Relocating A Gala Club
A Gala Group case study

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Page 7: Demographic Profile

Within the two mile area of Ashton the population of 80,726 has increased by 1.8 per cent since 1987. One of the most frequently used methods of classifying customers into groups is to look at socio-economic groupings or social stratification, which provides a reliable guide to the relationship between occupation, income and lifestyle. For example, C2 would be skilled workers, D would be unskilled and E would be on the lowest subsistence level.

The socio-economic profile of the Ashton area is favourable to the bingo market, with higher percentages of unskilled and manual workers than the UK average. Unemployment is slightly above average, with a high proportion of the workforce in manufacturing industries. This is 42.3 per cent compared with the UK average of 26.7 per cent. Car ownership within the area is low, which means a high reliance upon public transport.

Housing tenure within the Ashton area is again favourable to the bingo market with a high proportion of council estates (indexed at 132 compared to

the UK index of 100) and older terraced housing. In recent years many properties have been re-built or refurbished.

People from ethnic minorities are not, by culture or religion, likely to be bingo players. Based on 1999 Tameside Metropolitan Borough data, the overall percentage of population of ethnic origin within three miles of Ashton, is slightly below that of the national average. It accounts for three percent of the population and includes Afro-Caribbean, Bangladeshi, Chinese, East African and Pakistani families.

Information gained from the locally-based brewers, indicates that the area has a pints per adult per year figure of 225, with a higher volume of lager/ale consumed than the national average.

Gala Group | Relocating A Gala Club