The Guthrie daily leader. [volume] (Guthrie, Okla.) 1893-1996, 1921-01-27
MARKET SUMMARY
Wednesday January 20. 1921.


conscious or unconss ioas mind og u
housewife VINO aes into retail gro
cery store TO Say an article Of oanne'
gooAsg why does she oay par;lel
lar brand Wha most influences BE
in pointing our particular can an.
coming back 10 the store ior NOR
OF il
These are questions retailers ar
naturally Interested in
"A test in the psychology Of con'
sumer preferenee was recently made
and resulated ii the following issle oI
presuasiyeness Ous Of a Toss.bie ~
apslican.s she agpeals ratio was as fol-
.ows. Haashinlness. o.. sleaaliaess
o., aaaeal q appetite s.; quality. 72.
reputation = firm. 5s aa-auiee. s..
economy ~
Let US start al sae consumer and
trace hack 70 she producer Canned
Sc.a urchases may be divided into
TWO great CLASSES Those staples
wh.ch are bousht from daily aa0ii
For such a product woman 9lA not
usually shop a-oand. 3 a staple or a
speciality Aough. wsh ihoi'gai, for "a
special occasion, Ter guest or q
special purpose For such Trotast
a woman shops ana buys with sreai-
er care
/. is The staple canned fools tlat
concerns us. FOR Be most part. 50
we are concerned especially with this
habit pn hase The maker ~
s,arle produce woula aa well % con.
form as closely as ossia.e 90 esiah-
l:shed consumer custom Bnt tae
man who can bus conform bug ada
point * preference eyen g slight
preference. may enioy u ahat Is the
vaStnsss os American sta le marse
both tremendous cutie. and an al
mos imDersnabie position. To
change q fool habit is as dlfN ali as
10 create one. Witness the SOY
Bean. or onion Sa.s or DehTdraiion,
which however mor;hy or economlc y
has had to nee, he barter q foot
habit; Ii took world war TO comp ]
the use Of vegetable ho1enings- ha;
this matter ~ 'habs is the greatest
protection "a a worthy came 9rana.
or 10 the man who is entitled io the
protection Of an idea 70 comgel for
him consumer preference to the eN-
tent Of habit
The factors conductive TO consnnl-
er preference for any canned food may
be divided into three general ,lassii'
cations: i. The package and pro luc
:. The trade s. The manufacture.
In the package. the most natural
thing to think q. is giving larger
nackage for the money The large
can ma, arres, the eye Of the woman
n search 81 bareHins- Bus a large
package is not always appreciated 4
certain manufacturer af stap le
breakfast food hasing unusual facii-
tiles for turning ont mis- product
cheaply. out upon the market a pack
age twice the size for the same gr.ce
Al first though; ii would seen that
double the quantity. ami the conseQu-
en-, saving would double The sale. Il
developed that simply on account q
consumer habit. II did not sell a.
might be expected X isn't always
tie price-,aitness the recent canned
food declines which have not mater
5anv increased consumption. WI II?
because the consumer hahi,ua,iy tuys
STAPLES when neeied and thus does
10, always buy can Of tomatoes
because cheap.
Again. the size Of package depends
upon the nature ot yolr retail ont
lets. 4 biz can for TIE money would
Influence consumer preference in the
poorer section. v'herems eig can
might arouse suspicion as to quality
if your outlet Is largely among the
better people.
The shane of the packase has been
found. psycll0logically to have an in
teresting effect upon the consumer
Twenty people were blindsolded. given
a two-sj j,ond elanea and asa1n
rlindfolded. Il Mas found the height
rather than diameter. u.oa two cans
Of sane cubic contents. proved uni
formally preferable to .ho lew and
souatty can. When in dcab'. tsaen
choose a high can.
Fruits ana vegetables. arra1se'
neatly in the show windows Of oul
srocers. no; only attract the asten'
ton Of passers by but help the sa''
of everything in the store No
that the price a food stuff is be-
ginning to reach normal the consume
is more Ioeral in buying. The quo
fat:ors below show the average Qrie'
of foodstuffs over the city.
..oranges. 40 and 5ocents the dozen