ETHEL'S CHOCOLATE LOUNGES

Ethel's Chocolate Lounges



Ethel's Chocolate Lounges

Introduction

Ethel's is a famous coffee and chocolate café with a luxurious sitting style in united states. Being owned by the MARS inc., it is catering almost every kind of customers, whether high class or middle class. They are catering the people who want to have a great taste of chocolate with a luxurious and cozy ambience. The main competitors against them are Starbucks and Godiva which are also offering high quality of taste to a massive customer.

Ethel's had to make a good deal of targeting its customers in order to compete with the competitors like Starbucks which is the most famous coffee shop in the whole world. Thus, Ethel's start targeting the customer of classes, middle and upper, with varieties in menus and prices, so that everybody can have a taste of good life with luxury. They start offering 'approachable gourmet chocolate' in their Chicago outlet, with the theme of approachability which is basically catering the customers who cannot afford high prices.

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

The type of consumer buying decision which makes Ethel's a choice for the customers is its ambiance and cozy atmosphere with taste, obviously. The president of Mars has made Ethel's special in a way that it offers approachable chocolate in terms of affordability. The idea behind that is to offer good taste with classy environment to the people of middle class as well, so that they can also enjoy the high class level at affordable prices. Ethel's offers different varieties in coffees and hot chocolate, which are available in both high and low prices.

In other words, one does not have to be millionaire in order to have the sweet taste of a good ...