Ethel's

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Ethel’s Chocolate Lounges: Back to the Future?
Taste Sweet Success

April D. Woods
Professor Dwight Greene
Principles of Marketing
February 6, 2011

Describe the Type of Consumer Buying Decision that Best Describes the Choice to Indulge at Ethel’s
The type of consumer buying decision can be associated with routine response behavior. Ethel’s is described as a place where people can experience chocolate at a place where there is a neighborhood vibe. When you think of a neighborhood-vibe you get the sense that things are always the same when you come into that neighborhood. You can always expect the same people, on the same streets and the same houses and cars. Thus at Ethel’s a consumer can always expect the same chocolate, the same service and the same lounging experience. People tend to buy what they are familiar with and will continue that experience unless there is a change in product. They understand the taste of chocolate and the deciding factor on whether to eat it is non-existent. Consumers are known to stick with what satisfies the taste, feel and sight of the senses and want to experience that wonderful sensation over and over again. Always making it a great place for a customer to come when they want a pleasant experience after a long day or when they want to sit around with friends and enjoy a great time to socialize. Discuss the factors that influence a consumer to spend money and time at Ethel’s.

Factors that influence a person to spend money and time at Ethel’s is that the company stemmed from Mars, which is a well known candy company and a house hold name in the early 1900’s when it came to chocolate. Therefore, it was already proven that the founders knew their product well. It was already established that their chocolate was the best and leading the industry at one time. However, the trend for chocolate was beginning to change with the new chocolate and coffee lover shops. In an effort to remain competitive with the newer...
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