104 HARVESTING, STORING, AND MARKETING 



representing 970 families, knows 1.69 varieties, the group with annual 

 incomes above S6000 knows 3 varieties on the average. 



3. Appearance is much more significant than variety names. Large 

 size, high color, and cleanliness of the fruit attract; blemishes, soiled 

 condition, small size, and poor color repel. 



4. Orders were placed for the most part either for ^'eating" or "cook- 

 ing" apples. Only 24 per cent ordered by variety names, and of these 

 only 13 per cent ordered by brand names. 



5. For eating purposes, Mcintosh, Baldwin, Fameuse (Snow), De- 

 licious, Northern Spy, Spitzenburg, and Winesap were desired in the 

 order named, with Mcintosh considerably in the lead. 



Jewish people were especially partial to Mcintosh and gave as their 

 reason its high quality. The English, American, and Irish groups 

 favored Delicious and Baldwin. Delicious was the most popular variety 

 among the high-income families. 



For cooking purposes green apples or "Greenings" were pre-eminently 

 in demand. 



6. Apples are purchased in very small quantities. Thirty-eight per- 

 cent of the families purchased in units of 12 apples. Units of 10 and 6 

 Apples were also popular. Only 13 per cent purchased in units larger 

 than 12 apples. 



Purchases by the pound are usually made in 3- or 4-pound units. 

 Almost no fruit is purchased by the barrel, box, or basket. 



7. The use of the apples purchased is: 57 percent are used in the raw 

 state, 15 percent are used for sauce, 13 percent are baked, 11 percent 

 are made into pies, and 3 percent into salads. Italians use more apples 

 in the raw state than any other nationality. 



As the family income rises, a larger proportion of the fruit is used in 

 the prepared state and less is eaten raw. 



8. The chief reason given for the purchase of apples is their health- 

 giving qualities. 



It appears from these studies that attractiveness is the 

 major factor in sales; that publicity relating to varieties, pack- 

 ages, or brands has had a minor effect as yet; that the retailer 

 occupies a position of great significance in influencing pur- 

 chases; and that the healthful qualities of apples constitute 

 their greatest appeal. 



Results in other consuming centers, especially those with 

 populations more uniform in nationality and in economic 

 status, would doubtless be somewhat moditied. 



