SECTION 5 PREFERENCES EXPRESSED FOR WHITE, ORDINARY BROWN OR NATIONAL WHEATMEAL BREAD.
Of those acquainted with National Wheatmeal Bread some 1,366 housewives indicated which of the three types of bread was their first preference.
White
Ordinary Brown
National Wheatmeal
814
201
351
1366
59.6%
14.7%
25.7%
100%
It will be noticed that preference for National Wheatmeal is more marked than for ordinary Brown. In addition to this some 1,185 of these housewives indicated which of the three types of bread was their second preference.
White
Ordinary Brown
National Wheatmeal
209
524
452
1185
17.6%
44.2%
38.2%
100%
If these two groups he added, the figures seem to indicate that, failing white bread, of those replying to this Questionnaire 803 housewives would take National Wheatmeal as the next alternative. This figure is 58.82% of those answering this question, or 27% of the whole sample, To this figure should be added 104 housewives who bracketed ordinary brown and National Wheatmeal as second preference.
Age Groups
.
No marked differences in preferences as between housewives of different ages emerge, with the exception that housewives over 50% and to take ordinary brown as second choice rather than National Wheatmeal(i.[Text Missing]. 49.8, for ordinary brown as second choice as against 32.6 in the over 50s
for National Wheatmeal as second choice).
Social Groups.
Significant difference as between the social groups emerge from the social analysis of preferences.
First Preferences
White
Ordinary Brown
National Wheatmeal
Total
%
%
%
A.
43.2
25.6
31.2 (± 8.2)
125
B.
51.8
16.7
31.4 (± 5.2)
318
C.
62.4
13.5
24.1 (± 3.7)
527
D.
67.2
11.4
21.4 (± 4.2)
396
It will be seen the higher income groupings had more marked preference for Brown and National Bread. However, all groups indicated a more marked preference for National Wheatmeal than ordinary brown.
These housewives are however only of the whole sample they are biased in the direction of being at least acquainted with National Wheatmeal Bread. These figures expressed as percentages of the whole sample are:
First preference for National Wheatmeal
%
Sample
Second Preference for National Wheatmeal
Sample
%
%
%
%
A.
39
20
195
100
44
22.5
195
100
B.
100
17
588
100
112
18.6
588
100
C.
127
11.4
1108
100
185
16.7
1108
100
D.
85
7.7
1101
100
111
10.1
1101
100
Total
351
11.9
2992
100
452
15.1
2992
100
If these two groups be added the figure give the following percentages in the social groups of “those who, failing white bread would take N.W.B. as the next alternative."
%
%
A.
83
42.5
195
100
B.
212
35.6
588
100
C.
312
28.1
1108
100
D.
196
17.8
1101
100
Total
803
27.0
2992
100
As pointed out above, these figures are taken from replies by those housewives knowing about N.W.B., but since all other housewives have been assumed to favour other than N.W.B. the percentages of the whole sample which they yield is the very lowest possible, and assume that nothing is done to popularise National Wheatmeal Bread.
