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
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…
U.S dollar has remained the dominate currency considered the global reserve currency with most exchange transactions being against the U.S. dollar. The U.S. economy has been severely affected by the 2008 economic crisis, which started with housing depreciation and spread into credit service facilities leading to collapse of several financial institutions.
Rogers’ Chocolates was founded by Charles Rogers in 1885 in Victoria, British Columbia (BC). It was Canada’s oldest chocolate company and BC’s second oldest one. The company was owned by a private group. Five members including the past president of Rogers’ comprised the board of directors.
Giving Guantanamo back to Cuba
The fact that the United-States has always adhered to the rules of international law and acted as the foundation on which moral authority rests has also been a contributing factor. The world has however begun to doubt our assertion as the champions of human rights due to our recent activities at the Guantanamo bay detention camp in Cuba.
The author says that chocolate companies have already passed some of the added cost to the consumers. In 2003, Nestle increased its chocolate prices by 10% while Hershey’s and Mars raised the wholesale price of some of their most popular bars. Swiss chocolate maker, Lindt, Kellogg’s Keebler, and Kraft’s Nabisco have also raised prices.
The world looks pretty bleak in 2057 as gas resources are no longer available and people get around in slower and more eco-friendly methods of transport. Global warming has pushed populations away from the coasts and inland because of rising tide lines.
It looks at the future orientation of the company and analyzes its capabilities to determine success in the new market. Macro and Micro scan of the environment is analyzed and key issues arising from the analysis are addressed.
The purpose of this report is to provide an analysis of the business situation for Grapevine for starting its operations in Pakistan.
The real chocolate company was founded by Sarah Smith the present CEO. The company employs 235 workers, owned five branches and 316 franchised stores. The stores are located in the United States and Canada.
In 2005, real chocolate company had sales of $31.6million system sales and those of the franchised stores stood at $108million.
For this company to achieve recognition of its products world wide, through which its marketing opportunities will have chances to increase, then the company should be able to have their target consumers. 1 This is normally achieved by, depending on the following factors; the consumers' desires and preferences for the products.
For price sensitive segment the company will reposition the Elf Brand. Beyond prices, Total looks to capitalize on the convenience consumers. Hypermarkets are situated in suburban areas similar to where Elf stores are primarily
The author links this to artificial intelligence because it is an issue that is difficult to understand for most people but is equally important for them. The rate of advancement in terms of the differences that can be noted
3 pages (750 words)Case Study
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