BERMUDA'S retailers have hit back in response to a survey which highlighted shoppers' dissatisfaction.

In a poll of 400 people, the Consumer Affairs Bureau found that more than a third of shoppers had complained in the past 12 months, most of them because of poor service.

Seven out of ten people questioned said prices were too high, while other causes for concern were limited choice of goods and services (55 per cent) and rude sales staff (26 per cent).

George Grundmuller, chairman of the Retail Sales Division of the Chamber of Commerce, released a statement yesterday in response to questions from this newspaper.

He acknowledged that improvements needed to be made and said Chamber members had organised to meet and exchange information with Karen Marshall of the Consumer Affairs Bureau.

"While we are concerned by some of the findings in the survey, we believe that for the most part our staff strives to be knowledgable, helpful and polite," read the statement.

"Only the right combination of quality merchandise and good customer service fosters customer loyalty and long-term success."

The limited choice of goods, said Mr. Grundmuller, was partly down to the fact that the Bermuda market was finite, with a "small town population of 60,000" and 400,000 visitors.

"Compared to similar sized markets in the US or Canada, the island enjoys a more diverse range of goods and services," he said.

"In the US most large malls, which form the basis for a comparison for local shoppers, are strategically located to capture a population of millions.

"In fact, the mega-mall has been attributed with killing retail in urban centres and furthermore diminishing the fabric and character of these areas. Bermuda enjoys a fine balance of retail diversity, great character and architectural delight."

There was no question that improvements could be made in the retail sector, he added.

"The recent Buy Bermuda campaign encouraged customers to shop locally and emphasised the benefits to the local economy.

"At the same time, the campaign also challenged retailers and their staff to raise their level of service and competitiveness. Feedback from the campaign has been very encouraging."

Mr. Grundmuller praised the Consumer Affairs Bureau for commissioning the survey and said an annual survey with more in-depth analysis would be helpful to retailers.