210 THE BOOK OF BUTTER 



retailer, usually receives from lir to 2i cents per pound 

 gross margin for rendering this service. The gross mar- 

 gin is not all net profit, for a large amount of capital is 

 required to conduct a wholesale or jobbing business, and 

 the expenses are considerable. ..." 



167. Retailer's margins. " The margins taken by 

 the retailer show wider variations than those for other 

 distributors. Butter frequently is handled by some 

 stores on a week-end day at cost, for the purpose of at- 

 tracting customers as an advertising feature. The usual 

 margin taken by cash stores and chain stores will vary 

 from 3 to 5 cents, depending upon the ruling price of 

 butter. The retailer with a small butter business, who 

 has to maintain an expensive delivery service and carry 

 numerous credit accounts, often takes a margin of 5 to 7 

 cents to cover costs and profit." Fig. 60 shows the 

 butter counter of a large retail grocery store. There 

 are many such stores in the large cities. 



