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Essay / Research Paper Abstract
This 4-page paper provides an analysis about Ethel's Chocolate Lounges. Bibliography lists 1 source.
Page Count:
4 pages (~225 words per page)
File: AS43_MTetheanly.doc
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Unformatted sample text from the term paper:
is the fact that mass-produced chocolate is becoming boring for most people. And second, Ethels Lounges, named after the Mars Candy Companys matriarch Ethel Mars, is attempting to cater to
chocolate-loving consumers with something a little different than the standard candy bar one can obtain at the local 7-Eleven store. The concept behind Ethels Lounges is not just gourmet chocolate,
however - its gourmet chocolate served in upscale surroundings. Consumer Buying Decision - and Why Ethels When Howard Schultz first introduced the Starbucks
concept in the 1980s, the concept was less about the coffee and more about the coffee house experience. In other words, people arent going to pay premium prices necessarily for
gourmet chocolate (after all, one can go to a Godivas shop in the local mall to do that). Rather, consumers will pay the premium prices because of the ambience of
the chocolate lounge. In other words, Ethels Lounges are banking on the fact that consumers will be willing to pay that premium to go somewhere with a friend and indulge
in a cup of gourmet hot chocolate and an hour or so of chit-chat with that friend. The case study notes that
"even calorie-conscious consumers will splurge for the good stuff as long as a broader social experience comes with it." In other words, this is more than about chocolate - its
about sharing the chocolate experience. Why a Consumer Would Spend Time/Money at Ethels The case study points out that buying stuff at
Ethels Lounge isnt exactly cheap, not with truffles going for $15 a platter, or the "Chocolates and Cocoa for Two" (two cocoas and 10 pieces of chocolate) being offered for
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