Case Study- Ethels Chocolate Lounge

Table of Content

To fully grasp the achievements of Ethel’s Chocolate Lounges, it is essential to comprehend the complexities of Consumer Buying. There exists a widespread belief that consumers only become aware of their need for a product when they realize they are running low on something vital, like milk, and therefore have to buy more. However, the actual process is much more intricate. As stated earlier, an analogy can provide insight into the first stage of the Consumer Buying Process (CBP), which is Problem Recognition or identifying a need.

Problem recognition is the moment a consumer becomes aware of their need for a particular product or service. For instance, when a person opens their refrigerator and realizes there’s no milk, they comprehend that they have to obtain more. This then leads to the subsequent stage in the purchasing process: conducting an information search. During this phase, consumers evaluate various kinds of milk and decide which one best suits their requirements. They take into account factors such as whether they prefer organic or non-organic milk and what fat content (1%, 2%, whole) they desire. They also ascertain if they require a gallon or merely a quart of milk.

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During the product evaluation process, the consumer reviews their memory or any other accessible information to determine the optimal choice. At the same time, they engage in the third step of evaluating alternatives, comparing different types of milk to find the most suitable option for them. Once the evaluation is complete, the consumer moves on to the Purchase decision, deciding on the specific milk product and its purchase location. Finally, they proceed to the second to last step of actually purchasing the chosen product.

After purchasing the product, consumers enter the final step of the CBP called Post Purchase Evaluation. During this stage, they often question whether they made the right purchase, which is known as Cognitive Dissonance. This doubt typically diminishes when consumers see a commercial or receive reassurance from others who also use the product. Influencing factors play a role in the CBP.

There are three categories of reasons why people enjoy chocolates: Personal, Psychological, and Social. Ethel’s Chocolate Lounges are affected by various factors that influence these choices, with personal choice being the most significant. Consumers have the freedom to choose their food preferences based on their own unique tastes. It is a matter of personal preference, and neither social nor psychological influences can change the fact that some consumers may not like the taste of Coca.

Ethel’s Chocolate Lounges offer a range of specialty chocolates for chocolate-loving consumers who want to explore new ways of enjoying it. With their cozy chairs and calming atmosphere, these lounges create a safe and comfortable environment that promotes customer interaction. Customers can select from a diverse assortment of specialty chocolates and beverages, while also benefiting from package deals that allow them to try different chocolate styles.

Creating a comfortable environment for customers is important as it increases the likelihood of them staying longer and spending more money. Interacting with others can also extend their visit and encourage them to try suggested chocolates. These marketing strategies collectively contribute to creating a profitable atmosphere. A primary motivation for customers to spend money at Ethel’s Chocolate Lounges, alongside other factors and marketing tools, is the fact that it offers more than just chocolates.

Ethel’s Chocolate Lounge offers an opportunity to escape from the daily routine and indulge in luxury. Not everyone can afford such high-quality chocolates, so it makes the customer feel special and privileged. The ambiance resembles a boutique, where they can enjoy exquisite sweets and mingle with others who are perceived or consider themselves as “upscale.” Being part of this crowd can make one feel accomplished, and many people are willing to pay for that experience. This is Ethel’s advantage over the competition.

Another factor is the scarcity of stores like Ethel’s, which greatly benefits them! Ethel’s Chocolate Lounge certainly satisfies the craving for something sweet. As mentioned before, it also fulfills the consumer’s desire to feel unique. By savoring chocolate-flavored drinks and indulging in a variety of chocolate treats, one can experience a taste of luxury. This addresses a personal need for satisfaction, something crucial to all consumers, don’t you agree?

Ethel’s Chocolate Lounge is a successful establishment. The proprietors have done their research and worked on making themselves stand out to consumers by knowing how to market themselves and be appealing at the same time. Ethel’s Chocolate Lounge is a place where you can enjoy sweets, beverages, and the company of others. You can indulge in chocolates while making friends, which leaves a great first impression. The writer believes that by continuing to accommodate their customers and continually improving to bring more customers in, Ethel’s will remain in business for quite a while.

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Case Study- Ethels Chocolate Lounge. (2017, Apr 03). Retrieved from

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