MCU14/0106 Appendix J - Retail Needs Assessment

2.4         CONSUMER RESEARCH REVIEW, OCTOBER 2012
In October 2012 Urbis conducted an exit survey and eight focus groups in order to profile the customers
of Noosa Civic, determine their shopping patterns and understand their needs.

In relation to the exit survey, the key specifications were as follows:

    A sample of 600 customers were interviewed over a ten day period between October 5 and October
     14. This trading period including two days of the September school holidays.

    The questionnaire was 12 minutes in duration and was professionally prepared and administered.

    Interviews were conducted at each of the exits from the shopping centre. No interviews were
     conducted at Noosa Emporium or in the area around the commercial precinct. The number of
     interviews at each exit was proportionate to traffic flow (i.e. footfall) over a normal trading week,
     based on customer door count information provided by the centre.

    All interviews were conducted as respondents were leaving the centre. This methodology ensures
     accurate recall of how the centre was used as well as actual spending patterns.

    Respondents were selected at random by approaching every third person passing a fixed point at
     each interview location.

    At the completion of the survey, respondents’ address details were geo-coded and used as an input
     to defining the centre’s trade area. The residential location of each respondent is illustrated in Map
     2.7.

DISTRIBUTION OF TRADE, NOOSA CIVIC TRADE AREA (OCTOBER 2012)                                           MAP 2.7




2.4.1       NOOSA CIVIC CUSTOMER USAGE PATTERNS
The consumer research undertaken in October 2012 also demonstrates the typical patterns of customer
usage at Noosa Civic:




URBIS
NOOSA CIVIC - RETAIL NEEDS ASSESSMENT DEC 2014 MASTER - FINAL                                          NOOSA CIVIC   25