These types of consumers make spontaneous decisions based on the information available to them at the time. The income bracket of customers is upper middle class because of the high-quality products that are on offer. These people may want to experience what it feels like to be rich but do not want to spend exorbitant prices to do so. This is a mix of how chocolate houses were back in the 17th century and the way American settlers pioneered cheap chocolate for all social classes. These days, Ethel’s is attempting to give a wide range of people an up-market experience at chocolate cafes where they can act outside of their social class. Spending Factors The first factor that would persuade a consumer to shop at Ethel’s is because of the great social experience that the cafe entails. Because the cafe advertises that it is “a place for chocolate and chitchat,” it takes advantage of consumers’ desire for chocolate by offering them a place to come and talk with like-minded individuals. The couches laid out give the store a “hip and classy feel.” Many people who are looking to improve their social standing are attracted to this kind of look. Their primary motivation to shop at Ethel’s is for chocolate, but the ambient setting gives them extra reason to go there. Another factor that influences customers to spend time and money at Ethel’s is the personality factor. Customers get satisfaction from spending their money at a place where they will feel great about themselves. The last factor that will influence consumers is the location factor. Because of the up-market feel of the place, it needs to be located where the target market is located. Consumers will only choose to go to Ethel’s if it is at a location where it is convenient for them to go to. If the location does not match the setting of the shop, then customers will not feel attracted to it because the social experience would likely be missing. Consumer Motivation The factor that would motivate a consumer the most is the social experience factor. Ethel’s focuses on the social experience just as much as it does for the actual chocolates that it makes. Women are likely to be attracted to Ethel’s because they can have the chance to relax and spend time with their friends while eating chocolate. As Joan Steuer, the president of Chocolate Marketing, says, “women enjoying chocolate in a luxurious lounge is similar to having a candle-lit bubble bath.” Upward mobility is a key factor in the choice of women to shop at Ethel’s. The typical customer is a young, single women who is career-orientated and has the time and money to splurge on chocolate every once and a while. If the social experience was missing from Ethel’s, then it is likely that it would not be successful as it currently is. Drive-away chocolate shops would appeal to an entirely different type of customer. Ethel’s Experience In addition to appealing to up-market women, Ethel’s also is attractive for the young college student who is looking for a nice environment to study in. These types of people are often short of money because of the high cost of going to college, so Ethel’s offers them an elite experience for a reasonable price. While 11 of Ethel’s truffles sell for $15, some consumers can choose to purchase individual chocolates for around $1. Because these college students are not looking for a meal and only want a short
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Ethel's Chocolate Lounges: Back to the Future? Consumer Buying Decisions The types of consumer who choose to shop at Ethel’s are those who like limited decision making. These types of consumers are attracted to Ethel’s because of the value of product and the experience that they get from spending time socializing in store…
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