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Factor Identification
Factor 3 Price(.820),CmprtvPerf(.596)
Factor name The Price Conscious
K-Means Cluster
Number of Cases in each Cluster
Cluster
54.000
30.000
36.000
Valid
120.000
Missing
.000
Discriminant analysis
Wilks' Lambda
Test of
Wilks'
Function(s)
Lambda
1 through 2
.150
2
.506
Chisquare
214.083
76.944
df
Sig.
18
8
.000
.000
Inference:
Wilks lambda is the indicator of the significance of the discriminant function. Here function 1 is
significant with a low Wilks Lambda value and with a very high Chi-square value with very high
significance of 0.000
Structure Matrix
Function
1
2
AttnEnrgy .633*
-.057
Ef
CostSavin .524*
-.115
gs
ProdPerf
OvrlXprnc
e
FinPayof
CmprtvPe
rf
Price
Brand
ProdDesig
n
.462*
.368*
-.211
.005
.357*
.307*
.052
.306
.040
.227
.252
.553*
.490*
.396*
Structure matrix shows the relative importance of the discriminating variable in the analysis. It is
seen from above table that AttnEnrgyEf (0.633) has the most discriminating power among all
the variables. The second most discriminating variable is Price (0.533).
Inference:
The Attention paid to Energy Efciency by the customers is the most important in explaining
consumer behavior.
The Price of the durable is the second most important variable in explaining consumer behavior.
2
.501
.686
.454
.333
-.013
-.211
-.095
-.336
-.039
Inference:
We pick the higher magnitudes of these coefcients, signifying how strongly the discriminating
variables afect the function.
Function
1
Associations
AttnEnrgyEf
CostSavings
FinPayof
OvrlXprnce
Brand
Price
ProdDesign
CmprtvPerf
ProdPerf
Inference:
We pick the higher magnitudes of these coefcients, which refers to how much the groups are
diferentiating on each function.
Clust
er
1
Emphasis
Function 1
Function 2
Function 1
Clust
er
1
Emphasis
AttnEnrgyEf
CostSavings
FinPayof
Brand
Price
AttnEnrgyEf
CostSavings
ProdDesi
gn
FinPayof
OvrlXprn
ce
CmprtvP
erf
OvrlXprn
ce
ProdPe
rf
54.000
30.000
36.000
Valid
120.000
Missing
Numb
er of
cases
90
30
.000
Emphasis
Cluster
Name
AttnEnrgyE
f
CostSavin
gs
FinPayof
OvrlXprn
ce
Brand
Price
ProdDesi
gn
CmprtvP
erf
ProdPe
rf
Value
Conscious
Shopper
Quality
Conscious
Shopper
Overall
Inference:
The clusters 1 and 2 can be clubbed together in regards to the discriminating function.
Thus there are 2 types of clusters available.