Factor Analysis

A common rule of thumb for dropping the least important factors from the analysis is the K1 rule. Factors with more than 1.0 as Eigen value were selected. A Cattell Scree test plot tool was also drawn to justify the extent of component to be selected.

On the benchmark measuring point of 0.600, the reliability of the data and consistency in the responses received for factors were explained as at what extent the data is reliable or consistent.

The test could not be conducted for those factors that consist of independent variables and responses in different scale or binominal.

Descriptions of Factors/Dimensions

Organoleptic: This is the most important dimension identified by the respondent. This deals with the physical attributes and organoleptic characteristics of the product. Physical attributes include product appearance in raw form as well as during the preparation (cooking) form and finished form. Organoleptic attributes also include sensory aspects (cooked), appearance, test, aroma, texture, etc.

Prior awareness on health and other benefit of jowar: This dimension includes awareness about the consumption of jowar and benefits/perceptions attached with it. Awareness on nutritional benefits, ease of digestion, good source of energy, modern food, etc., are the parameters grouped in this dimension.

Comparison of jowar-rich multigrain atta with traditional wheat atta: The comparison of jowar-rich multigrain atta with traditional wheat on the basis of difficulties in preparation process and taste is the major attribute included under this dimension.