Modern merchandising requires displays that place the frozen 

 foods in quantity before the eyes of the customer to facilitate impulse 

 buying. 'Hie only display cases that fulfill such a requirement are the 

 large self-service open-type having their entire contents accessible at 

 all times. These modern cases eire usually quite deep to provide a well 

 for the retention of low- temperature air, yet wide enough so their con- 

 tents are easily accessible. The average food store requires at least 

 25 linear feet of display case to provide room for the variety of frozen 

 foods that are available. 



Automatic dispensing cabinets for frozen foods have been used 

 on a trial basis, but they do not provide for the mass display desirable 

 in merchandising. Frozen-food cabinets with sliding glass doors or hinged 

 top-opening lids without bulk storage below the display portion of the 

 cabinet were used quite successfully in the past. Some of these cabinets 

 are still in use, but they do not enccurage impulse buying or provide 

 easy access to the foods as do the self-service open-type cases. 



The quality of frozen shrimp is usually subject to greater 

 deterioration during marketing tham it is daring cold storage. Market- 

 ing exposes the product to the most severe conditions. It is even 

 possible for isolated packages or cases of the product to thaw in transit 

 from the wholesaler or while in the retail store through lack of necessary 

 precautions. 



SURVEY OF WHOLESALE AND RETAIL DI3TRIHJTI0N 



Secondary Wholesalers '£/ Practices 



Msirketing practices of a saniple of 132 _' secondary wholesalers 

 of shrimp products were ascertained in the co\arse of a survey conducted 

 by A. C. Nielsen Company in the fall of 1955 • The sample of wnolesalers 

 was obtained from the purchase invoices in the files of 28l retailers 

 included in the retail phase of the survey. A number of wholesalers con- 

 sidered representative of the totaJL number of wholesalers supplying 

 these retail establishments was selected. 



2/ A secondary wholesaler by definition is a wholesale distributor who 

 buys from primary wholesalers and sells to retailers and institutional 

 outlets. A primary wholesaler in contrast purchases directly from the 

 producer. 



3/ Due to the necessity of eliminating distributors who furnished 

 incomplete answers, the total number of firms actually used for the 

 tabulation of questionnaire responses was only 121. 



Ik 



