Ethels chocolates lounges

Running head: Ethel’s chocolates lounges

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The type of consumer buying behavior exhibited by the frequent visitors of the Ethel’s chocolates lounges is habitual form of buying behavior. There are two factors which determine the types of consumer buying behavior. They include the intensity of interest in a certain product in a particular situation and the level of involvement in purchase decision. The level of involvement in the buying decision is high whereby the decision to buy would be putting him at a high risk either economically or socially and this is usually the case when buying big products like cars. There are other products whose buying decision doesn’t put the consumer at any risk and they include small product like the chocolates in our case. The types buying behavior in buying such small product which don’t put a consumer at any risk is usually routine response or programmed behavior. This buying behavior is habitual whereby the individual will buy a product out of habit for example sugar, a daily newspaper or salt. It includes low involvement and low cost items which are frequently purchased which need very little search and decision effort. They are purchased almost automatically. Examples include snack foods, soft drinks and milk. Consumers find themselves at Ethel’s chocolate lounges for snack and for most of them it’s habitual and they engage themselves so much on they decide to buy or not by chocolates (Nicosia 1996). Just like people meet at coffee shops for chats so do people meet at the chocolate lounges. Chocolates are not in the class of big products and can be termed as a form of snack and thus doesn’t involve a consumer any form of risk either economically or socially. They are high class individuals who make meeting points out of chocolate lounges. This discussion generally points to the habitual type of buying decision as the type of buying decision by consumer at the Ethel’s chocolate lounges.

There are many factors which will influence an individual to spend time and money at Ethel’s chocolate lounges. The most important factor is the environment. Those influenced and already attracted to the environment will share their experiences and as references they in turn may influence other people. The Ethel’s chocolate lounges offer the best chocolates in an upscale, relaxing environment, and the opportunity to network within the community. The luxury of the chit chatting environment is also very attractive. There are generously stuffed pink couches with brown accents which combine upscale modern and traditional looks to give the stores a hip and classy feel. The stores’ appeal is their relaxing ambience. They are also points of socializing.

The quality of the services offered in the lounges is also very attractive. Though the prices are not in particular very affordable there still exists of approachability within the lounges because of the menus at Ethel’s feature icons and descriptions of the chocolates’ contents so that customers won’t experience an unwanted surprise. There is also a range of hot and cold beverages which gives visitors more reasons to extend their stays. The flamboyant advertisement also beckon consume at the lounges. It is obvious that the businessman will use all forms of advertisement to attract customers. The consumer buying decision is influenced is at times by the multitude of advertisements. An individual may not be aware of the lounges or may be are of them but doesn’t understand their offers (Nicosia 1996).

The culture of the people is one factor that influences the buying behavior in Ethel’s chocolate lounges. Culture is simply described as our beliefs and attitudes. Such altitudes and belief are developed as an individual growing up. A child is influenced by the sisters, brothers, parents and other family members who teach them what is right or wrong. They will learn about their culture and religion which enables them to form these opinions, beliefs and attitudes. These factors will influence their purchase behavior. For example people who believe in high class places which are highly esteemed will find their way in such chocolate lounges because they want to be associated with the high class. High profile people frequently visit the luxurious chocolate lounges and people who have culturally believed in such things as associating with the high class will find themselves there. For some other people it is because of the culture or an habit that has been developed overtime that they will spend money and time at the Ethel’s chocolate lounges. There are other factors like groups of friends or people one may they look up to in making decisions. In this case someone might decide to go to the lounges because the frequent visitors are people they hold in high esteem. Also there are instances when friends spread the gospel of the goodness of the chocolates lounges to friends and impact them to visit the lounges.

The factor that is most likely to motivate a consumer to spend money and time at Ethel’s chocolate lounges is the environment which is luxurious as well as a socializing point of socializing for where one is likely to meet and the high profile people and make contacts with them. The fact that someone will be able to enjoy the luxury that is offered in the lounges and at the same time enjoy chitchatting and meeting with people, would definitely be the most important factor motivating someone to spend time at the lounges(Nicosia 1996) .

The need that Ethel’s experiences appeal to most is the need for comfort and luxury. Chocolates lounges don not offer any of basic needs for an individual survival but they offer luxury that is supplementary need. They satisfy the need to pamper one’s self and have a great time.   This need comes with the urge and attraction to socialize and network in an “upscale” community and be associated with them. People arrange chitchat points at the chocolate lounges. Chitchatting is not a basic need and even if it was very important individual have an option of doing it in cheaper places like parks but since they enjoy treating themselves in the luxury of the lounges they opt to do it at the highly prices chocolate lounges.

References Nicosia, F. (1966) Consumer Decision Processes. Prentice Hall. Englewood Cliffs.