“Part of the reason that Groupon has grown as quickly as it has is because we really understand consumer behaviour,” stated Julie Mossler, the public relations and consumer marketing manager at Groupon. Like other companies, it follows the same marketing rule of Consumer purchasing behavior and its influences.The ones that Groupon that are utilizing are
Internal Influences
a)Income
The concept of Groupon is appealed to those who do not have the income to afford such expenses and those are willing to try new things. This is evident with how massive the discount prices that they give for the consumers. Up to 70% on certain locations! (McGraw-Hill). Majority of the Groupon consumers focus on price as the most important evaluative criteria as evident of the whole creation of Groupon which was to attract consumers at huge discounts, but the “Groupon Now” offers may only be valid in a short period of time which leads to the …show more content…
Collective buying aspect of Groupon of reaching a certain limit to obtain the discount of the designated activity encourages consumers to share promotions with family and friends to get it as fast as possible. Groupon targets those who were heavily affected by the recession of 2011 so those are are thrifty and looking for cheap prices. But in addition, they appeal to those who are not only thrifty but adventurous which is evident by the algorithm that Groupon uses to put the deals. “Groupon deal-of-the-day email messages, for example, often present consumers with an opportunity to do something they wouldn't ordinarily do—take sky-diving lessons or subscribe to the ballet” (McGraw-Hill). Groupon Now has a developed a smartphone app as they were able to identify the users age, gender, and income of Groupon. Which are 18-34 year old females with an average income of
Internal Influences
a)Income
The concept of Groupon is appealed to those who do not have the income to afford such expenses and those are willing to try new things. This is evident with how massive the discount prices that they give for the consumers. Up to 70% on certain locations! (McGraw-Hill). Majority of the Groupon consumers focus on price as the most important evaluative criteria as evident of the whole creation of Groupon which was to attract consumers at huge discounts, but the “Groupon Now” offers may only be valid in a short period of time which leads to the …show more content…
Collective buying aspect of Groupon of reaching a certain limit to obtain the discount of the designated activity encourages consumers to share promotions with family and friends to get it as fast as possible. Groupon targets those who were heavily affected by the recession of 2011 so those are are thrifty and looking for cheap prices. But in addition, they appeal to those who are not only thrifty but adventurous which is evident by the algorithm that Groupon uses to put the deals. “Groupon deal-of-the-day email messages, for example, often present consumers with an opportunity to do something they wouldn't ordinarily do—take sky-diving lessons or subscribe to the ballet” (McGraw-Hill). Groupon Now has a developed a smartphone app as they were able to identify the users age, gender, and income of Groupon. Which are 18-34 year old females with an average income of