10 BULLETIlsr 1044, U. S. DEPARTMENT OF AGRICULTURE. 



Another psychological appeal in self-service which can not be 

 overlooked is the natural satisfaction which most people derive from 

 getting behind the counter. The average person generally wishes 

 to handle the goods on a grocer's shelves and enjoys the opportu- 

 nity to do so. 



EDUCATION THEOUGH DISPLAY. 



The usual procedure followed by the customer in purchasing gro- 

 ceries is to make out a list of the articles desired, go to the grocery 

 store, and give the clerk the list. The clerk gets the articles, wraps 

 them up, and takes the money. The customer may ask several ques- 

 tions as to the quality or price of a few articles (usually fruits or 

 vegetables), and the clerk may suggest one or two other articles to 

 the customer. Aside from this, the customer has merely had his order 

 filled. He sees only a small part of the stock on sale, usually not 

 more than those articles on special display. He has been in the habit 

 of relying entirely on the sales clerk and does not take advantage 

 of the opportunity to examine the goods in order that he may know 

 what the dealer carries in stock. In fact, most of the stock is on the 

 shelves behind counters, which jDrohibits a close inspection. 



Under self-service the customer is forced to rely entirely upon 

 himself. In filling his list he comes in contact with nearly the entire 

 stock. Consequently he comes to know the articles carried, and is 

 reminded of goods he may have forgotten or has not thought of for 

 some time. This does not necessarily imply that over a period of 

 time he buys more groceries, but that he is less likely to have to come 

 so often, and also that he is less likely to get into a rut in his 

 buying. 



DISADVANTAGES. 



LIMITATIONS OF SELF-SEEVICE. 



There is probably no one method of distribution w^hich from some 

 angle does not fall short in supplying fully and to the best possible 

 advantage all the demands that are made by customers. Self-sen'ice 

 is no exception. It can not reach nor satisfy all classes of people, 

 nor is it intended to do so. 



There is, and doubtless always will be, a large group, perhaps even 

 a majority, who will demand service of some kind. It may be only 

 the service supplied by the clerks in cash-and-carry stores, or it may 

 be delivery or credit. All service costs the consumer something, 

 whether the cost is included in the price of the merchandise or 

 whether it is an additional charge. There will always be people who are 

 willing to pay for service, whether they need it or not, and also people 

 to whom such service is a necessity. This must be fullj'^ understood 

 and appreciated, as self-service should not be considered a panacea, 

 but merely a method by which a certain class of people may be sup- 



