Attitudinal characteristics include:
i) two binary nominal variables identifying ‘respondents who
perceive consumers who do not buy food at supermarkets to be
health conscious’ or ‘to value high quality food’; ii) an interval variable
using a Likert scale (taking values from 1 to 7) to indicate the ‘respondents’
level of agreement that ‘branded beef is worth more than
unbranded beef’; and iii) six psychographic factors.