Augmented reality and the interest for consumers in their buying process

Abstract

The purpose of this study is to understand if a technology that is recently available for the majority of the consumers, like Augmented Reality, can be an interesting component in their buying process, and at the same time understand if this technology can be used by the companies to effectively reach the customers. Augmented Reality is a technology that mixes the real and virtual worlds through proper devices and applications, generating augmented content that is not possible to see without the devices, and it is recently being used by the companies in campaigns and in different ways to promote their products and brands. From conducting this study, it is possible to understand that the consumers are open to embrace this new technology in their daily lives, and use them in their buying process not only to have fun and entertainment, but also to get discount opportunities before buying a product. It is also understandable that by using this technology to promote products and create new campaigns, the companies can establish a strong relation/connection with the customers by reaching them in different and original ways, getting their attention and participation in specific campaigns.

Date of Award	2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Paulo Amaral (Supervisor)