**3.1 Data**

The data we analyze here was gathered in the survey about the relationship among customer engagement on "fashion," "brand," and "shop staff" [3]. The questions (variables) are divided into three groups based on the purposes for consumption: "Involvement" (16 variables), "Expectations" (35 variables), and "Values" (34 variables). The total number of questions is 85 on a five-level scale and 825 responses are obtained. Ohyabu et al. [3] analyzed this data to find the structure of the customer consciousness, but we use this data simply as sample data for variable selection in PCA without considering the original purpose in ref. [3]. Here we apply NL.M.PCA to the second question group "Expectation" (35 variables) to show the performance of the proposed method. The questions asked in the survey are indicated in the "Question" column of **Table 1** and answers (responses) are shown in **Table 2**.



**Table 1.**

*35 questions in "expectation" and 25 selected ones (marked by* � *in the right column).*


#### **Table 2.**

*Expectation data (825 responses on 35 variables).*
