Ethel's Chocolate Lounges Essay

The paper that I am writing is an evaluation of Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Sweet Success and to answer the questions of: (1) describe the buying decision a consumer makes when choosing to spoil themselves with Ethel’s Chocolate; (2) describe the factors that make customers want to eat and spend money at Ethel’s; (3) what factors will motivate consumers the most and; (4) what is so appealing about Ethel’s and what needs are met buy the consumer.

THE CONSUMERS BUYING DECISION When a customer is looking to make a purchase there are three broad categories that a consumer will generally follow: routine response behavior, limited decision making and extensive decision making. The easiest way to figure out
These 5 factors are previous experience, interest, perceived risk of negative consequences, situation, and social visibility. Previous experience would be whether they had ever been to this store often and what type of knowledge of the product they might have. Interest would refer to the level of interest the consumer shows towards the product. This would be different for all people as a person’s interest in not only the products offered but also their level of interest in the actual experience. Perceived risk of negative consequences would first involve how the consumer feels about the purchase. This can be from the money that would was spent, buyer’s remorse for either spending too much or on an unwise product, and even how people around the consumer reacted to the purchase. Situation circumstances could transform a low involvement decision into a high involvement decision. For example, if the customer is used to only buying chocolate bars in the check-out lane of the grocery store, but decides that the entire experience at Ethel’s is worth this higher involvement decision. And finally, the social visibility involvement increases as more and more people become aware of Ethel’s product and