...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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