Multivariate Analysis by Using Quantification Method II on a Questionnaire Investigation for Rare Sugars

The Rare Sugars exist naturally and have many kinds (more than 50). They have good effect for health such as prevention of increasing the blood-sugar level after eating, suppression of fat accumulation, suppression of increasing the blood pressure, and anti-oxidative effect etc. It is in the spotlight for many people especially for those who are in the metabolic syndrome. There are few related papers concerning the marketing research and its utilization of this matter. In this paper, a questionnaire investigation is executed in order to clarify consumers’ current condition and their consciousness, and to seek the possibility of utilizing the Rare Sugars. Fundamental statistical analysis, Multivariate Analysis by Using Quantification Method II are conducted based on that. Some interesting and instructive results were obtained.


Introduction
The Rare Sugars' study has launched on 1980 th by Professor Takeshi Izumori (Kagawa University).The way to the mass production was developed by the method of enzymatic reaction.The International Society of Rare Sugars was established in 2001.Local government of Kagawa Prefecture comes to assist this research activity on this big innovation newly born in Kagawa Prefecture.The Rare Sugars have advantage that a blood-sugar level does not increase so much after eating, in spite of it being a sugar.And it also holds the upturn of the blood pressure.Therefore it is expected as a new functional material for the prevention of metabolic syndrome.
By the way, one kind of the Rare Sugar D-psicose has the following characteristics.
① a sweetening made by the natural starch ② non calorie and its sweetness is 70% to those of sugar ③ organoleptic property of coolness and sharpness in taste Many medical research papers are published on the Rare Sugars as follows.
Analysis of the function of D-psicose; Hossain et al., 2011, Hayashi et al., 2010, Iida et al., 2010 Analysis of the function of D-allose; Yamada et al., 2012, Kajikawa et al., 2010, Hirata et al., 2009 On the other hand, these are few papers analyzed by the viewpoint from consumers.The Rare Sugars are good for the health and are sold in the market as a sweetening, seasoning or functional ingredient for food.
In this paper, a questionnaire investigation is executed in order to clarify the recognition level among consumers and to pursue the future possibility of the Rare Sugars.Such multivariate analysis as Quantification MethodⅡis conducted.
The rest of this paper is organized as follows.In section 2, outline of the questionnaire investigation and its basic statistical results are exhibited.After that, Multivariate Analysis by Using Quantification Method Ⅱ is performed in section 3, which is followed by the remarks of section 4.

Outline of the Questionnaire Research
A questionnaire investigation is executed to the student of Kagawa Junior College in order to clarify the recognition level among consumers and to pursue the future possibility of the Rare Sugars.The outline of the questionnaire research is as follows.The questionnaire sheet is attached in Appendix.
( (2) Summary result for the main items A. Q1 Do you know the Rare Sugars?C. Q7 Was the Rare Sugar effective after using it for more than one month?Figure 2.3.Q7 Was the Rare Sugar effective after using it for more than one month?23% answered that the Rare Sugar was effective after using it for more than one month.On the contrary, 12 % said that it was not effective.While 2/3 have chosen "cannot say either".They cannot grasp the distinct effect in the short time usage.Consumers want to use the Rare Sugar in various aspects such as "as a supplement", "can easily use it with a recipe", "as a tool for treatment" and "in the cooking".F. Q16-22 Anxiety in using the Rare Sugar Figure 2.6.Q16-22 Anxiety in using the Rare Sugar They feel anxiety in using the Rare Sugar because "Not so popular", "Cannot find food in the shop", "Seems to be expensive", "Cannot have confidence that it is safe for anybody" and "Surrounding people do not use it so often".These imply that the suppliers should dispatch much more information which removes the anxiety consumers hold.Eigenvalue is exhibited in Table 3.1 and Wilks' Lambda is exhibited in Table 3.2..007From Table 3.1, canonical correlation coefficient is 0.403 and it is not so high.But from Table 3.2, Wilks' Lambda is 0.838 and is 0.007 in Significance probability therefore it is statistically significant by 5 % significance level.Coefficient of standardized canonical discrimination function is exhibited in Table 3.3 and its graph is exhibited in Figure 3.1.
In this case, Discrimination hitting ratio is 66.0% and nearly 2/3 is discriminated properly.
3.2 Q8:Q10-15 Eat or Drink the Food in Which the Rare Sugar is Included Discrimination analysis by Quantification Method Ⅱis executed.Outer criterion is set Q8"Want to eat or drink the food in which the Rare Sugar is included".Explanation variables are set for Q10-15 "How do you want to use the Rare Sugar?".
Eigenvalue is exhibited in Table 3.5 and Wilks' Lambda is exhibited in Table 3.6.
In this case, Discrimination hitting ratio is 80.6% and it is rather high.More than 80 % is discriminated properly.Thus, contribution of the utilization of the Rare Sugar in cooking is high concerning the desire of eating or drinking food in which the Rare Sugar is included.

Q25:Q10-15Interest in a Diet
Discrimination analysis by Quantification Method Ⅱis executed.Outer criterion is set Q25" Do you take interest in a diet?".Explanation variables are set for Q10-15 "How do you want to use the Rare Sugar?".
Eigenvalue is exhibited in Table 3.9 and Wilks' Lambda is exhibited in Table 3.10.3.11 and Figure 3.3, the biggest factor of contribution statistics concerning " Interest in a diet" is Q10"Want to use it in cooking" and the next one is Q13" Want to know where I can get information because I want to use it as a supplement", Q14"Want to know the hospital where the Rare Sugar is used as a tool for treatment" which means that it is a factor concerning eating or drinking, supplement and treatment auxiliary chemicals.
In Table 3.12, non-standardized coefficient of canonical discrimination function is exhibited.Discrimination function is exhibited in (3.3) based on this.Table 3.12.Non-standardized coefficient of canonical discrimination function In this case, Discrimination hitting ratio is 68.9% and nearly 2/3 is discriminated properly.Thus, contribution of the item "Want to use it in the cooking" is high concerning the utilization of the Rare Sugar.

Q25:Q16-22 Interest in a Diet
Discrimination analysis by Quantification Method Ⅱis executed.Outer criterion is set Q25" Do you take interest in a diet?".Explanation variables are set for Q16-22 "Anxiety in using the Rare Sugar".
Eigenvalue is exhibited in Table 3.13 and Wilks' Lambda is exhibited in Table 3.14.From Table 3.13, canonical correlation coefficient is 0.321 and it is low.But from Table 3.14, Wilks' Lambda is 0.897 and is 0.014 in Significance probability therefore it is statistically significant by 5 % significance level.Coefficient of standardized canonical discrimination function is exhibited in Table 3.15 and its graph is exhibited in Figure 3.4.3.15 and Figure 3.4, the biggest factor of contribution statistics concerning " Interest in a diet" is Q18"Cannot grasp the concrete effect" and the next one is Q19" Cannot have confidence that it is safe for anybody", Q16"Not so popular", Q17"Seems to be expensive" which means that it is a factor concerning the question while usage.
In Table 3.16, non-standardized coefficient of canonical discrimination function is exhibited.Discrimination function is exhibited in (3.4) based on this.
In this case, Discrimination hitting ratio is 65.5% and nearly 2/3 is discriminated properly.Thus, contribution of the item that concrete effect of the Rare Sugar cannot be found is high concerning the interest in a diet.Eigenvalue is exhibited in Table 3.17 and Wilks' Lambda is exhibited in Table 3.18.From Table 3.17, canonical correlation coefficient is 0.312 and it is low.But from Table 3.18, Wilks' Lambda is 0.902 and is 0.011 in Significance probability therefore it is statistically significant by 5 % significance level.
Coefficient of standardized canonical discrimination function is exhibited in Table 3.19 and its graph is exhibited in Figure 3.5.3.19 and Figure 3.5, the biggest factor of contribution statistics concerning " Be careful for the health" is Q10"Want to use it in cooking" and the next one is Q11" Can easily use it if there is a recipe", Q12"Want to know where I can buy it because I want to use it as a seasoning", Q13"Want to know where I can get information because I want to use it as a supplement", which means "Cooking and supplement".
In Table 3.20, non-standardized coefficient of canonical discrimination function is exhibited.Discrimination function is exhibited in (3.5) based on this.In this case, Discrimination hitting ratio is 64.1% and nearly 2/3 is discriminated properly.
Thus, contribution of the utilization of the Rare Sugar to cooking is high concerning " Be careful for the health" therefore producer and seller are required to cope with this request.

Q26:Q16-22
Discrimination analysis by Quantification Method Ⅱis executed.Outer criterion is set Q26" Are you careful for the health?".Explanation variables are set for Q16-22 "Anxiety in using the Rare Sugar".
Eigenvalue is exhibited in Table 3.21 and Wilks' Lambda is exhibited in Table 3.22.3.23 and Figure 3.6, the biggest factor of contribution statistics concerning "Be careful for the health" is Q22"Cannot guess how I should use the Rare Sugar to what kind of cooking" and the next one is Q19" Cannot have confidence that it is safe for anybody", Q17"Seems to be expensive", which means "Effective cooking method, safety and economic efficiency".
In Table 3 In this case, Discrimination hitting ratio is 64.9% and nearly 2/3 is discriminated properly.Thus, in order to make the Rare Sugar prevail to those who are careful for the health, uncomplicated communication of information is required.

Remarks
From the basic statistical results, nearly 90 % examinees know the Rare Sugar and nearly 2/3 of them have ate or drunk the food in which the Rare Sugar is included.1/4 of examinees had an effect of the Rare sugar who have used it more than 1 month but 2/3 of them could not confirm the distinct effect.Nearly 70 % of e xaminees want to eat and drink the Rare sugar.Furthermore they want to use it as a "Supplement", "Recipe", "Tool for treatment" and "Cooking".While the anxiety factors are "Not so famous", "Rarely can be seen in shops", "Economic efficiency", "Safety", and "Surrounding people do not use it so often".
Therefore uncomplicated communication information is essential in order to make the Rare Sugar prevail.
By the analysis Quantification MethodⅡ, contribution of the factor "Want to use it in cooking" is high in discrimination of "Effect" and those of "Cooking" is high for the desire of drinking and eating in the future.Contribution of the factor as cooking and supplement is high in discrimination of "Interest in a diet".Contribution of the factor "Concrete effect", "Safety", "Know well", and "Question while using" are high for the doubt and anxiety during this case.Contribution of the factor "How to use the Rare Sugar in cooking" and "Enhancement of recipe" are high for the daily consciousness of health.Contribution of the factor "Effective cooking method" is high for the doubt and anxiety while in this case.These knowledge would be an important and helpful information for the effort to prevail the Rare Sugar.
Further study on this should be performed such as text mining analysis.

Conclusion
The Rare Sugars exist naturally and have many kinds (more than 50).They have good effect for health such as prevention of increasing the blood-sugar level after eating, suppression of fat accumulation, suppression of increasing the blood pressure, and anti-oxidative effect etc.It is in the spotlight for many people especially for those who are in the metabolic syndrome.There are few related papers concerning the marketing research and its utilization of this matter.In this paper, a questionnaire investigation was executed in order to clarify consumers' current condition and their consciousness, and to seek the possibility of utilizing the Rare Sugars.Fundamental statistical analysis, Multivariate Analysis by Using Quantification Method Ⅱwere executed based on that.
From the basic statistical results, nearly 90 % examinees know the Rare Sugar and nearly 2/3 of them have ate or drunk the food in which the Rare Sugar is included.1/4 of examinees had an effect of the Rare sugar who have used it more than 1 month but 2/3 of them could not confirm the distinct effect.Nearly 70 % of examinees want to eat and drink the Rare sugar.Furthermore they want to use it as a "Supplement", "Recipe", "Tool for treatment" and "Cooking".While the anxiety factors are "Not so famous", "Rarely can be seen in shops", "Economic efficiency", "Safety", and "Surrounding people do not use it so often".
Therefore uncomplicated communication information is essential in order to make the Rare Sugar prevail.
By the analysis Quantification Method Ⅱ, contribution of the factor "Want to use it in cooking" is high in discrimination of "Effect" and those of "Cooking" is high for the desire of drinking and eating in the future.Contribution of the factor as cooking and supplement is high in discrimination of "Interest in a diet".Contribution of the factor "Concrete effect", "Safety", "Know well", and "Question while using" are high for the doubt and anxiety during this case.Contribution of the factor "How to use the Rare Sugar in cooking" and "Enhancement of recipe" are high for the daily consciousness of health.Contribution of the factor "Effective cooking method" is high for the doubt and anxiety while in this case.These knowledge would be an important and helpful information for the effort to prevail the Rare Sugar.
The effectiveness of this method should be examined in various cases.

Figure 2
Figure 2.1.Q1 Do you know the Rare Sugars?Nearly 90% of them knew the Rare Sugars.B. Q6 Have you drunk or eaten the food in which the Rare Sugars are included?
D. Q8 Do you want to try to eat or drink the food in which the Rare Sugar is included?

Figure 2
Figure 2.4.Q8 Do you want to try to eat or drink the food in which the Rare Sugar is included?Nearly 70% of them answered that they want to eat or drink the food in which the Rare Sugar is included.E. Q10-15 How do you want to use the Rare Sugar?
think so Do not think so3.Multivariate Analysis by Using Quantification Method ⅡMultivariate Analysis by Using Quantification Method Ⅱ is conducted on the following six points.Quantification Method Ⅱis executed.Outer criterion is set Q7 "Was the Rare Sugar effective?".Explanation variables are set for Q10-15 "How do you want to use the Rare Sugar?".

Figure 3
Figure 3.3.Chart of the Coefficient of standardized canonical discrimination function From Table3.11 and Figure3.3, the biggest factor of contribution statistics concerning " Interest in a diet" is Q10"Want to use it in cooking" and the next one is Q13" Want to know where I can get information because I want to use it as a supplement", Q14"Want to know the hospital where the Rare Sugar is used as a tool for treatment" which means that it is a factor concerning eating or drinking, supplement and treatment auxiliary chemicals.

Figure 3 . 4 .
Figure 3.4.Chart of the Coefficient of standardized canonical discrimination function From Table3.15 and Figure3.4,the biggest factor of contribution statistics concerning " Interest in a diet" is Q18"Cannot grasp the concrete effect" and the next one is Q19" Cannot have confidence that it is safe for anybody", Q16"Not so popular", Q17"Seems to be expensive" which means that it is a factor concerning the question while usage.
:Q10-15 Be Careful for the Health Discrimination analysis by Quantification Method Ⅱis executed.Outer criterion is set Q26" Are you careful for the health?".Explanation variables are set for Q10-15 "How do you want to use the Rare Sugar?".

Figure 3 . 5 .
Figure 3.5.Chart of the Coefficient of standardized canonical discrimination function From Table3.19 and Figure3.5, the biggest factor of contribution statistics concerning " Be careful for the health" is Q10"Want to use it in cooking" and the next one is Q11" Can easily use it if there is a recipe", Q12"Want to know where I can buy it because I want to use it as a seasoning", Q13"Want to know where I can get information because I want to use it as a supplement", which means "Cooking and supplement".

Figure 3 . 6 .
Figure 3.6.Chart of the Coefficient of standardized canonical discrimination function From Table3.23 and Figure3.6, the biggest factor of contribution statistics concerning "Be careful for the health" is Q22"Cannot guess how I should use the Rare Sugar to what kind of cooking" and the next one is Q19" Cannot have confidence that it is safe for anybody", Q17"Seems to be expensive", which means "Effective cooking method, safety and economic efficiency".
in the above-mentioned table, female students take the majority, therefore 70% of them have interest in diet and nearly half of them are careful for the health.

Table 3 .
3. Coefficient of standardized canonical discrimination functionIn Table3.4,non-standardized coefficient of canonical discrimination function is exhibited.Discrimination function is exhibited in (3.1) based on this.
Figure 3.1.Chart of the Coefficient of standardized canonical discrimination function From Table3.3 and Figure3.1, the biggest factor of contribution statistics concerning the effect of the Rare Sugar is Q10"Want to use it in cooking" and the next one is Q12" Want to use it as a seasoning", which means "How to use it as a food".

Table 3
Chart of the Coefficient of standardized canonical discrimination function From Table3.6 and Figure3.2, the biggest factor of contribution statistics concerning "Want to eat or drink the food in which the Rare Sugar is included" is Q10"Want to use it in cooking" and the next one is Q11" Can easily use it if there is a recipe", which means "Requirement for cooking".In Table3.8,non-standardized coefficient of canonical discrimination function is exhibited.Discrimination function is exhibited in (3.2) based on this.
From Table3.5, canonical correlation coefficient is 0.615 and it is slightly high.But from Table3.6,Wilks'Lambda is 0.622 and is 0.000 in Significance probability therefore it is statistically significant by 5 % significance level.Coefficient of standardized canonical discrimination function is exhibited in Table3.7 and its graph is exhibited in Figure3.2.

Table 3
From Table3.9, canonical correlation coefficient is 0.340 and it is low.But from Table3.10,Wilks'Lambda is 0.885 and is 0.003 in Significance probability therefore it is statistically significant by 5 % significance level.Coefficient of standardized canonical discrimination function is exhibited in Table3.11anditsgraph is exhibited in Figure3.3.

Table 3 .
11. Coefficient of standardized canonical discrimination function

Table 3 .
16. Non-standardized coefficient of canonical discrimination function

Table 3 .
19. Coefficient of standardized canonical discrimination function

Table 3 .
21, canonical correlation coefficient is 0.329 and it is low.But from Table3.22,Wilks'Lambda is 0.892 and is 0.010 in Significance probability therefore it is statistically significant by 5 % significance level.Coefficient of standardized canonical discrimination function is exhibited in Table3.23 and its graph is exhibited in Figure3.6.

Table 3 .
24. Non-standardized coefficient of canonical discrimination function