7/31/2019 Component Matrixa

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Component Matrix

a

Component

1 2 3 4 5 6

purchasing decisionregarding brand name

.815 -.107 -.328 .053 -.099 -.200

writing instrument for

Corporate giftings.805 -.059 -.374 -.291 -.132 .035

Point of Purchase-B2B .805 -.059 -.374 -.291 -.132 .035

promotional activity-

Corporate Gifting.752 .170 .351 .136 -.123 -.229

promotional activity-

Consumer Promotion.744 -.350 -.188 -.111 .302 -.117

promotional activity-Trade

Promotion .726 -.058 .460 .057 .226 .079

promotional activity-Events .723 -.249 -.111 -.075 .135 -.054

prefer parker for corp gifting .710 .245 .216 .243 -.417 -.180

promotional activity-Events .620 .082 .515 .018 .018 .260

Preferred items for

promotional activities-

Writing instruments

.540 .379 .386 .173 -.424 -.146

Satisfied with the brand of

writing instrument.501 -.486 -.046 .036 .478 -.346

Outlets density effects yourpurchase decision.

.240 .662 -.325 .316 .307 .116

Ratings of the factors in

perference of buying writing

instrument-Qualitiy

-.200 -.645 .171 .198 -.258 .141

Ratings of the factors in

perference of buying writing

instrument-Availability

-.182 .595 -.028 -.208 .366 -.527

Preferred items for

promotional activities-

Consumer Durables

.291 .562 -.047 .454 .095 .137

Point of Purchase-

Distributors-.199 .526 -.077 -.036 -.116 .124

Point of Purchase-Outlets .361 .181 .646 -.304 .289 .259

Ratings of the factors in

perference of buying writing

instrument-Discount

-.121 .238 .372 -.668 .347 .145

7/31/2019 Component Matrixa

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Preferred items for

promotional activities-Others-.234 -.328 .256 .451 .224 -.054

Preferred items for

promotional activities-FMCG.149 .223 -.410 .420 .470 .206

Ratings of the factors in

perference of buying writing

instrument-Price

.356 .153 -.429 -.299 -.228 .529

Point of Purchase-Others .291 -.309 .080 .307 .226 .512

Extraction Method: Principal Component Analysis.

a. 6 components extracted.

Rotated Component Matrixa

Component

1 2 3 4 5 6

Satisfied with the brand of

writing instrument.897 -.008 -.181 .001 .038 .005

promotional activity-

Consumer Promotion.861 .104 .239 .068 .087 .083

promotional activity-Events .687 .232 .273 .049 .081 .121

purchasing decision

regarding brand name

.652 .412 .411 .133 -.231 .015

Point of Purchase-

Distributors-.470 .022 .163 .236 .025 -.219

prefer parker for corp gifting .156 .900 .177 .076 -.070 .014

Preferred items for

promotional activities-

Writing instruments

-.062 .890 .098 .031 .073 -.061

promotional activity-

Corporate Gifting.347 .803 .045 .072 .171 -.049

promotional activity-Events .182 .564 .080 .075 .531 .281

promotional activity-Trade

Promotion.479 .513 -.036 .110 .500 .216

Ratings of the factors in

perference of buying writing

instrument-Price

-.038 -.031 .822 .168 .049 .214

writing instrument for

Corporate giftings.553 .262 .720 .043 -.022 .023

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Point of Purchase-B2B .553 .262 .720 .043 -.022 .023

Preferred items for

promotional activities-Others.066 -.082 -.626 .011 -.068 .275

Outlets density effects your

purchase decision.-.044 .120 .151 .855 -.007 -.197

Preferred items for

promotional activities-FMCG.172 -.169 -.007 .777 -.097 .094

Preferred items for

promotional activities-

Consumer Durables

-.117 .381 .020 .691 .003 -.006

Point of Purchase-Outlets .078 .274 .000 .005 .861 .042

Ratings of the factors in

perference of buying writing

instrument-Discount

-.128 -.229 .090 -.150 .775 -.312

Ratings of the factors in

perference of buying writing

instrument-Availability

-.065 -.063 -.156 .239 .132 -.858

Point of Purchase-Others .240 -.010 -.042 .252 .187 .660

Ratings of the factors in

perference of buying writing

instrument-Qualitiy

-.001 -.086 -.251 -.438 -.203 .554

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 8 iterations.

Component Transformation Matrix

Component 1 2 3 4 5 6

1 .637 .594 .403 .190 .165 .125

2 -.506 .299 .188 .552 .184 -.530

3 -.177 .446 -.511 -.332 .621 .110

4 -.048 .298 -.533 .506 -.465 .391

5 .438 -.471 -.359 .478 .452 -.157

6 -.336 -.217 .359 .254 .364 .717

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.