SECTION 7
.
REASONS ADVANCED FOR CEASING TO BUY NATIONAL WHEATMEAL BREAD
.
In section 2 (p.5) the proportions giving up N.W.B. were compared with the proportions buying regularly and occasionally. In the table below the proportion giving up N.W.B. is expressed as a proportion of those who at any time had bought N.W.B.
Scotland
S. Wales
N. Mid.
N. West
N.E.B.
Midland
S.E. London
S’th
S.W.
East
Total
(1)% which at any time bought N.W.B.
64.5
38.3
46.6
48.1
35.7
35.2
58.6
49.8
38.4
57.9
47.9
(2)% which had given up N.W.B.
17.0
5.5
4.1
8.1
3.3
5.8
12.9
17.9
5.4
9.2
8.4
(2) as % of (1)
26.3
14.4
8.8
16.9
9.2
16.5
22.0
15.9
14.1
15.9
17.5
It will be seen that those areas where largest proportions had tried National Wheatmeal Bread had the largest proportions giving up N.V.B.
absolutely and relatively
.
It is not possible to quote reliable detailed figures for the reasons advanced for giving up N.W.B., but summarised figures are quoted below for the 240 housewives who answered the question seeking to define these reasons.
Why N.W.B. was given up
.
Don’t like it(unspecified)
41.6
Does not keep well, goes dry
17.9
35.5%
It’s “chaffy”, tough, hard
5.0
Children don’t like it
6.3
Loaf is too big, it gets stale
3.8
No, flavour, uninteresting
2.5
Can’t got it from baker
4.2
You prefer what you get used to
11.3
Got tired of it
4.6
Miscellaneous
2.8
Sample
100%
It will be seen that unspecific reasons or reasons indicating unwillingness to change old habits or form new ones are advanced by a clear majority of those answering the question. 35.57% of those replying indicated precise factual reasons for giving up the bread.
