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KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling


Adequacy.
Bartlett's Test of
Sphericity

.649

Approx. Chi-Square
df
Sig.

436.542
136
.000

Correlation Matrix

Taste
Sig. (1-tailed)

Taste

Price
.232

Prom
otion
Adve
al
Qual rtise activ
ity
ment ities
.120 .000 .102

Avai
labili
ty of
milk
.035

Near
ness
to
the
deale
r
.003

Hom
e
deliv
ery
.012

Servi
ce
Relat
provi ionsh
ded
ip
by
with
deale deale
r
r
.487 .411

Trust
on
the
Bran
d
.214

Bran
d
imag
e
.044

Fres
hnes
s
.435

Time
of
deliv
ery
.022

Flav packi
our
ng
.007 .000

Thic
knes
s
.171

.440

.088

.161

.214

.091

.108

.311

.358

.005

.169

.239

.148

.371

.144

.274

.423

.490

.009

.345

.378

.171

.014

.496

.227

.034

.144

.246

.477

.042

.456

.044

.000

.000

.001

.073

.009

.050

.084

.004

.000

.006

.004

.223

.281

.155

.275

.056

.000

.451

.180

.010

.070

.268

.126

.072

.035

.001

.006

.009

.043

.000

.199

.191

.019

.011

.000

.000

.027

.000

.143

.003

.105

.000

.000

.002

.401

.181

.252

.097

.076

.001

.038

.001

.000

.330

.137

.007

.005

.301

.203

.161

.191

.000

.069

.000

.327

.005

.494

.275

.411

.000

.001

.014

.331

.258

.003

.285

.277

.394

.174

.161

.000

.043

.026

.059

.001

.000

.015

.002

Price

.232

Flavour

.007

.440

packing

.000

.088

.423

Thickness

.171

.161

.490

.456

Quality

.120

.214

.009

.044

.223

Advertisement

.000

.091

.345

.000

.281

.072

Promotional activities

.102

.108

.378

.000

.155

.035

.000

Availability of milk

.035

.311

.171

.001

.275

.001

.000

.401

Nearness to the dealer

.003

.358

.014

.073

.056

.006

.027

.181

.330

Home delivery

.012

.005

.496

.009

.000

.009

.000

.252

.137

.000

Service provided by dealer

.487

.169

.227

.050

.451

.043

.143

.097

.007

.069

.411

Relationship with dealer

.411

.239

.034

.084

.180

.000

.003

.076

.005

.000

.000

.003

Trust on the Brand

.214

.148

.144

.004

.010

.199

.105

.001

.301

.327

.001

.285

.161

Brand image

.044

.371

.246

.000

.070

.191

.000

.038

.203

.005

.014

.277

.000

.059

Freshness

.435

.144

.477

.006

.268

.019

.000

.001

.161

.494

.331

.394

.043

.001

.015

Time of delivery

.022

.274

.042

.004

.126

.011

.002

.000

.191

.275

.258

.174

.026

.000

.002

.000
.000

Communalities
Initial
Extraction
Taste
1.000
.693
Price
1.000
.681
Flavour
1.000
.655
packing
1.000
.571
Thickness
1.000
.701
Quality
1.000
.646
Advertisement
1.000
.577
Promotional activities
1.000
.660
Availability of milk
1.000
.587
Nearness to the dealer
1.000
.458
Home delivery
1.000
.678
Service provided by
1.000
.606
dealer
Relationship with dealer
1.000
.684
Trust on the Brand
1.000
.532
Brand image
1.000
.553
Freshness
1.000
.692
Time of delivery
1.000
.640
Extraction Method: Principal Component Analysis.

Total Variance Explained

Initial Eigenvalues
Cumulative
Component
Total
% of Variance
%
1
3.108
18.285
18.285
2
2.535
14.914
33.199
3
1.637
9.627
42.826
4
1.229
7.231
50.057
5
1.074
6.316
56.374
6
1.030
6.061
62.434
7
.973
5.724
68.158
8
.852
5.010
73.168
9
.768
4.516
77.684
10
.643
3.780
81.464
11
.618
3.634
85.098
12
.537
3.162
88.260
13
.526
3.095
91.356
14
.465
2.735
94.091
15
.425
2.498
96.589
16
.315
1.856
98.445
17
.264
1.555
100.000
Extraction Method: Principal Component Analysis.

Extraction Sums of Squared Loadings


Cumulative
Total
% of Variance
%
3.108
18.285
18.285
2.535
14.914
33.199
1.637
9.627
42.826
1.229
7.231
50.057
1.074
6.316
56.374
1.030
6.061
62.434

Component Matrix(a)

Component
3
4

Rotation Sums of Squared Loadings


Cumulative
Total
% of Variance
%
2.427
14.278
14.278
2.337
13.745
28.022
1.658
9.756
37.778
1.509
8.878
46.656
1.397
8.219
54.876
1.285
7.559
62.434

Taste
-.503
Price
Flavour
.325
packing
.679
Thickness
.310
Quality
.581
Advertisement
-.748
Promotional activities
-.446
.485
Availability of milk
.408
Nearness to the dealer
.436
.362
Home delivery
.406
.506
Service provided by
dealer
Relationship with dealer
.420
.550
Trust on the Brand
.586
Brand image
-.592
Freshness
-.435
.426
Time of delivery
.421
-.640
Extraction Method: Principal Component Analysis.
a 6 components extracted.

.365
.537
.334

.497
.522

-.561
.371

-.535
.321

.531
-.321
-.430

.342

-.446
.314

-.490
.348

.336

-.336

.487

.301
-.346

Rotated Component Matrix(a)

Taste
Price
Flavour
.363
packing
-.363
Thickness
Quality
.444
.495
Advertisement
.346
-.459
Promotional activities
.649
Availability of milk
Nearness to the dealer
.647
Home delivery
.567
Service provided by
dealer
Relationship with dealer
.668
Trust on the Brand
.546
Brand image
.330
-.624
Freshness
.759
Time of delivery
-.724
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 8 iterations.

Component
3
4

.779
.809
.672
.448

-.309
.830

.330
.367
.420
.697
.471
.742
.304

.326
.442

Component Transformation Matrix


Component
1
2
3
1
-.507
.653
.413
2
.747
.506
.277
3
-.027
.003
.441
4
-.320
.395
-.407
5
.041
-.242
.410
6
-.281
-.319
.474
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

4
-.335
.117
.433
.725
.387
.108

5
-.062
.304
-.588
.224
-.104
.705

6
-.171
.046
.521
-.024
-.782
.293