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we reserve that term for people visiting the store, regardless of whether they purchased anything). <br />While it is unknown how many visiting customers actually became transactions over the course of <br />the day, a comparison can be made during the eight hours of data collection on the study days. <br />Table 3 shows the number of visiting customers observed entering each store versus the number of <br />transactions recorded on an hour-by-hour basis for each store. These data shows that there is no <br />direct correlation between customers entering the store and transactions recorded at the cash <br />registers, though they generally track each other in a relative order of magnitude. Typically the <br />number of transactions is lower than potential customers overall, but sometimes the number of <br />transactions is higher in a specific hour. The former is due to some potential customers who do not <br />make a purchase, and the latter is due to customers arriving in one hour and not making their <br />purchase until a later hour. <br />Table 3 - Visiting Customers versus Transactions <br /> Montebello Store <br />October 1, 2005 Pomona Store <br />October 2005 <br />Hour of the Study Day Visiting Customers <br />Entering the Store* <br />Transactions Visiting <br />Customers * <br />Entering the Store* <br />Transactions <br />8 to 9 AM 133 60 89 112 <br />9 to 10 AM 120 83 125 107 <br />10 to 11 AM 125 81 107 96 <br />11 to 12 noon 83 77 121 90 <br />12 to 1 PM 82 76 70 71 <br />1 to 2 PM 104 86 104 94 <br />2 to 3 PM 80 86 95 76 <br />3 to 4 PM 77 64 88 62 <br />'Excludes children. Couples were counted as I customer." <br />Parking Sturdy of Two Contractors Warehouse Stores - Final Report Page 8 <br />31A-44