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Abstract
This report is intended to provide an indepth trade area
analysis of Fessenden, North Dakota. Specific analyses included
determining Fessenden's main and greater trade areas, identifying
the demographic profile of Fessenden shoppers, examining
important and less important services for patron shoppers of
Fessenden, identifying neighboring cities that area shoppers
patronize, determining distances area shoppers traveled to
Fessenden, and listing popular newspapers and radio stations
among area residents.
Current trade area information for Fessenden 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 Fessenden population, retail
sales, per capita income, pull factors, and Wells County
population and employment were identified and discussed.
Fessenden's trade area population, retail sales, and pull factor,
along with Wells County population, average annual employment,
and per capita income have all decreased throughout the 1980s.
Fessenden has experienced large decreases in its retail sales and
pull factor; however, Fessenden was fortunate to experience a
small population growth during a period when few North Dakota
cities increased in population. Based on most economic
measurements, Fessenden fared worse than other North Dakota
cities with similar populations, and has fared similar to smaller
competing trade centers. The economic situation found in
Fessenden and Wells County is typical of the problems found in
rural North Dakota communities in the 1980s.
Fessenden'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 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. Fessenden's MTA increased in size by two townships,
compared to MTA boundaries determined in 1974.
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 7.9 and 7.2
miles to Fessenden to purchase selected convenience and specialty
goods and services, respectively. Over half (61.4 percent) of
the respondents who purchased 50 percent or more of convenience
and specialty goods in Fessenden traveled between 6 to 15 miles
to purchase the item. Fessenden appears to be capturing little of the potential
market for most goods and services on the survey questionnaire.
Fessenden's poor market capture can be partially explained by the
close proximity of several larger competing trade centers and the
relatively large decreases in its own retail activity in the
1980s. Fessenden does appear to be relatively important source
for many of the survey goods and services for respondents
shopping for those items in Fessenden.
Harvey, Minot, Bismarck, New Rockford, Carrington, and
Jamestown were the most popular cities for the purchase of
nonagricultural goods and services by Fessenden MTA residents who
did not purchase a majority of the good or service in Fessenden.
Harvey and Carrington were popular for purchasing agricultural
goods and services.
Outshopping analysis revealed no substantial demographic or
socioeconomic differences between Fessenden MTA residents
purchasing 50 percent or more and those purchasing less than 50
percent of selected goods and services in Fessenden. Slight
differences between groups were evident only in miles traveled.
The Forum (Fargo) and The Minot Daily News were the most
popular daily newspapers for both Fessenden MTA and GTA
residents. The Harvey Herald was the most popular weekly
newspaper for both Fessenden MTA and GTA residents. The most
popular radio stations for Fessenden MTA residents included KFYR
of Bismarck and KHND of Harvey.
Fessenden has suffered from large decreases in its retail
sales and pull factors during the 1980s, but appears to have
increased its past trade area. Fessenden should remain an
important trade center for residents in Wells County and the
surrounding area.