Ethel's Chocolate

In: Business and Management

Submitted By ireneoroark
Words 1106
Pages 5
Ethel’s Chocolate Lounges

Marketing 100
April 28, 2012

Ethel’s Chocolate Lounge
Ethel’s Chocolate Lounge sounds delicious and inviting, a way to relax, unwind and enjoying a creamy delicious treat all at the same time. The Lounge seems like a place that I would visit from time to time with my friends and family. The president of Chocolate Marketing claimed in the case study that enjoying chocolate in a luxurious lounge is like taking a candle-lit bubble bath. That is exactly what I first thought while reading through the case, nibbling on a premium chocolate truffle and sipping on a creamy cup of hot chocolate on comfy sofa with friends and family. The prices to me seem reasonable but will definitely put a big influence on how often I would treat myself or my family to these indulges.
1. 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 Ethel’s Chocolate Lounge would be the routine response behavior and the limited decision making. The routine response behavior is the products or services that consumer’s purchase frequently giving them low-involvement in decision making because the products are familiar to them. Limited decision making is the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category (Lamb, 2011). This type of consumer buying decision fits well for consumers who have not experienced what Ethel’s Chocolate Lounge has for its products as well as its atmosphere. Ethel’s atmosphere is directed for the customers to feel comfortable while enjoying the "approachable gourmet chocolate" and socializing with friends and family. Consumers are aware of chocolate and a variety of drinks that are out there, so it…...

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