Ethel’s Chocolate Lounges
Professor Melanie A. Robinson
MKT 100 – Winter/2012
January 23, 2012
Question #1 – Describe the type of consumer buying decision that best describes the choice to indulge at Ethel’s.
When faced with making decisions on what to buy, when to buy it, and where to make the purchase consumers use three decision making techniques routine response behavior, limited decision making, and extensive decision making. Of these three choices, the one that best describes the choice to indulge at Ethel’s Chocolate Lounge would be Routine Response Behavior.
Routine Response Behavior is described a type of purchasing scenario whereby the ...view middle of the document...
Culture is pervasive, functional, learned and dynamic. But, the most important element of a culture is its values. Values are beliefs, shared by a society, that a certain way of being is more permissible than another. This has an overwhelming effect on consumer behavior. Consumers who share similar values usually seek out the same types of prices and react to similar marketing inducements. Values can also be correlated to consumption patterns and influences television and reading habits.
Cultures can be further broken down into subcultures. Subcultures are defined as “[a] homogeneous group of people who share elements of the overall culture as well as unique elements of their own group” (Kelly/McGown, 2009, p. 172). Within each subculture, the attitudes, values, and decisions on purchases are even more similar than within the broader since of the word.
A social class is a group in a society considered nearly equal in status and community esteem. They regularly socialize within their respective classes and share behavioral norms. Social classes are broken down into three groups upper, middle and lower class consumers. Ethel’s appears to be an upscale chocolate lounge geared towards an upper and middle class clientele.
Question #3 – Justify which factor you think will motivate a consumer the most.
In my opinion, individual factors would be the biggest factor influencing a customer to patronize Ethel’s. These factors are usually stable over the course of a person’s lifetime. There are several factors that make up individual factors gender, age and family life cycle, personality, self-concept, and lifestyle.
This type of establishment is a perfect get away for allot of ladies looking to socialize with other ladies their own age, social class, and personality type. Here...