Marketeo

Chocolate is one of the most favorite foods. For some people can be the most delightful meal ever, for others, chocolate can be a calorie night mare, and for others chocolate can be another product to create a business. For me chocolate is the most passion and romantic sweet they could ever invented. Personally, I like hot chocolate drink especially during those super cold winter days. Accordingwith Ethel’s Chocolate Lounges study case, there are different types of consumer buying decisions, factors that influence a customer to spend money, and, the motivation to a consumer to buy the most appealing product according to the American Values.

1) Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s.
The type of consumer buyingdecision that best describes the choice to indulge at Ethel’s is the level of consumer involvement and limited decision marketing. According to the Book “Marketing”, (Lamb, Hair, & Mcdaniel, 2010), Involvement is the amount of time and effort a buyer invest in the research, evaluation, and decision processes of consumer behavior. There are different factors that determinate the level of involvementand the limited decision marketing. The first one is the previous product experience but unfamiliar with the current brands available. Many consumers have previous tasted chocolates in different ways. According to the case study, chocolate was introduced back in the seventh century. Chocolate now in days are offer to find in different ways, beverages, bars, deserts, food and more. It is difficultfor the consumers to figure it out what brand or what product to choice since there are many ways chocolate can be purchase. Another factor is customer interest. Many consumers may relate to chocolate because of health benefits, taste or simply because it can bring a bit of a joy in their lives. The last but not least factor is promotion. The eye catching package design a chocolate company canpresent attacks more consumers. In this case, Ethel’s approach is with the eye catchy store decoration and the Ethel’s truffle server in a silver platter presentation.

2) Discuss the factors that influence a consumer to spend money and time at Ethel’s.
There are three different factors that influence a consumer to spend money and time at Ethel’s. The first factor is social factor. Thisparticulary factor involves the social interaction between the consumer and other people. Ethel’s Chocolate Lounge is in the Lincoln Park neightborhood of Chicago, offers cozy luxurious pink couches with brown accents. This appeals to a consumer not just a place to get chococalte but also a place to come and interact with friends, socialize or network with the community in a relaxing atmosphere.Another important factor is the cultural factor. In this case, we can affirm that Ethel’s Lounge opens door to all the “social classes.” This is important because according to the book “Marketing”, (Lamb, Hair, & Mcdaniel, 2010), social class often indicates which strategy to use for advertising. In this case, Ethel’s Lounge comes with a standard advertising method using the ‘approachable gourmetchocolate” which means that you wont have to be a millionaire to enjoy the taste. The last factor is the Psychological Factor. This factor is very unique because it does not only emphasizes in the person itself but also in the person’s perception and motivation. In terms of perseption, it is how we see the world around us and how to recognize when we need help purchasing something. A consumer isconstantly expose to different advertising messages for instance, in Ethel’s Lounge the idea of cozzy pink couches and a relaxing ambience and neighborhood vibe, brings a consumer the idea of feeling just like home. In the motivation side, a product is usually purchase to fulfill some kind of need. This represents, the need of consumers not only to satisfy their feeling of chocolate in Ethel’s...