Tackling pH issues are a huge headache. Its easy to raise the KH, GH and pH of your water, but its diffcult to lower them. pH is near the bottom of my list for cause of death. I have sucessfully kept angels, neons, etc. etc. in water straight out of my tap (so to speak). With a KH ranging from 7-9 and pH generally hovering around near 8. Thats far from the "ideal" pH range for fish such as angels and such, but they all lived quite nicely during that one year they were in that tank. Now they are all living in a 70gallon planted tank, as happy as can be.
I would look elsewhere for possible cause of death, if it just came from the pet store, and your water is good (ammonia = 0, nitrite = 0, etc.) then I would blame it on a sickly fish. As much as I hate to say this... many of the "experts" at the fish stores aren't exactly informed. Don't get me wrong, there are the few that do care, and can give excellent information, but I've only met 2-3 of them so far.
A pH of 7.4 is actually decent, don't worry about adjusting it. What I would do is find out what kind of water your fish store keeps its fish in and determine a course of action from there. If the water is far off from that of your tank (ie. pH is way off, KH is off, etc.) then acclimilate your fish into your tank slowly. Adding a few teaspoons of tank water into the bag every 10-20 minutes until the bag is full. This may take a long time to do, but it does cut back on shock deaths. It also cuts back on a fish's lag time by quite a bit.
HTH
-Richer