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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

Principles of Marketing

10/25/2011

1. Describe the type of consumer buying decision that 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 to be more like Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices. Through marketing strategies the Mars Corporation had many ways to influence customers to dine at Ethel’s Chocolate Lounges. These strategies use consumer buying decisions such as routine response behavior, limited decision making, and extensive decision making. Ethel’s Chocolate Lounges rely on the limited decision making to influence customers. Consumers engaging in limited decision making have a low level of involvement and make little effort in searching for information on alternative brands or products. If the consumer discovers a particular item they normally purchase is not available, the consumer will look for a similar product. In searching for a similar item, the consumer may base their decision on similar ingredients, if the items were on sale, or their prior experience of the item the consumer wanted to purchase. When someone chooses to dine at a restaurant such as Ethel’s, there are very few, if any, other choices to compare their products and experience. Those who choose this type of restaurant already has a basic knowledge of what this store offers but is interested in expanding that knowledge base somewhat. When deciding whether or not to try...

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