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.
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