24 BITLLETIX 1044, V. S. DEPAETMEXT OF AGEICFLTUEE. 



the greater satisfaction of both tlie customer and tlie dealer. Once 

 tlie customer's confidence is obtained and maintained, tlirough a proper 

 solution of this problem, a better understanding Tvill be had between 

 him and the dealer. The word " substitution " often implies, to a cer- 

 tain extent, an unfair practice. But its use in this discussion implies 

 only a necessar;\^ substitution (because of the inability to get the 

 article desired) or one that is made in the best interests of the con- 

 sumer, as Trhen a buyer can secure an article of the same or better 

 qualitj' at a lower price than that paid for the article for which the 

 substitution was made. 



Man}- dealers make a practice of buying job lots, with little atten- 

 tion to their quality or uniformity as compared with the article sub- 

 stituted, price being the main reason for making the x^urchase. It is 

 not meant that the actual buymg of these job lots be discouraged, 

 but it is believed that the majority of the dealers doing this do not 

 fully take into consideration, the selling cost, both in the increased 

 effort necessary for their proper introduction and in the loss of cus- 

 tomers' satisfaction, for there is a definite satisfaction on the part of 

 the customer in being able to purchase an article with which he is 

 already familiar, both as to quality and value. 



During the past few years it has often been difficult to maintain 

 supplies of certain lines of goods, either because of an actual shortage 

 or the disruption of some phase of the distribution system. This has 

 made the buying problem particularly difficult, and especially so 

 under self-service. 



BXTING. 



The problems arising in connection with the buying of merchandise 

 intended for sale under the self-service plan are not fundamentally 

 different from those arising under the service plan, but they are mag- 

 nified to a certain extent and need closer study on the part of the 

 buyer. 



Because of the absence of clerks in a self-service store, more atten- 

 tion must be given to supplying the customers with merchandise the 

 quality and grade of which they will be readily able to recognize. 

 This maj- be done in various ways, and should begin with the buying 

 of the merchandise. Careful consideration must be given to brands, 

 qualities, and grades. After the sale of a certain brand, or otherwise 

 identified articles, has been established in any locality, the discon- 

 tinuance of the sale of that article and the substitution of another 

 article of the same quality, but with a different identification mark, 

 causes a disturbance which can be overcome only after the expendi- 

 ture of a considerable amount of energy. This energy may take the 

 form of an explanation on the part of the sales person, or of adver- 

 tising in various forms, or of the use of confidence, the building up 



