FACTOR ANALYSIS FOR USER:

1. Here KMO = 0.645 which is greater than 0.5, hence Factor Analysis can be applied.
2. Bartletts Test of Sphericity
H0: Correlation matrix of the variables is insignificant.
H1: Correlation matrix of the variables is insignificant.
The p value corresponding to the chi square statistics is 0.000, which is less than 0.05, the
assumed level of significance. This indicates that correlation matrix of the variables of
perception is significant and hence null hypothesis can be rejected.
3. Since no of responses are 128 (for users) which is greater than 4 times the number of
variables (i.e. 28), factor analysis can be performed.

KMO and Bartlett's Test
a

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .645
Bartlett's Test of Sphericity
Approx. Chi-Square 861.864
Df 378
Sig. .000
a. Only cases for which Usage of Tupperware Product = Yes are used in the
analysis phase.


Communalities
a


Initial Extraction
Products made with State of Art
Technology
1.000 .704
Products ideal for gifts 1.000 .651
Products available in different
sizes
1.000 .651
Products available in attractive
colors
1.000 .616
Products provide good value for
money
1.000 .632
Feel proud to serve food to
guests in Tupperware products
1.000 .679
Peer group use the products 1.000 .710
Products easily available 1.000 .594
Do not occupy a lot of shelf
space
1.000 .584
Good look to the kitchen 1.000 .724
Spices Retain their original
flavour for long
1.000 .597
Products not very Expensive 1.000 .758
Lifetime warranty without
requirement of purchase of proof
1.000 .600
Go with my lifestyle 1.000 .642
Products for daily use 1.000 .654
Products do not require special
cleaning agent
1.000 .643
Products do not leave stain
marks after cleaning
1.000 .758
Parents feel safe while children
handle the products
1.000 .520
Products usage well
demonstrated in home party
1.000 .668
Company provides timely
information on new products
1.000 .679
Products are Air / water tight 1.000 .582
Products convenient to use 1.000 .619
No inhibition in using products in
a large gathering of guests
1.000 .536
Company keeps adding new
products to its range to suit the
kitchen requirements
1.000 .638
Shapes of products eye catching 1.000 .727
Products quite sturdy 1.000 .822
Products non toxic and odorless 1.000 .780
Light in weight to carry from one
place to another
1.000 .676
Extraction Method: Principal Component Analysis.
a. Only cases for which Usage of Tupperware Product = Yes
are used in the analysis phase.





A total of 9 factors are extracted from applying the factor analysis which explains a cumulative
variance of 65.872% and have Eigen Values greater than 1.
Total Variance Explained
a

Compone
nt
Initial Eigenvalues Extraction Sums of Squared
Loadings
Rotation Sums of Squared Loadings
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
Total % of
Variance
Cumulative
%
1 4.968 17.742 17.742 4.968 17.742 17.742 2.610 9.322 9.322
2 2.682 9.578 27.320 2.682 9.578 27.320 2.519 8.996 18.318
3 2.084 7.442 34.762 2.084 7.442 34.762 2.149 7.674 25.992
4 1.966 7.020 41.783 1.966 7.020 41.783 2.135 7.626 33.618
5 1.645 5.874 47.657 1.645 5.874 47.657 2.029 7.246 40.864
6 1.406 5.020 52.677 1.406 5.020 52.677 1.966 7.022 47.886
7 1.380 4.930 57.607 1.380 4.930 57.607 1.823 6.511 54.397
8 1.200 4.285 61.892 1.200 4.285 61.892 1.783 6.369 60.766
9 1.114 3.979 65.872 1.114 3.979 65.872 1.430 5.106 65.872
10 .985 3.517 69.388

11 .850 3.034 72.423

12 .786 2.807 75.230

13 .746 2.664 77.894

14 .696 2.486 80.379

15 .650 2.322 82.701

16 .646 2.308 85.009

17 .541 1.933 86.942

18 .522 1.866 88.807

19 .477 1.702 90.509

20 .428 1.529 92.038

21 .378 1.351 93.389

22 .369 1.319 94.709

23 .342 1.222 95.931

24 .319 1.140 97.070

25 .253 .902 97.973

26 .224 .801 98.774

27 .181 .647 99.422

28 .162 .578 100.000

Extraction Method: Principal Component Analysis.
a. Only cases for which Usage of Tupperware Product = Yes are used in the analysis phase.




Component Matrix
a,b


Component
1 2 3 4 5 6 7 8 9
Products made with
State of Art Technology

Products ideal for gifts

Products available in
different sizes

Products available in
attractive colors

Products provide good
value for money

Feel proud to serve
food to guests in
Tupperware products

Peer group use the
products

Products easily
available

Do not occupy a lot of
shelf space

Good look to the
kitchen
.648

Spices Retain their
original flavour for long
.618

Products not very
Expensive

Lifetime warranty
without requirement of
purchase of proof

Go with my lifestyle

Products for daily use

Products do not require
special cleaning agent

.561

Products do not leave
stain marks after
cleaning

.711

Parents feel safe while
children handle the
products

Products usage well
demonstrated in home
party

Company provides
timely information on
new products

Products are Air / water
tight
.551

Products convenient to
use

No inhibition in using
products in a large
gathering of guests

Company keeps adding
new products to its
range to suit the kitchen
requirements

Shapes of products eye
catching

Products quite sturdy

Products non toxic and
odorless

.563

Light in weight to carry
from one place to
another

Extraction Method: Principal Component Analysis.
a. 9 components extracted.
b. Only cases for which Usage of Tupperware Product = Yes are used in the analysis phase.




Cut off is taken as 0.55. All the values which are above 0.55 are considered significant and
accordingly variables are grouped in different factors.
The values less than 0.55 are suppressed.

Rotated Component Matrix
a,b


Component
1 2 3 4 5 6 7 8 9
Products made with
State of Art Technology

Products ideal for gifts

.554

Products available in
different sizes

.694

Products available in
attractive colors

.715

Products provide good
value for money

.705

Feel proud to serve food
to guests in Tupperware
products

.741

Peer group use the
products

Products easily available

Do not occupy a lot of
shelf space

Good look to the kitchen

.752

Spices Retain their
original flavour for long

Products not very
Expensive

.822
Lifetime warranty
without requirement of
purchase of proof

.630

Go with my lifestyle

.568

Products for daily use

.591

Products do not require
special cleaning agent

.735

Products do not leave
stain marks after
cleaning

.748

Parents feel safe while
children handle the
products

Products usage well
demonstrated in home
party

.701

Company provides
timely information on
new products

.633

Products are Air / water
tight
.649

Products convenient to
use
.726

No inhibition in using
products in a large
gathering of guests

.593

Company keeps adding
new products to its
range to suit the kitchen
requirements

.763

Shapes of products eye
catching

Products quite sturdy

.889

Products non toxic and
odorless

.847

Light in weight to carry
from one place to
another
.685

Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 38 iterations.
b. Only cases for which Usage of Tupperware Product = Yes are used in the analysis phase.

NAMING OF THE FACTORS

Factor-1 Convenience
Products are Air / water tight
Products convenient to use
Light in weight to carry from one place to another

Factor-2 Regular Updates
Lifetime warranty without requirement of purchase of proof
Products usage well demonstrated in home party
Company provides timely information on new products
Company keeps adding new products to its range to suit the kitchen requirements

Factor-3 Product Looks
Good look to the kitchen
Go with my lifestyle
Shapes of products eye catching

Factor-4 Attractiveness
Products available in different sizes
Products provide good value for money

Factor-5 Less Maintenance
Products do not require special cleaning agent
Products do not leave stain marks after cleaning

Factor-6 Sturdiness
Products quite sturdy
Products non toxic and odorless

Factor-7 Ideal for Gifts
Products ideal for gifts
Feel proud to serve food to guests in Tupperware products
Products for daily use

Factor-8 Acceptance of the product
Products available in attractive colors
Do not occupy a lot of shelf space
No inhibition in using products in a large gathering of guests

Factor-9 Value for Money
. Products not very Expensive


Component Transformation Matrix
a

Component 1 2 3 4 5 6 7 8 9
1 .497 .454 .491 .268 .149 .162 .265 .321 .110
2 .212 -.519 .018 -.061 .659 .486 -.068 -.077 .032
3 -.653 -.026 -.067 .504 .145 .194 .442 .128 .212
4 -.122 .314 -.051 -.701 -.019 .341 .426 -.190 .241
5 .140 .310 -.392 .323 -.256 .620 -.188 -.274 -.257
6 .035 -.317 .078 -.054 -.520 .339 -.244 .412 .525
7 -.316 .227 -.045 -.263 .197 .175 -.286 .662 -.433
8 .333 -.320 -.418 -.034 -.201 -.046 .589 .344 -.321
9 .187 .274 -.644 .043 .328 -.228 -.156 .192 .502
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Only cases for which Usage of Tupperware Product = Yes are used in the analysis phase.


Component Score Coefficient Matrix
a


Component
1 2 3 4 5 6 7 8 9
Products made with
State of Art Technology
-.061 .256 -.085 .144 .205 .149 -.173 -.103 .272
Products ideal for gifts -.079 -.053 .247 .059 -.080 -.024 .275 -.113 .068
Products available in
different sizes
-.030 -.090 -.151 .336 -.022 .049 .020 .192 -.065
Products available in
attractive colors
-.007 -.006 -.114 .060 .004 .021 -.057 .435 .074
Products provide good
value for money
.127 -.031 -.040 .346 .009 -.095 .040 -.108 .031
Feel proud to serve food
to guests in Tupperware
products
-.065 -.009 -.112 .047 .008 -.044 .436 .110 -.064
Peer group use the
products
.173 -.155 .110 .142 -.253 .072 .144 .034 -.328
Products easily
available
.155 -.126 .164 -.082 -.130 -.132 -.097 .097 .241
Do not occupy a lot of
shelf space
-.026 -.006 .190 -.172 -.021 .045 -.179 .292 .056
Good look to the kitchen -.040 -.021 .407 -.001 .080 -.051 -.066 -.064 -.045
Spices Retain their
original flavour for long
.101 -.023 .063 .115 .195 -.084 .023 -.011 .043
Products not very
Expensive
.043 -.066 -.068 -.009 -.038 -.012 .054 .071 .576
Lifetime warranty
without requirement of
purchase of proof
.036 .285 -.011 .116 .058 .010 -.080 -.134 -.130
Go with my lifestyle -.026 -.037 .310 -.170 .002 .131 .113 .010 -.193
Products for daily use .137 -.023 -.040 -.126 .042 .044 .344 -.157 .090
Products do not require
special cleaning agent
-.074 .004 .076 -.071 .387 -.064 -.098 .099 -.052
Products do not leave
stain marks after
cleaning
-.010 -.074 -.049 .051 .359 -.003 .146 -.089 .027
Parents feel safe while
children handle the
products
.180 .031 -.156 -.143 .191 -.069 .053 .190 -.178
Products usage well
demonstrated in home
party
.048 .299 -.172 -.101 -.017 -.049 .124 .034 -.050
Company provides
timely information on
new products
.004 .228 -.074 -.102 -.118 .051 .078 .120 .081
Products are Air / water
tight
.248 .097 -.026 -.034 .078 -.028 -.027 -.080 -.079
Products convenient to
use
.346 -.083 -.024 .008 -.134 -.010 .041 -.141 .130
No inhibition in using
products in a large
gathering of guests
-.083 -.031 -.026 -.012 .036 -.054 .178 .352 -.062
Company keeps adding
new products to its
range to suit the kitchen
requirements
-.100 .358 .036 -.034 .054 -.037 -.109 -.018 .007
Shapes of products eye
catching
-.195 .096 .291 .231 -.051 .025 -.087 -.087 .045
Products quite sturdy -.055 -.060 .096 -.004 -.159 .504 -.061 .043 -.052
Products non toxic and
odorless
.012 -.001 -.068 -.032 -.007 .436 .020 -.008 -.002
Light in weight to carry
from one place to
another
.296 .011 -.188 .097 .014 .046 -.124 .122 .046
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Component Scores.
a. Only cases for which Usage of Tupperware Product = Yes are used in the analysis phase.


Component Score Covariance Matrix
a

Component 1 2 3 4 5 6 7 8 9
1
1.000 .000 .000 .000 .000 .000 .000 .000 .000
2
.000 1.000 .000 .000 .000 .000 .000 .000 .000
3
.000 .000 1.000 .000 .000 .000 .000 .000 .000
4
.000 .000 .000 1.000 .000 .000 .000 .000 .000
5
.000 .000 .000 .000 1.000 .000 .000 .000 .000
6
.000 .000 .000 .000 .000 1.000 .000 .000 .000
7
.000 .000 .000 .000 .000 .000 1.000 .000 .000
8
.000 .000 .000 .000 .000 .000 .000 1.000 .000
9
.000 .000 .000 .000 .000 .000 .000 .000 1.000
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Component Scores.
a. Only cases for which Usage of Tupperware Product = Yes are used in the analysis phase.