Raw data for modeling the impact of consumer satisfaction on dairy brand attitude, brand preference and purchase intentions in Morocco

Research data are collected via an online self-administered questionnaire from a sample of Moroccan consumers of a dairy brand. The questionnaire was self-administered via the Google Forms tool during the months of April 2020. A total of 195 responses from consumers were received, including 110 women and 85 men. The age of the respondents varies between 16 and 60 years old with an average age of 24.9587. In addition, 78.6% of the respondents are single, 19.5% married and 1.9% divorced. The findings indicate a positive influence of consumer satisfaction on brand attitude, brand preference, and purchase intentions.

本研究数据通过线上自填式问卷收集，样本为某乳制品品牌的摩洛哥消费者群体。本次问卷于2020年4月期间通过谷歌表单（Google Forms）工具完成发放与回收。最终共回收消费者有效问卷195份，其中女性受访者110名，男性受访者85名。受访者年龄介于16至60岁之间，平均年龄为24.9587岁。此外，受访者婚姻状况分布为：未婚占比78.6%，已婚占比19.5%，离异占比1.9%。研究结果表明，消费者满意度对品牌态度、品牌偏好与购买意向均存在正向影响。