26 



U. OF N. H. AGRI. EXP. STATION [Bulletin 249 



less labor than at retail, might be successful even though sales should 

 aggregate only $500 or $1,000. Too many small stands, however, 

 lack uniformity, efficiency and stability, and have insufficient volume of 

 business to warrant jH-oiier attention to details in the presentation of 

 products, to good salesmanshiji, and to desirable advertising. They 

 are less appealing to the trade than a big place with masses of display. 

 The marketing of farm products is more flexible in some reciuire- 

 ments than merchandising, pure and simple. For exami)le, one would 

 hardly expect to build up a special trade for "tonic" or purchased 

 candy and ice cream on a side road off the main highways. With farm 

 products, however, this may be done, for the individuality of the op- 

 erator here carries weight. His ability to grow things timely and well, 

 and to grade properly, bunch, and package them, and particularly his 

 integrity in regard to prices and quality may gain for him customers 

 with whom competitors have little influence. Several farmers are 

 successfully conducting a roadside market independent of the main 

 traffic routes. For the 103 stands surveyed, considerably over half 

 of the trade was "local" patronage — people who came often enough to 

 be recognized as rcgulai- buyers — as shown in Table XV, and many of 

 the farm products markets put little or no dependence on transient 

 trade. 



Table XV. — Distribution of trade as estimated between "Local" and "Transient" 



*Three omitted because no estimates possible with their new business. 



The term "local" is used to define those persons who come often enough and 

 continuously enough so that thej' are recognized as regular customers; it usually 

 includes "summer boarders", so called, as well as local residents. 



"Transient" refers to those patrons who happen to be at a stand by vii-tue of 

 tlieir tra\els when desire nnd suggestion are sufficiently strong to tempt them to 

 stop to purchase. 



