THE MARKET FOR MASSACHUSETTS APPLES 13 



grower or at the roadside stands; and 7 per cent buy from the grocer. 

 Others buy from various sources as happens to be convenient. 



Seven in ten of those who buy a barrel at a time deal directly with 

 the grower and nine in ten buy either from the grower or from the road- 

 side market. Eight per cent buying barreled apples secure them from 

 their grocers, while others report buying from several sources. 



Over thirty per cent of reported consumers' purchases were by the 

 peck or by the 14-quart basket, the latter chiefly in .Springfield and vicin- 

 ity, although there are some baskets sold in Worcester. 



Sales by the Pound 



There has been in the last few years a marked increase in the buying 

 of apples by the pound, and a corresponding decrease in purchases by the 

 peck, bushel or barrel. From the retailer's standpoint practically all 

 sales are by weight. Sales "by the piece" are the only exceptions. A peck 

 of apples must weigh 12 pounds in Massachusetts and the retailer weighs 

 out 12 pounds when the customer orders a peck of apples, or 6 pounds 

 when a half-peck is ordered. Often the customer orders "2.5^ worth" of 

 apples, and the retailer adjusts the apples to this amount by weight — 3 

 pounds, 4 pounds, or 5 pounds "for a quarter." 



Retailers reported that the customer seems to prefer to purchase 25 

 cents worth even though a better bargain be offered at slightly different 

 amounts. For instance, more apples will be sold if 5 pounds are given 

 for 2.5 cents than if 6 pounds are offered for 28 cents. It is reported by 

 retailers that a real bargain at more than 25 cents or less than 25 cents 

 will cause a falling off in volume of sales, whereas a reduction of the 

 number of pounds offered for 25 cents will not materially affect the num- 

 ber of sales. 



Sales "by the piece," varying from one apple to a dozen, comprise 3 

 per cent of all retailers' sales reported. These are largely at fruit stands, 

 and the price is commonh^ 5 cents each, although sometimes apples are 

 sold at 3 for 10 cents, or even 10 cents each. 



The custom of buying in small quantities has developed because (1) 

 the storage facilities of the average home, particularly city homes, are 

 small, and there is not room enough for large quantities of supplies; (2) the 

 cash and carry system has induced the purchase of small lots by the con- 

 sumer; (3) apples which have been in cold storage do not keep well when 

 removed from storage, and the consumer therefore finds it wiser to buy 

 small lots of these apples. 



Factors hi BuyiiKj 



One-fourtli of the consumers say that they are guided in their selection 

 by the condition of the fruit. Size is considered, according to these re- 

 ports, by but 14 per cent, but it is well-known among retail and wholesale 

 dealers that there is a decided preference for apples of medium size. Color, 

 likewise, is named as of importance hy but 7 jier cent of the consumers, 

 although it is a matter of general information that red apples are the 

 only ones commonly desired for houseliold use. 



The flavor of the apple is taken into consideration by 16 per cent 

 of those reporting, and juiciness, texture of the flesh, and cooking quality 

 are mentioned bv a few. 



