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2.1.2 Trude Area DeJinition <br />Although the numbel of visits provides an overall view of customer origin, a more accurate way <br />to evaluate custorner loyalty is to frame customer visits in the context of the population of each <br />zip code. This method corects for zip codes that have exceedingly large or small populations <br />that might skew the market penefi'ation data. The primary trade arca (PTA) is the geography <br />where the most loyal and frequent customers to community businesses reside. <br />-rlt1il^1--L-,-,-,,--l-:L^,-^,-r1-- ---^,-l--^^:)^,-L--l-^---i--^^-^:-^)^--+l^^]^11^--,^l aolcs l . l an(l l.z teveaL uLlstuillgt vlsrts IJcr utuusaltu l€stutrnts, slluwrtrB ail llluE2t LtrdL dlluws <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 />sulvey periods in 2015. <br />zip <br />98926 <br />98926 <br />98934 <br />98922 <br />Name <br />Ellensburg INSIDE <br />Ellensburg OUTSIDE <br />Central Washington Univ <br />Kittitas <br />Cle Elum <br />Population <br />18,774 <br />13,002 <br />11,799 <br />1;583 <br />1,129; <br />Visits <br />529 <br />150 <br />71 <br />2A <br />46 <br />Visits per <br />Thousand <br />28.2 <br />6.0 <br />12.61 <br />40.7 <br />Visits Per <br />Thousand <br />31.7 i <br />16i8 ; <br />31.0 <br />49.3 <br />76.2 <br />11.s <br />CWU <br />Tsble l.l: Cttstomer visits per 1,000 population in July of 2015, <br />CWU <br />zip <br />98926 <br />98926 <br />98934 <br />98922 <br />Name <br />Ellensburg INSIDE <br />Ellensburg Outside <br />CentralWashington U <br />Kittitas <br />Cle Elum <br />Population Visits <br />708 <br />2'19 <br />366 <br />18,774 <br />13,002 <br />11,795 <br />1,583 <br />1,129 <br />v8 <br />Bq <br />Table 1.2: Customer visits per 1,000 populution in October of 2015. <br />Determining the primary trade area can sometimes be more "art" than science. At times, <br />signif,rcant 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 tlade 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