Ethel's Chocolate Lounges Case Studies

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“Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success” Name of the Writer Name of the Instructor Course Title Date Submitted Ethel’s Chocolate Lounge Case Study INTRODUCTION The division of society into social classes has been both an enigma and a boon for marketers.


For example, a simple product such as toothpaste has been segmented into whether you want fresh breath, herbal, fluoride, flavored and some other kinds as well. In fact marketers are adept at anticipating and creating needs where there are none. The case of Ethel’s Chocolate Lounges seem to be an effort to revive the experience of the exclusive and upscale 17th century London chocolate shop. TYPE OF CONSUMER BUYING DECISION Consumers buy for a variety of reasons. They can buy out of habit, or due to being made aware of a product by another user who is a friend, colleague or opinion leader they can trust. Consumers also tend to buy to reduce buying dissonance when an advertised and tried product does not meet their expectations. Or they can simply buy to try out a new variety of product line from a brand they know and appreciate, or try a new brand just to see how it tastes or feels. The advertisements, the feel, the packaging or the recommendation of popular brands by office colleagues and neighbors is often enough to help make the decision (Lamb et al., 2011). Sometimes we don’t want to be left out- we want to conform to society and have a buying experience just so we can compare notes or make comments. ...
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