Market research to ascertain the retail mix of proposed shopping centre

Abstract

This report is based on a face to face survey by a study team of 30 household shoppers-selected to represent residents of Freemans Bay, and secondary data from Statistics New Zealand. The aim of the survey was to determine whether it was timely for a developer to redevelop or expand the existing suburban shopping centre. The dairy has the highest frequency of visits-with 91 per cent of the sample visiting once a month or more often, followed by the bottle store-visited by 90 per cent of the sample at least once a month. Lotto outlets rank third in frequency of visits, and 80 per cent of the sample visited a restaurant at least once a month. Availability of parking and proximity to work are the two major influences on the shoppers' choice of where to shop for day to day items; 32 per cent also mentioned that the selection of goods available was a consideration. Shoppers in the Freemans Bay area are currently most likely to do their convenience shopping along Ponsonby Road (34 per cent), with Auckland city as the second most visited shopping area. Two-thirds of the sample feel that there is not a very big need for a redeveloped shopping centre in the area; a further 27 per cent say they feel there is quite a big need. Just over one in 15 (7 per cent) indicated they felt there was a very urgent need for a redeveloped shopping centre. Respondents were asked to say what shops they would like to see in the shopping centre. A Lotto outlet and bakery were the most frequently mentioned (86 per cent of the sample). A dairy and bottle store were all mentioned by more than 65 per cent of the sample. Respondents also felt that it was most important to have a chemist, a butcher and a greengrocer