A Study on Customer Perception Towards Impact of Technologies on Enhancement of Design, Branding and Advertising in Sustainable Jeweleries

This study considers the impact of technologies such as Augmented Reality (AR), Virtual Reality (VR), and Mixed Reality (MR) on customer perception of design, branding, and advertising in the sustainable jewelry industry. The research aims to analyze how demographic factors influence the adoption of these technologies and develop a model for understanding customer perception. A descriptive and exploratory research approach was used, collecting primary data through structured questionnaires from 440 jewelry consumers. Statistical tools such as Reliability Analysis, Regression, ANOVA, Mann Whitney Test, and SEM Model building were employed for data analysis. The study addresses a research gap in understanding the specific effects of AR, VR, and MR on the jewelry industry, considering the unique demands and behaviors of jewelry consumers. The findings will provide insights into how demographic characteristics influence technology adoption and customer perception, ultimately contributing to the development of a model for predicting consumer behavior in this specialized industry.