EVIDENCES OF A THREAT: THE CASE OF ON-LINE COLLECTIVE PURCHASES
This study aimed to collect evidences and factors that threaten the online collective purchasing as a model of business, suggesting ways of improving it from customer perceptions. Had as its starting point the recent crisis faced by Groupon, branch pioneer, which led to the resignation of its CEO and founder Andrew Mason, in 2013, and the revision of its basic assumptions. The elements that justify the risks to the model may be contained in the ideas of consumers. In addition, we adopted the qualitative research as a method to identify such evidences and interpret them. The technical focus group allowed the data collection process, while the content analysis and the exposure method enabled the treatment and presentation of those. With the research was possible to classify the threats to the collective purchasing model in four areas: product, process purchase / service, market and cyberspace. Failures were identified as the absence of market segmentation and spam, allowing the taking of decisions to enable the collective purchases for improvement.
PaperID: p 3293-3303
Author's Name: João Antônio da Rocha Ataide, Antonio Carlos Silva Costa, Claudio Zancan and Waldemar Antonio da Rocha de Souza