For example, when someone says, "Dude, you are such a choch" in a serious voice, it can be taken as a serious insult. However, somewhat akin to a playful bitch, one might say, "What up, choch?"
It is no more harmful than dork, geek, douche, or fagmo. Some people spell it 'chotch,' however, 'choch' is more useful, because it can be varied: chooch, chich, chinch.
One may also form verb or adjective derivatives of the word, e.g. choched, choching, chochy
"Who are these choches?"
"I dunno, those kids were out there chochin' it up, and I told them to knock it off."
"Yeah, that's a pretty chochy haircut."
"OK, choch, if you say so."
2. Guys who think they are cool and are not, but aren't afraid to kick your ass to prove how cool they aren't.
3. Frat guys, Guidos, preps, Jocks, etc. Any group of guys that can be defined using one word.
4. Anybody who truly believes they are cool.
B: No man, that's not his real name! He just made that up that choch bag name to impress the ladies!
C: With a name like Antonio Giovanni you know he's a choch and full of $h*t!