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Abstract
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.