Marketing Case Study 1

In: Business and Management

Submitted By populardemand
Words 667
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“Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success”

Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s.
The type of consumer buying decision that best describes the choice to indulge at Ethe’ls is the extensive decision making. Consumers practice extensive decision making when buying an unfamiliar, expensive product or an infrequently bought item. This process is the most complex type of consumer buying decision and is associated with high involvement on the part of the consumer. Price plays a major part in the in decision making.
The President of Ethel’s, John Haugh maintains that what makes Ethel’s special is that it offers “approachable gourmet chocolate.” In other words, you don’t have to be a millionaire to enjoy the sweet taste of the good life. However the prices of these chocolates are not for everyone’s wallet. A few items from their Luxurious chocolate menu include: Truffles and Tea for Two, which features all 11 of Ethel’s truffles served on a silver platter, sells for $15. Chocolates and Cocoa for Two includes two cocoas and 10 pieces of chocolate for $18, and a box of 48 chocolates is $42. Five “Collections” offer over 50 individual chocolates that sell for between $.90 and $1.50 each.
So before a customer would dives into one of Ethel’s sweet treats they would possibly go through extensive decision making to ensure that Ethel’s Chocolates are would the price.

Discuss the factors that influence a consumer to spend money and time at Ethel’s.
The factors that influence a consumer to spend money and time at Ethel’s are the atmosphere of the lounge and quality of the chocolate. Underlying cultural, social, individual, and psychological factors strongly influence the decision process. These factors have an effect from the time a consumer perceives a stimulus through…...

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