Case Assignment: Ethel’s Chocolate Lounges

1. What type of consumer buying decision best describes choosing to indulge at Ethel’s?

Deciding to consume Ethel’s chocolates is limited involvement buying decision. Though the category of chocolates and like confections is a familiar one, the price points, atmosphere, and novel presentations require some deliberation before positively deciding that a $15–50 dessert experience is a palatable choice. Relative to other purchase items in a consumer’s basket, the prices are moderate, the time involved to make the decision to go there is modest, and the information search is mostly informal, though it may have some external elements such as asking friends or reading about it in newspapers or magazines.

2. List the factors that influence a consumer to spend their money and time at Ethel’s. Which one do you think will motivate a consumer the most? Why?

Cultural, social, individual, and psychological factors have influence in the following ways: 1) Dining at Ethel’s represents an earned right to enjoy culturally valued leisure time and the achievement of material success and prestige. 2) On a social level, Ethel’s becomes appealing because it is a hangout for consumers’ primary membership reference groups, and the newness of the concept should appeal to opinions leaders. 3) Ethel’s makes an appeal at the individual level with a color scheme and product mix traditionally geared toward a female audience, and it’s prices and ambiance are suited for a professional crowd, regardless of gender. 4) Psychologically, the need for social interaction and self-esteem acquired through material success could influence a consumer considering Ethel’s.