THE ROLE OF AUGMENTED REALITY IN INFLUENCING CONSUMERS’ PURCHASE INTENTION IN THE COSMETIC INDUSTRY: A QUALITATIVE STUDY BASED ON FOCUS GROUP ANALYSIS
DOI:
https://doi.org/10.29121/shodhshreejan.v3.i1.2026.72Keywords:
Augmented Reality, Immersive Technology, Cosmetic Industry, Purchase Intention, Consumer Behaviour, Virtual Try On, Consumer ExperienceAbstract [English]
Immersive technologies like Augmented Reality (AR), virtual reality, Artificial Intelligence are also entering the cosmetic industry and changing the retail shopping experience. Skincare and Cosmetic brands are increasingly adopting AR-based virtual try-on applications, AI-powered beauty filters, and interactive 3D visualization tools to improve customer engagement and influence consumer decision-making. This study attempts to explore the influence of the use of immersive technology especially AR on the purchase intention of the consumers in the cosmetic industry through qualitative analysis of the focus groups discussion held in Delhi. The study investigates consumer awareness, experience, motivation, emotional responses, and behavioral intentions in AR-based cosmetic shopping.
The research is a qualitative exploratory study and uses thematic analysis of two focus group discussions. The results indicate that AR positively affects purchase intention through improved product visualization, reduced uncertainty, increased convenience, and interactive shopping experiences. AR is perceived as engaging, entertaining and useful by consumers, especially in online cosmetic shopping where physical testing of the product is limited. Yet major barriers to widespread adoption are concerns around realism, technological accuracy, privacy and trust. Participants noted that AR is an additional tool and not a replacement for physical store experiences.
Moreover, the results show that emotional engagement, convenience, personalization, and confidence enhancement are important factors that affect AR adoption and purchase behavior. Perceptions of gender, familiarity with technology and social acceptance also emerged as influential themes in shaping consumer responses to immersive technologies. The study provides qualitative insights to the growing literature on AR and consumer behavior, and offers practical recommendations for cosmetic retailers and marketers to effectively implement immersive technologies.
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