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Ethel's Chocolate Lounges Case Study

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Ethel's Chocolate Lounges Case Study

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. There are five factors that determine the level of involvement. The first is previous experience with the product. Most consumers have some previous experience with brands of chocolate; brands such as Godiva and Hershey. Ethel's menu features a description of the chocolate's content in case the consumer is unfamiliar with a certain choice. The second factor is consumer interest. The consumer may have a genuine interest in chocolate or the relaxing atmosphere that Ethel's offer. The third factor is perceived risk of negative consequences. The prices of the products offered at Ethel's may negatively influence the consumer. The fourth factor is situation. The consumer may choose to indulge at Ethel's because they have guest in town or want to impress someone with the upscale modern surroundings at Ethel's. The last factor is social visibility. The ability to interact with others, being pampered in a luxurious lounge, and having your favorite chocolates served on a silver platter. I chose limited decision making because the consumer probably has some knowledge of what to expect at Ethel's.

Discuss the factors that influence a consumer to spend money and time at Ethel's.

There are four factors that would influence a consumer to spend money and time at Ethel's. The four factors are social, cultural, individual, and psychological. The social factor can be described as having a hip and classy atmosphere to chitchat, Ethel's provides this feel. The cultural factor could describe what you value or a social class - enjoying chocolate in a plush lounge. The individual factor consists of gender, age, personality, lifestyle, etc. 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. And the last, the psychological factor is your perception, motivation, learning, beliefs, and attitude. This factor would definitely influence the consumer to spend their hard earned money.

Justify which factors you think will motivate a consumer the most.

I believe all four factors listed above play a significant role in motivating the consumer but there are two that stand out for me the most. I think the individual factor and the social factor would influence the consumer the most. Ethel's niche lends



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