...questions related to Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Tastes Sweet Success” case study. We will address (1) the type of consumer buying decision that describes the indulgence of Ethel’s; (2) factors that influence a consumer to spend money and time at Ethel’s; (3) justifying which factor is thought to motivate the consumer the most and; (4) determining what needs the Ethel’s experience appeals to the most. Consumer buying process When consumers buy a product or service, the consumer decision-making process is generally followed. As we have learned, this process usually falls into three broad categories denoted as the continuum of consumer buying decisions: routine consumer behavior, limited decision making, and extensive decision making. Consumers often follow the stages of the decision-making process but often times the stages are reversed or skipped much like that of impulse buying for example, when a consumer will most likely skip all together, the information search and evaluation of alternatives stages. One type of consumer buying process that described the choice to indulge in Ethel’s is need recognition. The boredom with mass produced chocolate makes those who love chocolate see a “need” for a new and different taste and method of delivery (i.e. the chocolate shop). Consumers will seek out new ways to get what they want when they are bored with the old ones. Ethel’s advertisement describes the lounge as “a place for chocolate and chitchat”...
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...Ethel’s Chocolate Lounges This report is based on a Case Study: “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success”. The report will reflect on four points: describing the types of consumer buying decision to indulge at Ethel’s, the consumer’s influences of time and money spent at Ethel’s, what motivates Ethel’s customers and finally exploring the needs the customer experience appeals to most. CONSUMERS BUYING DECISIONS As noted in the Case Study the chocolate house dates back to the 17th Century as a place where the elite socialites would indulge on chocolate treats and sip hot chocolate in luxurious surroundings and in upscale boutiques. Ethel’s founded in 1911 in honor of the matriarch of the Mars family who made chocolate treats in their home becomes Ethel’s Chocolate Lounge in Chicago, IL in April 2005. Ethel’s idea of being the “Approachable Gourmet Chocolate” gives its customers gourmet chocolates with reasonable prices. Consumers buying decisions usually fall into three categories: routine responses behavior, limited decision making and extensive decision making and five factors: involvement, time, cost, information search, and number of alternatives. (Lambi, Hair & McDaniel, 2011) Each factor determines a low to high activity or action for each consumer buying decision category. Ethel’s customers may experience limited decision making because most people have purchased some brand of chocolate but more thought...
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...Ethel’s Chocolate Lounges: Back to the Professor Sally Walters Marketing 100 April 29, 2012 Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Two out of the three consumer buying decisions will be utilized in consumers who become patrons of Ethel’s Chocolate Lounges, Limited Decision Making and Extensive Decision Making. Consumer’s unfamiliarity with the specific brand or type of chocolate used by the new chocolate lounge but common knowledge and long standing history of chocolate in general from previous experience will mean they will expend only a moderate effort in searching for information in relation to the new lounge in their local area. There is no need to spend an extensive amount of time researching what it is, its benefits, side effects, or other details that one would be interested in knowing about before trying a completely different and new product because they have a general idea of its use and effects which falls under the characteristics of Limited Decision Making. In their pursuit to attract the “well-heeled consumer”, Ethel’s is capitalizing on its chic chocolate house and premium gourmet chocolate all geared in attracting the coffee house crowd by “coddling their patrons in the lap of luxury” and allowing them the opportunity to “enjoy the sweet taste of the good life” (Marketing 100 Case Study). Because Ethel’s prices are a little more expensive than what the average consumer is used to paying...
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...Ethel's Chocolate Lounges 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate Lounges dates back to the seventeenth century when it was a very luxurious place where people from the highest level of society enjoyed the sweet taste. New Ethel’s Chocolate Lounges has its foundation from the previous one, bringing a similar idea that Starbucks offers-a chocolate shop where someone can stop and buy excellent quality of chocolate and enjoy it at nice place while socializing with others as well as taking some chocolate home as a gift . People who decide to indulge at Ethel’s Chocolate Lounges are mostly limited decision making consumers. Limited decision making consumers are those having previous experience with similar product but are not familiar with the current market. This type of decision making requires low level of involvement but higher than in everyday decisions. Five factors determine the level of involvement: previous experience, interest, perceived risk of negative consequences, situation and social visibility. Ethel’s consumers might have some previous experience with other brands of chocolate such Godiva or Hershey; this will decreases their level of involvement while making decision. Moreover, Ethel’s menu includes a description of chocolate content in case a consumer is unfamiliar with a particular offer in menu. Consumers’ interest in having good quality chocolate in a relaxing atmosphere...
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...Ethel’s Chocolate Lounges Dawn Evans Strayer University Professor Schuyler Marketing 100 April 29, 2011 * ABSTRACT Ethel’s Chocolate Lounge created by the Mars organization may prove to be an excellent marketing strategy to boost chocolate sales. The Lounge will cater to the female consumer that may belong to the middle to high income demographic. These groups of women have disposable incomes and will be intrigued by the “upscale look and classy feel”. Like today’s coffee bars, Ethel’s Chocolate Lounge will be a gathering place for executives and the upwardly mobile career woman. The expensive chocolates will also tap into the attached male gender demographic. These men will be in search of sweet treats for their wives and girlfriends for special events such as birthdays, anniversaries, Valentine’s Day, and Mother’s Day. Doubtfully the male consumer will take advantage of the beautifully decorated facility with the pink sofas. Men will not watch football games over a beer and truffles. However, this group will visit the shop to make a purchase for that someone special. Consumer Buying Decision: The Mars brand is very popular and has produced familiar products for years. M&M’s is a Mars chocolate (Mars.com, 2011) that is well known and well liked by many around the world. Therefore, when at the checkout counter at the local grocery store it is common for a customer to purchase a pack of M&M’s without hesitation. However, it is the extensive decision...
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...Ethel’s Chocolate Lounge dates back to the seventeenth century in London. It was only meant for the societies elite during that time. They would sip their chocolate and relax in luxurious surroundings. Today the company founders and management wants to bring back that luxurious surrounding with an exquisite taste of chocolate that everyone can afford. Describe the type of consumer buying decisions that best describes the choice to indulge at Ethel’s. One type of consumer buying decision that indulges consumers the most is their involvement. The more a consumer uses their time and effort to search and evaluate a company’s product the more they will buy or use their product and services. Another type of consumer buying decision is the routine response behavior from a consumer. Mostly low cost goods and services are a result from routine response behavior because consumers spend less time on searches and decisions before making a purchase. One other consumer buying decision is an extensive decision making process. This process is the most complex because it’s used when consumers buy unfamiliar, expensive products, or infrequently bought items. The consumer wants to make the right decision so they want to know as much as they can about the product or service. The buying decisions used most by consumers at Ethel’s Chocolate Lounge would be their involvement and the routine response behavior. If a consumer really likes the product they will come back for more. Ethel’s...
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...Running head: ETHEL’S CHOCOLATE LOUNGE Case Study: Ethel’s Chocolate Lounges Eric Peters Strayer University MKT100035VA016-1118-001: Prin Of Marketing I Professor: Shotae Taylor Case Study: Ethel’s Chocolate Lounges Ethel Mars began creating chocolates in her kitchen in 1911. The Mars Corporation opened Ethel’s Chocolate Lounge in 2005 in Chicago and have opened several more lounges since then. The lounges offer unique chocolate as well as hot and cold beverages in a relaxing and neighborhood-like environment. This is a place for people to go for good chocolate and friendly conversation. Consumer buying decision This type of consumer buying decision is limited decision making. When clients choose to shop at Ethel’s, there are very few, choices to compare their experience to. Those who choose this type of store already have a working knowledge of chocolate and also have an idea of what this store offers. When deciding on trying Ethel’s, they generally are making a pretty substantive decision to try their products, not thinking about the prices that Ethel’s Chocolate Lounge command. Factors that influence a consumer There are 5 factors that would determine the consumers involvement in whether or not to frequent Ethel’s and what they are willing to spend in the overall experience of their transaction. These 5 factors are previous experience, interest, perceived risk of negative consequences, situation, and social visibility. Previous experience would be...
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...Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success Principles of Marketing 10/25/2011 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate lounges are chocolate or candy based restaurants that where created by the Mars corporation. The Mars Corporation is the same corporation that makes the famous M&M candy. In the case study on Ethel’s Chocolate Lounges we learn that the Mars Corporation has made many modifications to better the chocolate lounges. They strive to be more like Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices. Through marketing strategies the Mars Corporation had many ways to influence customers to dine at Ethel’s Chocolate Lounges. These strategies use consumer buying decisions such as routine response behavior, limited decision making, and extensive decision making. Ethel’s Chocolate Lounges rely on the limited decision making to influence customers. Consumers engaging in limited decision making have a low level of involvement and make little effort in searching for information on alternative brands or products. If the consumer discovers a particular item they normally purchase is not available, the consumer will look for a similar product. In searching for a similar item, the consumer may base their decision on similar ingredients, if the items were on sale, or their prior experience...
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...Abstract This paper intends to present for review “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success” (hereinafter, “Ethel’s”) case study and will address: (1) the type of consumer buying decision that describes the indulgence of Ethel’s; (2) factors that cause a consumer to visit and buy at Ethel’s; (3) justify the factor the writer thinks motivates a consumer most; and (4) assess what the Ethel’s experience needs to appeal to most. Ethel’s Chocolate Lounges The chocolate house dates back to seventeenth-century London, when members of society’s elite would gather in luxurious surroundings to relax and sip hot chocolate. Later, Europeans expanded on that idea and developed solid chocolate treats that sold in upscale boutiques. Lacking the resources and economy of established continental, bootstrapping American settlers pioneered the development of cheaper chocolate bars for the masses. Centuries have passed, however, and the American palate has tired of the taste of mass- produced chocolate. The U.S. chocolate industry has experienced growth of less than 3 percent since the turn of the millennium, and the lack of industry innovation has left a bad taste in chocolate purveyors’ mouths, too. Enter Ethel’s Chocolate Lounges, named in honor of the matriarch of the Mars family, who founded the candy company with her husband Frank in 1911. Ethel M...
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...Ethel’s Chocolate Lounge Dr. Emily Crawford Principles of Marketing Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. Ethel’s Chocolate Lounge is a restaurant with gourmet chocolates where consumers could relax. This lounge was trying to be like a Starbucks. They wanted to sell gourmet chocolates for decent prices. The best type of consuming decision that best describes the choice to indulge at Ethel’s would be to use the extensive decision making. Extensive decision making is the most complex type of consumer decision making when buying an unfamiliar, expensive product (Lamb, Hair, McDaniel, 2010, p.80). Because Ethel’s Chocolate Lounge provided great quality for consumers, they have a higher level of interest in indulging at Ethel’s. John wanted to maintain Ethel’s special treats, so he continued to make affordable gourmet chocolates. “In our extensive consumer research, women told us they wanted an approachable place to select, purchase, and hangout and enjoy chocolate more frequently. And they said they were tired of mystery middles; where chocolate pieces are tossed off after one bite because the centers aren’t expected. That’s why we created the Ethel’s brand, which includes the first ever approachable gourmet chocolate for everyday and our chocolate lounges,” says John Haugh, president of Ethel’s (chocolateatlas, 2012). Some examples why consumers would use the extensive decision making would be because Ethel’s...
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...Ethel’s Chocolate Lounges Marketing 100 April 28, 2012 Ethel’s Chocolate Lounge Ethel’s Chocolate Lounge sounds delicious and inviting, a way to relax, unwind and enjoying a creamy delicious treat all at the same time. The Lounge seems like a place that I would visit from time to time with my friends and family. The president of Chocolate Marketing claimed in the case study that enjoying chocolate in a luxurious lounge is like taking a candle-lit bubble bath. That is exactly what I first thought while reading through the case, nibbling on a premium chocolate truffle and sipping on a creamy cup of hot chocolate on comfy sofa with friends and family. The prices to me seem reasonable but will definitely put a big influence on how often I would treat myself or my family to these indulges. 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. The type of consumer buying decision that best describes the choice to indulge at Ethel’s Chocolate Lounge would be the routine response behavior and the limited decision making. The routine response behavior is the products or services that consumer’s purchase frequently giving them low-involvement in decision making because the products are familiar to them. Limited decision making is the type of decision making that requires a moderate amount of time for gathering information and deliberating about an unfamiliar brand in a familiar product category (Lamb, 2011). This type of consumer...
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...Ethel’s Chocolate Lounges 1 Ethel’s Chocolate Lounges Jose Echavarria Strayer University Professor Phil Campos Marketing 100 Ethel’s Chocolate Lounges 2 Ethel is owned by Mars Incorporated and was named after his mother. Mars opened Ethel’s chocolate lounges in the Lincoln Park neighborhood of Chicago in April of 2005. Mars organization may prove to be a very excellent marketing strategy to boost the sales of chocolate. The Lounge will cater to the female and male consumer. The male gender will be in search of sweet treats for their wives and girlfriends for special events. Male gender will visit the shop to make a purchase for somebody special. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s . The Mars brand is very popular and has produced familiar products for alot of years. M&M’s is a Mars chocolate that is well known and well liked by many around the world. . However, it's the extensive decision that will support the chocolate lounge. Interested constomers will take there time to research the new product in order to make an informed decision. Ethel’s Chocolate Lounges 3 Discuss the factors that influence a consumer to spend money and time at Ethel’s. There are several factors that would influence a consumer to spend money and time at Ethel’s Chocolate Lounge; they include environment, type of product, and exclusivity. The first factor is the attractiveness of the lounge with the over-stuffed...
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...1: Case Study Ethel’s Chocolates Course: Marketing 100 Date: 11/02/2011 Ethel’s Chocolate Lounges date back to the seventeenth century London. Back then, Ethel’s had luxurious surroundings and the elite members of the society would socialize there as they relax in its upscale environment. Later, the Americans flooded the market with cheap chocolate bars for the masses, of which people lost taste in. Mars opened Ethel’s Lounge in 2005, on learning that the upscale retail outlets’ chocolate sales grew by almost 20 percent in just two years. I believe the customers that have chosen Ethel’s did so using the Limited decision making process. Spending 25 or 30 dollars at Ethel’s is not as serious as buying a 25,000 to 30,000 thousand dollar vehicle. According to Lamb (2009), “Consumers making extensive decisions spend lots of time researching the company and their products.” That won’t happen in this instance. The average person will ask a few friends about Ethel’s or do a quick Google search at most, that eliminates the extensive decision making process. For many Americans, a chocolate lounge is a new and unusual concept, and the specific franchise “Ethel’s” is unfamiliar, meaning that the public won’t automatically make purchases at an Ethel’s just because it’s in the area. That eliminates the routine decision making option. Some may not have the extra funds, and may question whether people will view them negatively for consuming that expensive chocolate in order to socialize...
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...Ethel’s Chocolate Lounge Joanne Jean-Francois Sunday January 29, 2012 I want to start off this paper by saying that I am a chocolate lover and if I can eat it after every meal without gaining a pound that’s exactly what I would do. I have heard of Ethel’s Chocolate but had no idea that they had a chocolate lounge located in United States better yet in Chicago, which according to their website has been closed. Every year for the past 4 years on Valentines’ Day I will receive some of Ethel’s Chocolate delivered at my job by my husband. Based on this study Ethel’s Chocolate lounges are chocolate or candy based restaurants created by the Mars Corporation and has made modifications to better the chocolate lounges. They strive be more like the Starbucks, and to sell the experience of having great atmosphere, gourmet chocolate, and at very reasonable prices (I think). 1) Describing the type of consumer buying decision that best describe the choice to indulge at Ethel’s. Ethel’s chocolate is part of one of the most famous candy companies in the world and the idea that consumers were buying low cost goods and services. The routine response behavior decision making process is very low and consumers take little time on researching and decision making of the purchase. As a consumer I don’t spend a lot of time making decisions to purchase a product that I am familiar with, I have been eating chocolate for years and to know that there is a market out there with good quality...
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...Running head: ETHEL’S CHOCOLATE LOUNGES 1 “Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success” Katherine Banks Strayer University Author’s Note This paper was prepared for Marketing 100, taught by Dean Carol Williams. ETHEL’S CHOCOLATE LOUNGE 2 Abstract This paper is being prepared to research the choice consumers make to numerous visits at Ethel’s Chocolate Factory. It is also an effort to illustrate the type of consumer buying choice that best describes the selection to indulge at Ethel’s. It will focus on what factors that influence a consumer to spend money and time at Ethel’s. An explanation on which factor I think will motivate a consumer the most will be...
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