Retail Trade Area Analysis Garrison North Dakota

This report is intended to provide an indepth trade area analysis of Garrison, North Dakota. Specific analyses included determining Garrison's main and greater trade areas, identifying the demographic profile of Garrison shoppers, examining important and less important services for patron shoppers of Garrison, identifying neighboring cities that area shoppers patronize, determining distances area shoppers traveled to Garrison, and listing popular newspapers and radio stations among area residents. Current trade area information for Garrison 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 Garrison population, retail sales, per capita income, pull factors, and McLean County population and employment were identified and discussed. Garrison's population, trade area population, retail sales, and pull factor along with McLean County population and average annual employment have all decreased throughout the 1980s. Most demographic and economic measurements have decreased with Garrison faring slightly worse than other North Dakota cities with similar populations. The economic situation found in Garrison and McLean County in the 1980s is somewhat typical of the problems found with energy dependent areas in rural North Dakota. Garrison'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. Garrison's MTA decreased in size by five townships, compared to MTA boundaries determined in 1973. The typical household for survey respondents appears to be a middle-aged married couple, who have completed high school, have few children at home, primarily are 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 about 14 miles to Garrison to purchase selected convenience and specialty goods and services. Nearly half (49.7 percent) of the respondents who purchased 50 percent or more of convenience and specialty goods in Garrison traveled over 16 miles to purchase the items Garrison appears to be an important source of goods and services for those who shop in Garrison; however, Garrison could capture much more of the available market for three-fifths of the nonagricultural and about half of the agricultural goods and services included in the survey questionnaire. Minot, Bismarck, Underwood, Max, Ryder, and Turtle Lake were the most popular cities for the purchase of nonagricultural goods and services by Garrison MTA residents who did not purchase a majority of the good or service in Garrison. Makoti, Ryder, and Minot were popular for purchasing agricultural goods and services. Outshopping analysis revealed no substantial demographic or socioeconomic differences between Garrison MTA residents purchasing 50 percent or more and those purchasing less than 50 percent of selected goods and services in Garrison. Slight differences between groups were evident only in miles traveled. The Minot Daily News and The Bismarck Tribune were the most popular daily newspapers for both Garrison MTA and GTA residents. The McLean County Independent was the most popular weekly newspaper for Garrison MTA and GTA residents. The most popular radio stations for Garrison MTA residents included KCJB of Minot, KFYR of Bismarck, and KZPR of Minot. Economic times have been difficult for energy dependent areas in North Dakota during the 1980s. Garrison appears to have strong trade center loyalty among its patrons; however, Garrison could improve the market capture for a wide array of convenience, specialty, and agricultural goods and services. Even though Garrison has lost some of its past trade area, it should remain an important trade center for residents of McLean County and the surrounding area.