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

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

Daniel Keckler

Angela Primm-Bethea

Marketing 100

22 May 2012

1) Describe the type of consumers buying decisions that best describes the choice to indulge at Ethel's

When it comes to "Limited Decision Making," it is referring to the type of decision making that requires a moderate amount of time for gathering critical and valuable information and contemplate about an unknown brand in a familiar product category. The benefit of using this style of decision making is that it requires very little involvement. However, even though it requires little involvement, there are still five factors that determine the level of involvement. The first has to deal with past experiences of the consumer with a particular product. The majority of the consumers in today's society at one point or another have tried chocolate or at least some variation of chocolate. In the seventeenth century, chocolate the first chocolate house was formed in London for the elite society members. Chocolate comes in various forms, and in today's society, it can be found in the form of candies, desert, or even as a beverage. To me the second factor is the most important because it deals with the consumer's interest in the product. Chocolate is eaten for various reason such as to fulfill a sweet tooth or for medicinal reasons such as premenstrual symptoms and headaches. The caffeine found in the chocolate is stimulating drugs to help with such symptoms. The third fact is the risk of consequences to help assess the risk to determine a level of decision making. The fourth factor that needs to be evaluated is the situation that the consumer maybe in. With today's economy the way it is, a consumer may choose a lesser quality of chocolate to consume. Last but not least, social visibility is the fifth factor to determine the level of involvement. The promotions and design that Ethel's provides is a prime example of this factor. The silver platter and the "collections" are all tantalizing products that Ethel's Chocolate Lounge is capable of providing.

2. Discuss the factors that influence a consumer to spend money and time at Ethel's.

When it comes to influencing a consumer to spend their hard earn cash at the establishment, there are four factors to consider. As mentioned earlier, one of the factors is the social factor. Ethel's Chocolate Lounge is focused in making the atmosphere as relaxing as possible, it enables the consumer to site with friends for a visit. With the atmosphere being so relaxing,

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