Q9

Rank the following dishes as per your preference.

(1 = Most preferred, 5 = Least Preferred)
(Use one rank only once. For Eg: If Chinese has been ranked as 1, no other dish should
be ranked as 1)

Interpretation:

Calculation in SPSS:

1) Factor Analysis

Descriptive Statistics

Std. Analysis
Mean Deviation N
Fast Food 2.80 1.497 150
Gujarati
3.30 1.642 150
Food
Chinese 3.30 1.191 150
Punjabi 2.57 1.287 150
South
3.03 1.282 150
Indian

Correlation Matrix (a)

Fast Gujarati South

Correlation Food Food Chinese Punjabi Indian
1 Fast Food 1.000 -.126 -.230 -.446 -.346
2 Gujarati
-.126 1.000 -.578 -.446 -.148
Food
3 Chinese -.230 -.578 1.000 .304 -.226
4 Punjabi -.446 -.446 .304 1.000 -.195
5 South
-.346 -.148 -.226 -.195 1.000
Indian
a) This matrix is not positive definite.

Interpretation:
From the above correlation matrix two factors can be formed based on the
correlation between the dishes.
1) Fast food, Punjabi, South Indian
 2) Gujarati food, Chinese

Communalities

Initial Extraction
Fast Food 1.000 .957
Gujarati
1.000 .962
Food
Chinese 1.000 .691
Punjabi 1.000 .762
South
1.000 .999
Indian
Extraction Method: Principal Component Analysis.

Interpretation:
Communality is the amount of variance a variable shares with all the other
variables being considered.

Total Variance Explained

Compon Extraction Sums of Squared Rotation Sums of Squared

ent Initial Eigen values Loadings Loadings
% of Cumulativ % of Cumulativ % of Cumulativ
Total Variance e% Total Variance e% Total Variance e%
1 1.991 39.814 39.814 1.991 39.814 39.814 1.733 34.651 34.651
2 1.359 27.179 66.993 1.359 27.179 66.993 1.430 28.598 63.249
3 1.021 20.425 87.418 1.021 20.425 87.418 1.208 24.169 87.418
4 .629 12.582 100.000
5 -2.36E- -4.72E-
100.000
016 015
Extraction Method: Principal Component Analysis.

Interpretation:
There are three dishes having eigen values greater then 1. The eigen value

represents the total variance explained by each factor. From the above table,
dishes 1, 2, and 3, i.e. Fast food and Gujarati dishes contribute 87.42% of the
total variances. Hence they are the dominating variables.

Interpretation: A scree plot is a plot of the Eigen values against the number of
factors in order of extraction. From the scree plot there are three factors evident.
Component Matrix (a)

Component
1 2 3
Fast Food -.414 -.800 .380
Gujarati
-.753 .215 -.591
Food
Chinese .794 -.238 .063
Punjabi .785 .103 -.368
South
-.078 .778 .623
Indian
Extraction Method: Principal Component Analysis.

Interpretation:
In principal components analysis, the total variance in the data is considered.
The diagonal of the correlation matrix consists of unities, and full variance is
brought into the factor matrix. Principal components analysis is recommended
when the primary concern is to determine the minimum number of factors that
will account for maximum variance in the data for use in subsequent multivariate
analysis. The factors are called principal components.

a) 3 components extracted.

Rotated Component Matrix(a)

Component
1 2 3
Fast Food .067 -.938 -.268
Gujarati
-.964 .069 -.165
Food
Chinese .766 .239 -.218
Punjabi .459 .692 -.268
South
-.016 .091 .995
Indian
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 6 iterations.
 Component Score Covariance Matrix

Compone
nt 1 2 3
1 1.000 .000 .000
2 .000 1.000 .000
3 .000 .000 1.000
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.

Multi Dimensional Analysis:

Dimensions: 2

Young's S-stress formula 1 is used.

Iteration S-stress Improvement

1 .34727
2 .33810 .00917
3 .33804 .00007

Iterations stopped because

S-stress improvement is less than .001000

Stress and squared correlation (RSQ) in distances

RSQ values are the proportion of variance of the scaled data (disparities)
in the partition (row, matrix, or entire data) which
is accounted for by their corresponding distances.
Stress values are Kruskal's stress formula 1.

Matrix Stress RSQ Matrix Stress RSQ

1 .153 .757 2 .240 .408
3 .289 .149 4 .099 .896
 5 .302 .053 6 .297 .103
7 .153 .757 8 .240 .408
9 .289 .149 10 .099 .896
11 .302 .053 12 .297 .103
13 .289 .149 14 .099 .896
15 .302 .053 16 .297 .103
17 .153 .757 18 .240 .408
19 .302 .053 20 .297 .103
21 .289 .149 22 .099 .896
23 .153 .757 24 .240 .408
25 .153 .757 26 .240 .408
27 .289 .149 28 .099 .896
29 .302 .053 30 .297 .103

Averaged (rms) over matrices

Stress = .24294 RSQ = 39446

Configuration derived in 2 dimensions

Stimulus Coordinates

Dimension

Stimulus Stimulus 1 2
Number Name

1 Fast food 1.0615 .7739

2 Gujarati -1.2653 1.0455
3 Chinese -1.1674 -.7407
4 Punjabi .1311 -1.4146
5 South Indian 1.2400 .3358

Abbreviated Extended
Name Name

SouthInd SouthIndian
 The above graph shows the perceptual map of the cuisines that we plan to
offer as in the minds of the consumer
Dimension 1 constitutes the parameter “Taste” while the dimension 2
constitutes the parameter “Price”