• Minjal S Gangan
• Ruchita S Kudtarkar

This study explores the integration of augmented reality (AR) technology in the retail sector, focusing on its application by IKEA to enhance customer engagement and to understand customer wants as per their need. With the increasing prevalence of AR in various industries, this research investigates how IKEA utilizes AR to create immersive and interactive experiences for customers during the furniture purchasing process. By analyzing IKEA’s AR implementation, this research contributes to the broader understanding of the role AR plays in shaping the future of retail and consumer research strategies.

Customer Satisfaction, Decision-making, Digital Innovation, Furniture Shopping, Interactive Experience, Technology Integration

"The Impact of Augmented Reality (AR) on Brand Loyalty and Consumer Engagement with respect to IKEA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 2, page no.65-69, February-2024, Available :http://www.jetir.org/papers/JETIRGC06008.pdf

"The Impact of Augmented Reality (AR) on Brand Loyalty and Consumer Engagement with respect to IKEA", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 2, page no. pp65-69, February-2024, Available at : http://www.jetir.org/papers/JETIRGC06008.pdf