Reliability

Case Processing Summary

N %
Cases Valid 152 100.0
Excludeda 0 .0
Total 152 100.0
a. Listwise deletion based on all variables in the
procedure.

Reliability Statistics
Cronbach's
Alpha N of Items
.251 8

Descirptive

Statistics
Howmuchtimedo
youspendtimeon
Whichtypeofmed readingprintordig
Gender Age Occupation AnnualIncome iadoyouprefer italmed
N Valid 152 152 152 152 152 152
Missing 0 0 0 0 0 0

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid Male 94 61.8 61.8 61.8
Female 50 32.9 32.9 94.7
Prefer not to say 8 5.3 5.3 100.0
Total 152 100.0 100.0
 Age
Cumulative
Frequency Percent Valid Percent Percent
Valid less than 18 18 11.8 11.8 11.8
18-25 109 71.7 71.7 83.6
26-35 14 9.2 9.2 92.8
36-45 8 5.3 5.3 98.0
Above 45 3 2.0 2.0 100.0
Total 152 100.0 100.0

Occupation
Cumulative
Frequency Percent Valid Percent Percent
Valid Student 97 63.8 63.8 63.8
Employee 44 28.9 28.9 92.8
Business 6 3.9 3.9 96.7
Self employed 1 .7 .7 97.4
House wife 4 2.6 2.6 100.0
Total 152 100.0 100.0

AnnualIncome
Cumulative
Frequency Percent Valid Percent Percent
Valid less than 3 lakhs 22 14.5 14.5 14.5
3 lakhs-5 lakhs 121 79.6 79.6 94.1
More than 5 lakhs 9 5.9 5.9 100.0
Total 152 100.0 100.0

Whichtypeofmediadoyouprefer
Cumulative
Frequency Percent Valid Percent Percent
Valid Print Media (Magazines, 31 20.4 20.4 20.4
Newspapers)
 Digital Media (Digital 82 53.9 53.9 74.3
magazine, Digital
newspapers)
Both 39 25.7 25.7 100.0
Total 152 100.0 100.0

Howmuchtimedoyouspendtimeonreadingprintordigitalmed
Cumulative
Frequency Percent Valid Percent Percent
Valid less than 15 minutes 61 40.1 40.1 40.1
15-20 minutes 65 42.8 42.8 82.9
20-30 minutes 14 9.2 9.2 92.1
More than 30 minutes 12 7.9 7.9 100.0
Total 152 100.0 100.0

Factor analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .601
Bartlett's Test of Sphericity Approx. Chi-Square 120.504
df 21
Sig. .000

Communalities
Initial Extraction
Price1 1.000 .428
Price2 1.000 .969
Price3 1.000 .644
Price4 1.000 .357
Availability1 1.000 .634
Availability2 1.000 .729
Availability3 1.000 .607
Extraction Method: Principal Component
Analysis.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings
Component Total % of Variance Cumulative % Total % of Variance Cumulative % Tota
1 1.839 26.266 26.266 1.839 26.266 26.266 1
2 1.654 23.633 49.899 1.654 23.633 49.899 1
3 .875 12.498 62.397 .875 12.498 62.397 1
4 .833 11.906 74.303
5 .764 10.911 85.213
6 .598 8.549 93.762
7 .437 6.238 100.000
Extraction Method: Principal Component Analysis.

Rotated Component Matrixa

Component
1 2 3
Availability3 .774
Availability1 .749
Availability2 .715
Price3 .800
Price1 .647
Price4
Price2 .977
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 4 iterations.

Regression

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .492a .337 .241 .45214
a. Predictors: (Constant), ATotal, PTotal

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 1.165 2 .583 2.850 .006b
Residual 30.460 149 .204
Total 31.625 151
a. Dependent Variable: DTotal
b. Predictors: (Constant), ATotal, PTotal

Coefficientsa
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.949 .496 3.932 .000
PTotal .225 .108 .168 2.089 .038
ATotal .087 .067 .105 1.298 .196
a. Dependent Variable: DTotal