Impact of Augmented Reality on AIDA Model of Consumer Buying Behaviour

Augmented reality is the recent form of digitalization with broad applications for business and society as a whole. This article aims to analyse the benefits of augmented reality in marketing over traditional marketing, the demerits of augmented reality, and the gaps due to these demerits. Secondary research suggests that Augmented Reality has made its impact everywhere, be it customer attention, creating interest, desire to buy the product, or purchase the product. It has created a major impact in retailing, furniture, jewellery, etc, influencing the purchase behaviour of the consumer. Mobile devices are AR ready, and software is available. AR has positive effects on product knowledge, customers’ attitudes towards brands, purchasing intentions, trust, and cognitive processes interactivity, thus potentially supporting all phases in the AIDA (Attention Interest Desire Action) model. Companies focus mostly on drawing awareness and creating interest but they are not efficient in creating a desire for purchasing the product.