“Ethel's Chocolate Lounges”

Assignment # 1: “Ethel’s Chocolate Lounges”

Introduction

This paper is about Ethel’s chocolate lounges factory, which was opened in the Lincoln Park in Chicago in April 2005 by Mars family. On this case study we will describe the type of consumer buying decision, also the factors that influence those consumer to spend money and time at Ethel’s by justifying which one will motivate them the most, and we will explain whish value the Ethel’s experience appeals to most.

Description of the Type of Consumer Buying Decision

All consumer buying decisions generally fall along a continuum of three broad categories: routine response behavior, limited decision making, and extensive decision making. Goods and services in these three categories can best be described in terms of five factors: level of consumer involvement, length of time to make a decision, cost of the good or service, degree of information search, and the number of alternatives considered. The best type describes the choice to indulge at Ethel’s is routine response behavior, this type of decision making exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time.

The Factors that Influence a Consumer to Spend Money and Time at Ethel’s

The consumer decision-making process does not occur in a vacuum. There are four factors which influence a consumer buying decision. The first one is cultural factors, which include cultures and values. Second one social factor sums up the social interaction between the consumer and influential group of people, such as reference groups, opinion leaders and family members. The third factor is individual factors, which include gender, age, family, life cycle stage, personality, self-concept, and life style. The forth is psychological factor which include perception, motivation, learning, beliefs and attitude.

The Factor that Motivates the Consumer Most

The factor that motivates the consumer most is psychological...