Groupon is a popular group-buying website where they act as an intermediary between buyers and sellers. The company has grown rapidly and was established in Sweden in the year of 2010. The aim of this study is to investigate if businesses that have been marketed in Stockholm and that have been co-operating with Groupon have been affected in terms of customer loyalty and profitability. Furthermore the study also examines consumer’s opinions, purchase behavior and loyalty against Groupons business partners. The results showed that salon/spa in comparison with other industries received very high added sales (67 %) and had a large number of loyal customers (42 %). For the retail industry, 33 % did not receive additional sales and 67 % have not received customer loyalty. Tourism/travel and other industries believe the campaigns to be very successful and they have received good customer loyalty and sales. The companies who did not consider their campaigns successful had problems with the communication between themselves and Groupon. Finally, 49 % of the consumers turned out to be loyal to the businesses of which they had used daily deals.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-16526 |
| Date | January 2012 |
| Creators | Ek, Thérese, Haldén, Ella |
| Publisher | Södertörns högskola, Institutionen för ekonomi och företagande, Södertörns högskola, Institutionen för ekonomi och företagande |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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