Ethels Chocolate Lounge Essay

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Angela Y. Kellman Principles of Marketing Thursday, February 3, 2011 Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. The consumer buying type that best describes the choice to indulge at Ethel’s is limited decision making. Limited decision making is when a consumer has previous product experience but is not familiar with the current brands available. Most people are very familiar with chocolate but may not be familiar with different types of chocolate. Ethel’s would give them the experience and chance to taste the unfamiliar. One may have the mindset that chocolate is just chocolate until they experience Ethel’s and find there are many different kinds of chocolate tastes. Discuss the factors that influence a consumer to spend money and time at Ethel’s. A consumer may have previously visited Ethel’s before and loved their experience so much that they may bring a friend or family member there to socialize. A consumer may be an avid chocolate lover and Ethel’s Chocolate Lounge was a perfect place for them to enjoy their favorite chocolates and friends. A consumer may also be put in a situation where they were invited to some type of party or shower and it was held at Ethel’s. They may find themselves spending money for the person of the moment and enjoy the experience of Ethel’s. I believe that four factors may influence a consumer to spend time and money at Ethel’s. Cultural factors influence because you would want to cater to those who are willing to spend money on chocolate in a social setting. Ethel’s Chocolate Lounges are located in very nice areas in Chicago and Las Vegas. This will somewhat ensure that they cater to a certain social class. Ethel’s would not prosper in a low income area because people in that social class don’t normally have the desire or means to spend money on high
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