TABLE1: DESCRIPTIVE STATISTICS

Descriptive Statistics
Mean Std. Analysis Interpretation
Deviation N
Cavities 3.95 1.977 100 Looking at mean value one can
Shine 3.89 1.348 100 conclude that strengthen gums and
strengthen gums 4.13 2.043 100 attractive teeth is the most important
freshen breathe 4.05 1.336 100 attribute define toothpaste which has the
highest mean rating 4.13
tooth decay 3.54 1.925 100
attractive teeth 4.13 1.368 100
Price 3.89 1.348 100
brush free 4.05 1.336 100
Salt 3.95 1.977 100
Vegetarian 3.89 1.348 100

TABLE 2: KMO AND BARTLETT,S TEST

Component Transformation
Matrix
Componen 1 2
t
1 .957 -.291
2 .291 .957
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.

Interpretation

Looking at the table ,since KMO=0.957>o.50 it can be concluded sample size (n=100)is
sufficient enough to conduct a factor analysis hence derived factors may be considered to be
appropriate
TABLE 3 :COMMUNALITIES

Communalities
Initial Extractio Interpretation
n
Cavities From the above table
1.000 .963
Variables “cavities:” explains
shine
1.000 .866 96.3%of variance

strengthen gums Variable ”shiny teeth” explains

1.000 .880
86.6% of variance
freshen breathe
1.000 .696 Variable “strengthen gums”
explains 88%of variance
tooth decay
1.000 .861
Variable ”freshen breathe” explains
attractive teeth 69.6% of variance
1.000 .663
Variance “tooth decay explains
Price
1.000 .866 86.1%of variance

brush free Variance “attractive teeth explains

1.000 .696
66.3%of variance
Salt 1.000 .963
Variance ”reasonable price
explains86.6% of variance

Variance “brush free explains

69.6% of variance
Vegiterian 1.000 .866 variance “content of salt explains
96.3% of variables

variance “vegetarian
explains86.6% of variance

Extraction Method: Principal Component

Analysis.
 TABLE 4: TOTAL VARIANCE EXPLAINED

Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared Rotation Sums of
Loadings Squared Loading
Total % of Variance Cumulative Total % of Cumulativ Total
% Variance e %

1 4.765 47.652 47.652 4.765 47.652 47.652 4.662

2 3.555 35.551 83.203 3.555 35.551 83.203 3.658
3 .973 9.732 92.936
4 .409 4.094 97.029
5 .179 1.791 98.820
6 .118 1.180 100.000
7 1.106E-016 1.106E-015 100.000
8 3.689E-017 3.689E-016 100.000
9 -4.479E-017 -4.479E-016 100.000
10 -1.366E-016 -1.366E-015 100.000
Extraction Method: Principal Component Analysis.

Interpretation:
Above table infer that altogether 10 components are reduced significant factors which
contributes a total of 83.203% of variance. Where first factor accounts for 47.652% of the
variance and second 35.551%

TABLE 5: ROTATED COMPONENT MATRIX

 Rotated Component Matrixa
Component
1 2
Vegetarian .929 -.056
Shine .929 -.056
Price .929 -.056
brush free .833 -.050
freshen breathe .833 -.050
attractive teeth .812 .058
Salt -.024 .981
Cavities -.024 .981
tooth decay -.048 -.927
strengthen gums -.152 .926
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 3 iterations.

CONCLUSION

FACTOR ITEMS INCULDED NAME OF THE PERCENTAGE

FACTOR CONTRIBUTIONS

FACTOR 1 Vegetarian Taste&preference

Shine 47.652
Brush free
Freshen breathe
Attractive teeth
FACTOR 2 Salt Qualities 35.551
Cavities
Tooth decay
Strenthen gums