ATTRIBUTE

1) Formulate the Problem.

To determine the key factors which influence the customer desire for buying any Biscuits.
Null Hypothesis There is no relationship between the various factors on customer purchase.
Correlation Matrixa

Rate the following attributes in

biscuits [Taste]
Rate the following attributes in
biscuits [Brand]
Rate the following attributes in
biscuits [Price]
Rate the following attributes in
biscuits [Packaging]
Rate the following attributes in
Correlation

biscuits [Advertisements]
Rate the following attributes in
biscuits [Variety]
Rate the following attributes in
biscuits [Availability]

Rate the following

Rate the following

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Rate the following

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Rate the following

Rate the following

attributes in

attributes in

attributes in

attributes in

attributes in

attributes in

attributes in

attributes in

attributes in biscuits

biscuits [Taste]

biscuits [Brand]

biscuits [Price]

biscuits

biscuits

biscuits [Variety]

biscuits

biscuits [Different

[Freshness]

[Packaging]

[Advertisements]

[Availability]

Sizes/Packages]

1.000

-.265

.041

-.127

.045

.145

.178

.167

.010

-.265

1.000

-.186

.331

.340

.095

.075

.097

.132

.041

-.186

1.000

-.107

-.104

-.020

.160

.035

.050

-.127

.331

-.107

1.000

.427

.089

-.067

.119

.171

.045

.340

-.104

.427

1.000

.159

.166

.308

.097

.145

.095

-.020

.089

.159

1.000

.472

.331

.175

.178

.075

.160

-.067

.166

.472

1.000

.500

.206

.167

.097

.035

.119

.308

.331

.500

1.000

.319

.010

.132

.050

.171

.097

.175

.206

.319

1.000

Rate the following attributes in

biscuits [Different
Sizes/Packages]
Rate the following attributes in
biscuits [Freshness]
a. Determinant = .232

A correlation matrix is simply a rectangular array of numbers which gives the correlation coefficients between a single variable and every other variable in the investigation. The correlation coefficient
between a variable and itself is always 1; hence the principal diagonal of the correlation matrix contains 1s. This correlation matrix indicates the relationship between variables
Price of the biscuit is more related to taste than brand and taste

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Approx. Chi-Square
Bartlett's Test of Sphericity

.649
87.981

df

36

Sig.

.000

Here the KMO is 0.649 indicates that it is a good idea to proceed with the factor analysis. This table basically tells us how much our factor analysis is justified in the correlation matrix and the KMO
will be good if it around 0.5 or above but in some case it can be around 0.4. In addition to this Bartlett's Test of Sphericity indicates the variables are significantly correlated because the value of
significance is less than 0.05.

Communalities
Initial
Rate the following attributes
in biscuits [Taste]
Rate the following attributes
in biscuits [Brand]
Rate the following attributes
in biscuits [Price]
Rate the following attributes
in biscuits [Packaging]
Rate the following attributes
in biscuits [Advertisements]
Rate the following attributes
in biscuits [Variety]
Rate the following attributes
in biscuits [Availability]

Extraction

1.000

.645

1.000

.575

1.000

.571

1.000

.548

1.000

.584

1.000

.477

1.000

.664

1.000

.607

1.000

.456

Rate the following attributes

in biscuits [Different
Sizes/Packages]
Rate the following attributes
in biscuits [Freshness]

Extraction Method: Principal Component Analysis.

The next result is a table of communalities which shows how much of the variance in the variables has been accounted for by the extracted factors. For instance over 64.5% of the variance in taste of a
biscuit is accounted for by the factors. The initial communalities of 1 for each variable suggest that all the variables all fully involved in the factor analysis.

Total Variance Explained

Component

Initial Eigenvalues
Total

% of Variance

Extraction Sums of Squared Loadings

Cumulative %

Total

% of Variance

Rotation Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

2.346

26.066

26.066

2.346

26.066

26.066

2.161

24.009

24.009

1.752

19.468

45.534

1.752

19.468

45.534

1.914

21.267

45.275

1.030

11.442

56.976

1.030

11.442

56.976

1.053

11.701

56.976

.917

10.187

67.163

.848

9.428

76.590

.676

7.512

84.102

.585

6.496

90.597

.454

5.048

95.645

.392

4.355

100.000

Extraction Method: Principal Component Analysis.

Note also that factor except variables 1, 2 & 3 all have an Eigen value of more than 1, so only two factors have been retained. We can see in the table
of variance of factor has a 56.976 % variance can be explained.

Component Matrixa
Component
1
Rate the following attributes

.542

-.574

.411

-.625

.124

-.025

.431

.620

.416

-.612

.001

.603

-.391

-.259

.623

.270

-.129

.662

.469

.078

.739

.247

.012

.494

.033

.459

Rate the following attributes

in biscuits [Brand]
in biscuits [Price]

.150

in biscuits [Taste]

Rate the following attributes

Rate the following attributes

in biscuits [Packaging]
Rate the following attributes
in biscuits [Advertisements]
Rate the following attributes
in biscuits [Variety]
Rate the following attributes
in biscuits [Availability]
Rate the following attributes
in biscuits [Different
Sizes/Packages]
Rate the following attributes
in biscuits [Freshness]

Extraction Method: Principal Component Analysis.

a. 3 components extracted.

Rotated Component Matrixa

Component
1
Rate the following attributes
in biscuits [Taste]
Rate the following attributes
in biscuits [Brand]
Rate the following attributes
in biscuits [Price]
Rate the following attributes
in biscuits [Packaging]
Rate the following attributes
in biscuits [Advertisements]

.489

-.402

-.494

.008

.751

.101

.110

-.360

.655

.037

.739

-.018

.347

.640

-.232

Rate the following attributes

in biscuits [Variety]
Rate the following attributes
in biscuits [Availability]

.684

.092

-.032

.789

-.050

.197

.750

.177

.118

.367

.245

.511

Rate the following attributes

in biscuits [Different
Sizes/Packages]
Rate the following attributes
in biscuits [Freshness]

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Component Transformation Matrix

Component

.845

.523

.108

.514

-.851

.105

-.147

.033

.989

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser
Normalization.

It indicates the simple correlation between each variable and the component generated , Taste, Freshness, Advertisement comes under component 1 are predominant. In component 2 Packaging and
variety & availability are predominant and in component 3 price and taste are the factors that are predominant.

Component Score Coefficient Matrix

Component
1
Rate the following attributes
in biscuits [Taste]
Rate the following attributes
in biscuits [Brand]
Rate the following attributes
in biscuits [Price]
Rate the following attributes
in biscuits [Packaging]
Rate the following attributes
in biscuits [Advertisements]
Rate the following attributes
in biscuits [Variety]

.295

-.248

-.511

-.053

.399

.100

.029

-.195

.620

-.030

.391

-.017

.140

.316

-.244

.322

.004

-.079

Rate the following attributes

in biscuits [Availability]

.365

-.077

.133

.337

.045

.060

.122

.109

.466

Rate the following attributes

in biscuits [Different
Sizes/Packages]
Rate the following attributes
in biscuits [Freshness]

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

Component Score Covariance Matrix

Component

1.000

.000

.000

.000

1.000

.000

.000

.000

1.000

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser
Normalization.

The table below shows the loadings of the nine variables on the three factors extracted. The higher the absolute value of the loading, the more the factor contributes to the variable.
Thus we have got our result of data reduction by reducing a set of 9 variable of in to a 3 component factor that have a high rating.