How do I analyze or measure measure the impression of other Good-Buy shoppers (ATS1-ATS4) and the favorableness of the GoodBuy atmosphere

How do I analyze or measure measure the impression of other Good-Buy shoppers (ATS1-ATS4) and the favorableness of the GoodBuy atmosphere (ATM1-ATM4), along with the customer satisfaction (CSD1-CSD5) and loyalty scales (LOY1-LOY4), to test the theory above using multivariate data analysis on Excel? What will be the dependent and independent variables?