| Criterion | Not important | Slightly important | Indifferent | Important | Very important | Total |
| Product Brand | 11.2% | 24.4% | 11.8% | 30.4% | 22.2% | 100% |
| Product Price | 4.2% | 9.4% | 4.6% | 36.4% | 45.4% | 100% |
| Design & Presentation | 6.8% | 17.0% | 17.0% | 36.4% | 22.8% | 100% |
| Product Quality | 3.2% | 6.4% | 3.8% | 27.6% | 59.0% | 100% |
| Product Convenience | 3.8% | 7.8% | 7.4% | 42.8% | 38.2% | 100% |
| Product Size | 5.0% | 9.6% | 10.4% | 42.6% | 32.4% | 100% |
| Product Colors | 10.4% | 18.0% | 27.2% | 28.4% | 16.0% | 100% |
| Product Textures | 7.4% | 13.6% | 20.6% | 35.2% | 23.2% | 100% |
| Product Flavors | 4.4% | 8.4% | 7.4% | 35.8% | 44.0% | 100% |
| Product Smells | 4.2% | 8.6% | 9.2% | 36.8% | 41.2% | 100% |
| Product Durability | 3.0% | 7.2% | 4.0% | 31.2% | 54.6% | 100% |
| Product Environment | 5.6% | 8.0% | 10.8% | 37.0% | 38.6% | 100% |