| Attribute | Sig.val | Who is happier | Reference |
| Demographic factor - Gender | |||
| price | 0.00 | Women | Please refer Table A1 |
| promotion | 0.01 | women | |
| process | 0.03 | Women | |
| Physical evidence | 0.00 | Women | |
| Ethical practices | 0.00 | women | |
| Overall marketing mix of organized retailer | 0.00 | Women | |
| Demographic factor - Age group | |||
| Product | 0.01 | <30 | Please refer Table A2 |
| Price | 0.03 | <30 | |
| Physical evidence | 0.00 | 31 - 45 yrs | |
| Ethical practices | 0.05 | 45 - 60 | |
| Demographic factor - Marital status | |||
| Products | 0.00 | Single | Please refer Table A3 |
| Place | 0.00 | Single | |
| Promotion | 0.01 | Single | |
| Process | 0.00 | Single | |
| Physical evidence | 0.00 | Single | |
| Ethical practices | 0.00 | Single | |
| Overall marketing mix of organized retailer | 0.00 | Single | |
| Demographic factor - Education | |||
| Products | 0.00 | Others | Please refer Table A4 |
| Price | 0.00 | Others | |
| Place | 0.01 | Degree | |
| Promotion | 0.00 | Up to Inter | |
| People | 0.00 | Up to Inter | |
| Process | 0.00 | Degree | |
| Physical evidence | 0.00 | PG | |
| Ethical practices | 0.00 | PG | |
| Demographic factor - Occupation | |||
| Product | 0.00 | Student and Employee | Please refer Table A5 |
| Price | 0.00 | Employee | |
| Promotion | 0.00 | Student | |
| Process | 0.03 | Homemaker | |
| Physical evidence | 0.01 | Homemaker | |
| Overall marketing mix of organized retailer | 0.03 | Employee | |
| Demographic factor –Monthly Income | |||
| Product | 0.00 | >50 K | Please refer Table A6 |
| Price | 0.00 | >50 k | |
| Place | 0.01 | >50 k | |
| Promotion | 0.03 | 30 - 50 k | |
| Overall marketing mix of organized retailer | 0.00 | 30 - 50 k | |