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Consumer Buying Decision - Essay Example


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Consumer Buying Decision

The socially driven consumer decisions at Ethel is further revealed by the fact that the “Prices are not for everyone's wallet” and yet they spend on the chocolate so that they would have social fulfillment. The decisions for purchase of chocolate at Ethel’s and the related social component are illustrated by the luxurious environment at the Ethel’s Lounges. This environment provides a conducive surrounding for social interaction of the consumers as they enjoy the chocolate. Moreover, the chocolate buying decisions of the consumers at Ethel’s are motivated by psychological driven decisions. The chocolates have been associated with fresh life as illustrated by the company’s sign on the company’s “attempt to breathe fresh life into chocolate”. The company’s sign is a psychological aspect to marketing which has attracted consumers and convinced them to make purchase decisions (Dostal, 2011). These decisions are based on the belief by the consumers that through Ethel’s chocolate there is renewal. This is the justification for the expenditure that the consumers engage in the purchase of the chocolates which are relatively expensive. Nonetheless, the psychosocial components of the consumer decisions are also affected by various factors which determine their decisions to make a purchase of chocolate at Ethel’s. ...
The innovativeness and creativity at Ethel’s is revealed by comfortable and appropriately colored couches which are designed to give both a traditional and modern look. As a result,

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the company has convinced the consumers to make a decision of spending money at Ethel’s so that they would enjoy the chocolate while experiencing a classy feel. It is also through innovation that Ethel’s produces tasty chocolate. Ethel’s provides variety of chocolate unlike the mass produced kind of chocolate which did not target specific consumers. Both cold and hot chocolate beverages have been provided for the consumers. This is attributed to the decisions of the customers for extending their stay at Ethel’s Lounges which means that they are spending more money on the chocolate products. The quality of Ethel chocolate in terms of preparation and presentation in addition to the effective and efficient services are also factors which contribute to the decisions of the consumers to make purchases. Ethel’s chocolate and services are described as special because they are approachable. Even though the prices for Ethel’s chocolate are described as not for everyone, it is argued that the taste of good life which is achieved through the quality chocolate at Ethel is worth the money spent by the consumers. In this regard, quality of chocolate and services at Ethel’s is the motivation for the decisions of the consumers to make a purchase. Nonetheless the social environment which consumers are enabled to enjoy at Ethel’s Lounges is the major factor which determines the purchase decisions of the consumers. Consumers decide to spend their money so that they would enjoy the chocolate in a relaxing social environment. This is shown by Ethel’s promotional messages which


Consumer Buying Decision: Ethel Instructor Institution Date Consumer Buying Decision The buying decision process of Ethel’s consumers is characterized by a socially driven type of decisions for the purchase of chocolate. The history of chocolate illustrates its association with the elite in the society…
Author : zruecker
Consumer Buying Decision essay example
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