Item Deletion Table

Construct Item Reason

OM Q6 Communality value < 0.3
IM Q11 CL
IM Q13 CL
FT Q27B Removed due to CITC value
lower than 0.35

Item Retention Table

Component Item Reliability

Comp1(OM) Q5, Q4, Q7 0.877
Comp1(IM) Q8, Q14, Q17, Q16, Q9, Q12, 0.886
Q15, Q10
Comp1(LOP) Q18, Q20, Q21, 0.746
Comp1(SS) Q26, Q24, Q23, Q25, Q22 0.904
Comp1(FT)(1) Q27F, Q27E, Q27D 0.783
Comp2(FT)(2) Q27B, Q27A, Q27C, Q27G 0.683 (Q27B removed due to
low CITC) (reliability is less than
0.7 but is considered as after
rounding off to one decimal
point it becomes > 0.7)

Regression:

1. All 4 Companies impact on overall measures by independent 4

Dependent Independent
Overall Measures Image
Likelihood of purchase
Sales and service support
Future trends

Text:

Impact of Image of a company, Likelihood of purchase, Sales and services and Future trend on overall
measure is explained by following results.

Model Summary
 Adjusted R Std. Error of the
Model R R Square Square Estimate
1 .800a .640 .626 1.40317

a. Predictors: (Constant), FT2_Sum, IM_Sum, FT1_Sum, SS_Sum,

LOP_Sum

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics

Model B Std. Error Beta t Sig. Tolerance VIF

1 (Constant) 2.035 .772 2.637 .009

IM_Sum .157 .038 .380 4.175 .000 .322 3.106

LOP_Sum .004 .090 .003 .041 .967 .394 2.535

SS_Sum .245 .043 .459 5.745 .000 .419 2.389

FT1_Sum -.054 .051 -.065 -1.062 .290 .713 1.402

FT2_Sum .089 .056 .099 1.591 .114 .689 1.451

a. Dependent Variable: OM_Sum

Overall measure of a particular brand is explained by other items such as Image of a company,
Likelihood of purchase, Sales and services and Future trend to the extent of 64%. Overlap between
independent variables is 80% which indicates that independent variables are also impacting each other. Commented [PP1]: Organization who wants to improve
its overall measures must ensure that it is investing its
However, regression analysis indicates that out of above mentioned variables, only brand image and resources in building brand image and providing quality
sales & service support can significantly impact the overall measure of an organization. sales and service support. Marketing efforts to improve its
likelihood of purchase by targeted customers and deciding
Regression equation: OM_Sum = 2.035 + 0.157 * IM_Sum + 0.245 * SS_Sum on its strategy keeping future trends in mind may not
contribute to improvement its overall measures.
Business Implications:

Organization who wants to improve its performance on overall measures must ensure that it is investing
its resources in building brand image and providing quality sales and service support.

Marketing efforts to improve its likelihood of purchase by targeted customers and deciding on its
strategy keeping future trends in mind may not contribute to improvement its overall measures.

2. All 4 companies Impact on likelihood of purchase by Overall Measures, Image, Sales and service
support and Future trends

Dependent Independent
Likelihood of purchase Image
Overall Measures
Sales and service support
 Future trends

Text:

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .778a .606 .591 1.34725

a. Predictors: (Constant), OM_Sum, FT1_Sum, FT2_Sum, IM_Sum,

SS_Sum

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients Collinearity Statistics

Model B Std. Error Beta t Sig. Tolerance VIF

1 (Constant) 2.573 .727 3.540 .001

IM_Sum .214 .034 .565 6.362 .000 .371 2.698

SS_Sum .090 .045 .184 2.003 .047 .346 2.887

FT1_Sum .004 .049 .006 .089 .929 .707 1.413

FT2_Sum .134 .053 .162 2.528 .013 .709 1.411

OM_Sum .003 .083 .004 .041 .967 .360 2.776

a. Dependent Variable: LOP_Sum

Impact of independent variables on likelihood of purchase is explained by independent variables by

60.6%. Overlap between independent variables is 77.8%.

Regression analysis reveals that of all dependent variables only brand image, sales & service support and
orientation towards future trend significantly impact its likelihood of purchase.

Regression equation:

Business implications:

If major organizations want to improve likelihood of purchase of their products, they should focus on
their brand image, sales and service support and should invest in future business trends like increased
investment in IT, increasing existing level of security measures and expand its usage of mobile and
wireless devices.
Factor Analysis for IBM alone:

Deletion History

Retention Table

Comp Item Reliability

FT1 Q27B,C,G,D
FT2 Q27A,F,E