Assignment # 1 Ethel's Chocolate Lounges Essay

Good Essays

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 …show more content…

These factors would cause most customers to make small time invested decisions to try out lounge. The majority of the decision making time would most likely be over the prices of the products.
2. Discuss the factors that influence a consumer to spend money and time at Ethel’s
There are five factors that can influence a consumer to spend money and time at Ethel’s. Those factors are previous experience, Interests, Perceived risk of negative consequences, Situation, Social visibility. The previous experience at Ethel’s or any other Mars candy/chocolate stores would definitely influence consumers to spend time and money at Ethel’s. Interest asks the question; “does the store appeal to the interests of its customers?” Interest can be gained by the products or experience given to the customer. A great example of this is atmosphere and ambiance. Ethel’s Chocolate Lounges have been designed specifically to coddle patrons in the lap of luxury. They are trying to get customers to come in, sit, relax, socialize, and feel like royalty. Perceived risk of negative consequences mostly refers to the negative factors that come with making purchases. In Ethel’s Chocolate Lounges the prices have been made fairly reasonable and the product is of good quality, which greatly reduces perceived risk of negative consequences. Situation is when customers go from low involvement decision to high due to a change in situation. For example, say a man always buys the

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