Assignment # 1 Ethel's Chocolate Lounges

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Marketing 100 Instructor Tim Morrison
May 13, 2011

Assignment # 1

Ethel’s Chocolate lounges

Intro and # 1. What type of consumer buying decision best describes the choice to indulge at Ethel’s? Ethel’s Chocolate lounges are chocolate or candy based restaurants that where created by the Mars corporation. The Mars Corporation is the same corporation that makes the famous M&M candy. In the case study on Ethel’s Chocolate Lounges we learn that the mars corporation has made many modifications to better the chocolate lounges. They strive be more like the Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices. Through marketing strategies the Mars Corporation had many ways to influence customers to dine at Ethel’s Chocolate Lounges. These strategies use consumer buying decisions such as routine response behavior, limited decision making, and extensive decision making. Extensive decision making is the used when buying an unfamiliar, expensive product or an infrequently bought item ECT… Ethel’s Chocolate Lounges are part of one of the most famous candy companies in the world, so it is not unfamiliar, therefore not heavily relying on extensive decision making. Routine response behavior is exhibited by consumers buying frequently purchased, low-cost goods and services; requires little search and decision time. Extensive decision making is exhibited when consumers have previous product experience but is unfamiliar with the current brands available. Ethel’s Chocolate Lounges mostly uses the limited decision making to influence customers. The Mars Corporation is an older company that is well known yet has made many modifications for the chocolate lounges by taking many ideas from the Starbucks industry. With the modifications the chocolate lounges are fairly unique compared to other candy/chocolate shops....
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