Dec. 1929] ROADSIDE MARKETING 39 



4. One of the most important factors in locating a stand is to se- 

 lect a road with heavy traffic. However, by catering to local trade, 

 one may sometimes overcome much of the disadvantage of being con- 

 fined to a road with little travel. 



5. When a farmer sells homegrown vegetables at the door, he is 

 marketing largely his family labor, and the sales represent cash that 

 accrues to him; when he is merely merchandising gasoline or tobacco 

 jiroducts. from 70 to 95 per cent of the receipts go to pay for the ma- 

 terials which someone else produced. 



6. On 55 farms using roadside marketing methods to dispose of 

 some or all of their products sold, an average of 69 per cent of the 

 family receipts came from such cash sales. 



7. Roadside selling is seasonal. Over half the business at 82 places 

 was done in July and August. Four months, from June to September, 

 included over 85 per cent of the annual sales. 



8. "Work at these places tends to become irksome and monotonous. 

 It in^•olves late hours at night, holidays, and Sundays. Some 30 per 

 cent of the sales are likely to be made on Sunday, 20 per cent on 

 Saturdaj'-, and 10 per cent on any other day of the week. 



9. About $1000 worth of labor was involved as an average for 

 each stand. Nearly 90 i)er cent of this was furnished by the family. 



10. A house for roadside selling is not necessary, but may be a 

 great convenience. It should be ]5ractical, not ostentatious or fancy. 

 An expenditure of over $500 in such construction is seldom warranted. 



11. The limit of sales possibilities for an individual roadside mar- 

 ket has not been reached in New Hampshire. 



12. Over half the business at these roadside places was reported to 

 be done with buyers that come more than once, in fact often enough 

 to be recognized as regular customers. 



13. In choosing a site for a stand one should consider the motor- 

 ist's convenience. The outside of a curve may take advantage of his 

 slowing up, while providing an easy view of the market. The top of 

 a hill is an easy place from which to start. Convenient parking fa- 

 cilities are important. 



14. Roadside signs must comprise few words and large letters in 

 order to be comprehended by the passing motorist. Dignity and 

 neatness are indicated. 



15. A good name for a stand is an important factor in advertising. 

 It deserves much care in selection. 



16. Quantity and variety are important factors in rendering a 

 display of products effective at the stand. 



17. The basis of good roadside marketing is freshness of products. 

 Its importance cannot be over-emphasized. 



18. Grades and packages are important for farm products. One 

 should study recommended and special types of each for his own lo- 

 cal market conditions. 



19. Prices are fundamental to success. They involve much study. 

 Fundamentally the salesman at the farm must share with the buyer 

 some of the savings in cost of distribution. For the same quality of 

 goods, a price 5 or 10 per cent below retail is perhaps a fair starting 

 point. 



