ETHEL'S CHOCOLATE LOUNGES

Ethel's chocolate lounges

[Name of the Institute]

Abstract

For lounging a product in a market which has a lot of potential for its growth, it is essential for the company to study its customers. It is important to know the needs of the customers which they want to be satisfied, so that the product can easy touch their heart. Ethel's chocolates have done the same thing, it has tried its best to attract the customers so that their customers can associate their personality to the chocolates. The unethical part of Ethel's chocolate lounge is that it decreased the price initially, and later again made it a premium product. Only people with the best money can afford the Ethel's chocolates.

Ethel's chocolate lounges

Consumer buying decision

Consumers always want their needs to be fully satisfied from the product that they purchase. They think about many factors, which includes satisfaction of need, and value of money (Lamb, 2008). The consumers of Ethel's chocolates belong to the elite class, as it perceived as luxurious chocolates. When Ethel's chocolates came to America, it served as the mass chocolates. Although it came as a mass chocolate, still the price is not for everyone's pocket.

Consumer segmentation criteria

In marketing research efforts, to isolate segments of the two approaches used

The consumers of Ethel's chocolates have the descriptive variables, which identify the potential buyer on the basis of its objective characteristics. These variables include geographical, demographic, economic, sociological and social. These criteria allow answering the question, who buys the product.

The consumers of Ethel's chocolates are based on the analysis of behavioral variables, describing the reasons for the consumer purchasing decisions. These criteria allow answering the question why the buyers are buying a product and how consumers react to sales activation tools.

Proceedings of the consumer

Rational, the consumer is not affected; make purchases according ...