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Ethel's Chocolate Lounges Essay

1355 words - 6 pages

Ethel's Chocolate Lounges
1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s.
Ethel’s Chocolate Lounges dates back to the seventeenth century when it was a very luxurious place where people from the highest level of society enjoyed the sweet taste. New Ethel’s Chocolate Lounges has its foundation from the previous one, bringing a similar idea that Starbucks offers-a chocolate shop where someone can stop and buy excellent quality of chocolate and enjoy it at nice place while socializing with others as well as taking some chocolate home as a gift .
People who decide to indulge at Ethel’s Chocolate Lounges are mostly limited decision making ...view middle of the document...

It may have a negative influence on the consumer but the fourth factor which is social could be stronger than financial. Additionally, chocolate is sometimes some kind of a relief in certain situations like headaches, premenstrual symptoms, intensive physical exercising or an intensive process of learning. The effect of theobromine-main ingredient of chocolate occurring only in cacao has a similar effect as caffeine.
Another factor of involvement is a situation. Consumers might decide to indulge at Ethel’s because they have a special occasion, having visitors that they want to impress with an upscale modern surrounding such as Ethel’s.
The last factor is social visibility. Ethel’s Chocolate Lounges is an expensive place offering coffee and chocolate, but the ability to interact with others, being “pampered in a luxurious lounge” can be very strong. Being an Ethel’s customer might bring a positive statement about a person.
I think that most Ethel’s Chocolate Lounges customers are limited decision making because they have a previous experience with chocolate but do not necessarily have to be familiar with Ethel’s Chocolate Lounges. A moderate effort in reaserch can bring a good chance to have some knowledge about Ethel and of what to expect at Ethel’s.

2. Discuss the factors that influence a consumer to spend money and time at Ethel’s.
According to the textbook, on consumer buying decision has an impact of four factors such cultural, social, individual and psychological.
Regarding cultural factors we focus on culture and values as well as social classes and subculture. American culture, which is contrary to Polish culture, prefers meeting people outside their homes since Americans prefer convenience as one of their values. Places like Ethel’s Chocolate Lounges, Starbucks and similar are very common in the U.S. If someone wants to have a chat enjoying a cup of coffee with a snack has this as an option. Ethel’s Chocolate Lounges customers’ process of customer making decision includes also social classes. Most of Americans identify themselves being middle class regarding to their income level and education; Ethel is a great place where Americans can aspire their lifestyle
Social factors evaluate social interactions within groups like family, opinion leaders, and direct or indirect reference groups. Some might go to Ethel because it seems a trendy place or it was recommended by family members or by co-workers or friends.
The third element influencing costumers to spend many and time at Ethel’s are individual factors like age, gender, family life-cycle stage, personality as well as self-concept and lifestyle. Ethel’s Chocolate Lounges customers are mostly women since chocolate is preferred by women as Joan Steuer, president of Chocolate Marketing, states. Regarding to age, a probability of meeting young and middle aged people at Ethel’s is higher than encountering the older generation. Additionally, personality and self...

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