FiftySeven Coffee 57C is a coffee retailer who is in a phase to further develop its current product portfolio (coffee). The current product offering has 13 attributes. 57C’s board believes that consumers are not considering all attributes as important when they buy their coffee. Moreover, the board wants to know how each attribute is being perceived with respect to the market benchmark of importance. The board is ready to focus more onto the important attributes when they offer their coffee in the future. To do so, 57C has conducted a survey to understand the decision making buying behavior of its consumers when they buy their coffee. They asked their consumers about their perception regarding the 13 attributes and to rate their overall satisfaction towards the current product offering as well as their buying behavior in the future from 57C.