1. What type of consumer buying decision best describes choosing to indulge at Ethel’s?

2. List the factors that influence a consumer to spend money and time at Ethel’s. Which factor do you think will motivate a consumer the most? Why?

3. Review the Core American Values in Exhibit 6.5. Which value does the Ethel’s experience appeal to most? Explain. 

In 2001 when Grace Hawthorne, CEO, and Shoshana Berger, Editor-in-Chief, came up with their idea for ReadyMade there were no other publications with their unique do-it-yourself (DIY) theme. ReadyMade was to be a magazine about fun and creative projects for the home. Since its development, the bimonthly magazine has enjoyed a loyal subscriber base and continues to gain readership across the country. All issues include numerous do-it-yourself (DIY) projects, each rated by their level of difficulty, as well as several feature articles exploring the latest in innovation and design. In this video, pay attention to ReadyMade’s methods as they launched their magazine. Note also how ReadyMade uses its knowledge of its consumer base to tailor the product.