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Coffee 09″ is a coffee retailer that is in a phase of further developing its current product portfolio (coffee products). The current product offering has 13 attributes. “Coffee 09” ‘s board believes that the consumers do not really consider all attributes as important when they buy their coffee from “Coffee 09”. Moreover, the board wants to know how each attribute is perceived by the consumers with respect to the market’s benchmarks of importance. The board is ready to focus more on the important attributes when they offer their coffee in the future. To do so, “Coffee 09” has conducted a survey to understand the decision-making buying behavior of its consumers while buying their coffee. They asked their consumers about their perception regarding the 13 attributes as well as their overall satisfaction towards the current product offering.

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