final project only for Wendy
Demographics
| What is your Gender? | Male | Female | ||
| 46% | 54% | |||
| What year are you in College? | Freshman | Sophomore | Junior | Senior |
| 15% | 19% | 30% | 36% | |
| DRAW THE TWO PIE CHARTS IN POWER POINT- | ||||
Behavioral
| When doing research on jeans, what sources of information do you generally use? | Internet | Family | Friends | Advertising | Visit Stores | ||
| 92% | 23% | 38% | 78% | 74% | |||
| DRAW A COLUMN CHART IN POWER POINT | |||||||
| How often do you buy jeans? | Once a Month | Every 2 Months | Every 3 months | Every 4 Months | Twice a Year | Once a Year | |
| 5% | 21% | 31% | 23% | 15% | 5% | ||
| DRAW PIE CHART IN POWER POINT | |||||||
| What is the most important attribute when choosing jeans? | Occasion | Style | Reputation | Feel | Design | Fit | Durability |
| 9% | 10% | 12% | 25% | 4% | 37% | 3% | |
| DRAW PIE CHART IN POWER POINT | |||||||
| Which of the following placess do you wear jeans on a regular basis? | School | Work | Dates | Special Occasions | Interviews | Movies | Home |
| 98% | 95% | 79% | 52% | 32% | 96% | 100% | |
| DRAW A COLUMN CHART IN POWER POINT | |||||||
PERCEPTUAL MAPPING
| Fall Apart | Popular | Tight | Boot Cut | Designer | Office | Expensive | Sexy | Ugly | Comfortable | Soft | Rugged | Unique | True to Size | Fun | Prestigious | Trendy | Preference | |
| Paige | 1 | 6 | 6 | 7 | 6 | 8 | 5 | 6 | 3 | 9 | 9 | 1 | 8 | 9 | 8 | 4 | 7 | 9 |
| Levis | 1 | 8 | 8 | 8 | 3 | 6 | 6 | 4 | 4 | 5 | 6 | 6 | 4 | 7 | 4 | 5 | 8 | 4 |
| Lucky | 1 | 8 | 8 | 6 | 9 | 6 | 8 | 7 | 2 | 4 | 7 | 5 | 7 | 5 | 9 | 8 | 8 | 6 |
| True Religion | 1 | 7 | 8 | 6 | 9 | 2 | 8 | 6 | 3 | 7 | 9 | 2 | 6 | 8 | 9 | 8 | 8 | 7 |
| guess | 2 | 6 | 9 | 3 | 9 | 3 | 8 | 9 | 3 | 2 | 6 | 1 | 6 | 2 | 6 | 8 | 8 | 1 |
| Wrangler | 1 | 4 | 2 | 9 | 1 | 1 | 2 | 1 | 9 | 9 | 5 | 9 | 4 | 9 | 1 | 1 | 2 | 1 |
| 7 for Mankind | 1 | 8 | 6 | 7 | 6 | 8 | 5 | 5 | 2 | 9 | 9 | 1 | 8 | 9 | 8 | 4 | 7 | 8 |
| Forever 21 | 2 | 8 | 6 | 5 | 4 | 7 | 2 | 6 | 5 | 6 | 7 | 1 | 3 | 8 | 9 | 3 | 8 | 3 |
| Banana Republic | 1 | 6 | 5 | 7 | 6 | 9 | 6 | 4 | 3 | 7 | 8 | 1 | 7 | 5 | 7 | 8 | 6 | 6 |
| H&M | 2 | 8 | 4 | 4 | 3 | 8 | 2 | 4 | 6 | 4 | 7 | 2 | 6 | 4 | 6 | 3 | 8 | 3 |
| Total Variance Explained | ||||||||||||||||||
| Component | Initial Eigenvalues | Extraction Sums of Squared Loadings | Rotation Sums of Squared Loadings | |||||||||||||||
| Total | % of Variance | Cumulative % | Total | % of Variance | Cumulative % | Total | % of Variance | Cumulative % | ||||||||||
| 1 | 8.045 | 44.696 | 44.696 | 8.045 | 44.696 | 44.696 | 5.346 | 29.699 | 29.699 | |||||||||
| 2 | 4.318 | 23.987 | 68.683 | 4.318 | 23.987 | 68.683 | 4.330 | 24.056 | 53.755 | |||||||||
| 3 | 2.572 | 14.288 | 82.971 | 2.572 | 14.288 | 82.971 | 4.022 | 22.344 | 76.099 | |||||||||
| 4 | 1.249 | 6.937 | 89.908 | 1.249 | 6.937 | 89.908 | 2.486 | 13.809 | 89.908 | |||||||||
| 5 | 0.945 | 5.250 | 95.158 | |||||||||||||||
| 6 | 0.306 | 1.702 | 96.860 | |||||||||||||||
| 7 | 0.289 | 1.606 | 98.466 | |||||||||||||||
| 8 | 0.196 | 1.089 | 99.555 | |||||||||||||||
| 9 | 0.080 | 0.445 | 100.000 | |||||||||||||||
| 10 | 7.653E-16 | 4.252E-15 | 100.000 | |||||||||||||||
| 11 | 4.426E-16 | 2.459E-15 | 100.000 | |||||||||||||||
| 12 | 2.781E-16 | 1.545E-15 | 100.000 | |||||||||||||||
| 13 | 1.271E-16 | 7.062E-16 | 100.000 | |||||||||||||||
| 14 | -1.221E-16 | -6.783E-16 | 100.000 | |||||||||||||||
| 15 | -2.570E-16 | -1.428E-15 | 100.000 | |||||||||||||||
| 16 | -4.178E-16 | -2.321E-15 | 100.000 | |||||||||||||||
| 17 | -8.280E-16 | -4.600E-15 | 100.000 | |||||||||||||||
| 18 | -8.674E-16 | -4.819E-15 | 100.000 | |||||||||||||||
| Extraction Method: Principal Component Analysis. | ||||||||||||||||||
| Rotated Component Matrixa | ||||||||||||||||||
| Component | ||||||||||||||||||
| X | Y | |||||||||||||||||
| Fall Apart | -2.718 | -0.688 | ||||||||||||||||
| Popular | 0.884 | 1.957 | ||||||||||||||||
| Tight | 8.356 | -0.048 | ||||||||||||||||
| Bootcut | -2.083 | -1.853 | ||||||||||||||||
| Designer | 8.807 | 3.700 | ||||||||||||||||
| Office | -2.568 | 6.509 | ||||||||||||||||
| Expensive | 9.913 | 0.600 | ||||||||||||||||
| Sexy | 6.774 | 2.745 | ||||||||||||||||
| Ugly | -7.250 | -5.532 | ||||||||||||||||
| Comfortable | 3.752 | 6.885 | ||||||||||||||||
| Soft | 1.986 | 8.899 | ||||||||||||||||
| Rugged | -1.392 | -8.021 | ||||||||||||||||
| Unique | -6.000 | -11.000 | ||||||||||||||||
| True to Size | -3.749 | 1.334 | ||||||||||||||||
| Fun | -3.899 | 3.570 | ||||||||||||||||
| Prestigious | 9.091 | 1.550 | ||||||||||||||||
| Trendy | 4.222 | 2.810 | ||||||||||||||||
| Preference | 2.648 | 7.545 | ||||||||||||||||
| Paige | -1.5872 | 13.8724 | ||||||||||||||||
| Levis | 1.9522 | -14.9529 | ||||||||||||||||
| Lucky | 12.7581 | -2.9216 | ||||||||||||||||
| True Religion | 11.3539 | 1.6996 | ||||||||||||||||
| guess | 12.5414 | -5.0849 | ||||||||||||||||
| Wrangler | -11.7712 | -15.0529 | ||||||||||||||||
| 7 for Mankind | -2.3485 | 11.9448 | ||||||||||||||||
| Forever 21 | -11.206 | -0.4723 | ||||||||||||||||
| Banana Republic | 6.1 | 9.2 | ||||||||||||||||
| H&M | -13.1501 | 2.5643 |
CONJOINT ANALYSIS
| ADJ R2 | 0.34 | |||||
| SIG F | 0.02 | Attribute Levels | Utility | Attribute | ||
| Everyday | 0.83 | |||||
| Office | 0.57 | Occasion | ||||
| Outside | 0.19 | |||||
| Popular | 0.78 | |||||
| Prestigious | 0.19 | Reputation | ||||
| Fun | 0.54 | |||||
| Designer | 0.45 | |||||
| Unique | 0.19 | Design | ||||
| Classic | 0.25 | |||||
| Comfortable | 1 | |||||
| Too loose | 0.21 | Fit | ||||
| Uncomfortable | 0.19 | |||||
| Soft | 0.95 | |||||
| Worn | 0.87 | Feel | ||||
| Stiff | 0.19 | |||||
| Trendy | 0.68 | |||||
| Sexy | 61 | Style | ||||
| Ugly | 0 | |||||
| Rugged | 0.22 | |||||
| 1 year | 0.24 | Durability | ||||
| Fall apart | 0.19 | |||||
| Intercept | 0.85 |