ETHAL'S CHOCOLATE LOUNGE Essay Example | Topics and Well Written Essays - 1000 words

ETHAL'S CHOCOLATE LOUNGE - Essay Example Ethel’s Chocolate Lounges: Back to the Future? Chocolate Lounges Taste Sweet Success Case Background The case presents the marketing strategies implemented by Ethel’s Chocolate Lounges since its inception in 2005 in the neighborhood of Lincoln Park in Chicago. Reported to be named after the matriarch of the family known to produce the famous Mars chocolates, Ethel, with husband, Frank, the chocolate lounges were designed to parallel the successful stints of coffee shops like Starbucks. The disparity comes in terms of offering chocolate drinks together other chocolate products to sophisticated clientele in search for â€Å"approachable gourmet chocolates† in an impeccable environment. In this regard, the case study would aim to address the issues of consumer buying decision; factors that influence consumers to spend and factors that motivate them; as well as needs that Ethel's experience appeals to most. Type of Consumer Buying Decision Ethel’s Chocolate Lo unges has explicitly indicated that their lounges â€Å"are designed to coddle patrons in the lap of luxury, but Mars president John Haugh maintains that what makes Ethel's special is that it offers ‘approachable gourmet chocolate’† (Cengage Cites, 2008, p. 13). ... 13). Having established their customers’ profile and the products and services that Ethel Chocolate Lounges offer, the type of consumer buying decision depends on the level of involvement of the consumer and the extent of differences among brands (MBA Lectures, 2010). For this case, since the customer is seeking variety and the elegance offered by Ethel Chocolate Lounges, these customers are classified as variety seekers and their buying behavior is variety seeking buying behavior. Accordingly, â€Å"variety seeking buying behavior occurs in a situation of low consumer involvement but significant brand differences† (MBA Lectures, 2010, par. 5). Consumers’ involvement are not significantly high since they could be influenced by peers encouraging them to try out the gourmet chocolates and even if these products are significantly high in price, the cost of the products are not too expensive when compared with luxury products or furnitures, appliances and other high priced items. These customers are mostly seeking specialty products requiring cognitive decision making in terms of added comforts and services offered by the lounges aside from the products per se. Factors that Influence Consumer to Spend Money Having established the consumer profiles, the factors that influence consumers to spend money are as follows: (1) a place to chitchat and relax with friends; (2) a venue for experiencing a relaxing ambiance where socializing is encouraged; (3) the option to try new ways to enjoy chocolates (as beverages, as truffles, and in over 50 varieties); and (4) an opportunity to be included in the ‘in’ crowd. Factor that will motivate a Consumer the Most From the

Many people immigrate to the United States because they believe that Essay

Many people immigrate to the United States because they believe that it is better than their country.Do you agreeWhy - Essay Example One can easily identify that people immigrate to the US because they are in need of better education, living standard and opportunity. Besides, they do not feel alienated in the mainstream society of the United States because the same is a ‘melting pot’ of different cultures. Fenton states that â€Å"After the liberalization of immigration laws in 1965, these populations all grew through immigration† (29). From a different angle of view, the most important reason behind the immigration to the US is the urge to be successful in life. The people from the third world nations consider that the US society can fulfill their dreams. Besides, the acceptance shown by the US citizens towards the immigrant population is an important factor behind large scale immigration. Summing, the whole world is undergoing rapid development due to the influence of information revolution. So, the concept of international citizenship is not a myth, but reality. Those who accept the same shows interest to grab the opportunity and to lead better life. In short, the urge to lead a better life is the motivation behind the large scale immigration to the United