Ethel's Chocolate Lounges



Ethel's Chocolate Lounges

Limited Decision Making

There are few aspects of limited decision making which are as follows.

Low levels of involvement: consumers do not buy chocolates after searching information to a large extent. The behavior for buying chocolates is very rational; therefore, the consumer will have a low level of involvement in the purchase decision.

Low to the average cost goods: the cost of chocolates offered at Ethel's is neither low nor high. Not all people can afford the process of Ethel; however, most of the prices are reasonable. For instance, the tea and truffles (all 11 forms) for two people costs $15 to people. Another deal for two of cocoa and chocolate which includes 10 pieces of chocolate and two cocoas is served for $18, whereas a box of chocolate costs the consumers $42 (Lamb et al, 2011).

Evaluation of a few different brands: Since Ethel offers a complete range of chocolate of its own; consumers do not have to compare a lot of brands before buying. Ethel's Chocolate Lounge started opening in 2005, and the chain of stores has not stopped as yet. The finest chocolate houses are Mars's bet that well-heeled and sweet-toothed consumers will take to premium chocolate the same way that well-to-do coffee lovers flock to Starbucks for expensive java.

Short to moderate time to decide: There is little time for consumers to decide whether to go and have some chocolate. Unlike, high involvement products, consumers do not spend a lot of time deciding where to go for having chocolate.

Factors Influencing the Buying Decision

The factors which influence the buying decision of a consumer include;

Cultural Factors

The factors related to culture have a strong impact on the buying decisions of consumers, primarily because all the needs and wants of an individual lie in his or her culture's core. While ...