...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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...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: Back to the Future? Chocolate Lounges Taste Sweet Success 1 Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success 2 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...
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...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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...Assignment.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...
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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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...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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..."Ethel's Chocolate lounges" Marketing 100 July25,2011 1. Describe the type of consumer buying decision that best describes the choice to indulge at Ethel's. The best consumer buying decision that best describes the choice to indulge at Ethel's would be need recognition. Need recognition occurs when consumers are face with an imbalance between actual and desired states that arouses and activates the consumer decision -making process. Need recognition is triggered when a consumer is expose to either an internal and external stimulus. Ethel seem to trigger those stimulations by first feather icon and descriptions of the chocolates' contents on the menu so that consumers don't experience an unwanted surprise. Second a multitude of hot and cold beverages to give visitors more reason to extend their stays. And third Ethel is describe as "a place for chocolate chitchat" in advertisement. 2. Discuss the factors that influence a consumer to spend money and time at Ethel's. The first factor is the presentation of the place and quality of the product. By describing in details the content of the chocolate Ethel gain the consumer trust in their product. The second factor is that Ethel is not only a place to buy and eat chocolate. it's a place for chitchat as describe in advertising. With its combination of upscale modern and traditional looks the store has a hip and classy feel. Of course anyone who needs get away or to relax and chat friends wouldn't mind at all spending...
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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 Future Heloise V. Posey Professor Jane Osburn Marketing Date: April 28, 2012 Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s. If this was still the seventeenth century London their high society’s elite would still be gathering in luxurious and secluded surroundings to relax and sip hot chocolate. Good consumer buying is making a decision or choice to indulge in customer satisfaction and evaluation of goods or services based on whether the goods or services can meet their needs and expectations. Failure to do so will almost always result in consumer dissatisfaction with the goods or services. If your consumer is not happy they will pass the word on to their friends and family. Word of mouth is the ultimate in consumer buying decisions. What sort of impact you get or your remembrance of the first impression can be a powerful tool in getting patrons to patronize you establishment. The name Ethel's seem to imply strength, warmth, home, maturity and trust. The type of consumers that will buy at Ethel’s Chocolate Lounges will be the consumers that upon entrance will feel that atmosphere that Ethel’s exhibit. They will want to use the place and be able to meet and greet family and friends for a cup of coffee, tea cocoa and along with enjoying warm atmosphere with chocolate truffles or some of the other delights that Ethel’s sell. As stated in the case study centuries ago some...
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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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...Case Study - Slavery in Chocolate 1. What are the systemic, corporate, and individual ethical issues raised by this case? • Local and Global Laws are not enforced due to lack of resources or the desire to enforce the laws. • The number of farmers (1M) and the system makes it difficult to identify the source of the cocoa beans harvested using slavery. • Global decline in cocoa bean prices drove farmers to use slavery to lower labor cost. • Corporations are unable or unwilling to take action to improve the situation in harvesting the cocoa bean. • The fundamental demands of shareholder profits drives corporation to turn a blind eye to how cocoa is harvested. • Chocolate Consumers are kept so far removed from the Cocoa source that they are unaware or choose to be ignorant of the cost involved to create chocolate. 2) In your view is the kind of child slavery discussed in this case absolutely wrong no matter what or is it only relatively wrong i.e. if one happens to live in a society like ours that disapproves of Slavery. I believe that Slavery is wrong. Kidnapping is wrong. Forced labor for children is wrong. I would like to believe Slavery is absolutely wrong but this is coming from a Western perspective where we hold personal freedom as a right. We also don’t see the populations of poverty that some third world countries face. In countries where there is a high infant/child death rate due to poverty, and starvation, living as a slave could be seen as a preferable...
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