Data modelling of subsistence retail consumer purchase behavior in South Africa

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.