Ethel’s Chocolate Lounges
Principles of Marketing
April 26, 2012

Chocolate Lounges Taste Sweet Success
Centuries have passed, and the American palate has distaste of chocolate. Now Ethel's Chocolate Lounges, named in honor of Ethel Mars's the matriarch of the Mars family, who founded the candy company with her husband Frank in 1911; whose name adorns the signs at the company's latest attempt to breathe fresh life into chocolate. Influenced by the seventeenth-century London’s chocolate houses, the Mars family envisioned an up scale café, providing a luxurious setting where people could relax and even socialize while enjoying the gourmet chocolate. Mars president John Haugh what makes Ethel's special is that "You don't have to be a millionaire to enjoy the sweet taste of the good life. People indulge at Ethel’s Chocolate Lounges because of their limited decision-making. This occurs when the consumer has previous experience with a product but is unfamiliar of the brand; but has low levels of involvement because consumers expend only moderate effort in searching for information or in considering various alternatives defined by Lamb, C. W, & J. Hair, & C. McDaniel. (2011). Marketing. (Vol. 2010 Custom Edition, Maureen. Staudt, Ed.). Mason, Ohio: Cengage Learning. Many consumers are familiar with other chocolate brands such as, Godiva and Hershey, but might not be with Ethel’s chocolates and may be curious to try. Ethel’s menu that features icons and descriptions of the chocolate’s contents in case the consumer is unfamiliar with a certain choice. Some consumers may be price conscious, but still be chocolate lovers agreeable to pay for the best money can buy. People spend time at Ethel’s based on the goods and services they provide; these are combinations of a high value product. Which its prices are usually reasonable serving a box of 48 chocolates for $42 and also five collections that offer over 50 individual chocolates that sell for between $.90 and $1.50 each. Consumers may have an interest in socializing and relaxing in a lavish environment while savoring the rich gourmet chocolates, being more of a reason to extend their stays. When consumers have had previous experience with a good or service the level of involvement typically decreases because they are familiar with the product Lamb et al.’s (2011).
The overall reason consumers continue to buy at Ethel’s is because of the ambience. The environment at Ethel’s Lounge provides a comfort that motivates a consumer to buy because of its luxurious setting of stuffed pink couches with brown accents, which combines an upscale modern and traditional look that gives the store a hip and classy feel. It appeals a relaxing ambience in which these shops encourage socializing and extended lounging. If consumers are gratified by the comfort in their environment it will recognize an internal information search this process recalls information stored in the memory that stems from the persons experience of the product. Lamb et al’s. (2011). Ethel’s Lounges are designed to coddle patrons in the lap of luxury.
The want of the delightful taste of chocolate appeals consumers to Ethel’s Chocolate Lounge. This experience of taste is called cravings this satisfaction that Ethel’s Lounge provides targets the want; this is the new way that a consumer goes about addressing a need Lamb et al’s. (2011). This triggers to satisfying the physiological needs of hunger and thirst. Lamb et al’s (2011). Hence, the consumer fulfilled its crave for gourmet chocolates at Ethel’s Chocolate Lounge.

Reference
Lamb, C. W, & J. Hair, & C. McDaniel. (2011). Marketing. (Vol. 2010 Custom Edition, Maureen. Staudt, Ed.). Mason, Ohio: Cengage Learning.