Nevada County Picayune and Gurdon Times Newspaper Archive

"And The Survey Says ..."

Prescott residents have voiced their opinion on what they think the area needs and the top priority is more grocery stores.

A telephone survey was commissioned by the Prescott-Nevada County Economic Development Office with Flake-Wilkerson Market Insights doing the work.

According to the survey results, people in Prescott and Nevada County want to be able to purchase items at a good or fair price. This was the answer given by 46 percent of those questioned.

A total of 64 percent of the respondents said they want more grocery stores, with a third picking restaurants, clothing stores and department stores as major needs for Prescott.

Most who responded had good things to say about Prescott's existing retail business. In fact, 61 percent said the businesses provide good service.

While the service was found to be good, being able to find what the shopper want wasn't. A total of 86 percent said they couldn't find what they wanted in Prescott, with 13 percent saying they could fulfill their shopping needs in Prescott alone.

However, 75 percent responded retail business in Prescott doesn't offer a good variety of products and services.

Still on the retail portion of the survey, 26 percent reported the city's retail business' offer good prices, while 72 percent disagreed.

Men showed more inclination to agree with area pricing, while women responded the prices are too high.

Of those surveyed, 59 percent responded the city's businesses do not offer good value for the money spent.

While the majority of those surveyed don't eat out for breakfast, 70 percent, they did think more family restaurants are needed (82 percent).

There were some, 8 percent, who thought more fast food places were needed, though 42 percent preferred Southern style food as the fare of choice on the menu.

Seafood was favored by 15 percent, with a steak house wanted by 13 percent. Mexican food was the pick of 6 percent, with 17 percent of those surveyed preferring other types of restaurants.

Interestingly, only 5 percent of those responding to the survey felt a new hospital was needed. Grocery stores garnered the most response with 64 percent, followed by restaurants with 38 percent.

Tied for on the list were department and clothing stores, each picked by 35 percent of the respondents.

Specialty stores were fifth with 16 percent, with industries and factories receiving 12 percent of the tally.

Discount stores or Wal-Mart was picked by 10 percent, followed by hospitals, 5 percent, youth entertainment, 3 percent, a hotel or motel, 1 percent, other 3 percent, and doesn't know, 5 percent.

According to the findings, the intent of the research was to determine the ultimate wants and needs of the area's consumers by letting the people make the decision.

On the portion dealing with what people want from businesses, good prices topped the list with 46 percent feeling this was the most important thing a business can offer.

Next up were choice and variety, 17 percent, with good service third, 13 percent.

The employees being courteous and friendly were important to 10 percent as was competition.

A total of 16 percent had other nonspecific ideas, while 8 percent didn't know what they wanted.

The overall perception of Prescott businesses wasn't bad. In fact, 72 percent responded the retail businesses have good prices, with 36 percent saying they offer good service.

On the variety issue, 75 percent think Prescott businesses are doing a good job, but 59 percent say they aren't getting a good value for the money spent.

A whopping 86 percent say they can find what they need in Prescott most of the time.

Retail businesses didn't get a good mark on pricing as only 26 percent think the prices are good, while 72 percent believe they are too high.

While 70 percent of those surveyed said they don't eat out for breakfast, 40 percent responded they do eat out for lunch regularly and 33 percent dine out at least once or twice weekly for dinner.

Most people expect to spend at least $5 per person for lunch, as 69 percent responded. A total of 15 percent thinks $8 each for lunch is a good deal.

Of those surveyed, 60 percent live outside the city limits of Prescott, while the ages varied from 18 on up.

Some 20 percent of those in the survey group earn $35,000 to $50,000 annually, with 18 percent in the $15,000 to $25,000 bracket.

The EDO will be using this information to help attract the type of business the survey shows most people want to Prescott and Nevada County.