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21.2 Trade Area Definition <br />Although the number of visits provides an overall view of customer origin, a more accurate way <br />to evaluate customer loyalty is to flame customer visits in the context of the population of each <br />zip code. This method corrects for zip codes that have exceedingly large or small populations <br />that might skew the market penetration data. The primary trade area (PTA) is the geography <br />where the most loyal and frequent customers to community businesses reside. <br />Tables 1.1 and 1.2 reveal customer visits per thousand residents, showing an index that allows <br />for an equal comparison of market penetration per zip code. It shows customer visits per <br />thousand people for the highest representative visits to the Ellensburg community during both <br />survey periods in 2015. <br />Msft per <br />ZIp <br />Name <br />PaWMM <br />Was <br />ThouOwid <br />* � <br />r:',Ansb,jrg NSId. E <br />RF i 14 <br />7X <br />S.` r <br />+? <br />!sus •i o r <br />1� <br />165 <br />CWU <br />Cel Washy on Univ <br />11789 <br />71 <br />so <br />�f;�4 <br />i�- <br />.'� <br />43. <br />1�':0'.: <br />:oma f I•.,;z <br />s. .'.H <br />$�i <br />,�.�,.. <br />Table M.- CkWomer visits per l M population in July of 2015. <br />zip <br />Nerve <br />Population <br />V ft <br />Vwft Per <br />Thousand <br />* � <br />r:',Ansb,jrg NSId. E <br />RF i 14 <br />7X <br />S.` r <br />;�.• , <br />ac�ll 4 ,,,.� <br />1� <br />165 <br />CWU <br />Caraml INashiroon U <br />11,798 <br />3M <br />31 p <br />�f;�4 <br />.'� <br />43. <br />'.,. <br />:Ae FE71i <br />I IIL <br />Ka <br />762 <br />Table 1,2. Cnestomff visits per 1,000 population in October of2011 <br />Determining the primary trade area can sometimes be more "art" than science. At times, <br />significant breaks in customer visits are not obvious. In Ellensburg's case, the division is clear; <br />Ellensburg, Kittitas, and CIe Elum emerge as the "most loyal' zip codes for area businesses and <br />are thus identified as the primary trade area. Additionally, visits from Central Washington <br />University students also fall into this range during the October survey but not the survey <br />conducted in July. This suggests that for the months that school is in session, CWU students <br />contribute significantly to the Ellensburg market. <br />8 <br />