I already answered the first one.

1. Choose two Winnipeg-based coffee shops that members of your group are familiar with. Explain why you have selected these coffee shops.

Caf Postal- I chose this coffee shop because it was ranked first on yelp.

Maison du Saigon- I chose this one because I used to go to church there and a lot of people would go there after the service.

2. Discuss which are the key product attributes for coffee shops. What key features, functions or benefits are potential coffee lovers looking for? Select five that you feel are the most important and relevant. Explain your choices.

3. For each of the five key product attributes that you have chosen, rate how important each attribute is to you and potential consumers in their purchase decision. Use the following rating scale: 5 being the highest importance score crating, 1 being the lowest importance possible rating. Present your importance ratings in a table.

4. Pretend your group members are potential or actual consumers of the product. Rate each coffee shop for each key product attribute. Discuss and decide as a group what would each restaurant score on each attribute (10 being the highest score rating, 1 being the lowest possible rating). Present your belief ratings in a table.

5. Calculate the total attitude score for each coffee shop. (This calculation method will be demonstrated in class.) Include your total attitude score in your table.

6. Respond to each of the discussion questions below.

Reflection Questions

a. Overall, which coffee shop is more preferred? Explain this result.

b. Which are the most important attributes to consumers? Explain why.

c. Using the data you have provided, explain how each coffee shop can improve its establishment's image. Provide two suggestions per establishment.

d. How helpful is this particular analytical approach for firms to understand the components of a consumer's attitude?