ETHEL'S CHOCOLATE LOUNGES

Ethel's chocolate lounges

Ethel's chocolate lounges

Q1- Describe the type of consumer buying decision that best describes the choice to indulge at Ethel's?

Ans1- When the consumers make a decision for buying products, they typically follow the consumer decision-making process. Consumer buying decisions are divided into three broad categories that include custom reaction behavior, restricted and broad decision making. There is a diagram that defines the process and states, customers must go through all these stages. However, during daily purchase decisions, customers do not follow the whole process. The type of consumer buying decision that best describes the choice to indulge is thorough decision making. A new shop with a name of Ethel emerged and customers had done not have any shop (apart from Starbucks) to compare it with Ethel. Customers had to carry out an extensive research before buying this product. They tried to read about the chocolates also gathered feedback from those people who bought the product. Customers who had experienced Starbuck's coffee were not the ideal target market for Ethel's. However, they still had the option to experience Ethel's to compare it with Starbucks. In this way, they had some idea regarding Ethel but these people did not represent a major portion of the target market. Only rich people thought of going to this chocolate café because of expensive items. The extensive consumer buying decision was only needed for the first purchase, and, after that, consumers will make a typical purchase decision (Jaworski, 1993).

Q2- Discuss the factors that influence a consumer to spend money and time at Ethel's?

Ans2- There are five factors that influenced a consumer to spend money and time at Ethel's. These five factors are experience, interest, perceived risk of negative consequences, situation, and social visibility. Past experience will state that whether consumers previously bought ...