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.