Case Study- Ethel’s Chocolate Lounges
Jessica D Harvey
Principles of Marketing
To understand what makes Ethel’s Chocolate Lounges successful, one must first understand the process that is Consumer Buying. One may think a consumer just opens the fridge and realizes, “Oh! I am out of milk; I should run out and procure another.” However, it is much more complicated than that. CONSUMER BUSINESS PROCESS
The above analogy is partly correct. It demonstrates the first part of the Consumer Buying Process (CBP), Problem Recognition or recognition of a need. Problem recognition occurs the moment the consumer realizes the need for a product or service. When the consumer opened the fridge and saw no milk, they became aware of the need for more. Following the realization of the need for more milk, came the second step of the CBP, information search. The consumer started to think about all the types of milk and which best suits his or her needs. Would Organic or Non Organic be best? Does the consumer need Milk with 1%, 2%, or whole milk fat? Do they need an entire gallon or just a quart? This is the step where a consumer reviews their memory (or any other information they have access to) to decide the best product for them. While this particular step is occurring, there is one that may well run simultaneously, and that is the third step of evaluating the alternatives. The consumer starts comparing the types of milk to purchase the one most suitable for him or her. Next in line is the Purchase decision. This is when the consumer decides on the exact Milk he or she will purchase and where, followed by the second to last step of actually purchasing the product. Once the product is purchased by the consumer there is a period after which he or she thinks about the purchase this is the final step of the CBP and is known as the Post Purchase Evaluation. The main question during the Post Purchase Evaluation normally is, “Did I...
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