they get back into an office before checking out what was
needed.
3.2.3 Disadvantages of Augmented Reality:
Augmented reality is not as natural and intuitive as it appears. It's a lot of work to create an AR
experience that feels organic for the user, and there are many different ways in which your
product can be used incorrectly by consumers. The limitations of augmented reality include the
costs majorly. Some other disadvantages of AR are as follows.
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1. Unaffordable: Augmented reality is expensive to create, and some AR apps are too
complex for the average user. The cost of an app can range from $0 up to around $100k;
it all depends on how complicated you want your app or advertising campaign to be.
Not everyone has much capital to invest in augmented reality (AR) technology, so only
certain large organizations have this advantage. Small scale companies would also be
unable to afford this technology due to higher expenses.
2. Privacy and Security Problems: Augmented Reality can cause privacy or security
concerns. This is rooted in AR making it difficult to discern between what's real and
what's not, thus leading to a fear of being "tricked" by an attack. For example, people
using social media may be more likely to believe in false information if they're
convinced their friends posted about it on Facebook.
3. Promote Risky Behaviour: Augmented Reality is a technology that uses virtual

overlay on the physical world. It can be used in games, entertainment, and many other
ways. Augmented Reality has been around for decades, but it's only recently that
they've had significant advances in technology to make them more mainstream, with
smartphones and tablets providing AR experiences to consumers at an affordable price
point.
4. Addiction and Fatalities are major disadvantages of AR: One of the cons of AR is
that people share how addictive it can be to constantly check their phone for updates on
the game or other apps. This addiction has been deemed as "smartphone fever" by
psychologists and physicians. Augmented reality can be a little challenging when it
comes to real-life problems such as workplace accidents. For example, factory workers
might lean over too far and end up injuring themselves due to vision being blocked by
their glasses/contact lenses, such as leaning over while operating machinery at high
speeds where there's no time to react.
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5. More health issues: As the limitations of augmented reality are still in discussions,
studies say the technology has many unprecedented health risks. The wearer of AR
devices would immerse themselves into Virtual content which could lead to hearing
loss, damage to eyes, even induce some behavioural changes. According to another
study by Google daydream, users may tend to experience a virtual environment to be
real leading to differences in how they perceive and process things. Such processes
would lead to psychological problems like PTSD.
3.3 Virtual Reality
Virtual Reality (VR) is a simulated experience that employs pose tracking and 3D
near-eye displays to give the user an immersive feel of a virtual world. Applications of virtual
reality include entertainment (particularly video games), education (such as medical or military
training) and business (such as virtual meetings). Other distinct types of VR-style technology
include augmented reality and mixed reality, sometimes referred to as extended reality or XR,
although definitions are currently changing due to the nascence of the industry.
3.3.1 Characteristics of Virtual Reality:
1. Believable Virtual Word: The believable virtual world is a key characteristic of

Virtual Reality. The virtual world is a computer-generated responsive 3-Dimensional
virtual environment where real-world rules are applied.
Therefore, VR experience can become more realistic if the 3D virtual world has the
following characteristics.
a. Closer to the real world.
b. Responsive.
c. Interactive.
d. Fast.
e. Bug-free.
For example, designing a VR application where a human can fly, or jump a 20-meter
wall will not look realistic. And the user will not be able to immerse himself in the
virtual world because you are not creating a realistic VR experience.
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2. Immersive: VR needs to interact with user senses to ensure users believe they are
physically present in the real world while being in a virtual environment. User
experience in VR depends on the number of human senses a VR device can control.
The best VR device can control all five human senses. But technology to control all
five human senses is not available to date. Matrix movie is the best example where
machines control all human senses.
3. Feedback: Getting feedback is a key characteristic of virtual reality. It makes the VR

experience more realistic and interactive. For example, while playing boxing in a VR
environment. VR experience will be more realistic if user experiences that hit through
vibration sound or any other means.
4. Interactive: The virtual world should be interactive and fast to make the VR experience
more realistic. For example, the VR experience is more realistic when the virtual
environment responds to user action naturally and with minimal lag.
3.3.2 Key Devices for Virtual Reality System:
The following devices are used to create a VR experience more realistic and simulate human
senses.
 Virtual Reality Headset: A high-end VR headset consists of a display unit and

earphones for audio simulation and gets input from computing devices such as X-box
or PlayStation. Whereas low-cost VR devices utilize smartphone screens as display and
smartphone vibrations provides haptic feedback.
 HTC Vive (Head Mounted Display): Following are some of the popular virtual
reality Headsets (head-mounted display) available in the market.
o HTC VIVE
o Oculus Rift
o PlayStation VR
o Samsung Gear VR
o Google Cardboard
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 Computing Device (Commuter/Smart Phone): We need high computing power to
run virtual content in 3D environment. You can fulfil those requirement using personal
computers, play stations, work stations, or smart phones.
3.3.3 Virtual Reality Input and Output Devices:
VR input devices help users interact with virtual environments, whereas output devices
convince users that they are in a real environment
Following is the list of some of the VR input and output devices.
 Joysticks
 Force or tracking balls
 Data gloves
 Track pads
 On-Device control buttons
 Motion trackers/Bodysuits
 Motion platforms (Virtuix Omni)
3.3.4 Types of Virtual Reality:
1. Fully Immersive Virtual Reality: Fully immersive types of virtual Reality provide
users with a more realistic experience. In other words, users think they are in another
world. To experience a fully immersive VR, users need to wear a VR headset, motion
detection sensors, and feedback devices. Matrix world is the best example of fully
immersive virtual reality. Existing technologies are not advanced like the matrix world.
But they are improving with time.
2. Non Immersive Virtual Reality: The non-Immersive type of Virtual Reality simulates
only a subset of user sense. User senses are affected by the outside world. For example,
in 3D cad tools, engineers visualize a virtual product from various aspects. But they are
not immersed in it. But nowadays cad tools are also offering VR solutions to the
customers.
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3. Semi-Immersive Virtual Reality: The Semi-immersive type of VR lies in between
fully immersive and non- immersive VR. In this, the users are partially immersed in the
VR system. For example, in a car driving simulator the driver sits in a cabin, and road
pictures with obstacles come upon a 2D screen. Therefore, the driver is fully aware of
what is happening around him.
3.3.5 Advantages of Virtual reality:
1. Virtual reality helps in exploring places without actually being there: Virtual
reality refers to the imaginary environment made with the help of technology with an
essence of reality. It helps therefore to explore various places without even going to
that place. This has made the life of people much easier and more entertaining. The fact
that one has not got enough money to explore everything has made possible the entrance
of virtual reality.
2. The education system has been improved: The old text-based learning has now been
replaced by virtual study in which a teacher teaches the student with the help of virtual
reality equipment. This equipment allows the user to see the imaginary environment
based on the topic and analyse the study.
3. It creates a realistic world: Virtual reality creates an imaginary world for the user
based on the topics to study or for entertainment. Although the Virtual Reality created
is imaginary, it seems to the user as if it is an actual real world. Therefore, help them to
have a better experience of the current reality although everything may be unreal.
4. Help in providing training: A lot of people who are not skilled in different fields of
work can get training in the virtual environment. E.g., engineering requires practical
knowledge therefore for the application of knowledge virtual reality technology can be
used.
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5. Lowest risk: Virtual reality is an imaginary world created by the developer to study or
make people experience different realities of life. Therefore, the risk involved in
experiencing the knowledge gathered through books is almost low. Low risk does not
imply that total risk is zero but its consequences can be different for different people
depending on their mental ability.
6. Increases interest and engagement toward a subject: Virtual Reality is a platform to

undergo the situation that a person has studied in their textbooks. Practical knowledge
is more interesting and exciting as compared to monotonous book reading therefore a
lot of engagement towards the subject has been seen in the case of virtual reality or
Virtual Reality training.
7. Cost-effective: Only at the time of installation of Virtual Reality technology do

expenses occur but after that, the maintenance and cost per person become almost low
thus it is cost-effective.
3.3.6 Disadvantages of Virtual Reality:
1. Implementation is expensive: Implementation of Virtual Reality is an expensive

procedure. The technology and equipment used in Virtual Reality are costly and
therefore only a few could afford such technology. The initial installation of such a kind
of machinery, therefore, is costly.
2. Only develop technical skills no interaction is there: The experience gained in

Virtual Reality is based on a pre-recorded environment and therefore although technical
skill is developed there is no place for interaction with a tutor. Therefore, doubts of the
learner remain there till any other person who is also skilled provides the knowledge of
the same.
3. Technology is complex: Virtual Reality technology has to be learned to gain skills and
it is not easy for everyone to understand the technology for how to use therefore training
is required to learn the complex technology.
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4. Addiction to Virtual Reality: Many a time it has been seen that teenagers and a few
adults become addicted to Virtual Reality and get affected physiologically. The
addiction, therefore, leads to various issues and teenagers also will not study their
regular studies and would always be interested in playing games.
5. Impact on the real human body: Many people using Virtual Reality have many
physical problems like eye strain, dizziness, and nausea issues. This is because of the
illusion made by Virtual Reality.
6. Not engaged in the real world: As people become addicted to Virtual Reality they
don’t want to engage themselves with the real world. The virtual world becomes their
actual world and they don’t want to deal with the real world.
7. Psychological damage: As people become addicted to Virtual Reality they also get
impacted psychologically and therefore humans are recommended to avoid using
Virtual Reality for long period.
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3.4 AUGMENTED REALITY V/S VIRTUAL REALITY:
AUGMENTED REALTY VIRTUAL REALITY

Augmented reality (AR) enhances Real life Virtual reality (VR) replaces the Real world
by superimposing virtual images and adds with the Virtual world.
graphics, sounds & smell to the Real world,
as it exists.
User maintain a sense of presence in Real User can't see the Real world around
world. He/ She can interact with Real world him/her. He/ She is completely immersed
and is not cut off from Real world. into virtual world and cut off from Real
world.
Augmented reality (AR) is most suitable for Virtual reality (VR) might work better for
marketing campaigns, product activations video games and social networking in a
and launches, print advertising and much virtual environment.
more.
Augmented reality (AR) can be used on Virtual reality (VR) make use of Head
Smart phones. Mounted Displays (HMD).
Unconstrained greater perception Increase visual perception constrained by
the medium of interaction
3.5 Applications of AR/VR:
1. Policing: Equipped with AR systems that provide relevant details on the environment,
officers would be better prepared to enter dangerous situations. For example, when
approaching a house after reports of gunshots, officers could access data like a 3D
model of the building, past arrests at the address, and prior 311 reports about hazardous
conditions.
2. Emergency Management: Much as the rise of data visualization has enhanced

situational awareness during emergency situations, AR can improve responders’
knowledge of their surroundings in order to rescue residents in need. Residents could
plot their locations on an interactive map distributed to responders, which would then
show EMS workers the safest rescue routes and identify particularly hazardous areas.
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3. Asset Management and Public Works: Armed with displays highlighting the
condition of city assets and the presence of any hazardous conditions, DPW workers
would be able to complete repairs and construction projects more efficiently and safely.
Knowledge about their surroundings — for instance, that a ceiling hasn’t been replaced
since 1980 and might contain asbestos — is critical to workers’ safety.
4. Digital Services: Instead of forcing residents to fill out static digital forms in order to
receive services, AR and VR could provide an interactive experience that walks users
through the application process. Deploying this kind of technology would reduce errors
by residents, ensure they get their services more quickly, and create more pleasant
government-citizen interactions.
5. Culture and Tourism: By providing additional imagery and historical or cultural

details, AR has the ability to transform visitor experiences with city landmarks. The
French town of Cluny has installed augmented reality screens throughout its historic
abbey in order to illustrate what the community looked like in the Middle Ages, and
other cities could pursue similar technologies to highlight their historic pasts.
6. Mental Health Services: Recent research has indicated that AR and VR have immense
potential for treating mental health problems like anxiety and PTSD, creating
opportunities for users to confront their fears in exposure therapies. And, VR
simulations can also help residents with PTSD practice job interviews, learning to
manage their symptoms in high-stress environments. By furnishing social workers with
these tools, cities can improve their mental health treatment.
7. Education: Augmented and virtual reality have the potential to bring more students
into the classroom and create more engaging and exciting classroom experiences. Using
VR, students in health care facilities or underdeveloped rural areas could participate in
the classroom virtually in a much more full and rich way than in traditional online
classes. Using AR and VR, teachers could create an immersive learning environment,
allowing students to explore the ocean floor or unfamiliar parts of the globe. By funding
these types of technologies in public schools, cities can make schools more inclusive
and engaging.
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8. Urban Planning: By creating AR and VR models of new construction projects, cities
could get a better sense of how new work will fit within the existing urban landscape
and potentially increase interest from investors. By making these models available to
residents and local businesses, cities can also gain feedback on their plans.
9. Training: With the capacity to recreate real-world experiences in a high level of detail,
augmented and virtual reality could revolutionize training for city employees in any of
the previous areas. Particularly valuable would be the ability to simulate situations that
are too dangerous or difficult to recreate in real life. Imagine police officers that practice
virtual drug raids, emergency responders that practice rescues of elderly or immobile
residents, or DPW workers that simulate responses to workplaces injuries.
3.6 Challenges of AR/VR:
AR and VR are still in their infancy, and they have a long timeline of development ahead of
them before they become true mainstream technologies. Some of the most frequently cited
technology and business challenges include:
A. Technology challenges:
1. Limited mobile processing capability – Mobile handsets have limited processing

power, but tethering a user to a desktop or server isn’t realistic. Either mobile
processing power will have to expand, or the work will have to be offloaded to the
cloud.
2. Limited mobile bandwidth – While cloud-based processing offers a compelling

potential solution to the mobile processing bottleneck, mobile phone bandwidth is still
too slow in most places to offer the necessary real-time video processing. This will
likely change as mobile bandwidth improves.
3. Complex development – Designing an AR or VR application is costly and

complicated. Development tools will need to become more user-friendly to make these
technologies accessible to programmers.
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B. Business challenges:
1. VR hardware’s inconvenience – Putting on a virtual reality headset and clearing a

room often detracts from the user experience. VR input devices, in the form of modified
gaming controllers, can also often be unintuitive, with a steep learning curve.
2. Building a business model – Outside of video gaming, many AR and VR applications

remain in early stages of development with unproven viability in the business world.
3. Security and privacy issues – The backlash over the original Google Glass proved that
the mainstream remains sceptical about the proliferation of cameras and their privacy
implications. How video feeds are secured, and are copies stored somewhere?
Despite these challenges, however, significant progress is being made to expand both business
and commercial use cases for AR and VR, and further drive them into the mainstream.
3.7 Examples of AR/VR:
 Ikea Place is a mobile app that allows you to envision Ikea furniture in your own home,
by overlaying a 3D representation of the piece atop a live video stream of your room.
 You Cam Makeup lets users virtually try on real-life cosmetics via a living selfie.
 Various sports are relying on augmented reality to provide real-time statistics and
improve physical training for athletes.
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Beyond gaming and other entertainment cases, some business examples of virtual reality
include:
a. Architects are using VR to design homes and let clients "walk through" before the
foundation has ever been laid.
b. Automobiles and other vehicles are increasingly being designed in VR.
c. Firefighters, soldiers and other workers in hazardous environments are using VR to

train without putting themselves at risk.
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4.1
Table No. 4.1
Distribution of respondents based on gender
Gender Number of respondents Percentage

Male 72 75.80%
Female 23 24.20%
Prefer not to say - -
TOTAL 95 100%
Source: Primary source
Figure 4.1 Distribution of respondents based on gender
INFERENCE:
The table above suggests 24.2% of the respondents are female and 75.8% are male.
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4.2
Table No. 4.2

Distribution of respondents based on age
Age Number of respondents Percentage

15 - 19 15 15.8%
20 - 24 65 68.4%
25 - 29 7 7.4%
30 - 34 4 4.2%
35 - 40 4 4.2%
41 - 50 - -
TOTAL 95 100%
Figure 4.2 Distribution of respondents based on age
INFERENCE:
From the above table and chart, it can be inferred that 15.8% of the respondents’ age is between
15 to 19, 68.4% between 20 to 24, 7.4% of the respondents age is between 25 to 29, 4.2% of
the respondents’ age is between 30-34 and 4.2% of the respondents’ age between 35 to 40.
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4.3
Table No. 4.3

Distribution of respondents based on educational status
Educational Status Number of respondents Percentage

Below 10th 1 1.1%
Higher Secondary 7 7.4%
Under Graduate 69 72.6%
Post Graduate 12 12.6%
Other 6 6.3%
TOTAL 95 100%
Figure 4.3 Distribution of respondents based on educational status
INFERENCE:
From the above the table and chart, it can be inferred that 1.1% of the respondent’s education
status is below 10th, 7.4% of the respondents completed higher secondary, 72.6% of the
respondents are under graduates, 12.6% of the respondents are post-graduates and 6.3%
belongs to other category.
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4.4
Table No. 4.4

Distribution of respondents based on employment status
Employment Status Number of respondents Percentage

Employed 16 16.8%
Unemployed/ Students 79 83.2%
TOTAL 95 100%
Figure 4.4 Distribution of respondents based on employment status
INFERENCE:
From the above table, it is inferred that 16.8% of the respondents are employed and 83.2% are
unemployed.
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4.5
Table No. 4.5

Distribution of respondents based on income
Income Number of respondents Percentage

Below 10,000 66 69.5%
10,000 - 30,000 12 12.6%
30,000 - 50,000 8 8.4%
Above 50,000 9 9.5%
TOTAL 95 100%
Figure 4.5 Distribution of respondents based on income
INFERENCE:
From the above figure, it can be inferred that 69.5% of the respondents have a monthly
income of 10,000 and below, 12.6% have an income between 10,000 to 30,000, 8.4% have an
income between 30,000 to 50,000 and 9.5% have an income above 50,000.
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4.6
Table No. 4.6

Distribution of respondents based on awareness on e-commerce
Awareness on
Number of respondents Percentage
E-commerce
Yes 84 88.4%
No 11 11.4%
TOTAL 95 100%
Figure 4.6 Distribution of respondents based on awareness on e-commerce
INFERENCE:
From the above table and chart, it is inferred that 88.4% of respondents are aware of
e-commerce whereas 11.4% are not aware about ecommerce.
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4.7
Table No. 4.7

Distribution of respondents based on online shopping usage
Online Shopping Usage Number of respondents Percentage

Yes 92 96.8%
No 3 3.2%
TOTAL 95 100%
Figure 4.7 Distribution of respondents based on online shopping usage
INFERENCE:
From the above table and chart, it is inferred that 96.8% have already tried online shopping
whereas 3.2% have not tried online shopping.
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4.8
Table No. 4.8

Distribution of respondents based on frequency of usage
Frequency of Usage Number of respondents Percentage

Always 17 17.9%
Often 35 36.8%
Sometimes 34 35.8%
Rarely 9 9.5%
Never - -
TOTAL 95 100%
Figure 4.8 Distribution of respondents based on frequency of usage
INFERENCE:
From the above table and chart, it is inferred that 36.8% of respondents shop online ‘often’
35.8% respondents answered ‘sometimes’, while 17.9% respondents answered ‘always’ and
9.5% respondents answered “rarely”.
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4.9
Table No. 4.9.1

Respondents level of importance towards factors influencing online shopping
Weighted Weighted Rank

Item
score average
490 13.61 III
a. Online ratings
b. Pictures/ Videos posted by IV
488 13.56
customers
493 13.69 II
c. Written review by customers
d. Recommendations from VI
479 13.31
family and friends
487 13.53 V
e. Brand Value of the company
501 13.92 I
f. Prior Use of the product
g. Wide range of product II
493 13.69
availability
501 13.92 I
h. Offers and Discounts
INFERENCE:
From the above table, it can be inferred that prior use of product and Offers and Discount are
equally the most important factor while shopping online with a weighted average of 13.92
(Weighted score 501). The lowest weighted average is for "Recommendations from family and
friends", with a weighted average of 13.31 (Weighted score 479). Overall, the table shows that
all factors listed have a relatively high weighted score and weighted average, indicating that
they all play a significant role in shaping customer preferences and decisions.
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4.10
Table No. 4.10

Distribution of respondents based on awareness on augmented reality
Awareness on Augmented Reality Number of respondents Percentage

Extremely aware 8 8.4%
Very aware 20 21.1%
Moderately aware 49 51.6%
Slightly aware 12 12.6%
Not at all aware 6 6.3%
TOTAL 95 100%
Figure 4.10 Distribution of respondents based on awareness on augmented reality
INFERENCE:
According to the table, 8.4% of respondents are extremely aware of AR. 21.1% of respondents
are very aware of AR. 51.6% of respondents are moderately aware of AR. 12.6% of
respondents are slightly aware with AR, while only 6.3% of respondents are not at all aware of
AR.
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4.11
Table No. 4.11

Distribution of respondents based on awareness on virtual reality
Awareness on Virtual Reality Number of respondents Percentage

Extremely aware 13 13.7%
Very aware 32 33.7%
Moderately aware 39 41.1%
Slightly aware 8 8.4%
Not at all aware 3 3.2%
TOTAL 95 100%
Figure 4.11 Distribution of respondents based on awareness on virtual reality
INFERENCE:
According to the table, 13.7% of respondents are extremely aware of AR. 33.7% of respondents
are very aware of AR. 41.1% of respondents are moderately aware of AR. 8.4% of respondents
are slightly aware with AR, while only 3.2% respondents are not at all aware of AR.
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4.12
Table No. 4.12

Distribution of respondents based on familiarity on AR integrated shopping
Familiarity on AR integrated
shopping
Extremely familiar 6 6.3%
Very familiar 24 25.3%
Moderately familiar 40 42.1%
Slightly familiar 13 13.7%
Not at all familiar 12 12.6%
TOTAL 95 100%
Figure 4.12 Distribution of respondents based on familiarity on AR integrated shopping
INFERENCE:
Out of 95 respondents 6.3% are extremely familiar, 25.3% are very familiar, 42.1%
moderately familiar, 13.7% are slightly familiar and 12.6 % are not familiar with AR
integrated shopping.
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4.13
Table No. 4.13

Distribution of respondents based on source of knowledge
Source of Knowledge Number of respondents Percentage

Family and Friends 15 15.8%
Social Media 59 62.1%
Journals 6 6.3%
Newspaper 4 4.2%
Library catalogue 1 1.1%
Database - -
Books 2 2.1%
Others 8 8.4%
TOTAL 95 100%
Figure 4.13 Distribution of respondents based on source of knowledge
INFERENCE:
From the above table and chart, it is inferred that the knowledge about AR integrated online
shopping was spread through family and friends for about 15.8%, social media for about
62.1%, Journals about 6.3%, Newspaper for about 4.2%, Library catalog for about 1.1%, Books
for about 2.1% and others for about 8.4%.
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4.14
Table No. 4.14

Distribution of respondents based on product purchased using AR shopping
Product Purchased using AR

Shopping
Yes 34 35.8%
No 61 64.2%
TOTAL 95 100%
Figure 4.14 Distribution of respondents based on product purchased using AR shopping
INFERENCE:
From the above table and chart, 64.2% of the respondents have not purchased any product
using AR integrated online shopping and 35.8% have purchased products using AR integrated
online shopping.
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4.15
Table No. 4.15

Respondents level of satisfaction in using the technology to select their desired
product
Level of Satisfaction Number of respondents Percentage

Extremely satisfied - -
Satisfied 24 26.7%
Neutral 60 66.7%
Dissatisfied 3 3.3%
Extremely dissatisfied 3 3.3%
TOTAL 90 100%
Figure 4.15 Respondents level of satisfaction in using the technology to select their
desired product
INFERENCE:
From the above table and chart, 66.7% are neutral, 26.7% are satisfied, 3.3% are dissatisfied
and 3.3% are extremely satisfied.
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4.16
Table No. 4.16

Respondents level of influence towards their buying decision
Percentages
Not at all Slightly Somewhat Moderately Extremely
Items influential influential influential influential influential
a. Consumers gain an
understanding about the
product (fittings, shade of 1.05% 11.58% 22.11% 31.58% 33.68%
colour), therefore the product
is less likely to be returned
b. AR is able to provide
personalized shopping
_ 10.53% 22.11% 41.05% 26.32%
experience, as per the
preference of the user
c. Provides suggestions based
on previous purchase 2.11% 7.37% 27.37% 37.89% 25.26%
(Recommendation)
d. Saves time and effort 1.05% 12.63% 17.89% 31.58% 36.84%
e. Virtual trials enable the user
to virtually experience the 3.16% 9.47% 15.79% 40.00% 31.58%
product
f. AR being user friendly 15.79% 12.63% 16.84% 34.74% 33.68%
INFERENCE:
From the above table, 33.68% and 36.84% of consumers find it extremely influential when AR
helps to gain an understanding of the product, therefore less likely returned and when AR is
used to save time and effort, respectively. The other factors moderately influence with AR able
to provide personalized shopping experience taking the lead with 41.05%, followed by virtual
trial enable the user to virtually experience the product with 40%.
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4.17
Table No. 4.17

Respondents’ agreement on the statements
Percentages
Strongly Neither agree Strongly
Items
agree Agree nor disagree Disagree disagree
AR working process can be quickly
21.05% 43.16% 32.63% 3.16% -
learned
Having an AR overview helps to speed
14.74% 46.32% 36.84% 1.05% 1.05%
up the purchasing process
AR was able to recreate in-store
10.53% 35.79% 42.11% 9.47% 2.11%
experience
Virtual trial was able to provide visual
20.00% 41.05% 30.53% 6.32% 2.11%
comparison between the products
AR technology allows a more realistic
11.58% 47.37% 33.68% 4.21% 3.16%
sense of feeling for the product
Involvement in a virtual environment
15.79% 46.32% 32.63% 4.21% 1.05%
will increase customer engagement
AR technologies have the potential to
11.58% 43.16% 40.00% 5.26% -
outdo conventional marketing practices
AR can be used as a tool for promotional
22.11% 45.26% 27.37% 5.26% -
activities
AR can only be used for specified
22.11% 36.84% 33.68% 4.21% 3.16%
products (that require trial)
INFERENCE:
From the above table it can be inferred that the respondents on average agree with the
statements, among which the ability of AR technology to enable a more realistic sense of
feeling for the product taking the lead with 47.37%, followed by AR’s ability to speed up
purchasing process and its potential to increase customer engagement coming at 46.32% each.
42.11% of respondents neither agree nor disagree with AR able recreate in-store experience.
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4.18
Table No. 4.18

Distribution of respondents based on AR beneficial Industries
AR beneficial Industries Number of respondents Percentage

Home decorations & Furniture 53 55.8%
Electronics 51 53.7%
Cosmetic Industry 55 57.9%
Optical Industry 41 43.2%
Accessories (watches, bracelet,
58 61.1%
ring, chain, etc.)
Footwear 46 48.4%
Clothing & Apparel 60 63.2%
Entertainment 42 44.2%
TOTAL 95
INFERENCE:
The highest percentage of respondents is interested in AR technology for clothing and apparel
followed with 63.2%, by accessories with 61.1%, by Cosmetic Industry with 57.9%, followed
Optical industry with 43.2%.
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4.19
Table No. 4.19

Distribution of respondents towards positive impact of virtual experience on a website
Positive Impact Number of respondents Percentage

Extremely likely 13 13.7%
Likely 49 51.6%
Neutral 32 33.7%
Unlikely 1 1.1%
Extremely unlikely - -
TOTAL 95 100%
Figure 4.19 Distribution of respondents towards positive impact of virtual experience on

a website
INFERENCE:
From the above table and chart, 51.6% is likely to have positive impact of virtual experience
on a website, 33.7% is of neutral opinion, 13.7% is extremely likely and 1.1% is unlikely to
have positive impact.
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4.20
Table No. 4.20

Distribution of respondents towards usage of AR in future
Usage of AR in future Number of respondents Percentage

Yes 51 53.7%
No 6 6.3%
Maybe 38 40.0%
TOTAL 95 100%
Figure 4.20 Distribution of respondents towards usage of AR in future
INFERENCE:
It is inferred 53.7% respondents will use AR based application in the future, 40% of the
respondents answered maybe and 6.3% will not use AR based application in future.
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4.21
Table No. 4.21

Distribution of respondents towards recommending AR to friends and family
Recommendations to friends
and family
Yes 48 50.5%
No 4 4.2%
Maybe 43 45.3%
TOTAL 95 100%
Figure 4.21 Distribution of respondents towards recommending AR to friends and

family
INFERENCE:
From the above table and chart, it is inferred that 50.5% of respondents will suggest AR
integrated shopping to their friends and family, 45.3% answered maybe and 4.2% will not
suggest AR shopping to their friends and family.
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5.1 Findings:
 The data shows that majority were aware about e-commerce previously.
 The data shows majority of the respondents have shopped online.
 Majority of the respondents’ claim they often shop online.
 Majority of the respondents’ consider prior use of product and offers and discount are
equally the most important factor while shopping online
 Majority of the respondents’ are moderately aware of augmented reality.
 Majority of the respondents’ are moderately aware of virtual reality.
 Majority of the respondents’ are moderately familiar on AR integrated online

shopping.
 Social media is a factor which mainly facilitate the spread of knowledge concerning
AR integrated online shopping.
 Majority of the respondents’ are not purchased any products using AR integrated online
shopping.
 Majority of the respondents' satisfaction with their use of AR technology to purchase

the product remained neutral.
 Majority of the respondents’ found the likelihood of less return and the ability to save
time and effort to be extremely influential towards their buying decision. The other
factors are rated moderately influential by the majority of respondents.
 Majority agree that AR provides a realistic sense of feeling of the product, with
speeding up purchase process and its potential to increase customer base coming in
close second.
 Majority of the population agree that AR technology is mostly beneficial in clothing

and apparel industry.
 Majority of the population is likely to have positive impact of virtual experience on a

website.
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 Majority of the respondents will use AR based application in the future.
 Majority of the respondents will recommend AR integrated online shopping to their

friends and family.
5.2 Suggestions:
 Provide demonstrations: Give shoppers the opportunity to try out augmented reality
features by providing interactive demos on your website or app. This will help them
understand how it works and how it can enhance their shopping experience.
 Collaborate with influencers: Partner with influencers who can showcase the benefits
of augmented reality on their social media channels. This will help you reach a wider
audience and increase awareness about your brand and its features.
 Increased usage of AR: If more businesses incorporate augmented reality (AR) into
their marketing strategies, more consumers will become conscious of the idea.
 Compatibility with Devices: Ensure that the augmented reality feature is compatible
with different types of devices, such as smartphones, tablets, and desktops.
 Realistic Product Rendering: Use realistic product rendering to make it appear as if

the product is physically present in the customer's environment. This will help
customers better visualize how the product will look in their home or office.
 Interactive Features: Incorporate interactive features such as zooming, rotation, and

the ability to change colours or textures. These features will enhance the customer
experience and make it more engaging.
57 | P a g e
5.3 Conclusion:
The project titled “A study on purchasing behaviour of consumers through Augmented Reality
and Virtual Reality in online shopping " aimed to understand the awareness level of customers
towards augmented and virtual reality and how they influence customer’s choice. The study
was conducted in Ernakulam district with a sample size of 95 respondents using a structured
questionnaire via Google form. Convenience sampling was used to collect the primary data
from the population.
The data shows that majority of the respondents were young adults, unemployed and have an
undergraduate education with a monthly income below 10,000. Most of the respondents were
fairly aware about the Augmented Reality and Virtual Reality concept. Social media aids in
the spread of knowledge regarding AR-enhanced shopping. The majority of people agree that
augmented reality and virtual reality technology have influenced their online shopping
decisions. People look forward to using augmented reality for a number of reasons, including
how it saves time and effort, how user-friendly it is, and how the virtual trials help to give
customers a better grasp of the product, decreasing the possibility of return. The most preferred
AR-beneficial sector appears to be apparel and accessories. Although its use has not yet reached
the masses, most people agree that augmented reality is a better way to conduct online
purchasing.
In conclusion the results of the study demonstrates that AR and VR has a significant impact on
the buying decisions of the customers. It engages more customers, improves conversion rates
and delivers a more realistic and immersive shopping experience. Also we can see that almost
everyone appears to be interested in trying out AR-enhanced shopping in the future. We can
educate the public, provide demonstrations, collaborate with influencers who can showcase the
benefits of AR and VR technology and finally increase the usage of AR in marketing strategies
so that more people will become conscious of the idea. To improve the technology we can
include interactive features, increase its compatibility with variety of devices and make the
application more realistic. It can also use complimentary technologies like body scanners for a
better and personalised fit. Overall, the future of AR and VR looks bright.
58 | P a g e

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1.

1.3 Statement of the problem:

Customer satisfaction is a general problem which every organization faces. Whenever

1.5 Research Methodology:

1.5.1 Research Method:

1.5.3 Sampling Design:

1.5.4 Tool for Data Collection:

Data is collected with the help of a structured questionnaire.

1.5.5 Tools for Analysis:

1.6 Limitations of the Study:

Chapter 2 - Literature Review

Chapter 3 - Theoretical Framework

Chapter 4 - Data Analysis and Interpretation

Chapter 5 - Findings, suggestions, and conclusions

The review of related literature is an important characteristic of research. Comprises a synthetic

6) Thomas, (2021) Investigating Interactive Marketing Technologies – Adoption of

7) Ahmed, Soomro, & Parmar, (2021) Role of Augmented Reality in Changing

8) Virginie Lavoye, (2021) Consumer Behavior with Augmented Reality in Retail: a

Third, virtuality plays a significant role in consumer perceptions of hedonic and

Finally, utilizing this framework, it provides a forecast for future advancements in

14) AMARIS, (2020) Consumer’s Perceptions and Attitudes on Augmented Reality in

The project intends to provide information on how to research augmented reality in on

3.2 Augmented Reality

3.2.1 Features of Augmented Reality:

1. 3D Object Tracking: 3D object tracking allows developers to create apps in which

3. SLAM Support: SLAM, or Simultaneous Localization and Mapping, allows an app to

4. Geolocation: Pokémon Go clearly illustrated why geolocation is a necessary feature

3.2.2 Advantages of Augmented Reality:

4. Educational Advantages of Augmented Reality: The pros of augmented reality

3.2.3 Disadvantages of Augmented Reality:

3. Promote Risky Behaviour: Augmented Reality is a technology that uses virtual

3.3 Virtual Reality

3.3.1 Characteristics of Virtual Reality:

1. Believable Virtual Word: The believable virtual world is a key characteristic of

3. Feedback: Getting feedback is a key characteristic of virtual reality. It makes the VR

3.3.2 Key Devices for Virtual Reality System:

 Virtual Reality Headset: A high-end VR headset consists of a display unit and

3.3.3 Virtual Reality Input and Output Devices:

Following is the list of some of the VR input and output devices.

3.3.4 Types of Virtual Reality:

3.3.5 Advantages of Virtual reality:

6. Increases interest and engagement toward a subject: Virtual Reality is a platform to

7. Cost-effective: Only at the time of installation of Virtual Reality technology do

3.3.6 Disadvantages of Virtual Reality:

1. Implementation is expensive: Implementation of Virtual Reality is an expensive

2. Only develop technical skills no interaction is there: The experience gained in

AUGMENTED REALTY VIRTUAL REALITY

3.5 Applications of AR/VR:

2. Emergency Management: Much as the rise of data visualization has enhanced

5. Culture and Tourism: By providing additional imagery and historical or cultural

3.6 Challenges of AR/VR:

1. Limited mobile processing capability – Mobile handsets have limited processing

2. Limited mobile bandwidth – While cloud-based processing offers a compelling

3. Complex development – Designing an AR or VR application is costly and

1. VR hardware’s inconvenience – Putting on a virtual reality headset and clearing a

2. Building a business model – Outside of video gaming, many AR and VR applications

3.7 Examples of AR/VR:

b. Automobiles and other vehicles are increasingly being designed in VR.

c. Firefighters, soldiers and other workers in hazardous environments are using VR to