Chocolate Essay

1041 Words May 26th, 2013 5 Pages

“Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success” Katherine Banks Strayer University
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The type of consumer buying decision that best describes the choice to indulge at Ethel’s is limited decision making. It involves low level involvement. There are five parts that determine the level of involvement.
The first part is previous experience with the product. The majority of consumers have some previous experience with varieties of chocolate; varieties such as Godiva and Hershey’s.
Ethel’s menu features a description of the chocolate’s content in case the consumer is not comfortable with a certain selection. The second part is consumer interest. The consumer enjoys a relaxed atmosphere for chocolate and socialization.The third part is perceived risk of negative consequences. The prices are just for people like millionaires who can afford to buy or indulge in gourmet chocolates.
The fourth part is situation. The consumer just want to indulge at Ethel’s because they like to show off Ethel’s modern upscale look. The fifth part is social visibility.
The capability to get along with others, being cuddled in a luxurious lounge, and having your desired chocolates served on a silver platter. I chose limited decision making because the consumer possibly has never visited Ethel’s or just don’t like chocolates.
2. Discuss the factors that influence a consumer to spend money and time at

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