Demographics
What is your Gender? Male Female
46% 54%
What year are you in College? Freshman Sophomore Junior Senior
15% 19% 30% 36%
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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%
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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%
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What is the most important attribute when choosing jeans? Occasion Style Reputation Feel Design Fit Durability
9% 10% 12% 25% 4% 37% 3%
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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%
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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