Analysis Of Groupon Marketing Strategy

1569 words - 6 pages

With the internet technology, everyone can stay at home for online shopping. What’s more, if you can enjoy daily discounts with all the information, home delivery and 24-hours daily operation, that’s all can be found by buying Groupon. Groupon, the company has successfully captured millions of online consumers throughout the world. The marketing strategy of Groupon captures the consumer behavior. Consumer buying behavior, defined as... “The buying behavior of final consumers, individual and households who buy goods and services for personal”.Groupon consumers mainly responses to:
- Brand selection: the advertisements, messages and discounts offered consumers to try something new with lower price for a variety of product, restaurant menu, branded handbag and so on.
- Product service: Groupon offering special deal Groupon and the consumer can select the convenience time for salon appointment or dinning appointment. Furthermore, the company policy “The Groupon Promise” encourage consumer to buy as no question will be asked to return purchased Groupon, this towards the customer satisfaction guarantee.
- Purchasing timing: “a deal of today must not miss” is commonly built into Groupon’s customers’ mind. Offering a huge discount and can easily to purchase via internet or mobile technology, furthermore, the product is home delivery.
- Reference groups: The social influence likes Facebook, Twitter is helping the grow of Groupon. When the responses and commends is positive, many consumers will follow the trends bearing in mind of trying.
The Groupon consumers follow below five-stage purchase decision process:
i. Need recognition
Usually when buyers buy a product they based on the need. A need to try out new ideas for a low price such as the restaurant’s menu, a relax sp, hair treatment, or to purchase a fashion handbag. If Groupon is offering a discount deal for a limit time only, wihout second though, at real time Groupon did fulfil the customer immediate. Not only for personal use, Grouping can be brought as a gift to friends and relatives too.

ii. Information search
Information can be obtained from the customers’ comment on Groupon. When buying a product that is not commonly purchase, not a daily use product, buyers need more time to search, to compare and to discuss among friends on Facebook or Twitter. Normally whenGroupon offers a deal, the users’ reviews always share their previous experiences with the merchant or after use comments and even the suppliers after sales services. This ready informationdoes help a customer before they decide to purchase.

iii. Evaluation of alternatives
After analyzing the information, the buyer identifies to choose from the preferred brands, price, after sales service or other alternatives. Majority, Groupon customers focus on price. The Groupons’ “deal-of-the-day” for a limit of time is very attractive to them. Others evaluation such as quality or timing aspects likely to affect the...

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