MARKETING 



85 



TABLE 11 



Family Income and Annual Sales of Eastern and Western Apples, 

 PER Retail Outlet, as Reported by Retail Outlets of 

 Three Types, New York City, 1937-38 



Income Class 

 Based on Rentals* 



Outlets 

 Report- 

 ing 



Average Quantity Sold per Outlet 



Eastern 



Western 



Total 



Total for 

 7 Fruits t 





Number 



1000 lb. 



1000 lb. 



1000 lb. 



1000 lb. 



independent 













retail grocers: 













$20 - $34 



136 



4.2 



3.6 



7.8 



31.5 



$35 - $49 



137 



7.5 



5.2 



12.7 



52.2 



$50 - $64 



82 



10.2 



5.6 



15.8 



68.4 



$65 - or more 



124 



11.9 



8.2 



20.1 



106.8 



1121 independent stands: 













$20 - $34 



202 



19.4 



15.1 



34.5 



118.7 



$35 - $49 



314 



43.9 



15.3 



59.2 



212.4 



$50 - $64 



315 



35.0 



16.6 



51.6 



200.9 



$65 - or more 



290 



33.4 



18.8 



52.2 



229.1 



164 pushcarts or 













wagon peddlers: 













$20 - $34 



101 



41.7 



11.2 



52.9 



113.5 



$35 - $49 



50 



41.2 



16.5 



57.7 



137.3 



$50 - $64 



2 



1.9 



35.2 



37.1 



250.1 



$65 - or more 



1 





13.7 



13.7 



96.4 



* Income class based on average rental of census tract in which store is located, 

 as shown by United States Census of 1930. 

 t Includes apples, as well as fruits listed. 



The '^margins'^ taken by city agencies in selling fruit have 

 long concerned growers. It is to the advantage of growers 

 that these margins be sufficient to encourage retailers to push 

 the product and low enough to create volume sales and main- 

 tain a favorable competitive position with other products. 



