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Zl,2 Trade Ares Detinition <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 poprilation of each <br />zip code. This method corrects for zip codes that have exceedingly large or small populations <br />that might skew the market penehation data. The primary hade area (PTA) is the geography <br />wherc 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 />Vlslts per <br />Table 1.1: Castomer visits per L,000 populalion in Jaly of 2015, <br />Zip Name Populallon VisltE Meits Per <br />Thousand <br />Table 1.2: Castoner visits per 1,000 popnlatlon ln Oaober of 2015. <br />Determining the primary trade area can sometimes be more o'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 suwey 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 />I