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A) The Chocomix Chocolate Lounges has made many modifications to better the chocolate

lounges. They strive be more like other famous brands, to sell the experience of having great
atmosphere, delicious chocolate, and at very reasonable prices. Through marketing strategies
the Chcomix Corporation had many ways to influence customers. These strategies use consumer
buying decisions such as routine response behavior, limited decision making, and extensive
decision making. Extensive decision making is the used when buying an unfamiliar, expensive
product or an infrequently bought item, Chocomix Chocolate Lounges are part of one of the
most famous candy companies in the world, so it is not unfamiliar, therefore not heavily relying
on extensive decision making. Routine response behavior is exhibited by consumers buying
frequently purchased, low-cost goods and services; requires little search and decision time.
Extensive decision making is exhibited when consumers have previous product experience but is
unfamiliar with the current brands available. Chocomix Chocolate Lounges mostly uses the
limited decision making to influence customers. Our Corporation is an older company that is
well known yet has made many modifications for the chocolate lounges by taking many ideas
from the chocolate industry. With the modifications the chocolate lounges are fairly unique
compared to other candy/chocolate shops. That combination of familiarity with new and
improved would intrigue and persuade potential customers into becoming regular customers.
It should be noted that the purchase of any particular product or service is not always based on the
same decision making behavior by the consumer. Sometimes the consumer follows an extensive
decision making process, especially if it is the first time the particular product is purchased. Should a
similar product be acquired again, a limited decision making process may be followed.
On the other hand if a routinely bought brand does not satisfy the need of the consumer any more, the
consumer may utilize the extensive or limited decision making process to establish whether a new brand
may be more satisfying before switching (Carl Marx )

1. Decision-making on purchases can be divided into three groups: Primary Purchase, Repetitive and
Impulsive. In order to properly manage and influence the behaviour of consumers, it is necessary to
know in advance what kind of purchase consumers make in certain segment of the market. To do this,
consider the characteristics of each type of purchase.
Initial Purchase:-
If a person first appeared unmet need for a specific product, most likely he will actively seek
information about this product. It will be both, an external and internal search.
External search is the study of a variety of promotional offers, referral to friends, relatives, and
Internal search is an appeal to past experience, analysis surfaced in memory associations with similar or
the product, or even Listening to your intuition.
In this decision-making process marketers put emphasis on advertising goods at the point of sale with
interesting designs, eye-catching packaging, through various PR events and the development of an
exclusive promotion system. They do whatever they can to attract the consumer's attention in the
product of the firm.
Repeat purchases, as a rule, do not have high customer loyalty. If the consumer is the second time came
for the item, it does not mean that he will buy the same product as the first time. If the first product
satisfaction was high, it is likely, of course, he will make a re-purchase of the same product. However, if
this product will not be on the shelf, it can switch to another product.
When developing a marketing strategy on track to retain the customer marketers need several
distribution centres, as well as need to carry out various activities. These can be gifts for repeat
purchases, discounts, etc.
Impulse purchases are different from the first two types because consumer does not come with an
intention to buy the product. For example, before coming to the store the consumer does not feel any
need to buy chocolate. However, in the window, if he sees a special offer: the opportunity to buy two
chocolate bars for the price of one. In this case the person does not have time to think, he is guided only
by his emotions. For example, he may think, "If I do not take advantage of this offer now, someone else
will snap up all the chocolates, or maybe next time this offer might not be available." There is a need to
act quickly - to buy. Often impulsive purchases are made not only under the influence of the promotion,
but also because of the limited time to buy or a limited range on display.

2. Industrial chocolate products, traditionally subject to significant fluctuations in demand. Chocolate
products are usually seasonal, with demand increases dramatically during the holidays. Typically, the
third and fourth quarters reflect the high sales. In addition, some consumer trends have affected the
demand. They include increased sales of premium priced chocolates and a growing interest in medical
research news on any health risks associated with high-fat dairy sweets or, ironically, the health benefits
associated with dark chocolate bonuses that contain antioxidant flavanols.
3. Chocolate industry offers a wide range of options for small business owners weather the recession
well and is growing in spite of the increase in health consciousness and counting calories. Growth will be
driven by population growth, as well as access to new markets, product innovation and the growth of
disposable income leads to higher purchasing premium offers.
Chocolate is very popular for personal consumption, gifts, and food preparation. Due to the dominance
of large-scale production of dynasties, franchises and small businesses tend to focus on the unique or
specific products or services. Unique candy may be from the region are famous for a particular
technique, baked on site or offer a different view of the tradition, while specialized services tend to
focus on gift packaging or shipping.
One of the main drivers of demand for chocolate and other sweets are consumer tastes, and consumers
continue to love chocolate! Long a favorite of pleasure in the western world, a recent study in the UAE
showed that 91% of women and 87% of men consume chocolate products. But the taste of chocolate is
now expanding in the densely populated countries with a growing middle class. Rising disposable
incomes and changing tastes will continue to drive growth in the industry abroad, as well as improving
domestic economic conditions, increased sales at home.
4. To show how the ideas presented here can be implemented and tested, demonstrating co-branding
study was conducted. Subjects were given a sample Chocomix Chocolates and asked to taste the first to
appreciate the combination, and then the individual component products. All subjects were given the
same combination of Chocomix chocolates with Nestle chocolate chips. Although the co-brands exist in
this category with two well-known brands is the brand was chosen to minimize the possibility of a ceiling
effect. Further, various items have been provided to the co-brand labels: Chocomix chocolates with
Crocker brownies. In other words, we used a 2 X 2 factorial design manipulating whether the base
product has been appointed as a famous brand. This project was designed to determine how each
component affects the evaluation of brand co-brand and, in the future, as variations of the brand affect
the estimates for other brands. For example, if the ratings Chocomix chocolates higher when the famous
brand of chocolate chips added than when an unknown brand is added, it will be a demonstration of the
effects of assimilation.
5. It is common for customers to experience concerns after making a purchase decision. This arises from
a concept that is known as cognitive dissonance. The customer, having bought our chocolate products,
may feel that an alternative would chocolate brand have been preferable. In these circumstances that
customer will not repurchase immediately, but is likely to switch brands next time.
6. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential
customer that the product will satisfy his or her needs. Then after having made a purchase, the
customer should be encouraged that he or she has made the right decision.

A) Direct and support behaviour, in other words, this incorporates all three of the mentioned
features of motivation. Research in this area has focused mainly on the issues of "preconditions",
"property" and "the results of engagement.
These studies examined the factors that lead to engagement. There are three groups of factors -
relating to personality and situation.
Personality - an involvement that affects the "image of self", needs, desire, values, interests,
desires and fantasies of the consumer.
Product - People react differently to the same product. Therefore, the level of involvement will
affect the perception of the product. Thus, the involvement of the consumer increases with the
increase in the perception of differences between the products. That is, the less common and
more unique the product is, the more likely that the consumer will come to him in a certain
relationship. On involvement will also affect the perceived risk associated with the purchase.
Situation - The level of consumer involvement can influence the situation in which the purchase
- for example, buying a gift, is compared with the simple purchase. Shopping for gifts usually
costs a relationship with another person. Therefore, the purchase of even such common gifts such
as chocolates starts to get to us, and enhance engagement, when we think of a person who would
like to donate. This type of situation can also affect the quality of the selected product. For
example, people tend to buy more chocolates when they go to visit someone.

B) Chocolates are usually connected with memories, emotions and rituals of consumption. It
is believed that chocolate is a great anti-depressant. There is a scientific explanation.
Chocolate in large doses actually improves mood because of the content of special
stimulant - Theobromine. According to today's consumers, chocolate improves mood,
concentration, increase efficiency. The chocolate certainly exert positive emotions.
Chocolate is a treat - this attitude is not unique to children, but most adults. Utilitarian
function of chocolate is banal satisfaction of hunger. For this quality is loved by tourists
and students for whom it is important not to lose a lot of time to eat.

C) Proposed in the mid-60's, at the center of its focus is on the relations arising from the
consumer to the product. These relationships (similar to the relationship with the other
person) can vary from complete indifference to full engagement based on our perceived
benefits. The more an individual involves a product, the more it motivates their purchase.
Thus, this concept addresses the cognitive aspects of motivation - the way in which
consumers conceptualize the product, the situation and everything that is important to
him. ( Herbert Krugman ).

1. All of these ideas are reflected in advertising campaigns chocolatiers. However,
producers overcame the stereotypes associated with the concept of adverse effects on
the health of chocolate: chocolate leads to the fullness of (this view is typical for
women), promotes tooth decay and caries, affects the skin, the metabolism, causing
allergies. Advertising campaigns industry leaders have successfully addressed these
challenges and have thus increased the popularity of chocolate as a product and
formed behaviour patterns with stable binding to the consumption of chocolate and
consequently overcoming the negative bias against chocolates.
Commercial, propulsive glamorous brands of chocolate have better apprehended
youth by "scrolling" in between reality shows. Important thing to be considered by
leaders of PR-campaigns: from the list of marketing programs to exclude advertising
in cinemas across the city with population less than hundred thousand.

2. Outdoor advertising is another method used for the formation of an untwisted brand
in the top leaders in the industry. A variety of brands promote food products through
city-Light boxes installed along pedestrian walkways and roads. Nine out of ten
pedestrians pay attention to the signs while half of them only read the text. This is a
very effective method. The main drawback here is a huge financial investment and a
large-scale institutional arrangement.
To increase sales of a particular brand of food stocks are held in places of their
implementation. Typically through the distribution of promotional leaflets in front of
the hyper-and supermarkets or by letting customers taste product in a store. Bright
coloured packaging of the product gets customers attraction. The decision is made
depending on the mood or the needs of the customer at that moment.
3. But whatever marketing strategy has been developed to promote the new brand, be
sure to make the amendments to the strategy accordingly to the obstacles. In the early
stages of market penetration there is a risk of collision with the "black" means
eliminating competitors, which may apply to the beginner who have established niche
manufacturers of similar products.

Once the consumer has already been partially conquered, we should pay attention to
such an important point which is product life cycle. While gaining momentum, the
product must not be less interesting to the target audience. It is time to develop
additional properties, new packaging as well as methods of merchandising.

Another mistake that the creators of new brands do is to stop so their market is limited by range
of consumers, which they have already won. Of course, the basis of the formation of its
consumer niche is the intended target audience. However, a small step in the direction can arouse
interest in a new brand in additional customers. The taste of sweets, style and design of the
package at first glance, seem familiar from childhood and instil pride in maintaining a good
tradition that creates a sense of belonging to the world of beauty and the sublime. That is why
candies became the best gift and an integral part of the holiday table.


1) A Marketing Must. ( 2003 ). Available: http://education-
marketing-must.html, Last accessed 11th Dec 2012.
2) Companies in this industry.( 2004 ). Available:
reports/food/chocolate-cocoa-products. Last accessed 11th Dec 2012.
3) Post-purchase evaluation. ( 2006 ). Available:
Last accessed 11th Dec 2012.