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In influence 10 (Brand Relevance), one factor was extracted in each consumer product. Values on the component matrix per question related to each product yielded similar results. The Pearson correlation coefficients show that a very high correlation exists (>0.960) between all three the influences identified. The variance explained for all three products amount to 62%, 61% and 63% respectively and this confirms that all three products can be treated as a single entity.
The KMO measure yielded factors above .770 falling in the good range signifying that factor analysis should yield distinct and reliable factors. The Bartlett test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0). The Cronbach alpha coefficient for all three data sets equals and exceeds .780 and is thus good for subsequent analytical scrutiny.
TABLE 12: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR BRAND PERFORMANCE Influence 11
Adequacy: Kaiser-Meyer-Olkin Sphericity: Bartlett's Test Reliability: Cronbach Alpha
.618 .000 .595
Brand Performance (BPF) Toothpaste
.728 .703 .798 55%
Component Matrix Coffee .740 .716 .791 56%
0.998
0.988 .631
.000 .608
0.975
.639 .000 .623
In influence 11 (Brand Performance), one factor was extracted in each consumer product. Values on the component matrix per question related to each product yielded similar results. The Pearson correlation coefficients show that a very high correlation exists (>0.970) between all three the influences identified. The variance explained for all three products amount to 55%, 56% and 57% respectively and this confirms that all three products can be treated as a single entity.
The KMO measure yielded factors above .610 falling in the mediocre range signifying that factor analysis should yield distinct and reliable factors. The Bartlett test of sphericity indicates that each set correlates perfectly with itself (r = 1) but has no correlation with the other variables (r = 0).
The Cronbach alpha coefficient for all three data sets exceeds .595 and is thus in the mediocre range for subsequent analytical scrutiny.
TABLE 13: FACTOR ANALYSIS AND CORRELATIONAL ANALYSIS FOR CULTURE