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Etherls Chocolates

In: Business and Management

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Ethel’s Chocolate Lounges: Back to the Future
Heloise V. Posey
Professor Jane Osburn
Marketing
Date: April 28, 2012

Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s.

If this was still the seventeenth century London their high society’s elite would still be gathering in luxurious and secluded surroundings to relax and sip hot chocolate. Good consumer buying is making a decision or choice to indulge in customer satisfaction and evaluation of goods or services based on whether the goods or services can meet their needs and expectations. Failure to do so will almost always result in consumer dissatisfaction with the goods or services. If your consumer is not happy they will pass the word on to their friends and family. Word of mouth is the ultimate in consumer buying decisions. What sort of impact you get or your remembrance of the first impression can be a powerful tool in getting patrons to patronize you establishment.
The name Ethel's seem to imply strength, warmth, home, maturity and trust. The type of consumers that will buy at Ethel’s Chocolate Lounges will be the consumers that upon entrance will feel that atmosphere that Ethel’s exhibit. They will want to use the place and be able to meet and greet family and friends for a cup of coffee, tea cocoa and along with enjoying warm atmosphere with chocolate truffles or some of the other delights that Ethel’s sell. As stated in the case study centuries ago some people were unable to purchase famous chocolates because of the high cost. So they had to settle for cheaper chocolate. Along came Ethel’s with an air of friendly gourmet chocolate and a place that everyone can enjoy without having to spend a fortune to enjoy the fine chocolate. Add to this equation the want of having a sudden taste for chocolate along with the catchy set up of the décor as

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