Q1. Based on past research, six attitudinal variables were identified.

Consumers were asked

to express their degree of agreement with the following statements on 7-pinots scale (1=
strongly disagree, 7 = strongly agree):

V1 = I love to buy products in shopping mall.

V2 = I buy discounted products.

V3 = I enjoy eating food at shopping mall.

V4 = I bargain products when shopping.

V5 = I buy only daily need products.

V6 = I compare prices of products in shopping mall.

Following are the response of 25 respondents based on attitudes towards shopping in a Shopping
Mall. Kindly apply the cluster Analysis for 3 clusters.

Ans: Cluster 1 agrees for question 5. While strongly disagrees for questions 1,3 and remains
neutral for questions 2,4,6.
Cluster 2 strongly agree for question 1,3. While remains neutral for questions 6,2 and disagrees
for ques 4 and strongly disagree for ques 5.
Cluster 3 agrees for question 2,4,6 while remains neutral and somewhere disagree for ques 1,3,5.
No questions seem to have any significance according to ANOVA table.

Q.2 The researcher wants to determine the underlying benefits consumers seek from the purchase
of toothpaste. A sample of 30 respondents were interviewed using mall-intercept interviewing.
The respondents were asked to indicate their degree of agreement with the following statements
using 7-point scale (1= strongly disagree, 7 =strongly agree)

V1= I buy toothpaste that prevents cavities.

V2= I buy a toothpaste that gives shiny teeth.
V3= I want to buy a toothpaste that strengthen my gums.
V4= I like a toothpaste that freshens breath.
V5= I buy a toothpaste that prevent my tooth from decay.
V6= I want to buy a toothpaste for attractive teeth.

Kindly Apply Factor Analysis.

Ans: V1 and V2 are valid factors as their eigen value is more than one as compared to other
questions and the data is reduced to 77.86% by these two factors and also 77.86% variance is
getting explained by the first two questions and the loss of information is 22.14%.