Consumer Behavior Dataset - Theory of Consumption Value (TCV) in Indian Staple Food Delivery (Linear and Non-Linear Analysis)

This dataset contains 761 valid survey responses from Indian Gen-Z consumers (aged 18-28) regarding their consumption behaviour of staple foods via Food Delivery Apps (FDAs) like Zomato and Swiggy. The data was collected between July and September 2025 using a judgemental sampling method.

The research framework is grounded in the Theory of Consumption Value (TCV), measuring five key dimensions: functional, emotional, social, conditional, and epistemic values. The dataset includes Likert-scale responses for these values, as well as measures for consumer attitude, behavioural intention, and actual buying behaviour. Demographic variables such as sex, education level, family size, work setting, and ordering frequency are also included. This data was utilised to perform a dual-stage analysis: Structural Equation Modelling (SEM) for linear relationships and Multivariate Adaptive Regression Splines (MARS) for non-linear threshold effects.