Affordable Sense of Freedom

1
2
2
5
1
3
2
4
2
1
1
1
3
2
2
5
1
2
3
4

4
3
2
1
2
2
2
4
3
4
5
6
1
2
5
6
4
3
3
3

Maint. Cost Man's Vehicle Powerful Friends Jealous

1
6
5
2
4
3
2
1
2
4
2
2
2
5
4
3
3
3
5
1
2
3
4
4
2
6
5
2
2
1
1
3
2
1
1
1
4
4
4
2
2
2
1
3
2
3
2
1
2
2
1
1
1
2
2
3
4
2
7
6

Ads Feel Good

6
3
1
2
4
3
1
5
6
2
3
1
3
2
3
3
2
2
3
6

5
3
1
2
4
3
2
3
5
1
2
1
3
2
2
2
1
2
4
6

Comfortable
2
5
7
3
1
6
4
2
1
4
2
1
6
1
2
5
1
3
3
2

Safety Legal 3
3
5
6
2
1
5
4
3
4
4
2
2
5
3
1
5
1
2
3
3

2
2
2
3
2
3
5
3
1
1
1
2
3
2
6
4
3
2
3
6

Rotated Component Matrixa

Component
1
2

Affordable 0.125723 0.312781 0.780251

-0.180561 -0.638867 -0.10671
Sense of Freedom
Maint. Cost -0.115605 0.603786 0.593906
Man's Vehicle0.969951 -0.063583 -0.005739
0.963981 0.130973 0.062978
Powerful
0.945109 -0.14012 0.029968
Friends Jealous
0.971068 0.023947 0.105811
Ads Feel Good
Comfortable-0.262423 0.848362 0.100518
0.00977 0.880583 -0.043884
Safety
0.062579 -0.149269 0.873649
Legal 3

Communality
0.722
0.452
0.731
0.945
0.950
0.914
0.955
0.799
0.777
0.789

Rotated Component Matrixa

Component
1
0.13
Affordable
-0.18
Sense of Freedom
-0.12
Maint. Cost
0.97
Man's Vehicle
0.96
Powerful
Friends Jealous 0.95
Ads Feel Good 0.97
-0.26
Comfortable
0.01
Safety
0.06
Legal 3

2
0.31
-0.64
0.60
-0.06
0.13
-0.14
0.02
0.85
0.88
-0.15

3
0.78
-0.11
0.59
-0.01
0.06
0.03
0.11
0.10
-0.04
0.87

Perceptual Map

1.00

Legal 3
Affordability

0.80

0.60

Perceptual Map : Security vs Economy

0.40
Affordable
Comfortable
Safety
Legal 3

0.31
0.85
0.88
-0.15

0.78
0.10
-0.04
0.87

0.20

0.00
-0.40

-0.20

0.00
-0.20

Rotated Component Matrixa

Component
1
2

Affordable 0.125723 0.312781 0.780251

-0.180561 -0.638867 -0.10671
Sense of Freedom
Maint. Cost -0.115605 0.603786 0.593906
Man's Vehicle0.969951 -0.063583 -0.005739

0.20

0.963981 0.130973 0.062978

Powerful
0.945109 -0.14012 0.029968
Friends Jealous
0.971068 0.023947 0.105811
Ads Feel Good
Comfortable-0.262423 0.848362 0.100518
0.00977 0.880583 -0.043884
Safety
0.062579 -0.149269 0.873649
Legal 3
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

Perceptual Map
Affordability

Attributes

Comfort

0.40

0.60

0.80

Safety

1.00

malization.

Rotated Component Matrix(a)

Component
1
2
3
Affordable
0.126
0.313
0.78
Sense of Freedom
-0.181
-0.639
-0.107
Maint. Cost
-0.116
0.604
0.594
Man's Vehicle
0.97
-0.064
-0.006
Powerful
0.964
0.131
0.063
Friends Jealous 0.945
-0.14
0.03
Ads Feel Good 0.971
0.024
0.106
Comfortable -0.262
0.848
0.101
Safety
0.01
0.881
-0.044
Legal 3
0.063
-0.149
0.874
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

Rotated Component Matrixa

Component
1
2

Affordable 0.125723 0.312781 0.780251

-0.180561 -0.638867 -0.10671
Sense of Freedom
Maint. Cost -0.115605 0.603786 0.593906
Man's Vehicle0.969951 -0.063583 -0.005739
0.963981 0.130973 0.062978
Powerful
0.945109 -0.14012 0.029968
Friends Jealous
0.971068 0.023947 0.105811
Ads Feel Good
Comfortable-0.262423 0.848362 0.100518
0.00977 0.880583 -0.043884
Safety
0.062579 -0.149269 0.873649
Legal 3
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 5 iterations.

malization.

Rotated Component Matrixa

Component
1
2
Affordable
Sense of Freedom
Maint. Cost
Man's Vehicle
Powerful
Friends Jealous
Ads Feel Good
Comfortable
Safety
Legal 3

0.125723 0.312781 0.780251

-0.180561 -0.638867 -0.10671
-0.115605 0.603786 0.593906
0.969951 -0.063583 -0.005739
0.963981 0.130973 0.062978
0.945109 -0.14012 0.029968
0.971068 0.023947 0.105811
-0.262423 0.848362 0.100518
0.00977 0.880583 -0.043884
0.062579 -0.149269 0.873649
1

Legal 3
0.8
0.6

Perceptual map: security Vs. Economy

Security

0.312781 0.780251
0.848362 0.100518
0.880583 -0.043884
-0.149269 0.873649

Affordable
Comfortable
Safety
Legal 3

0.4

Economy

0.2
0
-0.4

-0.2

0
-0.2

Macho
Affordable
Man's Vehicle
Powerful
Friends Jealous
Ads Feel Good
Legal 3

Economy

0.125723 0.780251
0.969951 -0.005739
0.963981 0.062978
0.945109 0.029968
0.971068 0.105811
0.062579 0.873649

Legal 3

0.9

Affordable

0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0
-0.1 0

Macho
Man's Vehicle

Security

0.969951 -0.063583

0.2

0.4

Powerful
Friends Jealous
Ads Feel Good
Comfortable
Safety

0.963981
0.945109
0.971068
-0.262423
0.00977

0.130973
-0.14012
0.023947
0.848362
0.880583

0.8
0.6
0.4
0.2
0
-0.4

-0.2

0
-0.2

0.2

Affordable

Series1

Comfort

0.2

0.4

0.6

0.8

Safety
1

Series1

Ads feel good

Powerful
0.4

0.6

0.8

1.2

Series1

0.2

0.4

0.6

0.8

1.2

Affordable
Sense of Freedom
Maint. Cost
Man's Vehicle
Powerful
Friends Jealous
Ads Feel Good
Comfortable
Safety
Legal 3

1
0.126
-0.181
-0.116
0.97
0.964
0.945
0.971
-0.262
0.01
0.063

Component
2
0.313
-0.639
0.604
-0.064
0.131
-0.14
0.024
0.848
0.881
-0.149

3
0.78
-0.107
0.594
-0.006
0.063
0.03
0.106
0.101
-0.044
0.874

Affordable
0.8

0.6

0.4

Perceptual Map : Security vs Economy

Affordable
Comfortable
Safety
Legal 3

0.313
0.848
0.881
-0.149

0.78
0.101
-0.044
0.874

0.2

0
-0.4

-0.2

0
-0.2

0.2

0.4

Affordable

Series1

0.4

0.6

0.8