“To study the Role of Augmented Reality on Product marketing”

Abstract: The rapid adoption of Augmented Reality (AR) has transformed modern marketing strategies, offering immersive and interactive experiences that reshape consumer decision-making. This study aims to analyze the impact of AR on product marketing with a specific focus on Lenskart, a leading eyewear company in India. The research investigates how AR tools, particularly the “3D Virtual Try-On” feature, influence customer engagement, purchase confidence, and brand positioning.

he study employs both qualitative and quantitative methods, including customer surveys, comparative analysis of traditional versus AR-enabled marketing, and statistical tools to measure changes in consumer behavior and sales performance. Secondary data has been collected from industry reports, company publications, and academic literature, while primary data includes customer feedback and usage patterns of AR applications.

The findings indicate that AR significantly enhances customer experience by reducing purchase hesitation, lowering product return rates, and strengthening brand differentiation in a competitive market. Furthermore, the integration of AR in Lenskart’s marketing strategy demonstrates how technology-driven innovation can create sustainable value for both consumers and businesses.

This research contributes to a deeper understanding of how emerging technologies like AR reshape marketing dynamics, offering valuable insights for marketers, policymakers, and businesses seeking to leverage immersive tools for improved customer engagement and risk management in digital commerce.