A Study on Role of Augmented Reality in E-Commerce Marketing with Special Respect to Tumkur

ABSTRACT This study explores the growing influence of Augmented Reality (AR) in the field of e- commerce marketing, with a special focus on Tumkur city. AR is transforming the way consumers interact with online products by offering features like virtual try-ons, 3D product visualization, and real-time simulations. These tools enhance customer confidence and reduce uncertainty in online purchases. The objective of the research is to understand how AR technology is being adopted by local e-commerce businesses in Tumkur and how it is influencing consumer buying behaviour. Using both primary and secondary data, including surveys of Tumkur consumers and interviews with digital marketers, the study reveals that while awareness of AR is still limited, its impact is highly positive among users who have experienced it. Younger consumers, especially students and working professionals, show a strong interest in AR-based shopping experiences. However, many small businesses face challenges such as high implementation costs and lack of technical knowledge. Despite these barriers, the study finds that AR holds great potential to improve customer engagement, increase sales, and build brand loyalty in emerging markets like Tumkur. The research concludes by recommending digital education programs, marketing awareness drives, and partnerships with AR solution providers to help local businesses effectively integrate AR into their e-commerce strategies. Keywords: Augmented reality, influencing customer preference, 3D product visualization