TABLE 8.

Total variance explained: Buyers/Customers.

Component	Initial Eigenvalues		Extraction Sums of Squared Loadings		Rotation Sums of Squared Loadings
Total	% of Variance	Cumulative%Total	% of Variance	Cumulative%Total	% of Variance	Cumulative%
15.649	51.350	51.3505.649	51.350	51.3503.962	36.017	36.017
21.186	10.786	62.1361.186	10.786	62.1362.873	26.119	62.136
30.891	8.102	70.238
40.706	6.419	76.657
50.606	5.508	82.166
60.485	4.408	86.574
70.463	4.211	90.785
80.320	2.911	93.696
90.312	2.834	96.530
100.256	2.324	98.854
110.126	1.146	100.000