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

The fundamental factors that were identified to develop the psychological processes include perception, learning, memory, thinking, emotion and motivation (Sternberg 1996). Following the structure of the SOR model, Howard first (1969) proposed the consumer decision-making model (Richarme, M., 2005), which was further developed to be the ‘Theory of Buyer Behaviour’ (Howard et al., 1973). The model considered environment stimulus as variables impacting consumes, and was triggered from various sources. These inputs included core elements of products such as price, quality that the buyer truly confronts (Loudon et al., 1993) as well as symbolic stimuli resulted from advertising. Besides, social stimuli including family, peer and other reference groups also influence consumers before entering the decision process (Foxall 1990). In contrast, Engel et al (1995) did not focus on environmental factors, but paid more attention to the hypothetical construction of the decision process that was the main organism being influenced by inputs. The entire organism was structured around a seven-point decision process: need recognition followed by an internally and externally information search, the evaluation of alternatives, purchase, post purchase reflection and disposal. Aligning with Howard (1973), mainly two factors significantly affected these decisions. First, market stimuli affected consumer’s information process which was

Rogers’ Chocolate is on a mission to have the company double or triple its size within 10 years. An analysis will be performed to figure out a strategic plan where Rogers’ Chocolate will be able to grow, and maintain their image of providing premium chocolates. The issue facing Rogers’ Chocolate is how they will be able to gain new customers and sustain their current customers. To give a thorough analysis, I will identify and explain the strategic issue, present the results of the analysis, and present alternative strategies. Finally, I will present my recommendation and conclude the analysis.

Intro and # 1. What type of consumer buying decision best describes the choice to indulge at Ethel’s?

This report examines Mars bar chocolate Brand Performance; Awareness and Salience; and Demographics and Segmentation.

This paper will discuss the psychological and social factors, such as motives, perception, attitudes, personality, family, social class, and reference group that influence consumer behavior toward a product or service. It is important for marketers to develop an effective marketing message, understand and know how to apply this knowledge of consumer psychology to create and develop an effective marketing of its products and services.

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

This structured analysis focuses on the top four retail chocolate manufacturers in terms of global net sales from 2014. The top four chocolate manufactures are Mars Inc., Mondelez International, Ferrero Group and Nestle SA. These manufactures hold approximately 30% of the global retail market share demonstrating their brand power through successful advertising and marketing techniques (appendix 4.1). The global chocolate industry itself has grown by approximately $8 billion USD (net sales) since 2012 despite the growing demand for healthy and organic foods. Organic food sector demands are estimated to grow 14% in the United States through 2018, despite the fact that US chocolate sales have grown 24% in a that time frame (TechSci,2014). The conflicting statistics could only be explained by the successful marketing of retail chocolate companies who have recognized the shifts in market preferences and consumer behavior, and successfully adapted to these trends keeping the appeal of chocolate.

Chocolate has often been considered a luxury and a selfish, guilty pleasure because of its expense and the subliminal

Possibly the most challenging concept in the marketing is to deal with understanding the consumer behaviour. This research paper explains the changes occurred in consumer behaviour of India. The purpose of this research paper is to find out the factors that are affecting the consumer behaviour and what strategies can be formed to adopt those changes and achieve the long term growth and success. The synthesis of this research paper is based on the secondary data sources as well as the observation of buying behaviour of consumers. The attitude of Indian consumers has undergone a major transformation over the last few years. The Indian consumer today wants to lead a life full of

Purchase intention is constructed from consumers’ attitudes and external factors, where attitudes are multiplex consisting of three elements which are cognitive component or knowledge, affective component or emotion, and conative component motivating consumers toward behaviour or response (Adcock et al., 2001). Purchase intention is a significant factor for predicting consumer behaviour (Fishbein and Ajzen, 1975). Also, purchase it can measure the possibility of consumers’ purchases. The level of consumers’ willingness to buy products directly depends on their purchase intention (Schiffman and Kanuk, 2000). Thus, it is an important concept in marketing. Khan et al. (2012) stated that consumers consider many different criteria when they would like to buy products, such as price, quality, product features, brand and convenience. According to previous research, it is found that purchase intention has many different definitions.

Buying decision of the customers depends on the individual choice apart from the conditioning of the external factors that have been mentioned. Individual factor is dominated by the demographic identity of the individual as well as the requirement of the person that needs to be

Thorntons is a leading Company of the UK which offers delicious and mouth-watering chocolates to the people. The Company was founded in the year 1911 by Joseph William Thornton. It has been in the chocolate making business for over 100 years. The site of the Company attracts thousands of customers to taste the great quality chocolates which are made of finest cocoa beans and smooth milk. The company works with efficient team members who are always there to assist its customers. The team members’ think of innovative ideas and offers for its customers. The aim of the Company is to bring a huge smile on the face of the people by offering many chocolate products.

It is suggested to the company should introduce more and new flavour into the market. Through survey analysis, only chocolate flavour is only available in market.

The global chocolate market is highly consumer driven and companies need to focus on their development and marketing strategies towards capturing a larger consumer base, and acquiring new markets. The major strategies used are consolidation of processes, and enhancement of brand image through corporate social

There are approx. 5 main factors that could be used to identify and analyse, these are Cultural [subculture and social class], Social [reference groups, family, status], Personal [age, occupation, economic situation, lifestyle, personality and self-concepts], and Psychological [Motivation, Perception, beliefs and attitudes]. Cultural factors can influence buying behaviour by the different types of perceptions that channel through country to country. Top marketing countries will always spot shifts in different cultures to discover the needs of sporting kits and replica football stickers.