ETHEL'S CHOCOLATE LOUNGES

Ethel's Chocolate Lounges

Ethel's Chocolate Lounges

Consumer Buying Decision that Best Describes the Choice to Indulge at Ethel's

One of MARS Inc. divisions is Ethel's Chocolate Lounge, which offers chocolate to the high end market in Chicago. Women like to mingle with their friends and indulge in activities while building relationships. They love to be in a location where they can share their time with their friends. Ethel's offer them not just a fascinating place to hang out, but also offer them great chocolate a comfortable environment.

Ethel's chocolate introduced a range of gourmet chocolate with its focus on being approachable. It aims to provide everyday gourmet chocolate to the target market, so that customers can enjoy the experience of delicious chocolate in an innovative lounge environment (Allenbaugh, 1999). Furthermore, Ethel's chocolate lounges seek to offer to its customers, distinctive chocolate taste in a luxurious and comfortable environment, where customers can stay and indulge in a wide range of chocolate flavors and beverages. Ethel's chocolate lounge aims to offer people an exquisite pleasure in each ingredient. Excessive flavors may result in confusing the palate.

Ethel's chocolate uses a hand-made, with its warm-blended process to make chocolates. The new range of chocolates appeals to all customers, with a wide range of offerings, which include classic truffles, nuts, caramels, and fruits. In addition, it also offers cocktails inspired by beverages such as Mojitos, Margaritas and Cosmopolitans, and an “American Pop” group featuring familiar favorites like peanut butter and jelly and cinnamon swirl. In order to facilitate consumer buying decision, Ethel's chocolate make use of simple grouping and icon system, so that customers can easily recognize, find, and enjoy their favorite flavors.

Factors that Influence a Consumer to Spend Money and Time at Ethel's

Ethel's chocolate conducted a detailed research pertaining to the factors, which influence customers to visit lounges. The results indicated that women wanted to have an approachable location, where they can spend and linger to spend quality time with their friends. In addition, they wanted to have a place where they can enjoy chocolate more often. Women became bored with 'mystery middles,' where pieces of chocolate are mixed following the first bite because the center is not what they expect. Therefore, the management at MARS Inc. decided to create the Ethel's brand, and incorporate the very first approachable gourmet chocolate for regular customers and chocolate lounges (Lamb, 2011).

Furthermore, other factors, which influence consumers to spend ...