-6- 



6, Large variations in apple purchases existed bet\/een faiailes. Quantities 

 purchased varied from to 372 pounds per farxLly for the year. One-fifth 

 of the families bought hi percent of all the apples purchased, 



7, Annual quantities purchased per person -varied from to 1^0 pounds. The 

 top 20 percent of the families buying the most apples bought 68 pounds per 

 person, compared to only 6 pounds for the 20 percent of the families buy- 

 ing the fewest apples per capita ^ If the average consvimption could be 

 increased to that of the one-fifth of the families buying the most apples 

 per person^, consumption frould be increased by over 230 percent. 



8. The range in expenditures per person among families was from '^0 to $11. 

 The one-fifth of the families spending the most for fresh apples per 

 person spent 210 percent of the average expenditure, compared to 23 

 percent for the lowest groupo 



9. Total quantities bought per person were related to both frequency of 

 purchase and quantity bought per purchase. The fifth of the families 

 buying the most apples per person bought apples about three and a half 

 times as often and in quantities about three and a half times as large 



per purchase as did the fifth of the families buying the smallest quantity. 

 This indicates that one way of expanding sales vrould be to extend the 

 period T^hen apples are available at usual shopping places, thus increasing 

 the number of purchases duriiig the year, 



10, The range in average price paid for fresh apples was from 2,7 to 20c5 cents 

 per poiand. The fifth of the families paying the lovrest prices purchased 

 in larger than average quantities and with less than average frequency; 

 they spent an average amount for apples, but bought a much larger than 

 average quantity per capita, 



11, There was some indication that families with higher incomes per capita 

 bought more apples per person than those \n.th lower incomes, and that one 

 and two member fandlies bought more apples per person than larger families. 

 However, the correlation bet^ieen per capita purchases and tnese family 

 characterisitcs (age and education of the homemaker, per capita income and 

 size of family) is very law. The same is true in respect to total expend- 

 itures for all apples. Neither income nor the other factors appear to be 

 as important as individual taste in explaining the large variations in 

 consumption . 



12, The follovijng tabulation shorjs the percent of families who did not buy 

 particular processed apple products during the year. 



Product Percent buying none 



during entire year 



Canned apple sauce ^0 



Apple cider 68 



Canned pie apples 67 



Canned apple juice 85 



Editor 



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