Consumer Behaviour 0020 Group Project Brief CASE 6 McCafe For any business, becoming and staying the market leader is a huge task, even for household names such as McDonald's. Keeping ahead involves continuous hard work to enhance the reputation of the brand, coupled with product innovation based on detailed market research that indicates how to please customers. 1. 1.Define attitudes and describe attitude components of McCafe customers 2. Comprehend the major consumer attitude models that McDonalds had to consider in developing McCafe and ensuring its success. 3. What challenges does McCafe face currently and have they faced in the past in introducing a new concept. 4. What consumer behaviours had to be addressed and understood? Consumer Behaviour Project To successfully complete the project each group needs to: Identify and clearly discuss the various consumer behaviour concepts ortheories applicable to the case study Demonstrate a good understanding and application of consumer behaviour concepts. Provide strong justifications and arguments based on the selected consumer behaviour concepts (or theories)