| Value | Category |
|---|---|
| 1 | Cost |
| 2 | Packaging |
| 3 | Quality of final product |
| 4 | Quality of staff |
| 5 | Credit policy |
| 6 | Offering more complementary services / products |
| 7 | Use of different inputs or equipment |
| 8 | Cleaner / neater premises |
| 9 | Location closer to customers |
| 10 | Friendliness of service / customer care |
| 11 | |
| 12 | Don’t differentiate |
| 99 | |
| Sysmiss |