Valence and importance of consumers’ associations
| Average valence | Average importance | |||
|---|---|---|---|---|
| Association | Mean | SD | Mean | SD |
| Cohesion | 5.27 | 0.90 | 3.73 | 1.90 |
| Customer-oriented | 6.05 | 1.00 | 6.27 | 0.70 |
| Family | 4.46 | 1.20 | 3.52 | 1.37 |
| Handmade | 5.70 | 1.34 | 5.44 | 1.42 |
| Higher price | 3.92 | 1.62 | 3.92 | 1.62 |
| Mittelstand | 4.92 | 1.00 | 3.00 | 1.55 |
| Owner-managed | 4.97 | 1.03 | 3.81 | 1.58 |
| Personal contact | 4.86 | 1.06 | 5.24 | 1.61 |
| High quality | 6.23 | 0.91 | 6.44 | 0.71 |
| Regional | 6.09 | 1.23 | 5.61 | 1.59 |
| Reliability | 6.63 | 0.60 | 5.89 | 1.24 |
| Resistant | 5.56 | 1.25 | 4.17 | 2.07 |
| Several generations | 5.03 | 1.26 | 3.18 | 1.67 |
| Tradition | 5.31 | 1.07 | 4.10 | 1.63 |
| Average valence | Average importance | |||
|---|---|---|---|---|
| Mean | SD | Mean | SD | |
| 5.27 | 0.90 | 3.73 | 1.90 | |
| 6.05 | 1.00 | 6.27 | 0.70 | |
| 4.46 | 1.20 | 3.52 | 1.37 | |
| 5.70 | 1.34 | 5.44 | 1.42 | |
| 3.92 | 1.62 | 3.92 | 1.62 | |
| 4.92 | 1.00 | 3.00 | 1.55 | |
| 4.97 | 1.03 | 3.81 | 1.58 | |
| 4.86 | 1.06 | 5.24 | 1.61 | |
| 6.23 | 0.91 | 6.44 | 0.71 | |
| 6.09 | 1.23 | 5.61 | 1.59 | |
| 6.63 | 0.60 | 5.89 | 1.24 | |
| 5.56 | 1.25 | 4.17 | 2.07 | |
| 5.03 | 1.26 | 3.18 | 1.67 | |
| 5.31 | 1.07 | 4.10 | 1.63 | |
Note:
SD: standard deviation
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