Evening star., 1932-02-08
LIVING STANDARDS
IN j. s. ARE VARIED
American Market Analysis
Shows Sectional Wage
Averages Vary.
Special Dispatch to The Star.

only part OF the story for the manu-
facturer selling to the American mar
ket." Differences in climate, varying
wage levels and living standards are
important factors to be considered. As
matter OF fact, the one big American
market is really nine markets, accord
ing to the Business Week.
Citing national per capita buying
averages for food, automobiles, general
merchandising wearing apparel and
furniture, the publication shows many
wide differences between these averages
tor the Nation as a whole and for the
nine marketing regions into which the
country may be divided. The problem
hinges on what the buyer typical OF a
region rather than that of the country
at large likes to eat and wear and do
with his spare time.
For the whole United States the
average expenditure per person for food
Is shown TO be S9272 annually. For
automobiles, the average United States
citizen bugets himself for an annual
outlay Of S7775. He spends S58l5 an
nually for general merchandise; S35.l4
Tor wearing apparel, and 1882 each
year for furniture. The section that
comes nearest to these national buying
standards is New England
Analyzing statistics in the Federal
census OF distribution, the publications
study reveals that the typical New
Englander earns wages Of 81 ,181 a year,
a total per cent under the average
annual wage Of sl,265. He expends
1888 each year for furniture, a figure
practically identical with the national
average but spends amounts slightly
above those figures for automobiles and
apparel. His bill for food is twenty per
cent higher than the per capita for the
country. His outlay for general mer-
chandise l3 per cent less.
Highest Average Wage.
Detailed statistics for the nine
marketing regions into which the
United States must be apportioned in
present day sales planning show that
the highest average wage is earned in
tie West Midcontinent section which
takes in the states of Kansas, Nebraska,
Colorado and Wyoming. According to
census of distribution analysiS the
average wage for this region is S1,455
per year, figure $3.50 above the ma
tlonal average. In these States per
capita expenditures include s8318 for
food, Sl09.35 for automobiles, S56 618 for
genera merchandise. s2433 for ap-
parel and sl6.12 for furniture.
Tne typical buyer in the Pacific
Southwest which includes New Mexico,
Utah, Arizona. Nevada and California,
earns an average of 81 ,404 annually a
total sl39 larger than the national
average wage. He expends S8357 for
food, sl06.0l for automobiles. s70.36 for
general merchandise, S27 29 for apparel
and Sl8.29 for furniture
The annual average wage in the
Pacific northwest, which takes in
Oregon, Washington and Idaho, Is
sl,386. This total is s12l higher than
the national average for wages. and the
average man who earns this figure in
food, sl02.70 for automobiles, s68 36 for
general merchandise, S2537 for ap-
parel and Sl7.74 for furniture
Fourth among the regions of the
country in the matter Of average wage
comes the States of Montana, North
Dakota, South Dakota and Minnesota,
forming the central northwest region.
Its average wage is 81 ,37S yearly, total
sll3 higher than the national average
Average expenditures in these states
include s64.79 for food, S93.52 for auto
mobiles, s4.55 for general merchandise
and sl1.48 for furniture
The Central Atlantic States-New
York, Pennsylvania New Jersey Mary
IdHu ana DeIaVare-ano tHe MloWeSt
States - Wisconsin. Iowa, Michigan.
Illinois, Indiana. Ohio, West Virginia
and Kentucky-each score an average
wage earning yearly of sl,376 Com
parsons as to average expenditures,
however, show variations. According
to the census of distribution analysis,
the Central Atlantic States expend an
average per capita outlay of sll8.08 for
food, while the Midwest average for
this same item Is S84.55. In the Central
Atlantic States. the per capita expen-
dlture for automobiles each year is
1882, which compares with s77.81 in
the Midwest States. The per capita
outlay in the Central Atlantic region
for general merchandise is $3.50; in
the Midwest it is $3.50. The per
capita expenditure for apparel in the
Central Atlantic region is s42 As which
compares with S3l.73 expended in the
Midwest region. For furniture, the
typical resident of the Central Atlantic
States expends S22.65 each year. while
in the Middle West area the average
resident expendS S1639.
The Gulf Southwest States present
still another type of market for the
manufacturer. In this region, which
takes in the States of Texas, Oklahoma.
Louisiana, Mississippi, Arkansas and
Missouri, the per capita annual wage
is Sl,024, a figure s24l below the ma
tional average. The average purchaser
in this region is prepared to spend
s52.O5 for food SOFIA for automobiles,
s46 80 for general merchandise. $3.50
for apparel and sl2.26 for furniture.
Lowest Average Wage.
The Southeastern area, formed by the
States of Virginia, North Carolina,
South Carolina, Georgia. Alabama and
Florida, is shown to have an average
annual wage Of S801. the lowest
regional average. Analysis of the totals
shows hat this figure is s464 below the
, national average wage. Average eX-
penditures in the Southeastern States
include S4867 for food, S47.52 for auto
mobiles, 1882 for general merchandise,
Sl487 for apparel and $l027 for furni-
ture.
According to the market analysis by
the Business Week, the national aver
age expenditure for food is exceeded in
only the Pacific Northwest, the New
England and the Central Atlantic areas.
The average for automobiles is ex-
ceeded in the Pacific Northwest, Pacific
Southwest. Central Northwest. West
Midcontinent. Midwest and New Eng
land. The national per capita buying
average of S58l5 for general merchan-
disc is exceeded only in the Pacific
Southwest and the Pacific Northwest
areas In every other area the expen-
diture for this item falls below the ma
tional average. For apparel, per capita
buying averages exceed the national
average in only the Central Atlantic
and New England States. These two
regions also exceed the national average
expenditure for furniture.
The highest per capita outlay for
food is shown in the census analysis 10
be in the Central Atlantic States. The
highest per capita expenditure for
automobiles is found to be in the West
Midcontinent States. while the highest
for general merchandise occurs in the
Pacific Southwest The Central At
lantic region leads in per capita ex-
penditure for apparel and also for
furniture
Multiplying the deficiencies from
I4l1