Ethel's Chocolate Lounges

Ethel’s Chocolate Lounges

MKT 100

Strayer University

Maurice Sherman

Professor Mahaffey

May 7, 2012

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

Customers who frequent Ethel’s chocolate lounge mostly practice limited consumer buying decisions. Most have previous experience with brands of chocolate such as Godiva’s. People have a genuine interest in chocolate or the relaxing atmosphere that Ethel’s offer. There is some knowledge of what to expect when visiting Ethel’s. Ethel’s observe high quality standards. Satisfied customers recommend Ethel’s to other friends via blogs, reviews and social sites such as Facebook and Twitter. Their recommendations have led to more and more people choosing to indulge at Ethel’s. People want to be involved at Ethel’s. They can chat with friends while enjoying chocolate served on a silver platter. When customers enjoy Ethel’s chocolates and it is encouraged that they share with others to create a social exchange process.

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

There are five factors that determine the level of consumer involvement in the purchasing decision making process that would determine the consumers involvement in whether or not to frequent Ethel’s. The factors are previous experience, interest, perceived risk of negative consequences, situation, and social visibility (Lamb, 2011). Ethel’s Chocolate Lounge is advertised as a place of chocolate and where others can chat with each other. The atmosphere encourages lounging and socializing. Chocolate can be seen as a gift of choice.

There are many benefits to eating chocolate. One benefit to eating dark chocolate is that it has been known to lower high blood pressure. Dark chocolate has antioxidants in them and they eat up free radicals and other destructive molecules that are implicated in heart disease and other ailments. Some exchange chocolate...