36 
17. About 60 per cent of the housewives of the American white 
group personally purchased the meat used by the families, and the 
telephone was used by an additional 25 per cent. 
18. About three-fourths of the housewives of the American white 
group stated that they had made up their minds regarding the kind 
of meat and cut of meat which they wished to buy before they went 
to the store. 
19. About three-fourths of the housewives of the American white 
group stated that they did not buy meat at specially advertised 
prices and that they were not influenced by salesmen in their pur- 
chasing of meat. 
20. One-half of the American white group of housewives said that 
they were influenced in their purchasing of meat by store displays. 
21. The lower the standard of living the greater the price appeal 
admitted by housewives of the American white group. 
22. Two out of each five housewives of the American white group 
said that they sometimes or often shopped between stores in pur- 
chasing meat. The tendency to shop between stores was more pro- 
nounced in the colored group and in some of the foreign groups than 
in the American white group. 
23. Over four-fifths of the total number of housewives in the 
American white group stated that they bought meat by the pound 
rather than by the portion. 
MEAT ADVERTISING 
24. The shop poster was most frequently recalled as the form of 
local meat advertising, about three-fourths of the housewives of the 
American white group stating that they remembered posters. Rus- 
sian and colored groups recalled handbills and circulars to a greater 
extent than the other groups. 
25. Over 90 per cent of the housewives of the American white 
group recalled some phase of price advertising when asked what they 
remembered about meat advertising by local stores. 
26. Quality of meat was the factor which more than half of the 
housewives of the American white group said that they would adver- 
tise if they were operating meat shops. An additional one-fourth 
said that they would stress sanitary handling of meat, and less than 
one-tenth said that they would use price as an advertising appeal. 
CONSUMER KNOWLEDGE OF MEAT QUALITY AND CUTS 
27. According to almost 50 per cent of the housewives of the 
American white group, their dealers handled either the best or a very 
good quality of meat. As only approximately 9 per cent of the 
cattle slaughtered were probably of these qualities, the lack of consu- 
mer knowledge of meat grades and quality was evident. 
28. Three kinds of steaks and 2.3 cuts of roasts were named on the 
average by housewives of the American white group as the entire 
number of cuts which they could recognize. The small numbers of 
these cuts recognized did not denote familiarity with the number of 
steaks and roasts made available by the cutting up of a beef carcass. 
