Using immersive marketing techniques to improve and develop product designs (A field study in a selected group of interior decoration companies in Nineveh)

Abstract

The current research aims to test the relationship between immersive marketing techniques and their impact on product design and development, as the field of marketing has witnessed remarkable development with the emergence of immersive marketing techniques that rely on virtual reality and augmented reality to create rich interactive experiences for consumers. These techniques allow sensory and realistic interaction with products and brands. This type of marketing aims to transform the consumer's experience from simple traditional interaction to a multisensory immersive experience, enabling the customer to perceive product details, design, and test it virtually before making a purchase decision. The current research, within its conceptual framework, considers immersive marketing as an explanatory variable. also addressed the topic of product design and development as a responsive variable. The problem centered on how the researched companies can elevate their product design levels and develop them through the use of immersive marketing techniques. Accordingly, the importance lies in informing the researched companies about the clear role that immersive marketing techniques play in designing and developing their products, and in motivating customers to purchase them. To achieve this, a questionnaire was used as the primary tool for data collection, distributed randomly to 60 employees in the researched companies, with valid responses for analysis regarding the current state of the research variables. The data were analyzed using statistical tools to achieve the research objectives and test hypotheses, relying on the statistical software SPSS version 26. Based on the practical findings, the research reached several conclusions, upon which a set of recommendations was made to the management of the researched companies.