Retail Trade Area Analysis Wishek North Dakota

This report is intended to provide an indepth trade area analysis of Wishek, North Dakota. Specific analyses included determining Wishek's main and greater trade areas, identifying the demographic profile of Wishek shoppers, examining important and less important services for patron shoppers of Wishek, identifying neighboring cities that area shoppers patronize, determining distances area shoppers traveled to Wishek, and listing popular newspapers and radio stations among area residents. Current trade area information for Wishek was obtained from a statewide trade area survey conducted by the Department of Agricultural Economics at North Dakota State University in 1989. Recent trends (1980 to 1989) in Wishek population, retail sales, per capita income, pull factors, and McIntosh County population and employment were identified and discussed. Wishek's population, trade area population, retail sales, and pull factor, along with McIntosh County population and average annual employment have all decreased throughout the 1980s. Although most demographic and economic measurements have decreased, Wishek has fared as well as other North Dakota cities with similar populations, and according to some measurements, has fared favorably compared to cities of similar size. The economic situation found in Wishek and McIntosh County are somewhat typical of the problems found in agriculturally dependent North Dakota communities in the 1980s. Wishek's trade areas were broken down into main and greater trade areas. A main trade area (MTA) was defined as an area where the majority of township residents purchase a majority of selected goods and services in one city. A greater trade area (GTA) was defined as the area beyond the MTA where some township residents purchase some selected goods and services in one city. Wishek's MTA decreased in size by one township, compared to MTA boundaries determined in 1971. The typical household for survey respondents appears to be a middle-aged married couple, who have completed high school, have few children at home, are primarily employed in agriculture and professional/technical professions, and have resided in the area a large portion of their lives. Main trade area residents traveled an average of 16.4 and 17.2 miles to Wishek to purchase selected convenience and specialty goods and services, respectively. Nearly half (47.1 percent) of the respondents who purchased 50 percent or more of convenience and specialty goods in Wishek traveled between 11 to 20 miles to purchase the item. Wishek could capture more of the potential market for nearly half of the goods and services on the survey questionnaire; however, Wishek appears to be an important source of most goods and services for those who shop in Wishek. Bismarck, Jamestown, Linton, Lehr, Napoleon, and Ashley were the most popular cities for the purchase of nonagricultural goods and services by Wishek MTA residents who did not purchase a majority of the good or service in Wishek. Zeeland, Ashley, and Fredonia were popular for purchasing agricultural goods and services. Outshopping analysis revealed no substantial demographic or socioeconomic differences between Wishek MTA residents purchasing 50 percent or more and those purchasing less than 50 percent of selected goods and services in Wishek. Differences between groups were evident only in miles traveled. The Bismarck Tribune and The Jamestown Sun were the most popular daily newspapers for both Wishek MTA and GTA residents. The Wishek Star and The Ashley Tribune were the most popular weekly newspapers for Wishek MTA and GTA residents, respectively. The most popular radio stations for Wishek MTA residents included KSJB of Jamestown, KFYR of Bismarck, and KDRQ of Bismarck. Although economic times have been difficult, Wishek has retained much of its past trade area and should remain an important trade center in for residents of Logan and McIntosh Counties and the surrounding area.