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2.1.2 Trade zlre* Iletiuition <br />Although the numbcr of visits provides an overall view of customer origin, a more accurate way <br />to evaluate customer loyalty is to frame customer visits in the context of the population of each <br />zip code. This method conects 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 fiequent customers to community businesses reside. <br />Tables 1.1 and t.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 />CWU <br />zt? <br />9892S <br />980!6 <br />98934 <br />s8s22 <br />Name <br />Blensburg.lNSlbE <br />Ellensburg 9t fSlDE <br />Cenlral Washington Univ <br />Kmitas <br />ele Elum <br />Population <br />18,1,?4 <br />1 p02 <br />11,799 <br />1,983 <br />'t''2g <br />1,8,774 <br />{g,0og <br />11,799 <br />1,593 <br />1,129, <br />Visits per <br />Visits Thousand <br />. 629 A6:2 <br />'t50 f.1.5 <br />71 6.0w 12,e4$ 49,2 <br />Table 1.1: Customer visits per \A00 population in JaIy of 2015, <br />Zip Name Populalion Visits Visits Per <br />Thousand <br />: Q892& <br />t <br />q8sa6 <br />CWU <br />| 989.34 <br />I ggga <br />Ellensburg INSIDE <br />Eflensburg Oufride <br />CentralWashington U. <br />Kitiitas <br />Clb Elurn <br />3,7".7 <br />t&.,9 <br />31.0 <br />49:3 <br />78;2 <br />70s <br />ng <br />366 <br />7E <br />86 <br />Table 1.2: Cnstomer visits per 1,000 population in October of 2015. <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 Cle 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