ETHEL'S CHOCOLATE LOUNGES

Ethel's Chocolate Lounges

Ethel's Chocolate Lounges

Type of consumer buying decision that best describes the choice to indulge at Ethel's

Ethel's Chocolate Lounge is a new thought in the world of chocolate. The thought is that customers can purchase chocolates and get pleasure from them in the store room. The creation is like a coffee shop or ice cream parlor atmosphere, but with chocolate instead. The type of customer buying decisions that best describes the choice to indulge is an impulsive, but satisfying one. Factors that influence the customer to splurge time and money to Ethel are taste, atmosphere, and perhaps friends. The buyer will be attracted by all three, but the atmosphere is more likely that they will return. That is, if Ethel's can survive the lagging economy (Jerry Olsen, 2008).

Limited Decision Making is the kind of decision making that needs a reasonable amount of time for collecting information and deliberating about an unfamiliar brand in a familiar product category. This style of decision-making requires low level involvement. There are five factors that determine the level of involvement. The first is the previous experience of the consumer with the product. The major of consumers in today's market have tasted chocolate at some variety. Chocolate was introduced into Europe by Spanish explorers of the 16th century. Chocolate is used today in many beverages, candies, and desserts. The second factor is a consumer's interest in the product. Chocolate is sometimes said to aid in certain health conditions, for example, premenstrual symptoms. Chocolate is also said to aid in headache relief due to the caffeine and theobronime found in it. Caffeine and theobromine are stimulating drugs. The perceived risk of consequences is the third factor used to determine the level of decision-making involvement. The fourth factor is the situation that the consumer is ...