Data modelling of subsistence retail consumer purchase behavior in South Africa

Valencia Melissa Zulu · Andriaan Mpho Nkuna

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Retail Behavior Studies

Abstract

The purpose of the data is to model the purchase behavior of the subsistence consumer within the retail environment in one of the largest townships in South Africa. The data was collected using a self-administered questionnaire from a sample of 281 consumers. The Partial Least Squares Structural Equation Modelling (PLS-SEM) approach was adopted using the SmartPLS 3 software to analyze the data. The insights from the dataset identify convenience, price sensitivity, perceived product quality, customer trust, and perceived value as factors that stimulate purchase behavior. Furthermore, perceived value only mediates the relationship between perceived product quality and purchase intention. Researchers could use the data to position customer trust as a dependent variable to unearth more valuable insights. Additionally, the segment in question is also known to be price-sensitive. It would be intriguing to find out the role of price sensitivity as a moderator.

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References

2018When to use and how to report the results of PLS-SEM 1999The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships 2017An updated and expanded assessment of PLS-SEM in information systems research 2020The Inconvenient Truth About Convenience and Purposive Samples 1998A model of consumer perceptions and store loyalty intentions for a supermarket retailer 2020Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the Mediating Role of Credibility 2021FinTech payments in the era of COVID-19: Factors influencing behavioral intentions of “Generation X” in Hungary to use mobile payment 2020Factors influencing customer's loyalty towards ride-hailing taxi services – A case study of Vietnam

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2024Analysis of the Effect of Perceived Product Quality on Retail Purchase Intention: The Mediating Role of Consumer Trust and Price Sensitivity Moderation

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