Marketing 100 - Ethel's Chocolates

1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s.

The type of buying decision that best describes the choice to indulge at Ethel’s ranges from involvement through extensive decision making behavior, but the one most used would be limited decision making behavior.

Ethel’s Chocolate Lounge is own and operated by the Mars Company and they have been around since 1911. Consumers are aware of the products of the Mars Company and can be purchased at most grocery stores or other chain stores. Most consumers are familiar with all the different types of Mars brands chocolates, since they grew up with Mars chocolates.

Mars Company has been around for a century and wanted to target another part of the market by offering a modern take on chocolate dining. Having people come into their lounge and be able to relax and enjoy their experience at Ethel’s Chocolate Lounge. In other parts of the United States chocolate café were emerging and Mar’s didn’t want to be left out. People may be familiar with ice cream parlors and coffee cafes at Barns and Nobles and Boarders, some of these book stores have a coffee house in them for their customers to come and have a cup of java or tea and sit and relax and explore your purchase while dining. Ethel’s Chocolate Lounge wanted to bring more of a relaxed and social atmosphere than what the coffee café were doing and so Ethel’s Chocolate Lounge concept came about.

Ethel’s Chocolate Lounge is not a new concept to sit, socialize and relax, back when social class was significant in society people would spend their free time to sit and chit chat about the day to day activities and learn about the latest news taking place around the town. Today’s society is trying to bring back socialization into the picture. Coffee houses are sprouting up and offering a relaxed atmosphere to sit and drink a cup of your favorite java or tea. What Mars wanted...