CONSUMES PBEFERESTCES IN PURCHASE OF MEAT 25 
of recollection by housewives, posters in shops were the most promi- 
nent method of local meat advertising in Birmingham, Fargo, Grand 
Forks, Lincoln, New Orleans, and Oklahoma City. Newspapers were 
remembered most often in Denver, Minneapolis, Oklahoma City, San 
Francisco, and Washington. Handbills and circulars were remem- 
bered to the greatest extent in Denver, Minneapolis, and Washington. 
Question 13. — (6) What do you remember about meat advertising bv local 
stores? (Table 31.) 
In the American white group, 836 housewives answered this ques- 
tion. Reasonable prices were remembered by 47.4 per cent of the 
housewives, special prices by 25.2 per cent, listing of prices without 
any recollection as to whether they were reasonable or otherwise by 
16 per cent, quality by 4.7 per cent, attractive meat displays within 
the store by 2.4 per cent, cheap cuts and prices by 1.9 per cent, 
charts of various cuts of meat by 1.9 per cent, and the handling of 
government inspected meat by 0.5 per cent. The price element 
was the predominant feature in 90.5 per cent of the advertising 
recalled by this group of housewives. Quality and other good-will 
advertising were recalled by relatively few housewives. 
All of the advertising recalled by the poor class of the colored group 
pertained to price. With the exception of minor numbers this was 
also true of the middle class of this same group. 
In the foreign groups this same strong tendency toward recollection 
of price advertising was apparent. The persons in the foreign groups 
replying to this question were few in number, so that the results 
presented were probably of slight importance as indications of the 
tendencies of the various nationality groups, with the possible 
exception of the Scandinavian group in which 48.2 per cent of the 56 
housewives recalled reasonable price advertising; 33.9 per cent, special 
price; 8.9 per cent, list of prices. 
It was plainly apparent from the replies to this question that the 
price appeal was the one thing in meat advertising which was most 
persistent in the minds of the housewives. This tendency was due 
to one of two reasons: (1) The meat-advertising policies of local 
stores were almost entirely directed along the line of price appeal, or 
(2) the dominant influence in the housewife's purchasing of meat 
was price. That the latter was not the case has been amply demon- 
strated by the previous discussion of questions in which the price 
appeal was found to be of less importance than the quality appeal. It 
is also a matter of almost common knowledge that advertising by 
meat markets is directed largely along price lines with but little 
attention to quality and good-will advertising which will draw trade 
through other means than that of price. 
Question 14. — If you owned a market, what would j^ou advertise about 3 T our 
meat? (Tables 32 and 33.) 
In an effort to determine the factors which the housewife regard- 
ed as of most importance in advertising, there was included a ques- 
tion in answer to which the housewife was asked to state her ideas 
of what she would advertise if she were the owner of a meat mar- 
ket. 
It was important to find that the advertising factors which house- 
wives stressed were evidently those to which retailers of meat had 
given but little attention. The type of advertising which appealed 
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