The attribute chart shows the importance of each purchase criterion on the horizontal axis and the performance in comparison with all competitors, called the average rating difference on the vertical axis.

• The farther right a purchase criterion is positioned the greater is its importance. All attributes add up to 100 %
• The higher the rating difference of a purchase criterion the bigger the competitive advantage of your business – the lower, the bigger the business’ disadvantage
• A position on the horizontal zero point line indicates the same average performance as the competitors