6 - 



Number and Variety of Products: This includes assortment of prod- 

 ucts. It includes the idea of bulk and non-packaged products versus 

 prepackaging. You may need both. It involves the variety of package 

 sizes. It involves the notion of what fruits and vegetables women es- 

 pecially come to a roadside market for, rather than going to the super- 

 market. Is it sweet corn at one season, strawberries at another, melons 

 at a third? What are the items that are most favorable image projects 

 for roadside markets? Find which ones and use them to the full in your 

 roadside signs, ads, promotions, and displays. 



Quality : So far as many consumers are concerned, quality is not 

 based on grades and standards prescribed by a technical definition or 

 the measurements of experts in the particular industry. It depends more 

 on people's tastes, preferences and values. The point is that quality, 

 as a motivating factor, must be defined in terms of your consumers and 

 potential consumers. 



Point of Sale Materials and Displays : Nearly two out of three of 

 the consiimer's final purchasing decisions are made right in the store at 

 the point of sale. This is also true for most consumers patronizing 

 roadside markets. 



Here are some key factors when considering point of sale and dis- 

 play as a tool to motivate consumers. 



(1) Your products should have that "fresh picked, high quality 

 look" in a setting that complements this idea. Cull and restock after 

 each rush of customers. 



(2) Prices should be clearly displayed on all merchandise, and 

 also names of items in some cases should also be included. 



(3) Make displays look large enough to be seen from the road and 

 to attract attention. This can be achieved without using a volume of 

 products in the display that is too large for the sales volume of the 

 item which would cause spoilage. The way to do it is to realistically 

 dummy the core of the display and also tilt it for maximum display ef- 

 fect. 



(4) Display highly perishable items on ice or refrigerated shelves. 

 This prevents unnecessary spoilage as well as projecting a quality image 

 and giving your customers a feeling of security in that you handle the 

 products with care. 



(5) Provide paper towels at the display for the use of customers 

 who bag their own items. This helps meet the consumer recognition need. 



(5) Most women are "waist to eye -level" shoppers. Display the 

 items you want to "push" at this level. 



(7) Point of sale colored posters are available from your fruit 

 and vegetable organizations. Recipes and information on home handling, 

 storage, and use are available for everything from home-made broth to 



