VIRTUAL REALITY TECHNOLOGY AND MARKETING PERFORMANCE OF SUPERMARKETS IN PORT HARCOURT
Abstract
This study investigated the relationship between Relationship Virtual Reality Technology and Marketing Performance of Supermarkets in Port Harcourt. Specifically, the objectives of the study were to determine how virtual store layout and inventory management relate with sales volume growth and profit growth of supermarkets in Port Harcourt. The correlational research design was adopted and the population of the study comprised thirty seven (37) registered supermarkets in Port Harcourt. 222 respondents were drawn from the population through a census approach in which 6 managers were drawn from each of the supermarkets in Port Harcourt. However, only 192 respondents provided data for the study through questionnaire that was designed in the Likert 5-point scale of strongly disagree to strongly agree. Spearman Correlation (rho) was used to test four (4) hypotheses. From results of the analysis it was revealed that virtual store layout and inventory management which are the proxies of virtual reality technology positively and significantly relate with sales volume growth and profit growth (i.e. measures of marketing performance) of supermarkets in Port Harcourt. Based on these findings, it was concluded that virtual reality (VR) technology, particularly through virtual store layouts and inventory management, significantly impacts the sales volume growth and profit growth of supermarkets in Port Harcourt. Virtual store layouts enhance customer shopping experiences by providing an interactive and immersive environment that makes it easier for customers to navigate and explore products. Therefore, the study recommended amongst others that supermarkets in Port Harcourt should invest in creating virtual store layouts that provide an immersive and user-friendly shopping experience. This could include offering virtual tours or online shopping experiences that allow customers to explore products in a simulated environment, encouraging more engagement and higher sales.
