The data were subjected to a factor analysis to determine how the brand attitude Likert items for each brand were related to each other. Variables that load on the same factor as “[Brand] is a good brand” were taken to be indications of how much a respondent liked a brand, and were combined into new attitude scores for each brand. The means of these new attitude scores were compared using a t-test to test for statistical significance.
Factor |
Axe |
Old Spice |
Zest |
||||||
Eigenvalues |
% of variance |
Cumulative % of variance |
Eigenvalues |
% of variance |
Cumulative % of variance |
Eigenvalues |
% of variance |
Cumulative % of variance |
|
I |
5.6 |
56.2 |
56.2 |
4.1 |
41.2 |
41.2 |
4.4 |
44.3 |
44.3 |
II |
1.0 |
10.2 |
66.5 |
1.4 |
14.2 |
55.3 |
1.9 |
18.6 |
62.9 |
III |
0.8 |
8.2 |
74.7 |
1.1 |
10.7 |
66.0 |
0.9 |
9.4 |
72.3 |
IV |
0.7 |
6.8 |
81.5 |
0.8 |
8.1 |
74.1 |
0.7 |
7.4 |
79.7 |
V |
0.5 |
4.7 |
86.2 |
0.8 |
7.6 |
81.7 |
0.5 |
5.1 |
84.8 |
VI |
0.4 |
3.9 |
90.1 |
0.6 |
6.0 |
87.7 |
0.5 |
4.5 |
89.3 |
VII |
0.4 |
3.6 |
93.8 |
0.4 |
4.1 |
91.8 |
0.4 |
3.6 |
92.9 |
VIII |
0.2 |
2.5 |
96.2 |
0.4 |
3.9 |
95.6 |
0.3 |
3.1 |
96.0 |
IX |
0.2 |
2.0 |
98.2 |
0.3 |
2.8 |
98.4 |
0.2 |
2.3 |
98.2 |
X |
0.2 |
1.8 |
100 |
0.2 |
1.6 |
100 |
0.2 |
1.7 |
100 |
For Axe, there are two factors that can account for at least one Likert item, which together account for 66.5% of the variance. For Old Spice, three factors can account for at least one Likert item and together they account for 66% of the variance. For Zest, three factors can account for at least two Likert item and together they account for 62.9% of the variance.
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Axe… |
Communalities |
Factor Matrix |
Varimax Factor Matrix |
||
I |
II |
I |
II |
||
... is a good brand of body wash. |
0.7 |
0.8 |
-0.1 |
0.8 |
0.2 |
... is preferred over other body washes. |
0.7 |
0.8 |
-0.1 |
0.8 |
0.3 |
... gets me cleaner than other body washes. |
0.7 |
0.8 |
0.1 |
0.7 |
0.4 |
... smells nicer than other body washes. |
0.7 |
0.9 |
0.0 |
0.8 |
0.4 |
...isn’t recommended |
0.5 |
0.7 |
-0.2 |
0.7 |
0.1 |
... is a good value. |
0.8 |
0.4 |
0.8 |
0.1 |
0.9 |
...is healthy. |
0.6 |
0.8 |
-0.1 |
0.8 |
0.2 |
... makes me feel good. |
0.5 |
0.6 |
-0.3 |
0.7 |
-0.1 |
...is bad for my skin. |
0.7 |
0.7 |
0.4 |
0.4 |
0.7 |
...is a brand I would purchase |
0.8 |
0.9 |
-0.1 |
0.8 |
0.3 |
Old Spice… |
Communalities |
Factor Matrix |
Varimax Factor Matrix |
||||
I |
II |
III |
I |
II |
III |
||
... is a good brand of body wash. |
0.7 |
0.8 |
-0.1 |
0.0 |
0.7 |
0.2 |
0.4 |
... is preferred over other body washes. |
0.8 |
0.8 |
-0.2 |
-0.4 |
0.9 |
0.0 |
0.1 |
... gets me cleaner than other body washes. |
0.5 |
0.6 |
0.3 |
-0.3 |
0.4 |
0.5 |
-0.1 |
... smells nicer than other body washes. |
0.9 |
0.8 |
-0.2 |
-0.3 |
0.9 |
0.1 |
0.1 |
...isn’t recommended |
0.5 |
0.5 |
-0.5 |
0.2 |
0.4 |
-0.3 |
0.5 |
... is a good value. |
0.6 |
0.6 |
0.2 |
0.4 |
0.3 |
0.5 |
0.4 |
...is healthy. |
0.6 |
0.4 |
0.6 |
0.3 |
0.1 |
0.7 |
0.3 |
... makes me feel good. |
0.5 |
0.3 |
0.7 |
-0.0 |
0.1 |
0.7 |
-0.1 |
...is bad for my skin. |
0.8 |
0.4 |
-0.3 |
0.7 |
0.1 |
0.1 |
0.9 |
...is a brand I would purchase |
0.7 |
0.9 |
-0.1 |
-0.0 |
0.7 |
0.3 |
0.4 |
Zest… |
Communalities |
Factor Matrix |
Varimax Factor Matrix |
||
I |
II |
I |
II |
||
... is a good brand of body wash. |
0.6 |
0.7 |
0.3 |
0.4 |
0.6 |
... is preferred over other body washes. |
0.8 |
0.4 |
0.7 |
0.1 |
0.9 |
... gets me cleaner than other body washes. |
0.5 |
0.5 |
0.4 |
0.1 |
0.7 |
... smells nicer than other body washes. |
0.4 |
0.4 |
0.5 |
-0.0 |
0.6 |
...isn’t recommended |
0.7 |
0.8 |
-0.3 |
0.9 |
0.2 |
... is a good value. |
0.7 |
0.7 |
-0.4 |
0.8 |
0.1 |
...is healthy. |
0.6 |
0.7 |
-0.4 |
0.8 |
0.1 |
... makes me feel good. |
0.6 |
0.7 |
-0.2 |
0.7 |
0.3 |
...is bad for my skin. |
0.7 |
0.8 |
-0.4 |
0.9 |
0.1 |
...is a brand I would purchase |
0.6 |
0.7 |
0.4 |
0.3 |
0.7 |
The ‘important’ values which show what factor each Likert item ‘loads’ on is in bold. Axe, Old Spice and Zest had definitive factor analyses therefore the t-test data for these two brands was utilized using the information in the table above, instead of using the varimax data. Axe had 9 factors that ‘loaded’ onto factor I, while Old Spice and Zest had 7 and 8, respectively.
Brand |
Mean Attitudinal Score |
Standard Deviation |
Axe |
3.1 |
.7 |
Old Spice |
3.1 |
.6 |
Zest |
3.3 |
.6 |
Sample Size (n) = 58 |
||
The above tablereveals the mean attitude scores, which are very similar and. This suggests that the respondents liked Axe and Old Spice about the same and Zest just a little bit more. Overall, the scores show very little difference.
Brand Pairing |
t |
Axe and Old Spice |
-.138* |
Axe and Zest |
-2.25* |
Old Spice and Axe |
-2.02 |
*p<= 0.15 |
|
The results of this paired t-test demonstrate that in 85 samples out of 100 samples drawn from the same population as this sample, the mean attitude scores for Axe and Old Spice and Axe and Zest would be about what they are here. The results of this test can therefore be projected to the population. The combination of Old Spice and Axe however was not found to be statistically significant and cannot be projected to the population. Therefore in 85 samples out of 100 samples drawn from the same population as this sample, the mean attitude scores between Old Spice and Axe would not necessarily be about what they are here.