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 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.
This can happen at many levels. At the brand level, companies may compete in providing a very similar chocolate bar to that of another. Mars and Hershey’s, for example, compete for the chocolate bar market. Each tries to provide the variety and flavor that the consumer desires. Companies also face competition at the product level.
Understandably , such process in pricing is carried into consideration by almost all entrepreneurs . When they decide on the price of their products , they first calculate the cost expenses of the production of the said items or services . For the Cowgirl Chocolates ,coming up with a price in a cost-based pattern would mean a decrease on certain expenses that the company undergoes with regards the products that they release in market which includes packaging and the amount of raw materials used to make the chocolate products of the company .DEMAND-BASED PRICING : If the products are in demand , the price of the items could be safe in terms of increase . However , if the demand for the product is low , it is not that easy to decide when the prices are supposed to increase . This is the reason why creating alternative products for the company is necessary .
Cowgirl chocolates cater to both Chocolate lovers and spicy food lovers with the final product being packaged in custom tins, bags, buckets and boxes. Despite having award winning packaging designs and a high quality chocolate, many consumers and retailers are reluctant to purchase or retail the product. Both consumers and potential retailers have mentioned that the chocolates are too spicy. To help expand her market base, Marilyn has created a non-spicy chocolate called mild-mannered. It is believed that only 10-15 percent of American consumers currently eat hot food.
“Ethel’s Chocolate Lounges: Back to the Future?” 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. The type of consumer buying decision to indulge at Ethel’s Chocolate Lounges would depend upon brand familiarity and/or experience with the “chocolate lounge” concept. A consumer who has never heard of, or visited a chocolate lounge, and unaware of Ethel’s connection to the Mars chocolate brand, may engage in extensive decision making before making a purchase, especially when perusing the menu and expensive prices. Once the consumer found the experience enjoyable, they could shift to limited decision making when considering the different items to purchase during their next visit, or when comparing Ethel’s to other establishments like Starbuck’s or Godiva.
Material things can also make someone pass time which then would give that individual a sense of happiness. An egocentric individual can also feel as though they are better than others because they have more materialistic objects. For example, a random guy goes out and buys a brand new Land Rover, he is probably happy and he is happy because he now owns a brand new Land Rover and pretty sure he is going to feel that he is somewhat better then the guy on the street that drives the 1992 Dodge Neon. Monsieur St. Evrmonde had four men to pour him chocolate. Some may say that that is taboo.
Research is inconclusive about whether artificial sweeteners, which can be hundreds of times sweeter than sugar, encourage a sweet tooth. The use of artificial sweeteners is the highest common denominator for women who gain weight. (Condor pg.3) Studies of aspartame's safety are based on little hard evidence. Since its approval aspartame has slowly but surely invaded the United State's food supply. In 1996 it was approved for use in all foods, from soft drinks to chewing gum, and yogurts and frozen desserts.
For instance; if Ben & Jerry's didn't know that their ice cream scoops are selling out as soon as they’re displayed in stores, then they wouldn't be able to take advantage of the opportunity to sell the ice cream scoops. • The second dimension would consist of various areas of sales such as the United States, Canada, Caribbean, or Europe. Besides Puerto Rico, I am not sure if they sell their ice cream on any other island, but with data collection one could find out if their ice cream would be a better seller in the hot climate of the Caribbean instead of planning on a greater distribution in Canada where the warm period is rather short. • The third dimension would consist of the various details; where sales were made, when the sales were made, and who purchased the product. Such information would assist the development of products that focus on buyers preferences.
1. Describe the type of consume buying decision that best describes the choice to indulge at Ethel’s. The type of consumer buying decisions that was used in Ethel’s Chocolate Lounge case study are interpersonal influences. “Consumers are faced with purchase decisions nearly every day, but not all decisions are treated the same says,” Thomas Sims (2004) of News Week Magazine. According to Sims, it is important to understand how consumers treat the purchase decisions they face.