Brand ranked low on both measures with scores of 4.95 for positive attributes and 4.56 as a discouraging factor. Brand, though ranked low as a reason for choosing a store or determining frequency of visits to that store, for a favored brand was a reason to purchase it for office or home use. The most positive items sometimes bought at a coffee shop were breakfast foods such as bagels and muffins (55 percent), followed by sweets such as cookies and cakes (14 percent), and chai tea (8 percent). Only 13 percent indicated not ever purchasing other items from a coffee shop.