ANALYSING THE IMPACT OF VIRTUAL REALITY ON CONSUMER BUYING BEHAVIOUR

Abstract

Abstract: This study examines how virtual reality (VR) is altering consumer behaviour. As virtual reality (VR) technology develops, it is increasingly being used by businesses as a potent tool for engaging customers in unique and immersive experiences. This research examines how VR impacts consumer decision-making processes, brand perceptions, and purchase behaviours through a thorough evaluation of the literature currently in the field. It explores virtual reality experiences in depth and looks at how they can affect consumer preferences. Insights on the potential of VR as a tool for comprehending and influencing consumer behaviour will be offered by the study's outcomes.