Ethel
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- Date Submitted: 01/30/2011 03:59 PM
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ETHEL’S CHOCOLATE LOUNGES 1
RUNNING HEAD: ETHEL’S CHOCOLATE LOUNGES
ETHEL’S CHOCOLATE LOUNGES
LISA COLEMAN
BRADLEY BRIDGES
PRINCIPLES OF MARKETING
JANUARY 28, 2011
ETHEL’S CHOCOLATE LOUNGES 2
DESCRIBE THE TYPE OF CONSUMER BUYING DECISION THAT BEST DESCRIBES THE CHOICE TO INDULGE AT ETHEL’S.
Consumers will flock to Ethel’s for a simple pleasure in life and that is good chocolate and friendly conversation. “The four types of consumer buying behavior are:
1. Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.
2. Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.
3. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend a lot of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel etc. Go
through all six stages of the buying process.
4. Impulse buying, no conscious planning.” (Alex, n.d.)
The way the company is structured and the fact that they offer fine chocolates at a reasonable price is one of the reasons a consumer would decide to visit Ethel’s. These customers seem to be more of the impulse buyer with not much thought to the purchase price. The customer visits
ETHEL’S CHOCOLATE LOUNGES 3
Ethel’s not only for the chocolate but for the social scene as well and not much thought goes into price when you can gather with your friends to have a...
RUNNING HEAD: ETHEL’S CHOCOLATE LOUNGES
ETHEL’S CHOCOLATE LOUNGES
LISA COLEMAN
BRADLEY BRIDGES
PRINCIPLES OF MARKETING
JANUARY 28, 2011
ETHEL’S CHOCOLATE LOUNGES 2
DESCRIBE THE TYPE OF CONSUMER BUYING DECISION THAT BEST DESCRIBES THE CHOICE TO INDULGE AT ETHEL’S.
Consumers will flock to Ethel’s for a simple pleasure in life and that is good chocolate and friendly conversation. “The four types of consumer buying behavior are:
1. Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.
2. Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.
3. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend a lot of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel etc. Go
through all six stages of the buying process.
4. Impulse buying, no conscious planning.” (Alex, n.d.)
The way the company is structured and the fact that they offer fine chocolates at a reasonable price is one of the reasons a consumer would decide to visit Ethel’s. These customers seem to be more of the impulse buyer with not much thought to the purchase price. The customer visits
ETHEL’S CHOCOLATE LOUNGES 3
Ethel’s not only for the chocolate but for the social scene as well and not much thought goes into price when you can gather with your friends to have a...