Ethel

ETHEL’S CHOCOLATE LOUNGES 1 RUNNING HEAD: ETHEL’S CHOCOLATE LOUNGES ETHEL’S CHOCOLATE LOUNGES LISA COLEMAN BRADLEY BRIDGES PRINCIPLES OF MARKETING JANUARY 28, 2011 ETHEL’S CHOCOLATE LOUNGES 2 DESCRIBE THE TYPE OF CONSUMER BUYING DECISION THAT BEST DESCRIBES THE CHOICE TO INDULGE AT ETHEL’S. Consumers will flock to Ethel’s for a simple pleasure in life and that is good chocolate and friendly conversation. “The four types of consumer buying behavior are: 1. Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc. 2. Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand. 3. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend a lot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. 4. Impulse buying, no conscious planning.” (Alex, n.d.) The way the company is structured and the fact that they offer fine chocolates at a reasonable price is one of the reasons a consumer would decide to visit Ethel’s. These customers seem to be more of the impulse buyer with not much thought to the purchase price. The customer visits ETHEL’S CHOCOLATE LOUNGES 3 Ethel’s not only for the chocolate but for the social scene as well and not much thought goes into price when you can gather with your friends to have a good time. Another reason that consumers patronize Ethel’s is that it is a routine and it has become a part of their daily or weekly lives. It is a gathering place to enjoy laughter and good chocolate as well as the beverage of your choice. DISCUSS THE FACTORS THAT INFLUENCE A CONSUMER TO SPEND MONEY AND TIME AT ETHEL’S. A consumer enjoys the family friendly atmosphere that Ethel’s offer. The company wants each patron to feel like a millionaire even if they aren’t rich. Catering to the needs of the customer is guaranteed. They are able to gather with family and friends while having a taste of delectable chocolate and coffee. Ethel’s offer the kind of ambience that any other favorite restaurant of the family. Ethel’s offers a relaxed and comfortable experience when visiting their establishment. They are aimed at pleasing even the person that is health conscience by such a warm and loving tone. The personable affect with the pink couches and pillows is unlike any other establishment that shows such grace and elegance. JUSTIFY WHICH FACTOR YOU THINK WILL MOTIVATE A CONSUMER THE MOST. Consumers will patronize Ethel’s mainly for the chocolate. It offers such a good product at a reasonable cost. This will attract the impulse buyer and keep the routine customer as well. Consumers are driven by taste and cravings when it comes to chocolate price most of the time is not a factor. For example, a pregnant woman who is craving chocolate and passes by Ethel’s ETHEL’S CHOCOLATE LOUNGES 4 will automatically become a repeat customer. There will be a select few that use the establishment for gathering together and socializing but the bottom line is the chocolate. Ethel’s has to maintain a good selection of their products and it will sustain them. Consumers want to indulge and do some of the things they know they shouldn’t. Chocolate is one of those pleasures that we know we shouldn’t eat too much of but just can’t help yourself. The fact that the customers can relax and enjoy themselves with friends makes the enticement even more tempting. DETERMINE WHAT NEEDS THE ETHEL'S EXPERIENCE APPEALS TO MOST. EXPLAIN YOUR REASONING. The Ethel’s experience does not appeal to any type of need in my opinion. Ethel’s serves a product that appeal to something that we want and not something that we need. No one needs to eat chocolate just as no one needs to have a social life. These are things that the body and mind want for self satisfying reasons alone and nothing more than that. But for the person that feel they need to have a social life and need to eat chocolate then Ethel’s is the place to be. This is an establishment like none other. Ethel’s offer everything for a person that is socially inclined and in need of a great tasting chocolate and cold or hot beverage. ETHEL’S CHOCOLATE LOUNGES 5 References Alex (n.d.). What is Consumer Buying Behavior. Retrieved January 28, 2011, from http://www.udel.edu/alex/chapt6.html#types