Ethels Chocolate Factory

778 Words4 Pages
Ethel’s Chocolate Lounges Claudette Harrington Professor Kelly MKT100078VA012*1118*001 (Principles of Marketing) Fall 2011 Date (put in date of submission) 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. 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 (although higher than routine decisions) because the consumer expends only moderate effort in looking for information or in considering other alternatives. Also limited decision making happens when the consumer has previous product experience but they might be unfamiliar with Ethel’s brands. The Mars Corporation is an older company that is well known yet has made many changes for Ethel’s Chocolate Lounges by taking many of their ideas from company’s like Godiva’s and Starbucks. When Mars Inc, made changes to its chocolate industry because of previous bad experiences the lounges become fairly unique compared to other chocolate lounges. However before the consumer chooses to buy Ethel’s chocolates he/she will likely evaluate several other brands based on the ambiance, promotional claims, and their prior experiences. 2. Discuss the factors that influence a consumer to spend money and time at Ethel’s. The factors that influence a consumer to spend money and time at Ethel’s café can include individual, cultural, social, and psychological factors. Individual factor consists of gender, age, personality, lifestyle, and attitudes. According to the case study, Joan Steuer, President of Chocolate Marketing claims that, for women, enjoying chocolate in a luxurious lounge is like taking a candle lit bubble bath. Ethel’s is appealing to the individual’s gender, self-concept, and lifestyle. By

More about Ethels Chocolate Factory

Open Document