SECTION 2. NATIONAL WHEATMEAL BREAD - BUYING HABITS.
As shown above something like 33% of the sample were completely unable to identify National Wheatmeal. Evidence relating to buying habits on the basis of the remaining 66% would have given a false impression, and percentages given below are calculated therefore on the whole sample.
Questions were asked to ascertain how much National Wheatmeal was bought on the preceding seven days. In a national sample this may be taken to give a picture of regular buying. Where none was bought during this period further questions were asked in order to determine buying habits of other than regular periodicity. Thus “occasionally” means that some was bought during the last few weeks.
Some 21.8% of the sample had bought N.W.B during the seven days before interviewing and an additional 17.7% of the sample had bought some during 2 or 3 weeks before interviewing.
Thus nearly 40% of the sample had bought some N.W.B. recently. This figure may be compared with the 66% of the sample which recognised the bread. The 27% of the sample which had not bought during this time had either never bought the bread (19%) or had given up buying it(8%). From these figures it will be seen that about 12% of those who knew about the bread had tried it and given it up and about 29% of those who know about the bread had never tried it.
8
NATIONAL WHEATMEAL BREAD BUYING HABITS
33.1%
DID NOT RECOGNISE N.W.B.
DID NOT RECOGNISE N.W.B.
33.1%
19.0%
HAVE NEVER BOUGHT
DESCRIBED OR RECOGNISED N.W.B.
66.9%
8.4%
USED TO BUY BUT GAVE UP.
17.7%
OCCASIONALLY BUY
21.8%
BOUGHT DURING LAST 7 DAYS
9
NATIONAL WHEATMEAL BREAD BUYING HABITS
33.1%
DID NOT RECOGNISE N.W.B.
DID NOT RECOGNISE N.W.B.
33.
19.0%
HAVE NEVER BOUGHT
DESCRIBED OR RECOGNISED N.W.B.
66.
8.4%
USED TO BUY BUT GAVE UP.
17.7%
OCCASIONALLY BUY
21.8%
BOUGHT DURING LAST 7 DAYS
t
10
THE EXTENT TO WHICH NATIONAL WHEATMEAL BREAD IS KNOWN.
Described correctly 54.8%
Incorrect & Don’t know 45.2%
Did recognise on description
Did not recognise on description
12.1
33.1
Total recognising on identifying National Wheatmeal Bread.
Total not recognising National Wheatmeal Bread.
66.9%
33.1%
11
THE EXTENT TO WHICH NATIONAL WHEATMEAL BREAD IS KNOWN
Social Class
A.
74.9%
10.8%
14.3%
B.
66%
11.6%
22.4%
C.
55.4%
11.7
32.9%
D.
45%
13.3%
41.7%
Described correctly.
Recognised on description.
Did not recognise on description
12
6.
13
7.
A. Regional Differences
Scotland
S. Wales
N. Midland
N.W.
N. & N.E.
Midland
S.E. & London
S’th
S.W.
East
Total
%
%
%
%
%
%
%
%
%
%
%
Failed to recognise N.W.B.
19.6
50.8
32.9
27.1
306
46.0
31.8
26.6
53.4
26.0
33.1
Have never bought
15.8
10.9
20.5
24.8
33.7
18.8
9.6
23.6
8.1
16.2
19.0
Used to buy, now given up
17.0
5.5
4.1
8.1
3.3
5.8
12.9
7.9
5.4
9.2
8.4
Occasionally buy
29.6
13.7
17.4
20.0
13.9
12.7
14.9
14.6
14.0
26.5
17.7
Bought during last 7 days
17.9
19.1
± 5.8
25.1
± 5.8
20.0
18.5
16.7
30.8
27.3
± 6.9
19.0
± 5.3
22.2
± 6.1
21.8
Sample
341
183
219
431
454
276
529
165
221
185
3004
It will be seen that vigorous application of probable error weakens regional variation considerably. It is nevertheless notable that large discrepancies exist between knowledge of the bread and buying it regularly. If the groups buying occasionally or regularly are summed, then a much closer correlation appears between buying N.W.B. and knowing about it.
%
%
%
%
%
%
%
%
%
%
%
Occasional buyers and bought during last 7 days
47.5
32.8
42.5
40.0
32.4
29.4
45.7
41.9
33.0
48.7
39.5
Recognising or identifying N.W.B.
80.4
49.2
67.1
72.9
69.4
54.0
68.2
73.4
46.6
74.0
66.9
It will be seen that in all districts, with the exception of N. & N.E., where there is an over average recognition of N.W.B., there is over average buying. From this it appears that, on the whole, among those who buy it, buying of N.W.B. is almost as much occasional as regular.
Penetration of Publicity
The percentage of Buying Occasionally or Regularly, expressed as a proportion of those knowing about N.W.B. gives some measure of the success of the publicity for N.W.B, with those
whom it reached
Scotland
S. Wales
N. Midland
N.W.
N. & N.E.
Midland
S.E. & London
South
S.W.
East
Total
%
%
%
%
%
%
%
%
%
%
%
58
66.5
63
55
46.5
54
67
57
71
66
59
These figures shew surprisingly that the greatest proportionate success has occurred in districts where the actual buying percentage was lowest.
The percentage of those Never Buying expressed as a proportion of those knowing about N.W.B. gives a measure of failure of publicity employed to make a real impression.
%
%
%
%
%
%
%
%
%
%
%
19.6
22
30.6
34
48.5
35
14
32.2
17.4
21.7
28.5
If both the positive and negative indications given above are taken into account, the areas whose greatest proportionate success is noticed are: S.E. and London and S.W., and somewhat less good, Eastern and S. Wales. The areas with least proportionate success are N. and N.E., and somewhat less bad, N. West and Midland.
It is, of course, necessary to remember that these figures are a close indication of success in publicity only if there is equal possibility of buying N.W.B. for all groups and in all regions. This is dealt with in a later section.
B.
Differences in Social Groups
.
Since there were marked differences in knowledge of N.W.B. between the social groups, it might be expected that difference would appear in buying habits.
A
B
C
D
%
%
%
%
Failed to recognise N.W.B.
14.3
22.5
32.9
41.7
Have never bought
15.9
19.6
17.3
20.8
Used to buy, now given up
12.3
8.8
7.7
8.4
Occasionally buy
22.1
18.3
20.4
14.2
Bought during last 7 days
35.4
± 7
30.8
± 3.9
21.7
± 2.4
15.0
± 2
Sample
195
588
1108
1101
%
%
%
%
Occasional Buyers and Bought during last 7 days
57.5
49.1
42.1
29.2
Recognising or identifying N.W.B.
85.7
77.6
67.1
58.3
It will be seen that whereas about two thirds of A. B. and C. housewives who recognised N.W.B. were occasional or regular buyers, only about one half of housewives who recognised the bread were regular or occasional buyers. This difference is even more marked in the case of regular buyers only.
If the percentage of those never buying is expressed as a proportion of those knowing about N.W.B. sharp differences emerge.
A
B
C
D
% never buying as % of these knowing about N.W.B.
18
25.2
25.8
35.5
If effective publicity be taken as that which persuades the housewife to buy, then from these figures it would appear that publicity for N.W.B. has proportionately penetrated less into D. groups than in others.
C.
Age Differences
.
No notable difference in reactions were seen on the part of housewives of different ages.
