Solutions 1.

For A1:

Initial Communalities table:Communalities(a) Initial You always keep a stock of chocolates at home You buy chocolates from the shop which is near to your house Rather than buying 2 or 3 smaller chocolates, you would like to buy one big one You prefer chocolates that come in hard box than in wrappers Even elderly persons in your family enjoy chocolates You eat chocolates to keep awake throughout the night when needed Eating chocolates give you energy when you feel exhausted You will prefer to gift chocolates instead of sweets You eat chocolates for desert You dont need an occasion to eat chocolates Whenever you see or eat a chocolate of a particular brand, you recall its advertisement Craze for chocolates reduces with age You like to try different chocolates You use chocolates to make new friends Extraction Method: Principal Component Analysis. a Only cases for which SEC = "A1" (FILTER) = Selected are used in the analysis phase. 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .560 .538 .435 .566 .427 .580 .643 .601 .669 .552 .704 .707 .449 .826

Rotated Component Matrix:

Rotated Component Matrix(a,b) Component 1 You always keep a stock of chocolates at home You buy chocolates from the shop which is near to your house Rather than buying 2 or 3 smaller chocolates, you would like to buy one big one You prefer chocolates that come in hard box than in wrappers Even elderly persons in your family enjoy chocolates You eat chocolates to keep awake throughout the night when needed Eating chocolates give you energy when you feel exhausted .737 -.155 2 -.106 .200 3 .033 .658 4 -.025 -.132 5 -.048 -.145 6 .043 -.054

.006 .201 .391 .684 .432

.036 -.175 .089 .255 -.106

.520 .638 .503 .068 .035

.091 .281 -.081 .156 -.091

.283 .063 -.046 .114 .654

.272 -.072 -.067 -.074 .094

You will prefer to gift chocolates .111 .719 .044 instead of sweets You eat chocolates for desert .367 .375 .039 You dont need an occasion to -.169 -.049 .155 eat chocolates Whenever you see or eat a chocolate of a particular brand, .081 .025 .001 you recall its advertisement Craze for chocolates reduces .047 -.768 -.075 with age You like to try different -.064 .121 -.045 chocolates You use chocolates to make -.075 -.069 -.025 new friends Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 7 iterations. b Only cases for which SEC = "A1" (FILTER) = Selected are used in the analysis phase. Scree Plot for A1:

.252 .337 .477 .827 .304 -.071 -.139

.022 -.207 .514 -.099 -.073 .650 .087

.077 .484 -.076 -.054 .108 .017 .888

Scree Plot

2.0

Eigenvalue

1.5

1.0

0.5

10

11

12

13

14

Component Number

For A2:Communalities(a) Initial You always keep a stock of chocolates at home You buy chocolates from the shop which is near to your house Rather than buying 2 or 3 smaller chocolates, you would like to buy one big one You prefer chocolates that come in hard box than in wrappers You eat chocolates to keep awake throughout the night when needed Eating chocolates give you energy when you feel exhausted You will prefer to gift chocolates instead of sweets You eat chocolates for desert 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .574 .589 .562 .743 .593 .604 .735 .615

You dont need an occasion to eat chocolates Whenever you see or eat a chocolate of a particular brand, you recall its advertisement Craze for chocolates reduces with age You like to try different chocolates You use chocolates to make new friends Extraction Method: Principal Component Analysis. a Only cases for which SEC = "A2" (FILTER) = Selected are used in the analysis phase. Rotation Matrix: Rotated Component Matrix(a,b) Component 1 2 3 4

1.000 1.000 1.000 1.000 1.000

.664 .650 .477 .672 .558

5 -.187 .714 .690 .107 .109 .417 -.041 .179 .037 -.059 .233 .094 -.137 -.152 -.013 -.001 .015 .010 .026 .814 .125 .703 .054 .052 -.175 -.223

6 .055 -.019 .118 .832 -.122 -.452 .157 .075 -.193 .093 .232 .200 -.202

You always keep a stock of .181 .675 -.156 chocolates at home You buy chocolates from the -.244 -.110 .088 shop which is near to your house Rather than buying 2 or 3 smaller chocolates, you would .236 .102 -.078 like to buy one big one You prefer chocolates that come .037 .152 -.119 in hard box than in wrappers You eat chocolates to keep awake throughout the night .686 .242 .192 when needed Eating chocolates give you .166 .333 -.296 energy when you feel exhausted You will prefer to gift chocolates .010 .078 .198 instead of sweets You eat chocolates for desert .002 .745 .086 You dont need an occasion to .065 -.092 -.344 eat chocolates Whenever you see or eat a chocolate of a particular brand, .796 -.030 -.024 you recall its advertisement Craze for chocolates reduces .170 -.247 .525 with age You like to try different .321 -.359 -.601 chocolates You use chocolates to make .295 -.068 .598 new friends Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 52 iterations. b Only cases for which SEC = "A2" (FILTER) = Selected are used in the analysis phase.

Scree Plot :analysis of sec A1 In this all the statments are having factors more than 0.4 .all are acceptable.we are getting fator 62 here. In SEC A1 people prefer chocolate to make new friends so mostly we can target young peolle for this SEC A2 In the 1 factor is having value less than 0.4 so we eliminated it i.e. even elderly enjoys chocolate in your family and after that we are getting fator of 61.

Scree Plot
1.8

1.6

1.4

Eigenvalue

1.2

1.0

0.8

0.6

10

11

12

13

Component Number

Question 2:Permap Table Values For A2: title=education nobjects=7 nattributes=6 attributelist No formal education . . Studied up to 4th class . . Studied 5-9 . . . Studied 10-12 -0.007 -0.185 -0.352 Diploma or some college -0.180 -0.082 Graduate or Post Graduate General 0.021 Post Graduate Professional 0.194 Permap Screen Shot . . . 0.038 -0.191 0.090 0.124 . . . 0.095 0.079 0.227 -0.122 . . . 0.169 0.353 -0.039 0.015 . .

-0.028 -0.116 -0.101

-0.057 -0.116

Permap Screen for SEC A1: title=educationA1 nobjects=7 nattributes=6 attributelist No formal education . . Studied up to 4th class . . Studied 5-9 . . . Studied 10-12 . . . Diploma or some college . . Graduate or Post Graduate General 0.060 Post Graduate Professional -0.280 . . . . . 0.007 -0.032 . . . . . -0.048 0.224 . . . . . 0.033 -0.156 . .

. 0.029 -0.135

-0.013 0.059

Permap Screen for SEC A1: