Limerick needs to bring in "big name" department stores so that the city can catch up with the wider choice of retail shopping in other cities including Cork and Galway. New research carried out for Limerick Chamber of Commerce reveals that most of the shoppers using city stores come from a five-mile radius and that more than half of shoppers in outlying towns such as Charleville, Newcastle West, Nenagh and Ennis get their groceries, household and do-it-yourself purchases in their own area.

Based on two surveys carried out by the new Retail Research Services unit at the University of Limerick, the Chamber of Commerce has produced a "retail strategy" report which urges the establishment of a special management team and back-up services. The report recommends that the management unit should be set up to sell Limerick as "one giant centre of shopping" for all retail operations.

The report suggests that chain stores such as Marks & Spencers, Boots, Iceland and Texas Home Care must be approached and convinced of the merits of locating in Limerick. "The city must be sold to big name operations by providing back-up services, including professional advice and help".

The management team would also take on the task of marketing and branding the city and support services would include a customer information centre which would also provide specialist services to the retail sector in training, customer care and window dressing.

Research showed that Limerick is good for fashion and grocery shopping, but not quite so good in choice of good places to eat while shopping. When compared with Cork and Galway, Limerick got a rating of 6.9 out of 10 for value for money and 6.6 for hospitality, with the lowest rating of 5.6 given for crime and personal safety.

Traffic congestion and inadequate parking emerged as problems. When compared again with Cork and Galway, Limerick received a rating of 6.7 out of ten for ease of parking.

Mr Tadhg Kearney, president of Limerick Chamber of Commerce , said "In the past 12 months the chamber has carried out more research than in the previous 50 years, so that we can take a close-up look at all aspects of Limerick business and put in place Chamber services which can serve each specialist sector".

Mr Jim Kenny, chairman of the Chamber Local Economic Factors Group, pointed out that the city is changing and retail business must change with it. "People can see how the city is changing and shoppers must also see changes taking place to make the city customer-friendly, with user-friendly streets".

The Chamber has already published a report on tourism which is being followed up with action to establish a full-time convention seminar bureau for the city. The next report, The Irish Times learned yesterday, would be on quality of life in the city, which would include crime and policing.