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2.1.2 Trade Area Definition Although the number of visits provides an overall view of customer origin, a more accurate way to evaluate customer loyalty is to frame customer visits in the context of the population of each zip code. This method corrects for zip codes that have exceedingly large or small populations that might skew the market penetration data. The primary trade area (PT A) is the geography where the most loyal and frequent customers to community businesses reside. Tables 1.1 and 1.2 reveal customer visits per thousand residents, showing an index that allows for an equal comparison of market penetration per zip code. It shows customer visits per thousand people for the highest representative visits to the Ellensburg community during both survey periods in 2015. Visits per Name Population Vialta . ThoL1$and ~N$1 E I .i 2~h - el "' (JU ~Q !F. 3002 150 1 5 C«itral Wuh ngton Univ 11.799 71 60 k1t1 1 , 20 1_ C S um .12 9 46 (j Table I.I: Customer visits per 1,000 population in July o/1015. Zip Name Population Vlaits VieitaPer Thousand Q& JI 'llbU,vlNSIDe .774 708 :, .. . , ~89 26 ~Outside ~ ,00 -1a 168 cwu Central Wahington U 11,799 388 31 .0 34 ~ 1,683 78 4-93 1.2 Cleeium 1,1:tQ 78 2 Table 1.2: Customer visits per 1,000 populatlon in October of 2015. Detennining the primary trade area can sometimes be more ''art" than science. At times, significant bteak.s in customer visits are not obvious. In Ellensburg's case, the division is clear; Ellensburg. Kittitas, and Cle Elum emerge as the "most loyal., zip oodes for area businesses and are thus identified as the primary trade area. Additionally, visits from Central Washington University students also fall into this range during the October survey but not the survey conducted in July. This suggests that for the months that school is in session, CWU students contribute significantly to the E1lensburg marlret. 8