This paper intends to present for review “Ethel’s Chocolate Lounges: Back to the Future?
Chocolate Lounges Taste Sweet Success” (hereinafter, “Ethel’s”) case study and will address:
(1) the type of consumer buying decision that describes the indulgence of Ethel’s; (2) factors
that cause a consumer to visit and buy at Ethel’s; (3) justify the factor the writer thinks
motivates a consumer most; and (4) assess what the Ethel’s experience needs to appeal to
Ethel’s Chocolate Lounges
The chocolate house dates back to seventeenth-century London, when members of
society’s elite would gather in luxurious surroundings to ...view middle of the document...
The type of consumer buying decision that best describes the choice to indulge at Ethel’s
Chocolate Lounge is limited decision making. This type of decision making requires low level
involvement. There are five factors that determine the level of involvement. The first is previous
experience with the product. Most consumers have some previous experience with brands of
chocolate; brands such as Godiva and Hershey. Ethel’s menu features a description of the
chocolate’s content in case the consumer is unfamiliar with a certain choice. The second factor is
consumer interest. The consumer may have a genuine interest in chocolate or the relaxing
atmosphere that Ethel’s offer. The third factor is perceived risk of negative consequences. The
prices of the products offered at Ethel’s may negatively influence the consumer. The fourth
factor is situation. The consumer may choose to indulge at Ethel’s because they have guest in
town or want to impress someone with the upscale modern surroundings at Ethel’s. The last
factor is social visibility. The ability to interact with others, being pampered in a luxurious
lounge, and having your favorite chocolates served on a silver platter. I chose limited decision
making because the consumer probably has some knowledge of what to expect at Ethel’s.
Discuss the factors that influence a consumer to spend money and time at Ethel’s.
There are four factors that would influence a consumer to spend money and time at Ethel’s. The
four factors are social, cultural, individual, and psychological. The social factor can be described
as having a hip and classy atmosphere to chitchat, Ethel’s provides this feel. The cultural factor
could describe what you value or a social class – enjoying chocolate in a plush lounge. The
individual factor consists of gender, age, personality, lifestyle, etc. According to the case study,
Joan, President of Chocolate Marketing claims that, for women, enjoying chocolate in a
luxurious lounge is like taking a candle lit bubble bath. And the last, the psychological factor is
your perception, motivation, learning, beliefs, and attitude. This factor would definitely influence
the consumer to spend their hard earned money.
Justify which factor you think will motivate a consumer the...