In the Preference section, we show the % of people who choose a specific supplier as their number 1 to buy from. Also in this section, we show the conversion percentages, and in the third tab, we show the Preference distribution with percentages for #1, #2, #3 and #4. This shows you both your potential (what should you do to have consumers chose you as their number one instead of their number 2,3 or 4?).