Case study: groupon–helping consumers with purchase decisions
Read the case on pages 146-149 in your text.
Watch the video supplement to the case at link tv/13e/v5-4 (Links to an external site.)Links to an external site..
Respond to the following case question below. (Disregard the questions in the text.)
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.