Read the Groupon: Helping Consumers With Purchasing Decisions video case 4 located at the end Chapter 4 and watch the corresponding video (Links to an external site.).
Within your analysis paper, please answer the following four questions:
- What is the Groupon Promise? How does the Groupon Promise affect a consumer’s perceived risk and cognitive dissonance?
- Describe the five-stage purchase decision process for a typical Groupon user.
- What are possible psychological, sociological, and situational factors that influence the Groupon consumer purchase decision process?
- What challenges does Groupon face in the future? What actions would you recommend related to each challenge