ADOPTION OF QR CODES AND AUGMENTED REALITY AND ITS EFFECT ON CONSUMER PURCHASE INTENTION IN FMCG SECTOR

📄 Abstract

The rapid integration of digital technologies into packaging has transformed traditional product containers into interactive communication platforms. Among these innovations, Quick Response (QR) codes and Augmented Reality (AR) have emerged as key tools for enhancing consumer engagement and influencing purchase decisions. This study examines the adoption of QR codes and AR in packaging and analyses their effect on consumer engagement and purchase intention. A descriptive research design with a quantitative approach was employed, and primary data were collected from 220 respondents using a structured questionnaire. Statistical tools such as descriptive statistics, chi-square test, one-way ANOVA, and reliability analysis were applied to analyse the data. The findings reveal that QR and AR-enabled packaging significantly enhances consumer engagement, trust, and perceived usefulness, which in turn positively influence purchase intention. Trust was identified as the strongest predictor of engagement and behavioural intention, while AR features such as 3D visualisation and virtual demonstrations were found to increase consumer interest and confidence. However, barriers including privacy concerns, limited awareness, and technological accessibility issues negatively affect adoption. The study concludes that smart packaging supported by secure, user-friendly, and value-driven QR and AR experiences can strengthen consumer–brand relationships and serve as a strategic marketing tool to gain competitive advantage in contemporary markets.

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📚 How to Cite:

Jeeva K S, Dr.P.Syamsundar , ADOPTION OF QR CODES AND AUGMENTED REALITY AND ITS EFFECT ON CONSUMER PURCHASE INTENTION IN FMCG SECTOR , Volume 13 , Issue 3, March 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) ,