Bar 

Chart

Frequency Table
gender

Frequency Percent

Valid Male 32 26.9

Female 28 23.5

Total 60 50.4
Missing System 59 49.6
Total 119 100.0

Father occupation

Frequency Percent

Valid Service 24 20.2

Profession
15 12.6
al

Business 17 14.3
other 4 3.4

Total 60 50.4
Missing System 59 49.6
Total 119 100.0

Student education
Frequency Percent

Valid Grad.(gen) 7 5.9

Grad.(prof) 21 17.6

Postgrad(g
14 11.8
en)

Postgrad(p 18 15.1
 rof)

Total 60 50.4
Missing System 59 49.6
Total 119 100.0

Using mobile
Frequency Percent

Valid Nokia 14 11.8

Samsung 12 10.1

Sony
13 10.9
ericson

Lg 11 9.2

Motorolla 6 5.0

Blackberry 4 3.4

Total 60 50.4
Missing System 59 49.6
Total 119 100.0

Year of using
Frequency Percent

Valid <1 year 18 15.1

1-2 year 20 16.8

2-4 year 15 12.6

>4 7 5.9

Total 60 50.4
Missing System 59 49.6
Total 119 100.0

Father income * favbrand1 Cross tabulation

favbrand1

Sony
Nokia Samsung Ericson LG Motorola Black Berry T

father income <15000 Count 7 3 2 1 0 3

% within fatincome 43.8% 18.8% 12.5% 6.2% .0% 18.8%

 % within favbrand1 25.9% 50.0% 22.2% 16.7% .0% 42.9%

% of Total 11.7% 5.0% 3.3% 1.7% .0% 5.0%

15000- Count 10 3 1 2 3 2
25000 % within fatincome 47.6% 14.3% 4.8% 9.5% 14.3% 9.5%

% within favbrand1 37.0% 50.0% 11.1% 33.3% 60.0% 28.6%

% of Total 16.7% 5.0% 1.7% 3.3% 5.0% 3.3%

25000- Count 5 0 5 3 0 2
35000 % within fatincome 33.3% .0% 33.3% 20.0% .0% 13.3%

% within favbrand1 18.5% .0% 55.6% 50.0% .0% 28.6%

% of Total 8.3% .0% 8.3% 5.0% .0% 3.3%

>35000 Count 5 0 1 0 2 0

% within fatincome 62.5% .0% 12.5% .0% 25.0% .0%

% within favbrand1 18.5% .0% 11.1% .0% 40.0% .0%

% of Total 8.3% .0% 1.7% .0% 3.3% .0%

Total Count 27 6 9 6 5 7

% within fatincome 45.0% 10.0% 15.0% 10.0% 8.3% 11.7%

% within favbrand1 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total 45.0% 10.0% 15.0% 10.0% 8.3% 11.7%

Father income * favbrand2 Cross tabulation

favbrand2

Sony
Nokia Samsung Ericson LG Motorola Black Beryy T

fatincome <15000 Count 2 3 5 3 0 3

% within fatincome 12.5% 18.8% 31.2% 18.8% .0% 18.8%

% within favbrand2 15.4% 30.0% 38.5% 30.0% .0% 30.0%

% of Total 3.3% 5.0% 8.3% 5.0% .0% 5.0%

15000- Count 5 4 5 6 1 0
25000 % within fatincome 23.8% 19.0% 23.8% 28.6% 4.8% .0%

% within favbrand2 38.5% 40.0% 38.5% 60.0% 25.0% .0%

% of Total 8.3% 6.7% 8.3% 10.0% 1.7% .0%

25000- Count 5 2 1 0 1 6
35000 % within fatincome 33.3% 13.3% 6.7% .0% 6.7% 40.0%

% within favbrand2 38.5% 20.0% 7.7% .0% 25.0% 60.0%

 % of Total 8.3% 3.3% 1.7% .0% 1.7% 10.0%

>35000 Count 1 1 2 1 2 1

% within fatincome 12.5% 12.5% 25.0% 12.5% 25.0% 12.5%

% within favbrand2 7.7% 10.0% 15.4% 10.0% 50.0% 10.0%

% of Total 1.7% 1.7% 3.3% 1.7% 3.3% 1.7%

Total Count 13 10 13 10 4 10

% within fatincome 21.7% 16.7% 21.7% 16.7% 6.7% 16.7%

% within favbrand2 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total 21.7% 16.7% 21.7% 16.7% 6.7% 16.7%

Father income * favbrand3 Cross tabulation

favbrand3

Song
Nokia Samsung Ericson LG Motorola Black Berry T

fatincome <15000 Count 2 6 2 3 2 1

% within fatincome 12.5% 37.5% 12.5% 18.8% 12.5% 6.2%

% within favbrand3 25.0% 33.3% 66.7% 30.0% 13.3% 16.7%

% of Total 3.3% 10.0% 3.3% 5.0% 3.3% 1.7%

15000- Count 3 6 0 3 7 2
25000 % within fatincome 14.3% 28.6% .0% 14.3% 33.3% 9.5%

% within favbrand3 37.5% 33.3% .0% 30.0% 46.7% 33.3%

% of Total 5.0% 10.0% .0% 5.0% 11.7% 3.3%

25000- Count 2 2 1 4 4 2
35000 % within fatincome 13.3% 13.3% 6.7% 26.7% 26.7% 13.3%

% within favbrand3 25.0% 11.1% 33.3% 40.0% 26.7% 33.3%

% of Total 3.3% 3.3% 1.7% 6.7% 6.7% 3.3%

>35000 Count 1 4 0 0 2 1

% within fatincome 12.5% 50.0% .0% .0% 25.0% 12.5%

% within favbrand3 12.5% 22.2% .0% .0% 13.3% 16.7%

% of Total 1.7% 6.7% .0% .0% 3.3% 1.7%

Total Count 8 18 3 10 15 6

% within fatincome 13.3% 30.0% 5.0% 16.7% 25.0% 10.0%

% within favbrand3 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total 13.3% 30.0% 5.0% 16.7% 25.0% 10.0%

 Education * favbrand1 Cross tabulation

favbrand1

Sony
Nokia Samsung Ericson LG Motorola Black Berry T

Education Graduati Count 5 0 0 0 0 2

on (Gen) % within education 71.4% .0% .0% .0% .0% 28.6%

% within favbrand1 18.5% .0% .0% .0% .0% 28.6%

% of Total 8.3% .0% .0% .0% .0% 3.3%

Graduati Count 8 2 5 3 2 1
on (Prof) % within education 38.1% 9.5% 23.8% 14.3% 9.5% 4.8%

% within favbrand1 29.6% 33.3% 55.6% 50.0% 40.0% 14.3%

% of Total 13.3% 3.3% 8.3% 5.0% 3.3% 1.7%

Postgrad Count 7 2 3 1 0 1
uate % within education 50.0% 14.3% 21.4% 7.1% .0% 7.1%
(Gen) % within favbrand1 25.9% 33.3% 33.3% 16.7% .0% 14.3%

% of Total 11.7% 3.3% 5.0% 1.7% .0% 1.7%

Post Count 7 2 1 2 3 3
Graduati % within education 38.9% 11.1% 5.6% 11.1% 16.7% 16.7%
on (Prof) % within favbrand1 25.9% 33.3% 11.1% 33.3% 60.0% 42.9%

% of Total 11.7% 3.3% 1.7% 3.3% 5.0% 5.0%

Total Count 27 6 9 6 5 7

% within education 45.0% 10.0% 15.0% 10.0% 8.3% 11.7%

% within favbrand1 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total 45.0% 10.0% 15.0% 10.0% 8.3% 11.7%

education * favbrand2 Cross tabulation

favbrand2

Sony
Nokia Samsung Ericson LG Motorola Black Berry T

Education Graduati Count 1 2 1 2 0 1

on (Gen % within education 14.3% 28.6% 14.3% 28.6% .0% 14.3%

% within favbrand2 7.7% 20.0% 7.7% 20.0% .0% 10.0%

 % of Total 1.7% 3.3% 1.7% 3.3% .0% 1.7%

Graduati Count 4 4 4 3 1 5
on (Prof) % within education 19.0% 19.0% 19.0% 14.3% 4.8% 23.8%

% within favbrand2 30.8% 40.0% 30.8% 30.0% 25.0% 50.0%

% of Total 6.7% 6.7% 6.7% 5.0% 1.7% 8.3%

Post Count 4 1 3 2 1 3
Graduati % within education 28.6% 7.1% 21.4% 14.3% 7.1% 21.4%
on (Gen % within favbrand2 30.8% 10.0% 23.1% 20.0% 25.0% 30.0%

% of Total 6.7% 1.7% 5.0% 3.3% 1.7% 5.0%

Post Count 4 3 5 3 2 1
Graduati % within education 22.2% 16.7% 27.8% 16.7% 11.1% 5.6%
on (Prof) % within favbrand2 30.8% 30.0% 38.5% 30.0% 50.0% 10.0%

% of Total 6.7% 5.0% 8.3% 5.0% 3.3% 1.7%

Total Count 13 10 13 10 4 10

% within education 21.7% 16.7% 21.7% 16.7% 6.7% 16.7%

% within favbrand2 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total 21.7% 16.7% 21.7% 16.7% 6.7% 16.7%

education * favbrand3 Cross tabulation

favbrand3

Sony
Nokia Samsung Ericson LG Motorola Black Berry T

Education Graduati Count 1 2 1 1 2 0

on (Gen % within education 14.3% 28.6% 14.3% 14.3% 28.6% .0%

% within favbrand3 12.5% 11.1% 33.3% 10.0% 13.3% .0%

% of Total 1.7% 3.3% 1.7% 1.7% 3.3% .0%

Graduati Count 2 4 2 6 6 1
on (Prof) % within education 9.5% 19.0% 9.5% 28.6% 28.6% 4.8%

% within favbrand3 25.0% 22.2% 66.7% 60.0% 40.0% 16.7%

% of Total 3.3% 6.7% 3.3% 10.0% 10.0% 1.7%

Post Count 2 6 0 1 4 1
Graduati % within education 14.3% 42.9% .0% 7.1% 28.6% 7.1%
on (Gen) % within favbrand3 25.0% 33.3% .0% 10.0% 26.7% 16.7%

% of Total 3.3% 10.0% .0% 1.7% 6.7% 1.7%

 Post Count 3 6 0 2 3 4
Graduati % within education 16.7% 33.3% .0% 11.1% 16.7% 22.2%
on(Prof) % within favbrand3 37.5% 33.3% .0% 20.0% 20.0% 66.7%

% of Total 5.0% 10.0% .0% 3.3% 5.0% 6.7%

Total Count 8 18 3 10 15 6

% within education 13.3% 30.0% 5.0% 16.7% 25.0% 10.0%

% within favbrand3 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total 13.3% 30.0% 5.0% 16.7% 25.0% 10.0%

gender * favbrand1 Cross tabulation

favbrand1

Sony
Nokia Samsung Ericson LG Motorola Black Berry Tot

gender Male Count 11 3 7 5 4 2

% within gender 34.4% 9.4% 21.9% 15.6% 12.5% 6.2% 10

% within favbrand1 40.7% 50.0% 77.8% 83.3% 80.0% 28.6% 5

% of Total 18.3% 5.0% 11.7% 8.3% 6.7% 3.3% 5

Female Count 16 3 2 1 1 5

% within gender 57.1% 10.7% 7.1% 3.6% 3.6% 17.9% 10

% within favbrand1 59.3% 50.0% 22.2% 16.7% 20.0% 71.4% 4

% of Total 26.7% 5.0% 3.3% 1.7% 1.7% 8.3% 4

Total Count 27 6 9 6 5 7

% within gender 45.0% 10.0% 15.0% 10.0% 8.3% 11.7% 10

% within favbrand1 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 10

% of Total 45.0% 10.0% 15.0% 10.0% 8.3% 11.7% 10

Gender * favbrand2 Cross tabulation

favbrand2

Sony
Nokia Samsung Ericson LG Motorola Black Berry Tot

gender Male Count 7 3 8 5 1 8

% within gender 21.9% 9.4% 25.0% 15.6% 3.1% 25.0% 10

% within favbrand2 53.8% 30.0% 61.5% 50.0% 25.0% 80.0% 5

 % of Total 11.7% 5.0% 13.3% 8.3% 1.7% 13.3% 5

Female Count 6 7 5 5 3 2

% within gender 21.4% 25.0% 17.9% 17.9% 10.7% 7.1% 10

% within favbrand2 46.2% 70.0% 38.5% 50.0% 75.0% 20.0% 4

% of Total 10.0% 11.7% 8.3% 8.3% 5.0% 3.3% 4

Total Count 13 10 13 10 4 10

% within gender 21.7% 16.7% 21.7% 16.7% 6.7% 16.7% 10

% within favbrand2 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 10

% of Total 21.7% 16.7% 21.7% 16.7% 6.7% 16.7% 10

gender * favbrand3 Cross tabulation

favbrand3

Sony
Nokia Samsung Ericson LG Motorola Black Berry Tot

gender Male Count 5 10 2 6 7 2

% within gender 15.6% 31.2% 6.2% 18.8% 21.9% 6.2% 10

% within favbrand3 62.5% 55.6% 66.7% 60.0% 46.7% 33.3% 5

% of Total 8.3% 16.7% 3.3% 10.0% 11.7% 3.3% 5

Female Count 3 8 1 4 8 4

% within gender 10.7% 28.6% 3.6% 14.3% 28.6% 14.3% 10

% within favbrand3 37.5% 44.4% 33.3% 40.0% 53.3% 66.7% 4

% of Total 5.0% 13.3% 1.7% 6.7% 13.3% 6.7% 4

Total Count 8 18 3 10 15 6

% within gender 13.3% 30.0% 5.0% 16.7% 25.0% 10.0% 10

% within favbrand3 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 10

% of Total 13.3% 30.0% 5.0% 16.7% 25.0% 10.0% 10

gender * using mobile

Crosstab

Using mobile

Sony
Nokia Samsung Ericson LG Motorola Black Berry
gender Male Count 9 4 5 9 4 1

% Within gender 28.1% 12.5% 15.6% 28.1% 12.5% 3.1%

% Within using mobile 64.3% 33.3% 38.5% 81.8% 66.7% 25.0%

% of Total 15.0% 6.7% 8.3% 15.0% 6.7% 1.7%

Female Count 5 8 8 2 2 3

% Within gender 17.9% 28.6% 28.6% 7.1% 7.1% 10.7%

% Within using mobile 35.7% 66.7% 61.5% 18.2% 33.3% 75.0%

% of Total 8.3% 13.3% 13.3% 3.3% 3.3% 5.0%

Total Count 14 12 13 11 6 4

% Within gender 23.3% 20.0% 21.7% 18.3% 10.0% 6.7%

% Within using mobile 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% Of Total 23.3% 20.0% 21.7% 18.3% 10.0% 6.7%

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square 9.063 5 .107
Likelihood Ratio 9.494 5 .091
Linear-by-Linear Association .013 1 .910
N of Valid Cases 60

a. 4 cells (33.3%) have expected count less than 5. The minimum expected
count is 1.87.

Directional Measures

Value Asymp. Std. Errora Approx. T

Nominal by Nominal Lambda Symmetric .162 .094 1.6

gender Dependent .321 .158 1.7

usingmobile Dependent .065 .076 .8

Goodman and Kruskal tau gender Dependent .151 .088

usingmobile Dependent .032 .021

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on chi-square approximation
 Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Contingency Coefficient .362 .107

N of Valid Cases 60

education * using mobile

Crosstab

Using mobile

Sony
Nokia Samsung Ericson LG Motorola Black Berry

Education Graduati Count 3 3 0 0 1 0

on (Gen % Within education 42.9% 42.9% .0% .0% 14.3% .0%

% within using mobile 21.4% 25.0% .0% .0% 16.7% .0%

% of Total 5.0% 5.0% .0% .0% 1.7% .0%

Graduati Count 5 4 4 7 0 1
on (Prof) % within education 23.8% 19.0% 19.0% 33.3% .0% 4.8%

% within using mobile 35.7% 33.3% 30.8% 63.6% .0% 25.0%

% of Total 8.3% 6.7% 6.7% 11.7% .0% 1.7%

Post Count 5 1 3 3 1 1
Graduati % within education 35.7% 7.1% 21.4% 21.4% 7.1% 7.1%
on (Gen % within using mobile 35.7% 8.3% 23.1% 27.3% 16.7% 25.0%

% of Total 8.3% 1.7% 5.0% 5.0% 1.7% 1.7%

Post Count 1 4 6 1 4 2
Graduati % within education 5.6% 22.2% 33.3% 5.6% 22.2% 11.1%
on (Prof) % within using mobile 7.1% 33.3% 46.2% 9.1% 66.7% 50.0%

% of Total 1.7% 6.7% 10.0% 1.7% 6.7% 3.3%

Total Count 14 12 13 11 6 4

% within education 23.3% 20.0% 21.7% 18.3% 10.0% 6.7%

% within usingmobile 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total 23.3% 20.0% 21.7% 18.3% 10.0% 6.7%

 Chi-Square Tests

Asymp. Sig. (2-

Value df sided)
a
Pearson Chi-Square 21.945 15 .109
Likelihood Ratio 27.130 15 .028
Linear-by-Linear Association 4.481 1 .034
N of Valid Cases 60

a. 24 cells (100.0%) have expected count less than 5. The minimum

expected count is .47.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Contingency Coefficient .517 .109

N of Valid Cases 60

Father income * using mobile

Chi-Square Tests

Asymp. Sig. (2-

Value df sided)

Pearson Chi-Square 10.173a 15 .809

Likelihood Ratio 11.264 15 .734
Linear-by-Linear Association .683 1 .409
N of Valid Cases 60

a. 24 cells (100.0%) have expected count less than 5. The minimum

expected count is .53.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Contingency Coefficient .381 .809

N of Valid Cases 60

Oneway
 ANOVA
mobile

Sum of Squares df Mean Square F Sig.

Between Groups (Combined) 11.080 4 2.770 2.383 .0

LUnweighted 3.347 1 3.347 2.880 .0

iWeighted 5.853 1 5.853 5.036 .0
nDeviation
e
a
r

5.228 3 1.743 1.499 .2

T
e
r
m
Within Groups 63.920 55 1.162
Total 75.000 59

Here significance of F value is .062>.05. This indicate that at the confidence

level of 95%,,,,, the f test proves the model is not significant. In other word, the
rating given to the 4 brands are not significantely different to each other. Ie there
is no significance difference in the mean rating for the 4 brands. I,e Null
hypothesis accepted here.
Oneway

Univariate Analysis of Variance

[DataSet1] C:\Documents and Settings\jigs\Desktop\mobileresearch.sav
 Between-Subjects Factors

mobile 1 15

2 15

3 15

4 15
Features 1 15

2 20

3 12

4 13

Tests of Between-Subjects Effects

Dependent Variable:rating

Type III Sum of

Source Squares df Mean Square F Sig.

Corrected Model 20.463a 14 1.462 1.124 .365

Intercept 2247.558 1 2247.558 1.728E3 .000
Mobile 8.582 3 2.861 2.200 .101
Features 1.173 3 .391 .301 .825
mobile * features 9.173 8 1.147 .882 .539
Error 58.520 45 1.300
Total 3033.000 60
Corrected Total 78.983 59

a. R Squared = .259 (Adjusted R Squared = .029)

Analysis: here rating of the mobile is dependent variables and brand

is independent variables. Feature is a block variables.
H0=ther e is not any impact of feature on rating of the mobile phone.
From above table we can see that the sign of F value is .825 which is
greater then .05 or .01 at both 95% or 90% confidence level. So, null
hypothesis is rejected and hence we can say that there is a great
impact of feature on rating of the mobile phone.
Correlations

Notes

Output Created 28-May-2010 17:26:07

Comments
Input Data C:\Documents and
Settings\jigs\Desktop\mobileresearch.sav
Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data File 119
Missing Value Handling Definition of Missing User-defined missing values are treated as
missing.
Cases Used Statistics for each pair of variables are
based on all the cases with valid data for
that pair.
Syntax CORRELATIONS
/VARIABLES=advt appearence function
quality service slogan picture color
spokesperson story
/PRINT=TWOTAIL NOSIG
/MISSING=PAIRWISE.

Resources Processor Time 00:00:00.031

Elapsed Time 00:00:00.031

[DataSet1] C:\Documents and Settings\jigs\Desktop\mobileresearch.sav

Correlations
advt appearence function quality service slogan

Advt Pearson Correlation 1 -.089 -.117 -.142 -.052 .19

Sig. (2-tailed) .497 .373 .278 .693 .14

N 60 60 60 60 60 6
*
Appearance Pearson Correlation -.089 1 .263 .149 -.083 .05
Sig. (2-tailed) .497 .042 .257 .530 .69
N 60 60 60 60 60 6
Function Pearson Correlation -.117 .263* 1 -.067 -.056 .08
Sig. (2-tailed) .373 .042 .611 .671 .53
N 60 60 60 60 60 6
Quality Pearson Correlation -.142 .149 -.067 1 .229 -.07
Sig. (2-tailed) .278 .257 .611 .078 .56
 N 60 60 60 60 60 6
Service Pearson Correlation -.052 -.083 -.056 .229 1 -.271
Sig. (2-tailed) .693 .530 .671 .078 .03
N 60 60 60 60 60 6
*
slogan Pearson Correlation .190 .052 .082 -.077 -.271
Sig. (2-tailed) .145 .694 .533 .560 .036
N 60 60 60 60 60 6
picture Pearson Correlation .197 .006 -.155 -.049 .168 -.24
Sig. (2-tailed) .131 .966 .237 .711 .199 .05
N 60 60 60 60 60 6
*
color Pearson Correlation .120 .258 .143 -.041 -.078 .06
Sig. (2-tailed) .361 .046 .275 .756 .555 .61
N 60 60 60 60 60 6
spokesperson Pearson Correlation -.189 -.166 -.186 .141 .281* .01
Sig. (2-tailed) .147 .205 .156 .284 .030 .90
N 60 60 60 60 60 6
*
story Pearson Correlation -.180 -.072 .032 -.255 -.200 .11

Sig. (2-tailed) .169 .585 .806 .049 .126 .37

N 60 60 60 60 60 6

*. Correlation is significant at the 0.05 level (2-tailed).

Regression

Variables Entered/Removedb

Variables
Model Variables Entered Removed Method

1 story, function,
slogan, color,
spokesperson,
. Enter
quality, picture,
appearence, advt,
servicea

Model Summary

Model R R Square Adjusted R Std. Error of the

 Square Estimate
a
1 .413 .170 .001 1.53193

ANOVAb

Model Sum of Squares df Mean Square F Sig.

1 Regression 23.590 10 2.359 1.005 .453a

Residual 114.993 49 2.347

Total 138.583 59

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.975 2.116 .934 .355

advt .002 .194 .002 .011 .991

appearence -.117 .206 -.082 -.571 .571

Function
-.128 .296 -.061 -.431 .668

quality -.065 .325 -.029 -.199 .843

service -.284 .215 -.198 -1.319 .193

slogan .330 .189 .251 1.739 .088

picture .374 .238 .230 1.574 .122

color .025 .207 .016 .118 .906

spokesperson -.075 .244 -.046 -.308 .760

story .076 .232 .047 .328 .745

Cluster

Case Processing Summarya,b

Cases
Valid Missing Total
 N Percent N Percent N Percent

60 50.4 59 49.6 119 100.0

Average Linkage (Between Groups)

Agglomeration Schedule

Cluster Combined Stage Cluster First Appears

Stage Cluster 1 Cluster 2 Coefficients Cluster 1 Cluster 2 Next Stage

1 5 55 4.000 0 0 5
2 2 60 5.000 0 0 18
3 52 53 5.000 0 0 15
4 44 45 5.000 0 0 16
5 5 10 5.000 1 0 31
6 17 59 6.000 0 0 21
7 33 54 6.000 0 0 13
8 50 51 6.000 0 0 11
9 19 48 6.000 0 0 33
10 35 36 6.000 0 0 18
11 18 50 7.000 0 8 31
12 15 46 7.000 0 0 33
13 33 38 7.000 7 0 26
14 20 21 7.000 0 0 25
15 3 52 7.500 0 3 43
16 43 44 7.500 0 4 46
17 26 39 8.000 0 0 54
18 2 35 8.000 2 10 26
19 29 30 8.000 0 0 56
20 4 28 8.000 0 0 43
21 16 17 8.000 0 6 30
22 25 49 9.000 0 0 40
23 31 34 9.000 0 0 32
24 13 32 9.000 0 0 40
25 20 58 9.500 14 0 58
26 2 33 9.917 18 13 36
27 9 42 10.000 0 0 45
28 1 40 10.000 0 0 47
29 11 22 10.000 0 0 35
30 16 37 10.333 21 0 36
31 5 18 10.333 5 11 37
32 6 31 10.500 0 23 47
33 15 19 10.500 12 9 39
34 23 24 11.000 0 0 54
35 11 12 11.000 29 0 37
36 2 16 11.179 26 30 41
37 5 11 11.389 31 35 50
38 27 56 12.000 0 0 44
39 14 15 12.250 0 33 42
40 13 25 12.500 24 22 50
41 2 41 12.727 36 0 46
42 14 47 13.400 39 0 51
43 3 4 13.667 15 20 49
44 27 57 14.000 38 0 55
45 7 9 14.000 0 27 48
46 2 43 14.167 41 16 49
47 1 6 14.333 28 32 52
48 7 8 14.667 45 0 59
49 2 3 14.827 46 43 51
50 5 13 14.889 37 40 52
51 2 14 15.950 49 42 53
52 1 5 16.123 47 50 53
53 1 2 17.479 52 51 55
54 23 26 17.500 34 17 57
55 1 27 18.750 53 44 56
56 1 29 19.021 55 19 57
57 1 23 19.923 56 54 58
58 1 20 20.101 57 25 59
59 1 7 21.366 58 48 0

Dendrogram

           5   ─┬─┐
          55   ─┘ ├───────────────┐
          10   ───┘               ├─┐
          50   ─────┬───┐         │ │
          51   ─────┘   ├─────────┘ ├─────────┐
          18   ─────────┘           │         │
          11   ─────────────────┬───┤         │
          22   ─────────────────┘   │         ├───┐
          12   ─────────────────────┘         │   │
          25   ───────────────┬─────────┐     │   │
          49   ───────────────┘         ├─────┘   ├───┐
          13   ───────────────┬─────────┘         │   │
          32   ───────────────┘                   │   │
           1   ─────────────────┬───────────┐     │   │
          40   ─────────────────┘           ├─────┘   │
          31   ───────────────┬───┐         │         │
          34   ───────────────┘   ├─────────┘         │
           6   ───────────────────┘                   ├───┐
          19   ─────┬─────────────┐                   │   │
          48   ─────┘             ├───┐               │   │
          15   ─────────┬─────────┘   ├───┐           │   │
          46   ─────────┘             │   ├───────┐   │   │
          14   ───────────────────────┘   │       │   │   │
          47   ───────────────────────────┘       │   │   │
          52   ───┬───────┐                       │   │   │
          53   ───┘       ├───────────────┐       ├───┘   │
           3   ───────────┘               ├───┐   │       │
           4   ───────────┬───────────────┘   │   │       │
          28   ───────────┘                   │   │       │
          44   ───┬───────┐                   │   │       │
          45   ───┘       ├─────────────────┐ ├───┘       │
          43   ───────────┘                 │ │           │
          33   ─────┬───┐                   │ │           │
          54   ─────┘   ├───────┐           │ │           │
          38   ─────────┘       ├───┐       │ │           │
           2   ───┬───────┐     │   │       ├─┘           │
          60   ───┘       ├─────┘   │       │             │
          35   ─────┬─────┘         ├───┐   │             │
          36   ─────┘               │   │   │             │
          17   ─────┬─────┐         │   │   │             ├─┐
          59   ─────┘     ├───────┐ │   ├───┘             │ │
          16   ───────────┘       ├─┘   │                 │ │
          37   ───────────────────┘     │                 │ │
          41   ─────────────────────────┘                 │ │
          27   ───────────────────────┬─────┐             │ ├─┐
          56   ───────────────────────┘     ├─────────────┤ │ │
          57   ─────────────────────────────┘             │ │ │
          29   ───────────┬───────────────────────────────┘ │ │
          30   ───────────┘                                 │ │
          26   ───────────┬───────────────────────────┐     │ ├─┐
          39   ───────────┘                           ├─────┘ │ │
          23   ─────────────────────┬─────────────────┘       │ │
          24   ─────────────────────┘                         │ │
          20   ─────────┬─────┐                               │ │
          21   ─────────┘     ├───────────────────────────────┘ │
          58   ───────────────┘                                 │
           9   ─────────────────┬───────────┐                   │
          42   ─────────────────┘           ├─┐                 │
           7   ─────────────────────────────┘ ├─────────────────┘

           8   ───────────────────────────────┘
cluster 1=5,55,10,50,51,18,11,22,12,25,49,13,32,1,40,31,34,6

Quick Cluster

Initial Cluster Centers

Cluster
 1 2 3 4

V1 5.00 3.00 4.00 1.00

V2 4.00 4.00 3.00 3.00
V3 2.00 4.00 4.00 3.00
V4 4.00 2.00 2.00 4.00
V5 2.00 4.00 4.00 4.00
V11 2.00 1.00 2.00 1.00
V12 2.00 4.00 3.00 3.00
V13 2.00 1.00 2.00 2.00
V14 3.00 4.00 3.00 2.00
V15 2.00 4.00 2.00 2.00
V16 3.00 4.00 2.00 2.00
V21 2.00 2.00 3.00 3.00
V22 3.00 2.00 4.00 3.00
V23 3.00 3.00 2.00 4.00
V24 2.00 3.00 2.00 4.00
V25 2.00 4.00 4.00 2.00
V26 2.00 3.00 2.00 3.00

Iteration Historya

Change in Cluster Centers

Iteration 1 2 3 4

1 2.398 2.492 2.339 2.637

2 .000 .263 .210 .346
3 .000 .148 .172 .175
4 .000 .000 .000 .000

Cluster Membership

Case
Number Cluster Distance

1 4 2.757
2 2 2.147
3 3 2.289
4 3 2.264
5 3 2.360
6 2 2.826
7 1 2.598
8 1 2.398
9 1 2.915
10 1 2.062
11 4 2.895
12 4 2.933
13 4 2.737
14 2 2.666
15 2 2.472
16 3 2.520
17 1 2.646
18 1 2.000
19 2 2.058
20 4 3.290
21 4 2.952
22 3 2.498
23 4 3.099
24 4 2.757
25 4 2.196
26 4 2.952
27 3 2.870
28 3 2.870
29 3 3.058
30 2 3.059
31 2 2.690
32 4 2.548
33 2 2.342
34 2 2.713
35 3 2.360
36 1 2.000
37 2 2.934
38 2 2.342
39 4 3.373
40 4 2.436
41 3 2.690
42 3 2.752
43 3 2.889
44 2 2.666
45 3 2.384
46 2 2.546
47 2 3.295
48 4 2.196
49 4 2.591
50 4 2.696
51 4 2.797
52 3 2.407
53 3 2.337
54 3 1.948
55 3 2.031
56 2 3.140
57 1 3.122
58 4 2.717
59 3 2.606
60 2 1.536

Final Cluster Centers

Cluster
1 2 3 4

V1 4.00 2.69 3.50 2.50

V2 3.38 3.12 2.89 2.67
V3 2.75 3.31 3.33 3.11
V4 3.25 2.50 2.39 4.00
V5 2.88 3.50 3.72 3.00
V11 1.50 1.25 1.44 1.33
V12 2.50 3.25 2.78 2.67
V13 1.50 1.38 1.44 1.67
V14 2.50 3.00 2.61 2.67
V15 2.62 3.06 2.44 2.61
V16 3.50 3.06 2.78 3.00
V21 2.50 2.62 2.50 3.17
V22 3.25 2.50 3.11 2.89
V23 2.75 2.81 2.61 3.06
V24 2.38 2.94 2.61 3.17
V25 2.25 3.06 3.28 2.61
V26 2.50 3.44 2.61 2.72

Distances between Final Cluster Centers

Cluster 1 2 3 4

1 2.601 2.025 2.301

2 2.601 1.710 2.193
3 2.025 1.710 2.414
4 2.301 2.193 2.414

ANOVA

Cluster Error

Mean Square df Mean Square df F Sig.

V1 6.138 3 .722 56 8.500 .000

V2 1.149 3 .596 56 1.926 .136
V3 .756 3 .548 56 1.378 .259
V4 9.735 3 .175 56 55.756 .000
V5 2.282 3 .330 56 6.914 .000
V11 .163 3 .240 56 .679 .569
V12 1.407 3 .502 56 2.804 .048
V13 .269 3 .253 56 1.059 .374
V14 .635 3 .398 56 1.597 .200
V15 1.150 3 .420 56 2.735 .052
V16 .978 3 .501 56 1.953 .132
V21 1.661 3 .406 56 4.089 .011
V22 1.448 3 .447 56 3.237 .029
V23 .608 3 .414 56 1.470 .233
V24 1.581 3 .457 56 3.460 .022
V25 2.619 3 .470 56 5.571 .002
V26 2.608 3 .533 56 4.896 .004

Number of Cases in each Cluster

Cluster 1 8.000

2 16.000

3 18.000

4 18.000
Valid 60.000
Missing 59.000
Factor Analysis

Communalities

Initial Extraction

V1 1.000 .425
V2 1.000 .790
V3 1.000 .641
V4 1.000 .834
V5 1.000 .804
V11 1.000 .732
V12 1.000 .764
V13 1.000 .690
V14 1.000 .708
V15 1.000 .638
V16 1.000 .751
V21 1.000 .559
V22 1.000 .799
V23 1.000 .675
V24 1.000 .653
V25 1.000 .822
V26 1.000 .543

Total Variance Explained

Compon Initial Eigenvalues Extraction Sums of Squared Loadings

ent Total % of Variance Cumulative % Total % of Variance Cumulative %

1 2.242 13.190 13.190 2.242 13.190 13.190

2 1.832 10.776 23.965 1.832 10.776 23.965
3 1.627 9.573 33.538 1.627 9.573 33.538
4 1.576 9.270 42.808 1.576 9.270 42.808
5 1.207 7.099 49.907 1.207 7.099 49.907
6 1.178 6.931 56.838 1.178 6.931 56.838
7 1.122 6.599 63.437 1.122 6.599 63.437
8 1.042 6.132 69.569 1.042 6.132 69.569
9 .942 5.541 75.110
10 .827 4.864 79.974
11 .730 4.295 84.269
12 .706 4.152 88.421
13 .649 3.819 92.241
14 .434 2.554 94.794
15 .360 2.120 96.914
16 .308 1.810 98.724
17 .217 1.276 100.000

Component Matrixa

Component
1 2 3 4 5 6 7 8

V1 -.237 .575 -.113 .084 .003 .043 -.045 -.119

V2 .334 -.009 -.539 -.040 .296 -.492 .123 -.204
V3 .277 -.270 -.039 -.265 .267 .495 -.320 -.031
V4 -.662 -.524 .072 .202 -.142 -.182 -.078 .125
V5 .459 .289 .487 -.402 .078 -.317 .017 -.064
V11 -.283 .385 .042 .021 -.193 .389 .532 -.172
V12 .413 .024 .679 .061 .048 -.215 -.175 .221
V13 -.246 -.332 -.113 -.568 .124 .052 .181 .364
V14 .281 .028 .028 .180 .350 -.036 .603 .329
V15 .144 .179 .192 .680 .185 .122 .139 .132
V16 -.257 .280 -.225 .376 .501 -.081 -.395 .033
V21 .010 -.486 -.075 .379 -.184 -.242 .122 .258
V22 -.398 .548 -.073 -.062 -.056 -.099 -.230 .515
V23 -.232 -.291 .138 -.006 .670 .236 .073 -.084
V24 -.348 -.135 .657 .164 .041 .074 -.045 -.214
V25 .596 .005 -.171 .137 -.176 .449 -.159 .401
V26 .428 -.243 -.158 .372 -.204 .051 -.100 -.288

Discriminant

Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 60 50.4
Excluded Missing or out-of-range group 0 .0
codes
 At least one missing
0 .0
discriminating variable
Both missing or out-of-range
group codes and at least one 59 49.6
missing discriminating variable
Total 59 49.6
Total 119 100.0

Group Statistics

Valid N (listwise)

brand Unweighted Weighted

1 price 15 15.000

advt 15 15.000

appearence 15 15.000

function 15 15.000

quality 15 15.000

service 15 15.000

slogan 15 15.000

picture 15 15.000

color 15 15.000

spokesperson 15 15.000
2 price 15 15.000
advt 15 15.000
appearence 15 15.000
function 15 15.000
quality 15 15.000
service 15 15.000
slogan 15 15.000
picture 15 15.000
color 15 15.000
spokesperson 15 15.000
3 price 14 14.000
advt 14 14.000
appearence 14 14.000
function 14 14.000
quality 14 14.000
 service 14 14.000
slogan 14 14.000
picture 14 14.000
color 14 14.000
spokesperson 14 14.000
4 price 16 16.000
advt 16 16.000
appearence 16 16.000
function 16 16.000
quality 16 16.000
service 16 16.000
slogan 16 16.000
picture 16 16.000
color 16 16.000
spokesperson 16 16.000
Total price 60 60.000

advt 60 60.000

appearence 60 60.000

function 60 60.000

quality 60 60.000

service 60 60.000

slogan 60 60.000

picture 60 60.000

color 60 60.000

spokesperson 60 60.000

Analysis 1

Standardized Canonical Discriminant Function

Coefficients

Function
1 2 3

price .397 -.069 .092

advt -.338 .430 -.421
appearence -.389 .010 .576
function -.211 .780 -.402
quality .274 .627 -.144
service -.048 -.394 -.218
slogan -.138 .227 .673
picture .048 .551 .198
color .961 .043 .084
spokesperson -.451 .146 .150

Structure Matrix

Function
1 2 3

color .673* .192 .219

*
price .359 -.060 -.002
*
spokesperson -.271 -.169 .076
*
function -.056 .524 -.185
*
quality .092 .316 -.068
*
advt -.063 .312 -.235
*
picture .141 .241 -.022
slogan -.183 .257 .603*
appearence .007 .240 .536*
service -.029 -.198 -.351*

Functions at Group Centroids

Function

brand 1 2 3

1 1.017 .440 .192

2 -.666 -.608 .223
3 .630 -.501 -.292
4 -.880 .595 -.134

Classification Statistics

Classification Processing Summary

Processed 119
Excluded Missing or out-of-range group 0
 codes
At least one missing
59
discriminating variable
Used in Output 60

Prior Probabilities for Groups

Cases Used in Analysis

brand Prior Unweighted Weighted

1 .250 15 15.000
2 .250 15 15.000
3 .250 14 14.000
4 .250 16 16.000
Total 1.000 60 60.000

Summary of Canonical Discriminant Functions

Eigenvalues

Canonical
Function Eigenvalue % of Variance Cumulative % Correlation

1 .716a 66.3 66.3 .646

2 .315a 29.1 95.4 .489
3 .050a 4.6 100.0 .217

a. First 3 canonical discriminant functions were used in the analysis.

Wilks' Lambda

Test of
Function(s) Wilks' Lambda Chi-square df Sig.

1 through 3 .422 44.828 30 .040

2 through 3 .725 16.752 18 .540
3 .953 2.517 8 .961