Those housewives buying or who had bought National Wheatmeal Bread were asked:-
(a) What first brought it to your notice?
(b) Do you or did you have any special reason for buying it?
Some 1,300 housewives replied to these questions, and fragmentation of this total regionally makes detailed statement of the result pointless. The main differences are illustrated below.
What First Brought it to Your Notice
?
Total
A
B
C
D
Recommended by Baker or Shopkeer
17.8%
22.5
25.5
34.2
41.8
Saw in Shop, Baker’s Van or Baker’s Display
15.5%
Wireless
15.0%
18.3
20.6
14.4
10.0
Advertisement (unspecified)
14.2%
37.5
20.4
26.2
22.2
Read about it, Newspapers Saw it in Food Facts
12.%
Recommended by friend, heard people talking about it.
9.5%
6.6
8.5
9.7
11.3
Posters
1.2%
Campaign Leaflet
.7%
Miscellaneous
14.1%
Sample
1,361
120
326
527
388
It will be seen that promotion of National Wheatmeal Broad through Press and Wireless made a greater impression on the higher social groups than the lower. On the other hand the lower social groups were more affected than the higher by personal recommendation and personal contact either through the baker or display.
Since previous Sections have shown less knowledge of the bread in the lower than the higher income groups it appears that an effective way of stimulating sales is by encouraging bakers to display the bread or mention it to their customers
Do you or Did you have any Special Reason for buying it
?
Total
A
B
C
D
“Just to try it, out of curiosity”.
31.2
20.9
24.9
33.8
35.9
“Thought I would like it. Take brown bread.”
14.7
10.4
14.5
16.4
13.2
Patriotic reasons, “the Government recommended, we were asked.”
9.2
21.6
13.6
8.0
3.0
Health reasons, “heard it was good For you.”
9.4
10.4
12.0
8.9
7.6
“Just for a change from the usual.”
6.9
4.5
6.6
7.7
7.0
Given it by the baker, “it was Recommended by the baker”, baker’s display
5.0
8.7
3.5
3.8
7.0
“Saw about it in newspapers,” “heard on wireless.”
3.2
4.4
3.4
3.4
2.7
“Heard about it from friends.”
3.6
“Couldn’t get usual sort.”
3.6
1.7
2.8
3.2
5.7
Miscellaneous
13.2
Sample
1,310
115
317
508
370
It will be seen that the lower groups advance in a more marked fashion the more direct human appeals as reasons for buying whereas higher social groups advance more markedly patriotic or health considerations.
The only notable difference between housewives of different ages was that older groups advanced patriotic motives (35--50 10.9%; over 50 10.3%) rather more than the youngest group (under 35 4.2%)
