Exploring the Role of Augmented Reality in Shaping Generation Z’s Buying Behavior: A Study in Hyderabad and Its Vicinity

The change in technology over a decade has influenced the online purchasing behaviour of consumers.Augmented reality (AR) is the technology which is currently emerging in the market helping consumers' in purchasing the product by trying it on virtually.The emerging companies are using this technology to attract consumers to their website by solving the issues of how the product would look in person by using 3D visualization effects, virtual try-on, and by providing real world interactive experiences, etc.As we all know, Generation Z dominates the sector of online shopping by being aware and attuned to trends happening in realtime.So they are the ideal target for majority brands which if influenced could mean the high turnover and profit for them.For this study, a structured questionnaire was designed through which 142 responses were collected from the GEN Z.It is found that people are aware of Augmented Reality but find it less interactive.So, it is suggested that brands should make this technology more interactive and accurate so that reliable results are generated.This will help brands to generate more profits and boost up their sales along with improved brand perception and goodwill.