Factor Analysis
Q-11 Please read the statement below & tell me how much you agree with the statement to Q-11 Please read the statement below & tell me how much you agree with the statement to describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly describe most important factor for purchasing shampoo on the scale of 1-5 where 1 is strongly disagree and 5 is strongly agree
disagree and 5 is strongly agree Statement
Statement Set Set StronglyStrongly Agree Agree
Agree Neutral Disagree Strongly Agree Neutral Disagree Strongly Disagree Disagree It
It removes removes Dandruff Dandruff 5 5 4 4 3 3 2 2 11 It removes dirt & oil from my hair
It removes dirt & oil from my hair 55 44 33 22 11 It nourishes my hair & prevents hair
It nourishes my hair & prevents hair fall
fall
5
5 44 33 22 11
It makes my hair look shiny
It makes my hair look shiny 55 44 33 22 11
I use it just for cleaning my hair
I use it just for cleaning my hair 55 44 33 22 11 It acts as conditioner
It acts as conditioner 55 44 33 22 11
It makes my hair silky
It makes my hair silky 55 44 33 22 11
It gives softness & bounce to m
It gives softness & bounce to my hairy hair 55 44 33 22 11 It cures my hair & avoids further
It cures my hair & avoids further damage
damage
5
5 44 33 22 11
Findings:-Res
Respondpondee AntiDAntiDand RemovediPhairand RemovediPhairfall fall ShinyShinyhair Cleanhahair Cleanhair Conditir Condition ion SilkyhaSilkyhair ir BouBouncncyHayHa AvoidAvoidamaamagege
1 5 4 3 2 3 1 3 3 2
Observation:-Factor analysis is done for data reduction as well as for finding the interdependence of variables Factor analysis is done for data reduction as well as for finding the interdependence of variables related to certain topic. I have asked a question to respondent to describe important factor that related to certain topic. I have asked a question to respondent to describe important factor that are considered before making a purchase decision with the help of likert scale. On scale we have are considered before making a purchase decision with the help of likert scale. On scale we have
“5= strongly agree” & “1=strongly disagree”. The data collected is shown over with the help of
“5= strongly agree” & “1=strongly disagree”. The data collected is shown over with the help of Microsoft excel and SPSS is u
Microsoft excel and SPSS is used for analysis. According to the report we havesed for analysis. According to the report we have
KMO &Bartlett’s measure of Sampling Adequacy = 0.502 which lies between the standard range KMO &Bartlett’s measure of Sampling Adequacy = 0.502 which lies between the standard range of 0.5 to 1. Hence clubbing of variables can be done.
of 0.5 to 1. Hence clubbing of variables can be done.
Variables that can be clubbed together are as Variables that can be clubbed together are as
follows:-
o Conditioner Should be thereConditioner Should be there
o
o Removes Dirt & OilRemoves Dirt & Oil
Group 3Group 3
o
o Prevent Hair FallPrevent Hair Fall
o
o Makes Hair SilkyMakes Hair Silky
Group 4Group 4
o
o Damage ControlDamage Control
o
o Makes my hair ShinyMakes my hair Shiny
Hence after going through Rotated component matrix we are able to extract five groups of two Hence after going through Rotated component matrix we are able to extract five groups of two variables each. This in fact shows consumer perception towards purchasing the brand. We can variables each. This in fact shows consumer perception towards purchasing the brand. We can say that there can be five types of people that can be as
say that there can be five types of people that can be as
follows:-
Type 1: Those target group who wants a product that controls their hair damage andType 1: Those target group who wants a product that controls their hair damage and makes their hair bouncy
makes their hair bouncy
Type 2: Type 2: Those people who wants conditioner in their shampoo as Those people who wants conditioner in their shampoo as well as oil and dirt oilwell as oil and dirt oil remover
remover
Type 3: Those consumer who wants a shampoo that prevents hair fall and make their hairType 3: Those consumer who wants a shampoo that prevents hair fall and make their hair silky
silky
Type 4: A group that wants a shampoo that control hair damage and make their hair shinyType 4: A group that wants a shampoo that control hair damage and make their hair shiny
Type 5: It covers those segment that wants an anti-dandruff shampoo with a goodType 5: It covers those segment that wants an anti-dandruff shampoo with a good cleanser
cleanser
Any brand can promote themselves on the basis of consumer preferences. It also helps them to Any brand can promote themselves on the basis of consumer preferences. It also helps them to position
position themselves themselves within within the the market. market. For For example example if if a a brand brand position position its its product product as as a a hairhair damage controller with silky hair then they can command type 4 customer mentioned above.
damage controller with silky hair then they can command type 4 customer mentioned above.