Ethels Chocolate Lounges

"Ethel's Chocolate Lounges"

Dianne Lovett

Strayer University

Professor Sally Walters

21 January 2011

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"Ethel's Chocolate Lounges"

My case title Ethel's Chocolate Lounge, I will analyze more in detail what consumer

buying decisions would best describe the  choice to indulge at Ethel’s, factors that would

influence a consumer to visit Ethel’s, what factor would motivate consumer’s, and the

needs the Ethel’s experience appeals to the most.

Describe the type of consumer buying decision that best describe the choice to

indulge at Ethel's.

From my perspective after reading over the case study, I believe the type of consumer

buying decision that one would use to indulge in Ethel’s would be the Routine Response

Behavior. This routine response behavior decision making process is low involvement

and consumers takes little time on researching and decision making of the purchase.  It’s

usually a product that the consumer is familiar with but there are several

different brands available to choose from. I chose this decision process because most

consumers have had previous experience with eating chocolate, especially the Godiva

and Hershey brands, but may be unfamiliar with Ethel’s Chocolates.  The want of having

a taste for some chocolate  along with the catchy set up of the décor described in the

lounge would sure to lure a consumer in, even just to get off their feet and take a  break.

Discuss the factors that influence a consumer to spend money and time at

Ethel's.

  Number one factor is the social factor.  Ethel’s Chocolate Lounge is has a relaxing

atmosphere for all customers that enter.  This place is cozy, relaxing, and terrific in

meeting friends and family to get together. The atmosphere encourages extended

lounging and socializing.  The second factor is the individual factor, which includes

gender, age, and personality.  For the gender, women seem to...