MUSCATINE, Iowa - A new study could help explain customers' attitudes and priorities toward retail shopping in Muscatine.

John Dabeet, an economics and statistics professor at Muscatine Community College, prepared an economics needs assessment study for Muscatine.

The purpose of the study is to determine customers' attitude toward retail shopping here in comparison to other surrounding cities, Dabeet said.

The results were not surprising. More people spend their money outside of Muscatine than inside the city limits.

However, more than half the respondents surveyed - 55 percent - said they would be willing to spend 15 percent more of their money if more shopping options were offered.

"This shows that people want selection," Dabeet said. "That's a very promising number."

That's good news for Muscatine residents and business owners, said business owner Steve Brown. Brown owns Steve's Diamond Gallery in downtown Muscatine, which is expected to open in late July.

"It's great news," Brown said. "It will mean we (business owners) will have to work a little harder to get that 15 percent."

The study was conducted from November 2002 to January of this year by phone, with 300 randomly selected people participating. Of those surveyed:

E 60 percent were female, 30 percent male

E 61 percent were married, 39 percent were single

E 60 percent were employed full-time, 20 percent

worked part-time and 20 percent were retired

When the questions turned to how much money people spent outside Muscatine, the results weren't that surprising, according to Dabeet.

Each participant was asked how much money they spend each year on clothing, entertainment and meals outside of Muscatine. According to the survey:

E For clothing, 55 percent spent $100-$500

E For entertainment, 61 percent spent $100-$500

E For meals, 66 percent spent $100-$500

However, the numbers were quite surprising in the next bracket, Dabeet said.

E For clothing, 29 percent spent $501-$1,000

E For entertainment, 26 percent spent $501-$1,000

E For meals, 23 percent spent $501-$1,000.

"What we are finding here is that once people are in Davenport or Iowa City when they are shopping, they're going to have lunch and maybe see a movie," Dabeet said. "It's collective purchasing."

Jane Daufeldt, Chamber of Commerce executive director, said the chamber plans on using the results for retail recruitment team.

"Potential recruits (new businesses) want to know these numbers," Daufeldt said. "This is a great tool for us to use."

The results were presented at a public form at Muscatine Community College, Monday, July 14.

Dabeet said he plans on posting the results on the chamber's website www.muscatine.com later this week.

Sarah Passick can be reached at 563-263-2331 (ext. 322) or e-mail at sarah.passick@muscatinejournal.com