This report is intended to provide an indepth trade area analysis of Lisbon, North Dakota. Specific analyses included determining Lisbon's main and greater trade areas, identifying the demographic profile of Lisbon shoppers, examining important and less important services for patron shoppers of Lisbon, identifying neighboring cities that area shoppers patronize, determining distances area shoppers traveled to Lisbon, and listing popular newspapers and radio stations among area residents. Current trade area information for Lisbon 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 Lisbon population, retail sales, per capita income, pull factors, and Ransom County population and employment were identified and discussed. Lisbon's population, trade area population, and retail sales, along with Ransom County population, average annual employment, and per capita income have all decreased throughout the 1980s. Although most demographic and economic measurements have decreased, Lisbon has fared better than other North Dakota cities with similar populations, and has fared favorably compared to smaller competing trade centers. The economic situation found in Lisbon and Ransom County are somewhat typical of the problems found in rural North Dakota communities in the 1980s. Lisbon'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. Lisbon's MTA decreased in size by two townships, compared to MTA boundaries determined in 1972. 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 11.8 and 12 miles to Lisbon to purchase selected convenience and specialty goods and services, respectively. Over half (52.1 percent) of all respondents who purchased 50 percent or more of convenience and specialty goods in Lisbon traveled between 11 and 20 miles to purchase the item. Lisbon appears to be capturing much of the potential market for most goods and services on the survey questionnaire; however, Lisbon could capture more of the available market for clothing items and electronic goods. Fargo, Valley City, Enderlin, Wahpeton, Gwinner, and Oakes were the most popular cities for the purchase of nonagricultural goods and services by Lisbon MTA residents who did not purchase a majority of the good or service in Lisbon. Milnor, Kathryn, and Gwinner were popular for purchasing agricultural goods and services. Outshopping analysis revealed no substantial demographic or socioeconomic differences between Lisbon MTA residents purchasing 50 percent or more and those purchasing less than 50 percent of selected goods and services in Lisbon. A slight difference between groups was evident in miles traveled. The Forum (Fargo) was the most popular daily newspaper for both Lisbon MTA and GTA residents. Ransom County Gazette and the Sargent County Teller were the most popular weekly newspapers for Lisbon MTA and GTA residents, respectively. The most popular radio stations for Lisbon MTA residents included KQLX of Lisbon, WDAY of Fargo, and KFGO of Fargo. Although economic times have been difficult, Lisbon appears to be doing a good job of retaining most of its past trade area and remaining an important trade center in southeastern North Dakota.


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