Ethel's Chocolate Lounge

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Ethel's Chocolate Lounges MKT100 Strayer University January 29, 2012 Consumer Buying Decision The type of consumer buying decision that best describes the choice to indulge at Ethel's is routine response behavior. This type of decision making typically deals with low-cost goods and services and require little decision time. Consumer involvement is a significant factor in buying decisions. Consumers are usually familiar with the different brands of the product being considered. In this case, the familiar product would be chocolate. Many consumers have had experience with some brand of chocolate; Hershey and Godiva to name a couple. Ethel's Chocolate Lounge is an upscale lounge that allows consumers to enjoy chocolate while they socialize in an approachable comfortable atmosphere. Consumer Spending Influence There are four factors that influence consumer spending: social, cultural, individual, and psychological. The social factor can be described as having an upscale and relaxed atmosphere where consumers can socialize. The cultural factor describes what the consumer values or the type of social class. In the case with Ethel's, consumers can relax in a lounge while enjoying their gourmet chocolate. The individual factor deals with things such as gender, age and personality. Lastly, is the psychological factor. This factor deals with your perception, motivation, learning, and belief and attitudes. Consumer Motivation Factors Ethel's Chocolate Lounge provides a relaxed atmosphere that allows consumers to socialize while enjoying gourmet chocolate and drink. Often times after a hard day’s work, people are looking for a place where they can sit back, relax, enjoy good food and socialize with friends. They are looking to go somewhere that is classy, yet comfortable. Ethel's certainly provides these things. Other factors to be considered are

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