Type Of Consumer Buying Decision That Best Describes The Choice To Indulge At Ethel’s?
TOC o “1-3” h z u HYPERLINK l “_Toc377054453” Discuss the factors influence a consumer to spend money and time at Ethel’s? PAGEREF _Toc377054453 h 2
HYPERLINK l “_Toc377054454” Justify which factor you think will motivate a consumer the most? PAGEREF _Toc377054454 h 3
HYPERLINK l “_Toc377054455” Determine what needs the Ethel’s experience appeals to most? PAGEREF _Toc377054455 h 4
HYPERLINK l “_Toc377054456” References PAGEREF _Toc377054456 h 4
Every now and then Consumers are faced with purchase decisions. The type of consumer buying decision exhibited by visitors of the Ethel’s is Minor Re-Purchase. This type is routine and often the consumer returns to purchase the same product without giving much thought to other product options. This type also falls in the category of 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 doesn’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. Other 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 don’t engage themselves so much in deciding whether to buy or not (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 does not involve a consumer any form of risk either economically or socially. Such are high class individuals who make meeting points out of chocolate lounges.
Discuss the factors influence a consumer to spend money and time at Ethel’s?There are many factors which 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 chitchatting 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 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 give visitors more reasons to extend their stays. The flamboyant advertisements also beckon consumers to the lounges. It is obvious that the businessman will use all forms of advertisement to attract customers. The consumer buying decision is at times influenced by the multitude of advertisements. An individual may not be aware of the lounges and in other instances he may be aware of them but does not understand their offers (Nicosia 1996).
The culture of the people is another factor that influences the buying behavior in Ethel’s chocolate lounges. Culture is simply described as our beliefs and attitudes. Such altitudes and beliefs are developed as an individual grows up. A child is influenced by the sisters, brothers, parents and other family members who teach them what is right or wrong. They learn about their culture and religion which enable them to form these opinions, beliefs and attitudes. These factors influence their purchase behavior. For some other people it is because of the culture or a habit that has been developed over time that they will spend money and time at the Ethel’s chocolate lounges. There are other factors like groups of friends and other people one may 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.
Justify which factor you think will motivate a consumer the most?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 where one is likely to meet the high profile people and make contacts with them. Advertisements describe the Ethel’s as a place for chocolates and chitchat meaning that it does not only offer quality chocolates but also a beautiful environment for chitchatting. 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 people would definitely be the most important factor motivating someone to spend time at the lounges.
Determine what needs the Ethel’s experience appeals to most?The experience is a testimony to the upward mobility of a person. It caters for the desire to have the best that money can buy. Ethel’s experiences appeal to need for comfort and luxury. Chocolates lounges don’t necessarily offer any of the basic needs for an individual’s survival but they offer luxury that is a 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 it. People arrange chitchat points at the chocolate lounges. Chitchatting is not a basic need and even if it was very important, individuals 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 priced chocolate lounges.
ReferencesNicosia, F. (1966) Consumer Decision Processes. Prentice Hall: Englewood Cliffs.