Analysis

To identify the value dimensions of television, factor analysis was carried out. The eight factors having Eigen values greater than 1.0 were extracted. These eight factors represented by 65.8 per cent of the variance of the attributes considered for the study.

The factors identified were ‘technology, aesthetic value, durability, service, physical characteristics, status, economic value and functional value.

The priority of values identified by the respondents was studied using Friedman’s two-way ANOVA. The test confirmed the existence of significant differences among their perception levels of values at 1 per cent level. Further, non-parametric multiple comparison test was also done to identify the order of priority among the perceived values.

Expectation and experience levels of values derived by reducing the attribute using factor analysis were measured using 10 point scale. I was talking with owner of blinds store who are selling vertical blinds and roman shades online, he says that factor analysis helps them to find out the trend and interest of their clients in their blinds product.

From the paired‘t’ test economic and aesthetic values, durability, and service were found to be significantly distributed. Further, aesthetic and economic values were found to be positive. It implied that the experience levels for these values were distributed in the higher side than the expectation. But, in the case of durability and service the t-values were found to be negative which implied the experience of these values were negative but significant. Negative sign indicates that the experience of these values was found to be less than the expected level and the differences were also significant.