Dataset on the relationship between consumer satisfaction, brand attitude, brand preference and purchase intentions of dairy product: The case of the Laayoune-Sakia El Hamra region in Morocco

Abstract

This data article focuses on the relationship between consumer satisfaction, brand attitude, brand preference, and purchase intentions. The data was collected from dairy products consumers within the Laayoune-Sakia El Hamra region in Morocco. The research data are collected via an on a self-administered online questionnaire, from a sample of 195 Moroccan consumers of dairy products (Sakia brand). The data were analysed using a structural equation modeling method under the Partial Least Squares approach (PLS-SEM). Data analysis was performed using SmartPLS 3 software.

Keywords

• Relationship marketing
• Brand preference
• Brand attitude
• Consumer satisfaction
• Purchase intention
• PLS-SEM approach