PROJECT OBJECTIVE

1. To reduce the number of attributes associated with buying of Laptops

by the students of Tezpur University by using factor analysis method.
2. To find the reliability of the findings as obtained from the factor
analysis.
SCOPE OF THE STUDY
The scope of the study is limited to the students of the Tezpur University.
LIMITATION OF THE STUDY
1. The survey was limited to students of the Tezpur University.
2. Sampling error might have occurred because no sample is a
perfect representation of a given population unless the sample
size equals the population.
3. Response error might have occurred.
4. Since the report is based on primary data and personal interview, occurrence
of personal bias cannot be ruled. For respondents bias make take place if one
tries to reflect his personality in a better way.
SOURCES OF DATA
Primary Source: - Primary data was obtained through the questionnaire
designed for the different corporate offices in Guwahati.
Secondary Source: - No secondary data was used for the survey.
Data Collection methods:
The primary data was collected using the following methods:-
a) Questionnaire
b) Personal Interview: -
SAMPLING PLAN:
A) Population: - All the students from the different departments of a
University.
B) Element: - All the students from Tezpur University are the element
for the study.
C) Sample Size: - 58 students from Tezpur University are the sample
of the study both male and female.
 D) Sampling method: - The sampling used was judgmental and
convenience sampling for the survey.

ANALYSIS OF THE STUDY

1.When all the samples of the study are considered

Total Variance Explained

Compone Extraction Sums of Squared

nt Initial Eigenvalues Loadings Rotation Sums of Squared Loadings
% of Cumulative % of Cumulati Cumulativ
Total Variance % Total Variance ve % Total % of Variance e%
1 29.86 29.86
8.064 29.868 29.868 8.064 3.585 13.278 13.278
8 8
2 10.71 40.58
2.893 10.716 40.583 2.893 3.240 11.998 25.276
6 3
3 47.79
1.946 7.208 47.791 1.946 7.208 2.817 10.432 35.708
1
4 54.15
1.717 6.360 54.151 1.717 6.360 2.663 9.864 45.572
1
5 60.31
1.665 6.168 60.319 1.665 6.168 2.464 9.125 54.697
9
6 65.45
1.386 5.134 65.453 1.386 5.134 2.127 7.877 62.574
3
7 69.70
1.148 4.253 69.707 1.148 4.253 1.926 7.133 69.707
7
8 .995 3.686 73.393
9 .894 3.312 76.705
10 .787 2.917 79.621
11 .771 2.856 82.477
12 .713 2.639 85.116
13 .634 2.348 87.464
14 .520 1.925 89.389
15 .474 1.754 91.144
16 .412 1.524 92.668
17 .377 1.398 94.066
18 .302 1.118 95.184
19 .268 .991 96.176
20 .218 .808 96.984
21 .189 .701 97.685
22 .175 .648 98.333
23 .135 .498 98.832
24 .113 .418 99.250
25 .092 .341 99.591
26 .066 .244 99.835
27 100.00
.044 .165
0
Extraction Method: Principal Component Analysis
Here we see that 7 factors are representing 69.707% of the cases, so we
can conclude that the 27 factors we have taken can be reduced to

Rotated Component Matrix(a)

Component
1 2 3 4 5 6 7
F_price -.11
.088 -.067 .059 .088 .254 .820
4
F_battery back .
.033 .270 .136 -.308 .123 .654
304
F_harddisk .
.436 .492 .167 .130 .060 .331
335
F_warranty .
.276 .436 .000 .128 .361 .089
125
F_wireless .
.220 .002 .133 .026 -.016 .119
834
F_bluetooth .
.189 .383 .001 .421 -.332 .207
536
F_LAN .
.089 .149 .093 .155 -.061 -.060
852
F_Graphcard .
-.039 .069 .102 .722 .255 -.136
313
F_soundqual .
-.048 .422 .214 .277 -.058 .052
536
F_webcam .
-.207 .173 -.099 .380 -.167 .511
390
F_CD/DVDwrit .
.105 -.008 .089 .132 .351 .031
er 787
F_Powrsav .
.131 .815 .043 -.035 .097 .069
139
F_weight .
.180 .213 .637 -.021 .247 -.043
323
F_scrnsize .
.152 .363 .701 .284 .216 -.038
002
F_Fcerecog .
-.059 -.298 .698 .038 -.092 .362
112
F_Oprtngsyst .
.274 .071 .246 -.046 .773 .154
m 053
F_Durablty . .214 .333 -.091 .228 .732 .131
 008
F_shockabsor -.06
.237 .597 .388 .063 .275 -.090
bnt 6
F_LockFacility .
.556 .302 .534 .160 .019 .073
080
F_Heatabsrber .
.469 .397 .462 -.029 -.034 .095
280
F_resolution -.03
.249 .051 .069 .397 -.098 .255
4
F_gaming .
.183 .095 .521 .512 -.230 -.041
225
F_videocard .
.071 -.010 .081 .841 .134 .013
105
F_brand .
.778 .010 .071 .033 .316 .199
008
F_Aftrsalesser .
.700 .241 -.066 .220 .197 -.215
vice 146
F_Aesthetics .
.679 .451 .173 .100 .099 -.071
082
F_colour .
.614 -.010 .296 -.111 .113 .058
407
Extraction Method: Principal Component Analysis. Rotation Method:
Varimax with Kaiser Normalization.
a Rotation converged in 15 iterations.

ScreePlot
10

6
Eigenvalue

0
1 3 5 7 9 11 1
3 15 17 19 21 23 25 27

Component N
umber

Factor1 Factor2 Factor3 Factor4 Factor5 Factor6 Factor7

(Commun Quality Assuran Handlin Graphic Operati Econom
ication) ce g s ons y
1. Wirel 1. Lock 1. Har 1. Wei 1. Gr 1. Op 1. Pric
ess facility d disk ght aphic erating e
2. Bluet 2. Heat 2. Wa 2. Scr card system 2. Bat
ooth absorber rranty een 2. Re 2. Dur tery
3. LAN 3. Bran 3. Po size solutio ability Back
4. Soun d wer 3. Fac n up
d Quality 4. After saving e 3. Ga 3. We
5. CD/D sales 4. Sh recogni ming* bcam
VD 5. Aest ock tion 4. Vid
 writer hetics absorb eo
6. Colo ent card
ur

RELIABILITY ANALYSIS - SCALE (A L P H A)

No of N of Cases = N of Items = N of Cases = N of Cases = N of Cases = N of Cases =

cases=55.0 57.0 57 56.0 57.0 57.0 56.0
No of Items = N of Items = 6 N of Items = N of Items =3 N of Items = N of Items = 2 N of Items = 3
5 4 4
Alpha = . Alpha = . Alpha = Alpha = Alpha = Alpha = Alpha =
8511 8477 .7347 .6201 .3179 .7498 .5744

Reliable Reliable Reliable Not Not Reliable Not

Reliable Reliable Reliable

*Gaming has been transferred to factor 5 although it comes under factor 4

according to the analysis as it matches to the factors under 5.

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of
Sampling Adequacy. .671

Bartlett's Test Approx. Chi- 840.37

of Sphericity Square 2
df 351
Sig. .000

From the table it is found that KMO value is greater than 0.5, thus
findings are desirable.

Bartett’s test of sphericity

H0= There is relationship between the factors

H1= There is no relationship between the factors

Here the p-value of .000 which is less than .1, therefore null hypothesis is
rejected.

Therefore there is no relationship between the factors.

2.When only male samples are considered

Total Variance Explained(a)

Comp Extraction Sums of Rotation Sums of Squared
onent Initial Eigenvalues Squared Loadings Loadings
 % of Cumul % of Cumul % of
Varia ative Varia ative Varian Cumulative
Total nce % Total nce % Total ce %
1 32.57 8.79 32.57 4.82 17.86
8.794 32.571 32.571 17.860
1 4 1 2 0
2 16.92 4.56 16.92 4.81 17.83
4.568 49.492 49.492 35.700
0 8 0 7 9
3 2.16 3.30 12.25
2.160 8.000 57.491 8.000 57.491 47.952
0 8 2
4 1.78 2.14
1.786 6.616 64.107 6.616 64.107 7.926 55.878
6 0
5 1.60 2.00
1.605 5.945 70.052 5.945 70.052 7.414 63.291
5 2
6 1.34 1.86
1.348 4.993 75.045 4.993 75.045 6.897 70.188
8 2
7 1.15 1.83
1.150 4.258 79.303 4.258 79.303 6.782 76.971
0 1
8 1.08 1.71
1.082 4.007 83.310 4.007 83.310 6.339 83.310
2 1
9 .976 3.614 86.923
10 .639 2.366 89.289
11 .611 2.264 91.553
12 .519 1.923 93.475
13 .454 1.681 95.157
14 .388 1.437 96.593
15 .276 1.022 97.615
16 .195 .724 98.339
17 .179 .662 99.000
18 .087 .322 99.323
19 .067 .249 99.571
20 .062 .229 99.801
21 .027 .101 99.901
22 .016 .060 99.962
23 100.00
.010 .038
0
24 2.429 8.996 100.00
E-16 E-16 0
25 - -
100.00
8.183 3.031
0
E-17 E-16
26 - -
100.00
2.791 1.034
0
E-16 E-15
27 - -
100.00
8.978 3.325
0
E-16 E-15
Extraction Method: Principal Component Analysis.
a Only cases for which Gender = Male are used in the analysis phase.
Here we see that 8 factors are representing 83.310% of the cases, so we
can conclude that the 27 factors we have taken can be reduced to 8.
Scree Plot
10

2
Eigenvalue

-2
1 3 5 7 9 11 13 15 17 19 21 23 25 27

Component Number

Rotated Component Matrix(a,b)

Component
1 2 3 4 5 6 7 8
F_price .002 .197 .011 .177 .871 .006 .033 .109
F_battery
.313 .153 .246 .043 .639 .290 -.354 .091
back
F_harddisk .633 .539 .190 .274 .246 .045 -.101 .043
F_warranty -.36
.106 .435 .404 -.198 .267 .155 .371
3
F_wireless .856 .101 .020 .177 -.084 -.097 .294 .164
F_bluetooth -.03
.784 -.106 .095 .257 .120 .150 -.104
1
F_LAN -.17
.867 .072 .150 .108 -.166 .096 .028
7
F_Graphcard -.09
.258 .048 .174 .307 -.121 .060 .828
6
F_soundqual -.39
.728 -.102 .263 -.012 .213 .149 .076
2
F_webcam .725 -.301 -.151 -.183 .142 .359 .116 .198
F_CD/DVDwri .634 .354 .052 -.043 .040 .146 .503 -.02
F_Powrsav -.26
.417 .370 .229 .321 .200 .239 -.370
2
F_weight .221 .467 .519 .316 -.115 .141 .010 .060
F_scrnsize .106 .328 .689 .470 .010 .241 -.023 .108
F_Fcerecog .
-.098 .133 .151 .033 .235 .176 -.042
781
F_Oprtngsys
-.120 .712 .411 -.144 .228 -.199 .110 .244
tm
F_Durablty -.32
-.002 .783 .231 -.278 .279 .092 .039
7
F_shockabso
.007 .814 .170 .069 -.067 -.002 .019 .040
rbnt
F_LockFacilit
.065 .555 .604 .029 -.098 .270 -.073 .321
y
F_Heatabsrber .242 .548 .248 -.020 -.169 .589 -.186 .196
 F_resolution .312 -.125 .105 .185 .187 .821 .169 .039
F_gaming .182 -.066 .135 .879 .152 .044 .129 .056
F_videocard -.20
.455 .059 .118 .574 .189 .167 .395
9
F_brand -.029 .820 .089 .082 .408 -.142 .043 .100
F_Aftrsaless -.47
-.047 .556 .170 .267 .033 .277 .271
ervice 5
F_Aesthetics -.08
.081 .365 .747 .092 .111 .267 .023
8
F_colour -.00
.155 .092 .870 .024 .131 -.172 .173
9
Extraction Method: Principal Component Analysis. Rotation Method:
Varimax with Kaiser Normalization.
a Rotation converged in 14 iterations.
b Only cases for which Gender = Male are used in the analysis phase

Factor1 Factor2 Factor3 Factor4 Factor Factor6 Factor7 Factor8

Facilities Assurance Features Gamezo 5 Resoluti Graphic Facerecogn
ne Econo on card ition
mic
F_soundqu F_warranty F_weight F_video F_price F_resolut F_Graph F_Fcerecog
al F_Oprtngsys F_scrnsiz card F_batte ion card
F_webcam tm e F_gamin ry back
F_CD/DVD F_Durablty F_LockFa g
writer F_shockabso cility
F_Powrsav rbnt F_Aesthet
F_wireless F_brand ics
F_bluetooth F_Aftrsaless F_colour
F_LAN ervice
F_harddisk F_Heatabsrb
er*

RELIABILITY AN A L Y S I S - S C A L E (A L P H A)
No of No of No of No of No of
cases cases cases cases cases
=55.0 =57.0 =56.0 =57.0 =56.0
No of No of No of No of No of
items items items items items=
=8 =8 =5 =2 2
Alpha= Alpha= Alpha Alpha Alpha=
0.8541 0.8371 = = 0.6285
0.8329 0.668
0
Reliabl Reliable Reliab Not Not
e le Relia Reliabl
ble e
* Heat absorbent has been transferred to factor 2 although it comes under
factor 6 according to the analysis as it matches to the factors under 2.

*In case of factors 6, 7and 8, the reliability testing is not possible

as there are only one variable under this factors.
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of
Sampling Adequacy. .671

Bartlett's Test Approx. Chi- 840.37

of Sphericity Square 2
Df 351
Sig. .000

From the table it is found that KMO value is greater than 0.5, thus findings
are desirable

Bartett’s test of sphericity

H0= There is relationship between the factors

H1= There is no relationship between the factors

Here the p-value of .000 which is less than .1, therefore null hypothesis is
rejected.

Therefore there is no relationship between the factors.

3 When only female samples are considered

Total Variance Explained(a)

Compo Extraction Sums of Squared Rotation Sums of Squared

nent Initial Eigenvalues Loadings Loadings
% of
Varianc Cumulati % of Cumulati % of Cumulati
Total e ve % Total Variance ve % Total Variance ve %
1 8.865 32.835 32.835 8.865 32.835 32.835 4.435 16.425 16.425
2 3.033 11.233 44.068 3.033 11.233 44.068 3.390 12.557 28.982
3 2.315 8.575 52.643 2.315 8.575 52.643 3.353 12.419 41.401
4 1.987 7.358 60.001 1.987 7.358 60.001 2.774 10.273 51.674
5 1.786 6.613 66.614 1.786 6.613 66.614 2.723 10.085 61.759
6 1.594 5.905 72.519 1.594 5.905 72.519 1.998 7.400 69.159
7 1.270 4.706 77.224 1.270 4.706 77.224 1.686 6.243 75.401
8 1.161 4.300 81.524 1.161 4.300 81.524 1.653 6.122 81.524
9 .901 3.338 84.862
10 .791 2.929 87.791
11 .582 2.157 89.947
12 .484 1.793 91.740
13 .427 1.580 93.320
14 .397 1.470 94.790
15 .337 1.248 96.037
16 .243 .901 96.938
17 .192 .710 97.648
 18 .175 .649 98.297
19 .162 .600 98.897
20 .121 .450 99.347
21 .065 .240 99.587
22 .043 .160 99.747
23 .028 .103 99.850
24 .017 .064 99.914
25 .013 .048 99.962
26 .006 .024 99.986
27 .004 .014 100.000
Extraction Method: Principal Component Analysis.
a Only cases for which Gender = Female are used in the analysis phase.

Here we see that 8 factors are representing 83.310% of the cases, so we

can conclude that the 27 factors we have taken can be reduced to 8.
Scree Plot
10

4
Eigenvalue

0
1 3 5 7 9 11 13 15 17 19 21 23 25 27

Component Number

Rotated Component Matrix(a,b)

Component
1 2 3 4 5 6 7 8
F_price .019 -.026 -.087 -.013 -.076 .036 -.073 .873
F_battery
.152 .089 -.042 -.072 .862 -.239 -.050 -.003
back
F_harddisk .468 .398 .230 -.006 .410 -.063 -.225 .331
F_warranty .079 -.100 .241 .040 .563 .324 .246 .459
F_wireless .578 .079 .370 -.057 .212 .383 .072 .394
F_bluetooth .734 .086 .234 .275 .336 .246 .179 .063
F_LAN .816 .061 .144 .223 .119 .231 -.109 -.026
F_Graphcard .597 .060 -.140 .576 .138 .146 .177 .015
F_soundqual .337 .767 .124 .183 -.096 .101 .111 -.143
F_webcam .687 .138 .092 .275 -.031 -.033 .175 -.011
F_CD/DVDwri
.688 .144 .121 .110 .019 .100 .546 -.098
ter
F_Powrsav .072 .150 .189 -.181 .718 .234 .314 -.291
F_weight .130 .383 -.031 .056 -.035 .857 -.097 .042
F_scrnsize .083 .815 .098 .110 -.051 .411 .079 .126
F_Fcerecog .134 .269 -.081 .616 -.293 .427 .143 .130
F_Oprtngsyst .346 .083 .043 .094 .197 -.050 .715 -.208
 m
F_Durablty .758 .345 .150 -.042 .000 -.334 .120 .062
F_shockabsor
.095 .841 .091 .014 .340 -.004 .142 -.037
bnt
F_LockFacilit
.281 .468 .442 .413 .206 .158 -.037 .119
y
F_Heatabsrbe
.153 .494 .434 .348 .465 .078 -.067 .046
r
F_resolution -.019 .159 .188 .248 -.031 -.079 .603 .427
F_gaming .193 .481 .222 .731 .053 .082 -.019 -.082
F_videocard .196 -.044 .007 .899 -.112 -.116 .142 .004
F_brand .209 .060 .813 -.030 -.258 -.296 .132 .023
F_Aftrsalesse
.492 .262 .601 -.179 -.026 -.221 -.149 .065
rvice
F_Aesthetics .033 .160 .810 .121 .406 .008 .181 -.038
F_colour .134 .077 .854 .055 .146 .279 .048 -.049
Extraction Method: Principal Component Analysis. Rotation Method:
Varimax with Kaiser Normalization.
a Rotation converged in 24 iterations.
b Only cases for which Gender = Female are used in the analysis phase.

Factor 1 Factor2 Factor3 Factor4 Factor5 Facto Factor7 Factor

Facility EXTRA BRAND GAMIN ASSURANC r6 OPERAT 8
FACILITY G E ION
Hard disk Sound Colour Face Battery Weigh Resoluti Price
Wireless quality Aesthetic recogni backup t on
Bluetooth Screen size s tion Warranty
LAN Shock After Gaming Power save Operati
Graphics absorbent sales Video ng
card service card system
Webcam Lock Facility Brand
Durability
F_CD/DVD Heat
writer absorber

RELIABILITY ANALYSIS - SCALE (A L P H A)

No of No of No of No of No of No of
cases cases cases cases cases cases=57.
=56.0 =56.0 =57.0 =57.0 =57.0 0
No of No of No of No of No of No of
items=8 items=5 items items items=3 items=2
=4 =3
Alpha=0.8 Alpha=0.8 Alpha= Alpha= Alpha= Alpha=0.0
128 014 0.7845 0.5479 0.5798 859
Reliable Reliable Reliable Not Not Not
reliable reliable reliable

*In case of factors 6 and 8, the reliability testing is not possible

as there are only one variable under this factors.
KMO and Bartlett's Test(a)

Kaiser-Meyer-Olkin Measure of
Sampling Adequacy. .401

Bartlett's Test Approx. Chi- 643.65

of Sphericity Square 1
df 351
Sig. .000
a Only cases for which Gender = Female are used in the analysis phase.
From the table it is found that KMO value is lesser than 0.5, thus findings
are not desirable

Bartett’s test of sphericity

H0= There is relationship between the factors

H1= There is no relationship between the factors

Here the p-value of .000 which is less than .1, therefore null hypothesis is
rejected.

Therefore there is no relationship between the factors.

An Assignment on ADVANCED
MARKETING RESEARCH
Topic: Factor Analysis

Submitted to
 Dr. Mrinmoy Kr Sarma,

Department of Business Administration

Tezpur University

Submitted by

Sanjeeb Kr. Choudhury(BAM08007)

Hemendu Arnav Neog(BAM08010)

Sreema Baidya (BAM08034)