FACTOR

/VARIABLES Att1 Att2 Att3 Att4 Att5

/MISSING LISTWISE
/ANALYSIS Att1 Att2 Att3 Att4 Att5
/PRINT INITIAL KMO EXTRACTION
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/ROTATION NOROTATE
/METHOD=CORRELATION.

Factor Analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

.508
Adequacy.
Bartlett's Test of Approx. Chi-Square 29.545
Sphericity df 10

Sig. .001
 Communalities

Initial Extraction

The brand has wide

1.000 .783
choices
The brand offerings
1.000 .746
are fairly priced
Quality of service is
1.000 .622
exemplary
Product Quality is
1.000 .402
good
The brand is
conveniently 1.000 .639
available

Extraction Method: Principal Component

Analysis.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings

% of Cumulative % of Cumulative
Component Total Variance % Total Variance %

1 1.826 36.514 36.514 1.826 36.514 36.514

2 1.366 27.320 63.835 1.366 27.320 63.835
3 .891 17.829 81.664
4 .558 11.162 92.825
5 .359 7.175 100.000

Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1 2

The brand has wide

.876 -.121
choices
The brand offerings
-.423 -.753
are fairly priced
Quality of service is
.754 .231
exemplary
Product Quality is
-.108 .625
good
The brand is
conveniently -.546 .583
available

Extraction Method: Principal Component

Analysis.a
a. 2 components extracted.

FACTOR
/VARIABLES Att1 Att2 Att3 Att5
/MISSING LISTWISE
/ANALYSIS Att1 Att2 Att3 Att5
/PRINT INITIAL KMO EXTRACTION
/PLOT EIGEN
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/ROTATION NOROTATE
/METHOD=CORRELATION.

Factor Analysis
 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

.516
Adequacy.
Bartlett's Test of Approx. Chi-Square 26.787
Sphericity df 6

Sig. .000

Communalities

Initial Extraction

The brand has wide

1.000 .786
choices
The brand offerings
1.000 .768
are fairly priced
Quality of service is
1.000 .649
exemplary
The brand is
conveniently 1.000 .841
available

Extraction Method: Principal Component

Analysis.

Total Variance Explained

Initial Eigenvalues Extraction Sums of Squared Loadings

% of Cumulative % of Cumulative
Component Total Variance % Total Variance %

1 1.821 45.525 45.525 1.821 45.525 45.525

2 1.222 30.558 76.084 1.222 30.558 76.084
3 .586 14.662 90.746
4 .370 9.254 100.000

Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1 2

The brand has wide

.869 -.172
choices
The brand offerings
-.459 -.747
are fairly priced
Quality of service is
.760 .266
exemplary
The brand is
conveniently -.526 .751
available

Extraction Method: Principal Component

Analysis.a
a. 2 components extracted.

FACTOR
/VARIABLES Att1 Att2 Att3 Att5
/MISSING LISTWISE
/ANALYSIS Att1 Att2 Att3 Att5
/PRINT INITIAL KMO EXTRACTION ROTATION
/PLOT EIGEN ROTATION
/CRITERIA FACTORS(2) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.

Factor Analysis
 KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

.516
Adequacy.
Bartlett's Test of Approx. Chi-Square 26.787
Sphericity df 6

Sig. .000

Communalities

Initial Extraction

The brand has wide

1.000 .786
choices
The brand offerings
1.000 .768
are fairly priced
Quality of service is
1.000 .649
exemplary
The brand is
conveniently 1.000 .841
available

Extraction Method: Principal Component

Analysis.

Total Variance Explained

Rotation
Sums of
Squared
Initial Eigenvalues Extraction Sums of Squared Loadings Loadings

% of Cumulative % of Cumulative
Component Total Variance % Total Variance % Total

1 1.821 45.525 45.525 1.821 45.525 45.525 1.526

2 1.222 30.558 76.084 1.222 30.558 76.084 1.518
3 .586 14.662 90.746
4 .370 9.254 100.000

Total Variance Explained

Rotation Sums of Squared Loadings

Component % of Variance Cumulative %

1 38.141 38.141
2 37.943 76.084
3
4

Extraction Method: Principal Component Analysis.

 Component Matrixa

Component

1 2

The brand has wide

.869 -.172
choices
The brand offerings
-.459 -.747
are fairly priced
Quality of service is
.760 .266
exemplary
The brand is
conveniently -.526 .751
available

Extraction Method: Principal Component

Analysis.a
a. 2 components extracted.

Rotated Component Matrixa

Component

1 2

The brand has wide

.498 .733
choices
The brand offerings
-.851 .209
are fairly priced
Quality of service is
.728 .345
exemplary
The brand is
conveniently .153 -.904
available

Extraction Method: Principal Component

Analysis.
Rotation Method: Varimax with Kaiser
Normalization.a
a. Rotation converged in 3 iterations.
 Component Transformation
Matrix

Component 1 2

1 .712 .702
2 .702 -.712

Extraction Method: Principal

Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.

FACTOR
/VARIABLES Att1 Att2 Att3 Att5
/MISSING LISTWISE
/ANALYSIS Att1 Att2 Att3 Att5
/PRINT INITIAL KMO EXTRACTION ROTATION
 /PLOT EIGEN ROTATION
/CRITERIA FACTORS(2) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/SAVE REG(ALL)
/METHOD=CORRELATION.

Factor Analysis

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling

.516
Adequacy.
Bartlett's Test of Approx. Chi-Square 26.787
Sphericity df 6
 Sig. .000

Communalities

Initial Extraction

The brand has wide

1.000 .786
choices
The brand offerings
1.000 .768
are fairly priced
Quality of service is
1.000 .649
exemplary
The brand is
conveniently 1.000 .841
available

Extraction Method: Principal Component

Analysis.

Total Variance Explained

Rotation
Sums of
Squared
Initial Eigenvalues Extraction Sums of Squared Loadings Loadings

% of Cumulative % of Cumulative
Component Total Variance % Total Variance % Total

1 1.821 45.525 45.525 1.821 45.525 45.525 1.526

2 1.222 30.558 76.084 1.222 30.558 76.084 1.518
3 .586 14.662 90.746
4 .370 9.254 100.000

Total Variance Explained

Rotation Sums of Squared Loadings

Component % of Variance Cumulative %

1 38.141 38.141
2 37.943 76.084
3
4
Extraction Method: Principal Component Analysis.

Component Matrixa

Component

1 2

The brand has wide

.869 -.172
choices
The brand offerings
-.459 -.747
are fairly priced
Quality of service is
.760 .266
exemplary
The brand is
conveniently -.526 .751
available

Extraction Method: Principal Component

Analysis.a
a. 2 components extracted.

Rotated Component Matrixa

Component

1 2

The brand has wide

.498 .733
choices
The brand offerings
-.851 .209
are fairly priced
Quality of service is
.728 .345
exemplary
The brand is
conveniently .153 -.904
available

Extraction Method: Principal Component

Analysis.
Rotation Method: Varimax with Kaiser
Normalization.a
a. Rotation converged in 3 iterations.

Component Transformation
Matrix

Component 1 2

1 .712 .702
2 .702 -.712

Extraction Method: Principal

Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.
* Custom Tables.
CTABLES
/VLABELS VARIABLES=Brand FAC1_1 FAC2_1 DISPLAY=LABEL
/TABLE Brand BY FAC1_1 [MEAN] + FAC2_1 [MEAN]
/CATEGORIES VARIABLES=Brand ORDER=A KEY=VALUE EMPTY=EXCLUDE.

Custom Tables
 REGR REGR
factor score factor score
1 for 2 for
analysis 1 analysis 1

Mean Mean

Brand Name Office Equipment .51721 -.55278

OfficeStar 1.00491 .54396

Paper & Co -.83527 1.01916

Supermarket -.68685 -1.01034