Rotated Component Matrix(a)

Component
1

Spare parts cost

Resale value

.765
.740

.210
-.200

.066
-.010

.247
-.165

After sales service

.672

.016

-.032

Price (Value for money)

.652

.050

.114

Riding comfort

.652

.220

Spare parts availability

.622

.306

Less Maintenance

.551

Durability

.519

Self starter

.088

.778

Speed

.026

Sturdyness of the Vehicle

.186

Automatic Gear

.038
.364

.060
.054

-.023
-.049

.333

.151

-.041

.170

.255

-.019

.207

-.066

.138

.033

-.219

-.040

.265

.006

-.232

-.075

.208

.141

.102

.213

.205

.016

.429

-.073

-.182

.257

.166

-.135

.336

.153

.202

.132

.156

-.026

.135

.740

.218

-.047

.092

.116

.108

.665

-.088

-.150

.037

.411

.204
-.163

.232

.655

.048

.164

.381

-.163

-.046

.608

.420

.157

.133

.146

.155

Easy availability

.379

.065

.779

.155

.097

.087

-.115

Safety/Security(Break,Light
,etc..)

.004

.307

.763

-.138

.161

.213

.133

Trouble free performance

.102

.483

.594

.087

.038

.297

-.074

Appearance (Style /
Colour)

.039

.484

.574

.363

.049

.062

.221

Product features

.121

.116

-.005

.853

-.003

.217

.018

Easy to operate

.325

.066

.110

.758

.105

.009

.081

-.114

.134

.126

.011

.838

.227

.086

Pulling Power

Finance/Loan arrangement
Offers & Discounts

-.001

.243

.006

.156

.819

.010

.103

Advertisement

.293

.164

.289

-.069

.598

-.264

.212

Mileage(Fuel economy)

.409

-.004

.091

.120

-.102

.641

-.106

Pick - up

.058

.377

.227

.030

.121

.621

.123

Technology

.098

-.092

.195

.526

.068

.547

.266

Guarantee and Warranty

.131

.312

.190

.225

.211

.499

.243

Corporate Image

.174

.054

.078

-.011

.126

.018

.826

-.022
.285
-.037
.205
.123
.151
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 9 iterations.

.748

Brand Image

Rotated Component Matrix(a) worked out

Component
1

Spare parts cost

Resale value

.765
.740

After sales service

.672

Price (Value for money)

.652

Riding comfort

.652

Spare parts availability

.622

Less Maintenance

.551

Durability

.519

Self starter

.778

Speed

.740

Sturdyness of the
Vehicle
Automatic Gear

.665
.655

Pulling Power

.608

Easy availability

.779

Safety/Security(Break,Lig
ht,etc..)

.763

Trouble free performance

.594

Appearance (Style /
Colour)

.574

Product features

.853

Easy to operate

.758

Finance/Loan
arrangement

.838

Offers & Discounts

.819

Advertisement

.598

Mileage(Fuel economy)

.641

Pick - up

.621

Technology

.547

Guarantee and Warranty

.499

Corporate Image

.826

Brand Image

.748

Eigen Value
Percentage of
influence

7.846

3.406

2.020

1.860

1.551

1.344

1.133

28.020 12.163

7.215

6.644

5.539

4.799

4.046

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 9 iterations.
Total Variance Explained
Initial Eigenvalues
Component
1
2

Extraction Sums of Squared Loadings

Rotation Sums of Squared L

Total
7.846
3.406

% of Variance
28.020
12.163

Cumulative %
28.020
40.183

Total
7.846
3.406

% of Variance
28.020
12.163

Cumulative %
28.020
40.183

Total
4.096
3.686

% of Variance
14.628
13.164

2.020

7.215

47.398

2.020

7.215

47.398

2.548

9.100

1.860

6.644

54.042

1.860

6.644

54.042

2.381

8.503

1.551

5.539

59.581

1.551

5.539

59.581

2.314

8.263

1.344

4.799

64.380

1.344

4.799

64.380

2.306

8.237

1.133

4.046

68.425

1.133

4.046

68.425

1.829

6.532

.988

3.528

71.953

.905

3.231

75.185

10

.853

3.046

78.231

11

.678

2.420

80.651

12

.660

2.358

83.009

13

.607

2.168

85.176

14

.545

1.948

87.124

15

.497

1.776

88.900

16

.413

1.476

90.375

17

.384

1.372

91.747

18

.356

1.271

93.018

19

.300

1.072

94.089

20

.277

.989

95.079

21

.252

.900

95.979

22

.245

.873

96.852

23

.197

.705

97.557

24

.173

.617

98.173

25

.160

.573

98.746

26

.147

.525

99.271

27

.110

.392

99.663

28

.094
.337
Extraction Method: Principal Component Analysis.

100.000

(q9.13 + q9.14 + q9.15 + q9.8 + q9.16 + q9.12 + q9.11 + q9.7) / 8

Correlations
level of
importance
towards
product
attributes
level of importance
towards product
attributes

Pearson Correlation
Sig. (2-tailed)

ECONOMIC

Pearson Correlation

speciality of the product

finance features

value for money

brand value

product value
.072
.200

finance
features
-.081
.150

1
.
321

321

321

321

321

321

.119(*)

.282(**)

.362(**)

.388(**)

.145(**)

.033

.000

.000

.000

.009

321

321

321

321

321

321

Pearson Correlation

.107

.282(**)

.586(**)

.222(**)

.442(**)

Sig. (2-tailed)

.056

.000

.000

.000

.000

Pearson Correlation
Sig. (2-tailed)

product value

SAFETY
-.048
.394

Sig. (2-tailed)

N
SAFETY

speciality of
the product
.107
.056

ECONOMIC
.119(*)
.033

321

321

321

321

321

321

-.048

.362(**)

.586(**)

.299(**)

.350(**)

.394

.000

.000

.000

.000

321

321

321

321

321

321

Pearson Correlation

.072

.388(**)

.222(**)

.299(**)

.150(**)

Sig. (2-tailed)

.200

.000

.000

.000

.007

321

321

321

321

321

321

-.081

.145(**)

.442(**)

.350(**)

.150(**)

Sig. (2-tailed)

.150

.009

.000

.000

.007

321

321

321

321

321

321

Pearson Correlation

Pearson Correlation

-.001

.486(**)

.454(**)

.525(**)

.436(**)

.231(**)

Sig. (2-tailed)

.984

.000

.000

.000

.000

.000

321

321

321

321

321

321

Pearson Correlation

.027
.634

.218(**)
.000

.331(**)
.000

.225(**)
.000

.221(**)
.000

.299(**)
.000

Sig. (2-tailed)

321

321

321

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

** Correlation is significant at the 0.01 level (2-tailed).
Rotated Component Matrix(a)
Component
1
I indicated the fact that my other
friends have "it".

.843

I told them that I would do some

special things if they agree with
me.

.839

I tried to negotiate something

agreeable for both of us
I pleaded to agree with me

.820
.814

I asked to demonstrate their love

and affection on me

.814

I made them to feel guilty if they

do not agree with me

.812

I cracked jokes trying to get my

way

.727

I repeatedly reminded of what I

wanted

.694

I simply asked my father / mother

to agree with me

.594

I asked for the product in a way

that sounded reasonable to him /
her.

.737

I told them what I wanted, I just

state my needs.

.695

I convinced through logical

presentation

.885

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 5 iterations.

321

321

321