test company analysing customers shopping preferences conducted the factor analysis to understand the factors determining customer shopping. In this context, see the following results (See Table 1 & 2), and prepare a detailed data analysis report, also provide suitable recommendations to the test company

Table 1: Total Variance Explained
	Initial Eigenvalues			Rotation Sums of Squared Loadings
	Total	% of Variance	Cumulative %	Total	% of Variance	Cumulative %
1	2.86	26.00%	26.00%	2.69	24.40%	24.40%
2	2.59	23.50%	49.60%	2.69	24.50%	48.90%
3	2.24	20.40%	69.90%	2.31	21.00%	69.90%
4	0.65	5.90%	75.90%
5	0.5	4.60%	80.40%
6	0.48	4.40%	84.80%
7	0.47	4.30%	89.10%
8	0.44	4.00%	93.10%
9	0.39	3.50%	96.60%
10	0.37	3.30%	100.00%
11	0.01	0.00%	100.00%

Table 2: Rotated Component Matrix
	Component
	1	2	3
Convenient location	0.96	0.02	-0.02
Near home	0.96	0.02	-0.02
Easily reachable	0.79	0.03	0
Savings due to no travelling involved	0.48	0.01	0.48
Value for money	0	0.01	0.81
Attractive promotions	-0.01	0.02	0.85
Low prices	-0.02	-0.02	0.83
Easy to locate items	0	0.81	0
Good service	0.04	0.82	-0.01
Ease of parking	0.03	0.80	0
Efficient checkouts	0.01	0.85	0.03

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