Chester

1

• Chester
• Christmas Shopping Survey 2004
• February 2005

2

• Contents
• Executive summary 5
• Introduction 6
• Respondent profile 1 7
• Gender by residential status and interview time
  8
• Age by residential status and interview time 9
• Respondent profile 2 10
• Working status by residential status and
  interview time 11
• Respondent profile 3 12
• Socio-economic group by residential status and
  interview time 13
• Respondents home country/county 14
• Main reason for being in Chester 1 15
• Main reason for being in Chester 2 16
• Main reason for being in Chester by residential
• status and interview time 17
• Daytime respondents expectation to shop in the
  evening 18

• Expectation to shop in the evening by residential
  status of day visitors 19
• Shopping and other evening activities 20
• Evening usage of the free Park and Ride 21
• Evening usage of the free Park and Ride by
  residential status 22
• Time of interview by residential status 23
• Frequency of shopping/leisure trips to Chester
  City Centre 24
• Frequency of shopping and leisure trips by
• residential status and interview time 25
• Other regional shopping/leisure facilities used
  1 26
• Other regional shopping/leisure facilities used
  2 27
• Shopping centres used by residential status and
  interview time 28
• Shopping/leisure trips this year 29
• Number of shopping/leisure trips to Chester this
• year by residential status and interview time 30

3

• Number of shopping/leisure trips to other places
  this year by residential status and interview
  time 31
• Ranking of Chester as a preferred shopping
  destination 32
• Ranking of Chester by residential status and
• interview time 33
• Awareness and effectiveness of Chester
  promotions 1 34
• Awareness and effectiveness of Chester
  promotions 2 35
• Proportion of respondents who possess a
  Charisma Discount card 36
• Proportion of respondents possessing a
  Charisma Discount card by time of interview 37
• Accuracy of statements about the Charisma card
  Responses from Charisma card carriers
  total sample 38
• Accuracy of statements about the Charisma card
  Responses from Charisma card carriers
  resident sample 39

• Accuracy of statements about the Charisma card
  Responses from Charisma card carriers
  non-resident sample 40
• Accuracy of statements about the Charisma card
  Responses from Charisma card carriers
  daytime sample 41
• Accuracy of statements about the Charisma card
  Responses from Charisma card carriers
  evening sample 42
• Influence of the Charisma card on likelihood to
  shop in Chester at Christmas (card holders) 43
• Influence of the Charisma card on likelihood to
  shop in Chester at Christmas (card holders)
  resident sample 44
• Influence of the Charisma card on likelihood to
  shop in Chester at Christmas (card holders)
  non-resident sample 45
• Influence of the Charisma card on likelihood to
  shop in Chester at Christmas (card holders)
  daytime sample 46
• Influence of the Charisma card on likelihood to
  shop in Chester at Christmas (card holders)
  evening sample 47

4

• Reaction to Charisma card from non-card holders
  48
• Reaction to statements about Chester 1 49
• Residential status and interview time by reaction
  to statements about Chester 1
  (expressed as a mean score out of 5) 50
• Reaction to statements about Chester 2 51
• Residential status and interview time by reaction
  to statements about Chester 2
  (expressed as a mean score out of 5) 52
• Incentives to come evening shopping in Chester 53
• Residential status and interview time by reaction
  to incentives to come evening shopping in
  Chester (expressed as a mean score out of 3) 54
• Other incentives to come evening shopping in
  Chester 55
• Other Comments about Christmas shopping in
  Chester 56
• Likelihood of returning to Chester City Centre
  for shopping or leisure 57

• Residential status and interview time by
  likelihood of returning to Chester City Centre
  for shopping or leisure (expressed as a mean
  score out of 3) 58
• Expenditure on gift shopping 59
• Expenditure on other shopping 60
• Expenditure on food and drink 61
• Expenditure on attractions and entertainment 62
• Expenditure on travel and transport 63
• Expenditure on overnight accommodation 64
• Other expenditure 65
• Typical total expenditure per person per day 66
• Typical total expenditure per person per day
  resident sample 67
• Typical total expenditure per person per day
  non-resident sample 68
• Typical total expenditure per person per day
  daytime sample 69
• Typical total expenditure per person per day
  evening sample 70

5

• EXECUTIVE SUMMARY
• 47 of respondents were visitors to Chester, 41
  were local residents and 12 were working in
  Chester.
• 59 of respondents were from Cheshire, 22 were
  from Wales, 15 were from other parts of the UK.
• 35 of respondents interviewed in the evening
  has used the free park and ride.
• Chester is the first choice shopping destination
  for 71 of respondents.
• 17 of respondents were aware of the Shop Around
  the Clock leaflet, 15 had seen newspaper
  advertising and 12 of respondents were aware of
  the free park and ride service. Awareness was low
  of other promotional activity. Few respondents
  said individual promotions made them more likely
  to shop.
• Almost half of residents own a Charisma Discount
  Card but only a third of these residents were
  expecting to make use of it on the day of the
  interview.
• Generally Chester is seen as a good place to
  come to shop although there is some evidence that
  people struggle with car parking and can feel
  unwelcome or unsafe particularly in the evening.
• Introducing free evening parking was judged to
  be the biggest potential influencer of future
  evening shopping visits.
• The average expenditure per person per day on
  gift shopping was 78.79, on other shopping
  14.84, on food and drink 4.80, on attractions
  and entertainment 16 pence, on travel and
  transport was 2.72 and on other items was 2.23.
  The total spend per person per day was therefore
  103.34.
• Only 3 respondents were using commercial
  accommodation. The costs per day for this was
  listed as 80, 85 and 12.

6

• INTRODUCTION
• This document outlines the findings of market
  research study conducted in December 2004 by The
  Mersey Partnership on behalf of Chester City
  Council. 13 interviewing periods took place
  resulting in 258 interviews being conducted in
  and around Chester. 7 of the 13 interviewing
  periods took place around the park and ride
  departure points, the other 6 were conducted
  around the main shopping areas.
• The objectives of this research are to examine
  the profile, attitudes, motivation, behaviour and
  spend of the people who are in the city centre
  during the main Christmas shopping period of
  2004.
• The data in this report has been presented simply
  and clearly using a range of tables and graphics
  selected on a case by case basis. The majority of
  the findings have been presented not only as
  headline figures but also split down into data
  produced from residents and non-residents as well
  as data produced from interviews conducted during
  the day and interviews conducted during the
  evening.

7

• RESPONDENT PROFILE 1

8
GENDER BY RESIDENTIAL STATUS AND INTERVIEW TIME
9
AGE BY RESIDENTIAL STATUS AND INTERVIEW TIME
10

• RESPONDENT PROFILE 2

11
WORKING STATUS BY RESIDENTIAL STATUS AND
INTERVIEW TIME
12

• RESPONDENT PROFILE 3

13
SOCIO-ECONOMIC GROUP BY RESIDENTIAL STATUS AND
INTERVIEW TIME
14

• RESPONDENTS HOME COUNTY/COUNTRY
• Cheshire 59 UK 37 Overseas 1
• Chester 43 Wales 22 Germany lt1
• Ellesmere Port Neston 9 Greater
  Manchester 2 New Zealand lt1
• Crewe Nantwich 3 Staffordshire 2
• Congleton 2 Derbyshire lt1 Refused 3
• Vale Royal lt1 Essex lt1
• Halton lt1 Lancashire lt1
• Warrington lt1 Lincolnshire lt1
• Macclesfield 0 Merseyside lt1
• Northumberland lt1
• Nottinghamshire lt1
• Shropshire lt1
• South Yorkshire lt1
• Surrey lt1
• West Midlands lt1
• West Sussex lt1
• Worcestershire lt1

15
(No Transcript)
16

• MAIN REASON FOR BEING IN CHESTER 2
• In the chart on page 15
• The single person who said they had come for a
  special event specified the event as the grotto.
• The phrase administrative tasks relates to
  tasks such as visiting the bank, post office,
  solicitors etc.
• The specified others include education (3),
  job interview (2) and one person walking their
  dog.

17
MAIN REASON FOR BEING IN CHESTER BY RESIDENTIAL
STATUS AND INTERVIEW TIME
18

• DAYTIME RESPONDENTS EXPECTATION TO SHOP IN THE
  EVENING
• 143 of the 258 interviews (55) were conducted
  during the day. These respondents were asked
  whether they expected to go shopping in the
  evening in Chester city centre over Christmas.

• Reasons for Rejection
• 78 respondents who didnt intend to shop in the
  evening over Christmas collectively gave 89
  reasons for refusal
• Chester is too far from home (23).
• Prefer to shop elsewhere (12).
• Prefer to shop in the day (9).
• Busy working in the evenings (8).
• Busy working other in the evenings (8)
• Dont ever Christmas shop in the evenings (7).
• Not enough shops open in the evening (5).
• Lack of transport (5).
• Other/Dont know (4).
• Didnt realise Chester has evening Shopping (3).
• Dont feel safe in the evening (2).
• Dont know which shops are open in the evening
  (1).

19
EXPECTATION TO SHOP IN THE EVENING BY RESIDENTIAL
STATUS OF DAY VISITORS
20

• SHOPPING AND OTHER EVENING ACTIVITIES
• 115 of the 258 interviews (45) were conducted in
  the evening (after 6pm). These respondents were
  asked whether the main reason they were in
  Chester was to shop.

• Reasons for Choosing Evening Shopping
• The 66 respondents who said that the main reason
  for being in Chester in the evening was to shop
  were asked what had influenced the decision. The
  responses were
• I have been at work all day (38)
• Im on my way home from work (16)
• I thought it would be less crowded (11)
• So I could bring my children (4)
• I like the early evening atmosphere (3)
• Parking is cheaper in the evening (2)
• Able to meet friends and family whilst in the
  city (1)
• To see the Christmas lights (1)
• Other (4)

21

• EVENING USAGE OF THE FREE PARK RIDE

Respondents who had used the free evening Park
Ride only
22
EVENING USAGE OF THE FREE PARK AND RIDE BY
RESIDENTIAL STATUS
23
TIME OF INTERVIEW BY RESIDENTIAL STATUS
24

• FREQUENCY OF SHOPPING/LEISURE TRIPS TO CHESTER
  CITY CENTRE

25
FREQUENCY OF SHOPPING AND LEISURE TRIPS BY
RESIDENTIAL STATUS AND INTERVIEW TIME
26
(No Transcript)
27
OTHER REGIONAL SHOPPING/LEISURE FACILITIES USED
2 List of Other Responses

• Bolton (1)
• Ellesmere Port (10)
• Hanley (2)
• Knutsford (1)
• Lancaster (1)
• Macclesfield (1)
• Mold (2)
• North Wales (2)
• Nantwich (3)

• Neston (1)
• Northwich (2)
• Sealand Industrial Estate (1)
• Shrewsbury (4)
• Warrington (1)
• Widnes (1)
• Wirral (7)

28
SHOPPING CENTRES USED BY RESIDENTIAL STATUS AND
INTERVIEW TIME
29
(No Transcript)
30
NUMBER OF SHOPPING/LEISURE TRIPS TO CHESTER THIS
YEAR BY RESIDENTIAL STATUS AND INTERVIEW TIME
31
NUMBER OF SHOPPING/LEISURE TRIPS TO OTHER PLACES
THIS YEAR BY RESIDENTIAL STATUS AND INTERVIEW TIME
32
(No Transcript)
33
RANKING OF CHESTER BY RESIDENTIAL STATUS AND
INTERVIEW TIME
34
AWARENESS AND EFFECTIVENESS OF CHESTER PROMOTIONS
1
35
AWARENESS AND EFFECTIVENESS OF CHESTER PROMOTIONS
2

• Other promotion mentioned as seen
• Advertisement for a local M.P.
• Charisma Card
• Poster in Chester
• Shop leaflet
• Shop Sale
• Shopmobility

36
PROPORTION OF RESPONDENTS WHO POSSESS A CHARISMA
DISCOUNT CARD
37
PROPORTION OF RESPONDENTS POSSESSING A CHARISMA
CARD BY TIME OF INTERVIEW
38
ACCURACY OF STATEMENTS ABOUT THE CHARISMA
CARDRESPONSES FROM CHARISMA CARD CARRIERS
TOTAL SAMPLE
Reasons for never using the Charisma card Lost
it/forgot it (n5) Dont know which shops accept
it (n2) Dont come here to shop anymore
(n1) Not a Chester resident (n1) Partner has
the card (n1)
39
ACCURACY OF STATEMENTS ABOUT THE CHARISMA
CARDRESPONSES FROM CHARISMA CARD CARRIERS
RESIDENT SAMPLE
40
ACCURACY OF STATEMENTS ABOUT THE CHARISMA
CARDRESPONSES FROM CHARISMA CARD CARRIERS
NON-RESIDENT SAMPLE
41
ACCURACY OF STATEMENTS ABOUT THE CHARISMA
CARDRESPONSES FROM CHARISMA CARD CARRIERS
DAYTIME SAMPLE
42
ACCURACY OF STATEMENTS ABOUT THE CHARISMA
CARDRESPONSES FROM CHARISMA CARD CARRIERS
EVENING SAMPLE
43
INFLUENCE OF THE CHARISMA CARD ON LIKELIHOOD TO
SHOP IN CHESTER AT CHRISTMAS (CARD HOLDERS)
44
INFLUENCE OF THE CHARISMA CARD ON LIKELIHOOD TO
SHOP IN CHESTER AT CHRISTMAS (CARD HOLDERS)
RESIDENT SAMPLE
45
INFLUENCE OF THE CHARISMA CARD ON LIKELIHOOD TO
SHOP IN CHESTER AT CHRISTMAS (CARD HOLDERS)
NON-RESIDENT SAMPLE
46
INFLUENCE OF THE CHARISMA CARD ON LIKELIHOOD TO
SHOP IN CHESTER AT CHRISTMAS (CARD HOLDERS)
DAYTIME SAMPLE
47
INFLUENCE OF THE CHARISMA CARD ON LIKELIHOOD TO
SHOP IN CHESTER AT CHRISTMAS (CARD HOLDERS)
EVENING SAMPLE
48
REACTION TO CHARISMA CARD FROM NON-CARD HOLDERS
49
REACTION TO STATEMENTS ABOUT CHESTER 1
50
RESIDENTIAL STATUS AND INTERVIEW TIME BY REACTION
TO STATEMENTS ABOUT CHESTER 1 (EXPRESSED AS A
MEAN SCORE OUT OF 5)
51
REACTION TO STATEMENTS ABOUT CHESTER 2
52
RESIDENTIAL STATUS AND INTERVIEW TIME BY REACTION
TO STATEMENTS ABOUT CHESTER 2 (EXPRESSED AS A
MEAN SCORE OUT OF 5)
53
INCENTIVES TO COME EVENING SHOPPING IN CHESTER
Would respondents be more likely to come evening
shopping in Chester? 0No difference 1maybe
2more likely 3very likely
54
RESIDENTIAL STATUS AND INTERVIEW TIME BY REACTION
TO INCENTIVES TO COME EVENING SHOPPING IN CHESTER
(EXPRESSED AS A MEAN SCORE OUT OF 3)
55
OTHER INCENTIVES TO COME EVENING SHOPPING IN
CHESTER
56
OTHER COMMENTS ABOUT CHRISTMAS IN CHESTER

• Free/cheaper parking (7)
• Improve the Christmas lights (7)
• Good atmosphere (5)
• Nice place (5)
• Poor Christmas decoration (4)
• Tasteful decorations (2)
• Too busy (2)
• All should be pedestrianised
• Better advertising
• Better parking
• Update the Charisma card information
• A Christmas parade
• Clean the streets
• Coffee shops should be open
• Difficult to get around by car
• Its too expensive
• Should be free public transport for OAPs

• Better public transport
• Good Sunday Market
• Better policing
• Lack of disabled access
• Less stressful than other destinations
• Too much litter
• Should be a better range of shops
• No public toilets
• Not safe in evening
• Good Police presence near the canal
• Remove the pigeons
• The river is nice
• Round the clock leaflet information was correct
• Rude shop assistants
• The shops are nice and close
• Too expensive
• Too many drunks
• Christmas decorations out too early

57
LIKELIHOOD OF RETURNING TO CHESTER CITY CENTRE
FOR SHOPPING OR LEISURE
58
RESIDENTIAL STATUS AND INTERVIEW TIME BY
LIKELIHOOD OF RETURNING TO CHESTER CITY CENTRE
FOR SHOPPING OR LEISURE (EXPRESSED AS A MEAN
SCORE OUT OF 3)
59
EXPENDITURE ON GIFT SHOPPING

• Base 258 respondents
• The spend covers an average party size of 1.43
  (1.33 adults plus 0.1 children).
• 173 (69) respondents were shopping for gifts. 8
  respondents were undecided.
• The 173 gift-shoppers collectively have or
  would spend a total of 28,167.98 in the shops.
• The average spend per respondent per day by
  gift-shoppers was 162.82.
• The average spend per party member per day by
  gift shoppers was 113.86.
• The average spend by all respondents per day
  (excluding those undecided) was 112.67.
• The average spend by all respondents per person
  per day (excluding those undecided) was 78.79.

60
EXPENDITURE ON OTHER SHOPPING

• Base 258 respondents
• This spend covers an average party size of 1.43
  (1.33 adults plus 0.1 children).
• 113 respondents were doing other shopping. 7
  respondents were undecided.
• The 113 shoppers collectively have or would
  spend a total of 5252.97 in the shops.
• The average spend per respondent per day by
  shoppers was 46.49.
• The average spend per group member per day by
  shoppers was 32.51
• The average spend by all respondents per day
  (excluding those undecided) was 20.93.
• The average spend by all respondents per person
  per day (excluding those undecided) was 14.64.

61
EXPENDITURE ON FOOD AND DRINK

• Base 258 respondents
• This spend covers an average party size of 1.43
  (1.33 adults plus 0.1 children).
• 136 respondents intended to pay for food and/or
  drink. 7 respondents were undecided.
• The 136 food/drink purchasers collectively have
  or would spend a total of 1723.35.
• The average spend per respondent per day by
  food/drink purchasers was 12.67.
• The average spend per group member per day by
  food/drink purchasers was 8.86.
• The average spend by all respondents per day
  (excluding those undecided) was 6.87.
• The average spend by all respondents per person
  per day (excluding those undecided) was 4.80.

62
EXPENDITURE ON ATTRACTIONS AND ENTERTAINMENT

• Base 258 respondents
• This spend covers an average party size of 1.43,
  1.33 adults plus 0.1 children.
• 6 respondents had or intended to pay for
  attractions and entertainment. 7 respondents were
  undecided.
• The 6 food/drink purchasers collectively have or
  would spend a total of 61.
• The average spend per day by attraction/entertainm
  ent purchasers was 10.17.
• The average spend per person per day by
  attraction/entertainment purchasers was 7.11
• The average spend by all respondents per day
  (excluding those undecided) was 24 pence.
• The average spend by all respondents per person
  per day (excluding those undecided) was 16 pence.

63
EXPENDITURE ON TRAVEL AND TRANSPORT

• Base 258 respondents
• This spend covers an average party size of 1.43
  (1.33 adults plus 0.1 children).
• 161 respondents had or expected to pay for travel
  and transport including fuel and parking. 7
  respondents were undecided.
• The 161 paying travellers collectively have or
  would spend a total of 977.15.
• The average spend per day by paying travellers
  was 6.07.
• The average spend per person per day by paying
  travellers was 4.24.
• The average spend by all respondents per day
  (excluding those undecided) was 3.89.
• The average spend by all respondents per person
  per day (excluding those undecided) was 2.72.

64
EXPENDITURE ON OVERNIGHT ACCOMMODATION

• Base 258 respondents
• This spend covers an average party size of 1.33
  adults, no children.
• 3 respondents were using commercial
  accommodation. 8 respondents were undecided or
  refused to answer.
• The 3 respondents using commercial accommodation
  said they were collectively paying 177 per night
  (80, 85 and 12).
• The average spend per day by guests using
  commercial accommodation was 59.
• The average spend per person per day by guests
  using commercial accommodation was 44.36.
• The average spend by all respondents per day
  (excluding refusals) was 71 pence.
• The average spend by all respondents per person
  per day (excluding refusals) was 53 pence.

65
OTHER EXPENDITURE

• Base 258 respondents
• This spend covers an average party size of 1
  adult, no children.
• 5 respondents expected to pay for something other
  than the items listed whilst 244 respondents
  expected not to. The remaining 9 respondents were
  undecided.
• The 5 respondent had or expected to spend a
  total of 555. The responses were 500, 25, 20
  and 2 respondents spending 10.
• The average spend per person per day by those
  buying other things was 111.
• The average spend by all respondents per person
  per day (excluding those undecided) was 2.23.

66
TYPICAL TOTAL EXPENDITURE PER PERSON PER DAY

• Base 258 respondents, average party size of
  1.43.
• The total average expenditure calculated from all
  respondents who supplied an answer (including
  spending nothing) can therefore be estimated as
  follows
• Average expenditure on gift shopping 78.79
• Average expenditure on other shopping 14.64
• Average expenditure on food and drink 4.80
• Average expenditure on attractions and
  entertainment 0.16
• Average expenditure on travel and
  transport 2.72
• Average expenditure on other items 2.23
• TYPICAL TOTAL EXPENDITURE PER PERSON PER
  DAY 103.34
• Plus cost per person per night of commercial
  accommodation 44.36
• Calculated from respondents using commercial
  accommodation only.

67
TYPICAL TOTAL EXPENDITURE PER PERSON PER DAY
RESIDENT SAMPLE

• Base 109 respondents, average party size of
  1.34.
• The total average expenditure calculated from all
  respondents who supplied an answer (including
  spending nothing) can be estimated as follows
• Average expenditure on gift shopping 72.86
• Average expenditure on other shopping 13.84
• Average expenditure on food and drink 2.72
• Average expenditure on attractions and
  entertainment 0.03
• Average expenditure on travel and
  transport 0.78
• Average expenditure on other items 0.25
• TYPICAL TOTAL EXPENDITURE PER PERSON PER
  DAY 90.48
• None of the residents were using commercial
  accommodation in Chester.

68
TYPICAL TOTAL EXPENDITURE PER PERSON PER DAY
NON-RESIDENT SAMPLE

• Base 152 respondents, average party size 1.51
  people.
• The total average expenditure calculated from all
  respondents who supplied an answer (including
  spending nothing) can be estimated as follows
• Average expenditure on gift shopping 86.17
• Average expenditure on other shopping 15.38
• Average expenditure on food and drink 6.09
• Average expenditure on attractions and
  entertainment 0.26
• Average expenditure on travel and
  transport 3.87
• Average expenditure on other items 2.46
• TYPICAL TOTAL EXPENDITURE PER PERSON PER
  DAY 114.23
• Plus cost per person per night of commercial
  accommodation 59
• Calculated from respondents using commercial
  accommodation only.

69
TYPICAL TOTAL EXPENDITURE PER PERSON PER DAY
DAYTIME SAMPLE

• Base 143 respondents
• The total average expenditure calculated from all
  respondents who supplied an answer (including
  spending nothing) can therefore be estimated as
  follows
• Average expenditure on gift shopping 78.16
• Average expenditure on other shopping 14.03
• Average expenditure on food and drink 3.61
• Average expenditure on attractions and
  entertainment 0.15
• Average expenditure on travel and
  transport 2.93
• Average expenditure on other items 2.97
• TYPICAL TOTAL EXPENDITURE PER PERSON PER
  DAY 101.85
• Plus cost per person per night of commercial
  accommodation 48.50
• Calculated from respondents using commercial
  accommodation only.

70
TYPICAL TOTAL EXPENDITURE PER PERSON PER DAY
EVENING SAMPLE

• Base 115 respondents
• The total average expenditure calculated from all
  respondents who supplied an answer (including
  spending nothing) can be as follows
• Average expenditure on gift shopping 88.50
• Average expenditure on other shopping 16.25
• Average expenditure on food and drink 5.33
• Average expenditure on attractions and
  entertainment 0.21
• Average expenditure on travel and
  transport 0.66
• Average expenditure on other items 0.03
• TYPICAL TOTAL EXPENDITURE PER PERSON PER
  DAY 110.98
• Plus cost per person per night of commercial
  accommodation 80
• Calculated from respondents using commercial
  accommodation only.