Professional Documents
Culture Documents
.649
Approx. Chi-Square
df
Sig.
436.542
136
.000
Correlation Matrix
Taste
Sig. (1-tailed)
Taste
Price
.232
Prom
otion
Adve
al
Qual rtise activ
ity
ment ities
.120 .000 .102
Avai
labili
ty of
milk
.035
Near
ness
to
the
deale
r
.003
Hom
e
deliv
ery
.012
Servi
ce
Relat
provi ionsh
ded
ip
by
with
deale deale
r
r
.487 .411
Trust
on
the
Bran
d
.214
Bran
d
imag
e
.044
Fres
hnes
s
.435
Time
of
deliv
ery
.022
Flav packi
our
ng
.007 .000
Thic
knes
s
.171
.440
.088
.161
.214
.091
.108
.311
.358
.005
.169
.239
.148
.371
.144
.274
.423
.490
.009
.345
.378
.171
.014
.496
.227
.034
.144
.246
.477
.042
.456
.044
.000
.000
.001
.073
.009
.050
.084
.004
.000
.006
.004
.223
.281
.155
.275
.056
.000
.451
.180
.010
.070
.268
.126
.072
.035
.001
.006
.009
.043
.000
.199
.191
.019
.011
.000
.000
.027
.000
.143
.003
.105
.000
.000
.002
.401
.181
.252
.097
.076
.001
.038
.001
.000
.330
.137
.007
.005
.301
.203
.161
.191
.000
.069
.000
.327
.005
.494
.275
.411
.000
.001
.014
.331
.258
.003
.285
.277
.394
.174
.161
.000
.043
.026
.059
.001
.000
.015
.002
Price
.232
Flavour
.007
.440
packing
.000
.088
.423
Thickness
.171
.161
.490
.456
Quality
.120
.214
.009
.044
.223
Advertisement
.000
.091
.345
.000
.281
.072
Promotional activities
.102
.108
.378
.000
.155
.035
.000
Availability of milk
.035
.311
.171
.001
.275
.001
.000
.401
.003
.358
.014
.073
.056
.006
.027
.181
.330
Home delivery
.012
.005
.496
.009
.000
.009
.000
.252
.137
.000
.487
.169
.227
.050
.451
.043
.143
.097
.007
.069
.411
.411
.239
.034
.084
.180
.000
.003
.076
.005
.000
.000
.003
.214
.148
.144
.004
.010
.199
.105
.001
.301
.327
.001
.285
.161
Brand image
.044
.371
.246
.000
.070
.191
.000
.038
.203
.005
.014
.277
.000
.059
Freshness
.435
.144
.477
.006
.268
.019
.000
.001
.161
.494
.331
.394
.043
.001
.015
Time of delivery
.022
.274
.042
.004
.126
.011
.002
.000
.191
.275
.258
.174
.026
.000
.002
.000
.000
Communalities
Initial
Extraction
Taste
1.000
.693
Price
1.000
.681
Flavour
1.000
.655
packing
1.000
.571
Thickness
1.000
.701
Quality
1.000
.646
Advertisement
1.000
.577
Promotional activities
1.000
.660
Availability of milk
1.000
.587
Nearness to the dealer
1.000
.458
Home delivery
1.000
.678
Service provided by
1.000
.606
dealer
Relationship with dealer
1.000
.684
Trust on the Brand
1.000
.532
Brand image
1.000
.553
Freshness
1.000
.692
Time of delivery
1.000
.640
Extraction Method: Principal Component Analysis.
Initial Eigenvalues
Cumulative
Component
Total
% of Variance
%
1
3.108
18.285
18.285
2
2.535
14.914
33.199
3
1.637
9.627
42.826
4
1.229
7.231
50.057
5
1.074
6.316
56.374
6
1.030
6.061
62.434
7
.973
5.724
68.158
8
.852
5.010
73.168
9
.768
4.516
77.684
10
.643
3.780
81.464
11
.618
3.634
85.098
12
.537
3.162
88.260
13
.526
3.095
91.356
14
.465
2.735
94.091
15
.425
2.498
96.589
16
.315
1.856
98.445
17
.264
1.555
100.000
Extraction Method: Principal Component Analysis.
Component Matrix(a)
Component
3
4
Taste
-.503
Price
Flavour
.325
packing
.679
Thickness
.310
Quality
.581
Advertisement
-.748
Promotional activities
-.446
.485
Availability of milk
.408
Nearness to the dealer
.436
.362
Home delivery
.406
.506
Service provided by
dealer
Relationship with dealer
.420
.550
Trust on the Brand
.586
Brand image
-.592
Freshness
-.435
.426
Time of delivery
.421
-.640
Extraction Method: Principal Component Analysis.
a 6 components extracted.
.365
.537
.334
.497
.522
-.561
.371
-.535
.321
.531
-.321
-.430
.342
-.446
.314
-.490
.348
.336
-.336
.487
.301
-.346
Taste
Price
Flavour
.363
packing
-.363
Thickness
Quality
.444
.495
Advertisement
.346
-.459
Promotional activities
.649
Availability of milk
Nearness to the dealer
.647
Home delivery
.567
Service provided by
dealer
Relationship with dealer
.668
Trust on the Brand
.546
Brand image
.330
-.624
Freshness
.759
Time of delivery
-.724
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 8 iterations.
Component
3
4
.779
.809
.672
.448
-.309
.830
.330
.367
.420
.697
.471
.742
.304
.326
.442
4
-.335
.117
.433
.725
.387
.108
5
-.062
.304
-.588
.224
-.104
.705
6
-.171
.046
.521
-.024
-.782
.293