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Ethel’s Chocolate Lounge: Case Study.
Pages 4 (1004 words)
This study will explore the case of Ethel’s Chocolate Lounge, opened in 2005 in Chicago by the Mars family. The scope of the case study will be to describe the consumer buying decision that best describes the choice to indulge at Ethel’s.
Consumer Buying Decision at Ethel’s According to Lamb, Hair and McDaniel (2011) consumer buying decision types can be classified into routine response behavior, limited decision making, extensive decision making and impulse buying. Analysis of the case indicates that the consumer-buying behavior that best describes the Ethel shoppers is routine-response behavior, which involves high frequency and little decision effort. Some of the products observed to fall under this category include snacks and soft drinks which fit perfectly into the Ethel’s business of selling chocolate and hot and cold beverages. The passage on Ethel’s highlights the fact that the opening of lounges aims at attracting chocolate lovers in a similar fashion to the way coffee lovers flock to Starbucks, which indicates high frequency that is a characteristic of routine responsive types of decisions. Another perspective that supports routine responsive behavior in indulging at Ethel’s is the emphasis placed on the experience; the hipness, class, and neighborhood experience that encourages socializing will ensure undertaking of that little search effort with the place that provides such an experience being an almost automatic choice for buyers. ...
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