How has an understanding of consumer behavior helped Groupon grow from 400 subscribers in Chicago in 2008 to 60 million subscribers in 40 countries today?
Answer:
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Get Help Now!“Part of the reason that Groupon has grown as quickly as it has is because we really understand consumer behavior,” explains Julie Mossler, PR & Consumer Marketing Manager at Groupon. Generally, Groupon consumers follow the same purchase decision pro………….
What is the Groupon Promise? How does the Groupon Promise affect a consumer’s perceived risk and cognitive dissonance?
Answers:
- The Groupon Promise. The Groupon Promise states that any customer can return a Groupon, no questions asked—even if they used it—if they feel like Groupon has let them down.
- How the Groupon Promise affects consumers. The Groupon Promise redu……………
Describe the five-stage purchase decision process for a typical Groupon user
Answer:
The five-stage purchase process consists of problem recognition, information search, alternative evaluation, purchase decision, and post-purchase behavior. The purchase decision process applies to a Groupon user as follows:
- Problem Recognition. This is triggered by a Groupon deal-of-the-day e-mail offer for something that someone wouldn’t ordinarily do. Groupon Now presents real-time offers on smartphone apps in response to an immediate need in a specific location.
- Information Search. A Groupon offer can initia……………………………….
What are possible psychological and sociological influences on the Groupon consumer purchase decision process?
Answer:
Psychological, sociocultural, and situational factors also influence Groupon users’ purchase behavior. The recession has increased the importance of personal values such as thriftiness, so deal-prone people who were attracted to websites such as Gilt in fashion and Woot in consumer electronics are also attracted to Groupon. The typical Groupon user is an 18-34 ye……………………………
What challenges does Groupon face in the future? What actions would you recommend related to each challenge?
Answers:
Groupon faces three challenges in the future:
- Groupon use and repeat purchases. Some consumers buy the coupons but never use them, eventually leaving them dissatisfied and unlikely to use Groupon again. Some consum……………………..
- Rapid growth. The company has expanded into Europe, Latin America, Asia, and Russia by acquiring local daily-deal services. As a result, Groupon currently has more sub……………
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