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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:

  1. What is the Groupon Promise? How does the Groupon Promise affect a consumer's perceived risk and cognitive dissonance?
  2. Describe the five-stage purchase decision process for a typical Groupon user.
  3. What are possible psychological, sociological, and situational factors that influence the Groupon consumer purchase decision process?
  4. What challenges does Groupon face in the future?  What actions would you recommend related to each challenge?

Marketing Management, Management Studies

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