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Case study groupon-helping consumers with purchase decisions

Case Study: Groupon–Helping Consumers with Purchase Decisions

Like many established companies, Groupon is facing future challenges that may very well jeopardize their competitive advantage in the marketplace. Taking into consideration changes in consumer behaviors; how Groupon’s Promise affects the consumer’s perceived risk and cognitive dissonance; the five-stage purchase decision process for a typical Groupon user; and the psychological and sociological influences on the Groupon consumer purchase decision process, you, a member of the corporate marketing team are tasked with developing a formal recommendation on what actions the company should take to address each challenge.

Case study: groupon–helping consumers with purchase decisions

Like many established companies, Groupon is facing future challenges that may very well jeopardize their competitive advantage in the marketplace. Taking into consideration changes in consumer behaviors; how Groupon’s Promise affects the consumer’s perceived risk and cognitive dissonance; the five-stage purchase decision process for a typical Groupon user; and the psychological and sociological influences on the Groupon consumer purchase decision process, you, a member of the corporate marketing team are tasked with developing a formal recommendation on what actions the company should take to address each challenge.

Case Study Groupon Helping Consumers With Purchase Decisions

Running head: GROUPON: DEALING WITH MARKETING CHALLENGES Groupon: Dealing with Marketing Challenges Name Institution 1 GROUPON: DEALING WITH MARKETING CHALLENGES 2 Groupon: Dealing with Marketing Challenges Introduction Groupon is a company that offers consumers of several products and services discount promos for the purchase of products listed by the company on its web and mobile platforms. The model that has been used to run the company since its inception in 2008 has been successful due to its capacity to generate demand from consumers for products and services that are designed for their basic needs and enough revenue that could be shared by both the company and the merchants offering the products and services. As a company that has leveraged on the understanding of consumer behaviors by creating several products that are designed to meet the needs of local consumers in forty-eight countries, there are challenges that it must overcome to remain competitive and sustainable. Meanwhile, it is essential to state that the issues did arise from a lack of understanding of the processes that determine the purchasing decisions of consumers across the world. Information from the scenario in the case study shows that Groupon designed its products around the five processes of consumer purchase thereby structuring its deals and discount offers accordingly. For example, the Groupon Promise was developed to offer consumers that ultimate experience that would enable them to make r .
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