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 which is the correct buying decision is to look at the amount of involvement that went into the decision to make any type of purchase. When looking at involvement, consideration for the amount of time and effort the consumer puts into search, evaluation and their own behavior during the decision process.
I believe that the buying decision that consumers would use is the limited decision making because of the familiarity that consumers have with Ethel’s main product, which is gourmet chocolate. The cost of Ethel’s gourmet chocolate is a little more pricy than chocolate purchased in a grocery store or any other place consumers usually buy their sweets. Customers are paying for the taste of Ethel’s premium chocolate’s as well as the experience one can only get from a visit to Ethel’s Chocolate Lounge. Ethel’s has been set up with a Starbuck’s like environment where people go to relax and enjoy conversation with friends and family but instead of coffee customers enjoy the different types of premium chocolate and beverages. The inside of the lounge is set up with overstuffed pink couches with brown accents and beautiful decorations to make the customer feel like they are being pampered in the lap of luxury. I believe that...
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