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Abstract
This report is intended to provide an indepth trade area
analysis of New Town, North Dakota. Specific analyses included
determining New Town's main and greater trade areas, identifying
the demographic profile of New Town shoppers, examining important
and less important services for patron shoppers of New Town,
identifying neighboring cities that area shoppers patronize,
determining distances area shoppers traveled to New Town, and
listing popular newspapers and radio stations among area
residents.
Current trade area information for New Town 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 New Town population, retail
sales, per capita income, pull factors, and Mountrail County
population and employment were identified and discussed. New
Town's population, retail sales, and pull factor, along with
Mountrail County population, average annual employment, and per
capita income have all decreased throughout the 1980s. Although
most demographic and economic measurements have decreased, New
Town has fared as well as other North Dakota cities with similar
population, and has fared favorably compared to smaller competing
trade centers. The economic situation found in New Town and
Mountrail County are somewhat typical of the problems found in
western North Dakota communities in the 1980s.
New Town's trade areas were broken down into main and
greater trade areas. A main trade area (MTA) was defined as an
area where 35 percent or more of the 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. New Town's MTA increased in size by one township,
compared to MTA boundaries determined in 1970.
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 14.0 and
12.8 miles to New Town to purchase selected convenience and
specialty goods and services, respectively. Over half (50.6
percent) of the respondents who purchased 50 percent or more of
convenience and specialty goods in New Town traveled between 11
to 20 miles to purchase the item. New Town appears to be capturing little of the potential
market for two-thirds of the goods and services on the survey
questionnaire. New Town's poor market capture can be partially
explained by its relative size and close proximity to several
larger competing trade centers (Williston, Watford City, and
Minot). New Town does appear to be a relatively important source
for many of the survey goods and services for respondents
shopping for those items in New Town.
Minot, Stanley, Watford City, Parshall, and Williston were
the most popular cities for the purchase of nonagricultural goods
and services by New Town MTA residents who did not purchase a
majority of the good or service in New Town. Stanley and Watford
City were popular for purchasing agricultural goods and services.
Outshopping analysis revealed no substantial demographic or
socioeconomic differences between New Town MTA residents
purchasing 50 percent or more and those purchasing less than 50
percent of selected goods and services in New Town. Slight
differences between groups were evident only in miles traveled
and average income.
The Minot Daily News was the most popular daily newspaper
for both New Town MTA and GTA residents. New Town News and
Mountrail County Record were the most popular weekly newspapers
for New Town MTA and GTA residents, respectively. The most
popular radio stations for New Town MTA residents included KCJB
of Minot and KFYR of Bismarck.
Although economic times have been difficult, New Town
appears to have increased its past trade area and should remain
an important trade center for residents in Mountrail County and
the surrounding area.