This chart uses bivariate correlation analysis to illustrate two key points for this supplier.
(1) The blue bars to the right show the positive relationship each attribute has with increased (or decreased) purchase consideration for this supplier.
(2) The gray bars to the left show how strengthening these same attributes results in a negative impact on purchase consideration for competing suppliers. In other words, not only does each attribute show how persuasively a supplier can grow its own preference, but it also at the same time potentially can erode preference for the competitor's brand.