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For example, women's armbones are at a slight angle. They have 

 difficulty turning the steering wheel of an auto for very sharp turns. 

 One taxi company which employs both men and women drivers reports that 

 the women drivers are responsible for 3 times as many crumpled fenders 

 as men. This problem which women have with steering wheels was a fac- 

 tor in the innovation of power steering. And it is a factor important 

 to you — make a wide smooth turn-off for your roadside market. Women 

 don't like to make sharp turns and they have difficulty negotiating 

 them. So, a good entrance to your market and the provision of adequate 

 parking space are important factors both from a functional and psycho- 

 logical standpoint in consumer marketing at roadside markets. 



Women hear better than men . They are more sensitive to sound, 

 hence soft, sweet music is conducive to more sales whether it's in a 

 store or at a roadside market. 



Women have a highly developed sense of smell . They often judge 

 products by sniffing them. That's why new detergents and cleaning 

 products are perfumed. That's why hSLby oil must have a "baby smell." 

 And your roadside market must smell like a fresh fruit and vegetable 

 garden to motivate consumers to buy. If it smells of rotten fruit and 

 garbage cans, you lose. 



Women have keener taste than men . They like to taste things, hence 

 the sales motivation value of food demonstrations in stores and the dis- 

 playing of various items to taste and try at your roadside market. 



Women see better than men . Research shows they have fewer eye de- 

 fects than men- (color blindness occurs 8 times as often in men as it 

 does in women). Women notice small details - untidiness, dusty items, 

 rotted produce , fruit flies , dirty or broken windows , shabby buildings , 

 peeling paint, saggy doors, trash strewn floors, untidy operators, shoddy 

 background or landscape and the pot holes and puddles in your market 

 driveway. Of course these things chase consumers away from your market 

 and the opposites of these things are positive sales motivators. 



Since women have sharp eyesight they are very conscious of colors 

 and shades of color; that's why lipstick manufacturers supply their 

 product in 101 different shades. Realization of this color factor is 

 the reason why we now see pastel colors in soaps, tissues, appliances, 

 shortenings and detergents. 



Women often associate the quality of a product with the color of 

 the package. In a coffee study, identical cups of coffee were placed 

 opposite 3 different colors of coffee cans --dark -brown, golden-brown, 

 and yellow. A large majority of the women who taste-tested the coffee 

 said the cup opposite the dark-brown can was too strong, the one near 

 the yellow can was too weak, the one beside the golden -brown can was 

 best- -although all the coffee was the same. 



The fact that women are very conscious of color has implications 

 for your roadside market operation. Landscape with colorful flowers, 

 shrubs, and trees. Make displays to take advantage of the contrasting 

 array of colors in your products. 



