would not have altered the results to any degree. 



Both of the domestic packers mentioned in connection with the 

 study by the Seattle newspaper, make full use of every means of con- 

 sumer education, including women's magazines, trade publications, 

 newspapers, and radio and television as well as point-of-sale 

 advertising. 



Opinions differ widely among distributors as to the preference 

 of the consumer with respect to name brands versus private labels. It 

 is generally conceded, however, that the private label item is pur- 

 chased primarily because of its lower price, (in most markets the 

 price differential ranges frcm 2 to 4 cents per can lower for the pri- 

 vate label for the same style pack.) The records of one of the larger 

 chain stores showed that sales of nationally advertised brands exceed- 

 ed those of their private brand in the ratio of 3:1 for chunk pack. 

 This would seem to indicate a preference for the advertised brands, 

 regardless of cost. One name brand alone achieved sales in the ratio 

 of 4:5 against all other advertised brands combined. 



A compilation of brand names of American packed tuna was made as 

 of July 1952. This compilation revealed a total of 505 names, includ- 

 ing some brand names which are used on one or more of the different 

 types of packs in the tabulation below. 



'jyhite Fancy Chunk Grated Tonno Bonito Other Total 



86 194 59 125 30 3 8 505 



For the purpose of this tabulation the packs were identified as follows: 



1. (Vhite - All packs identified as albacore, or white meat, 



except white meat chunks, grated or flakes, 



2. Fancy - All light meat, including fancy solid, standard, etc., 



except light meat chunks, grated or flakes, 



3. Chunk - All packs identified as chunk, chunklets, bite size, 



etc. regardless of type of meat. 



4. Grated- All packs identified as grated, flakes, light and 



dark, etc. regardless of type of meat. 



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