ETHAL'S CHOCOLATE LOUNGE Essay Example | Topics and Well Written Essays - 1000 words

ETHALS coffee bean LOUNGE - Essay ExampleEthels Chocolate Lounges Back to the Future? Chocolate Lounges Taste fragrancy Success Case Background The case presents the marketing strategies implemented by Ethels Chocolate Lounges since its ancestry in 2005 in the neighborhood of Lincoln Park in Chicago. Reported to be named after the materfamilias of the family known to produce the famous Mars coffee trees, Ethel, with husband, Frank, the chocolate lounges were designed to parallel the successful stints of coffee shops handle Starbucks. The disparity comes in terms of offering chocolate drinks together other chocolate products to sophisticated commercial enterprise in search for approachable gourmet chocolates in an impeccable environment. In this regard, the case study would order to address the issues of consumer buying decision factors that influence consumers to spend and factors that motivate them as well as inescapably that Ethels experience appeals to most. Type of Consu mer Buying Decision Ethels Chocolate Lounges has explicitly indicated that their lounges argon designed to bumble patrons in the lap of sumptuousness, but Mars president John Haugh maintains that what makes Ethels special is that it offers approachable gourmet chocolate (Cengage Cites, 2008, p. 13). ... 13). Having launch their customers profile and the products and services that Ethel Chocolate Lounges offer, the type of consumer buying decision depends on the level of familiarity of the consumer and the extent of differences among brands (MBA Lectures, 2010). For this case, since the customer is seeking variety and the elegance offered by Ethel Chocolate Lounges, these customers are classified as variety seekers and their buying bearing is variety seeking buying behavior. Accordingly, variety seeking buying behavior occurs in a situation of low consumer involvement but significant brand differences (MBA Lectures, 2010, par. 5). Consumers involvement are not significantly high since they could be influenced by peers encouraging them to try out the gourmet chocolates and yet if these products are significantly high in price, the cost of the products are not too expensive when compared with luxury products or furnitures, appliances and other high priced items. These customers are mostly seeking specialty products requiring cognitive decision making in terms of added comforts and services offered by the lounges aside from the products per se. Factors that Influence Consumer to Spend Money Having established the consumer profiles, the factors that influence consumers to spend money are as follows (1) a place to chitchat and relax with friends (2) a venue for experiencing a relaxing ambiance where socializing is encouraged (3) the option to try new ship canal to enjoy chocolates (as beverages, as truffles, and in over 50 varieties) and (4) an opportunity to be included in the in crowd. Factor that will motivate a Consumer the Most From the