SECTION 3. THE AMOUNT OF NATIONAL WHEATMEAL BREAD BOUGHT.
All subjects clearly able to distinguish N.W.B. were asked how much (what weight) they had bought in the seven clays before the interview. 658 housewives replied, and it will be seen that over 60% of these bought 4 lbs. or less. These people may be assumed to represent the regular buying of N.W.B.
Ibs. Bought
1
2
3
4
5
6
7
8
9
10
11
12
13
14
No.
73
148
64
111
15
92
33
26
5
21
5
27
-
27
%
11.2
22.7
9.8
16.9
2.3
14.0
5.0
3.9
.7
3.2
.7
4.1
-
4.1
Ibs. Bought
15
16
17
18
19
20
Over 20
Total
No.
1
2
1
1
1
-
5
658
%
.16
.32
.16
.16
.16
-
.7
100%
This table may be summarised as follows:-
Of those buying N.W.B. in 7 days before interview
.
33.9% bought 1-2 lbs.
29.0% bought 3-5 lbs.
37.1% bought over 5 lbs.
Expressed as proportions of the whole sample N.W.B. was bought as follows:-
Ibs. bought
None
1
2
3
4
5
6
7
8
9
10
11
12
13
No.
2346
73
148
64
111
15
92
33
26
5
21
5
27
-
%
78
2.4
4.9
2.1
3.7
.5
3.1
1.1
.9
.2
.7
.2
.9
-
Ibs. bought
14
15
16
17
18
19
20
Over 20
Total
No.
27
1
2
1
1
1
-
5
3,004
%
.9
.2
.2
100%
This may be summarised as follows:-
Of the whole sample
7.3% bought 1-2 lbs.
7 days before interview
6.3% bought 3-5 lbs.
7 days before interview
8.4% bought over 5 lbs.
7 days before interview
22% bought any N.W.B.
7 days before interview
78% bought none
7 days before interview
(It will, of course, be remembered that some 17.7% bought occasionally; see overleaf).
Detailed analysis of these figures by area, social group and age of housewife gives such small numbers for individual lb. quantities that no attempt is made to present such figures. A grouping in 1-2 lbs., 3-5lbs. and 5 lbs. or over, however, does show some interesting differences.
15
9.
A. Regional Differences.
Scotland
S. Wales
N. Mid.
N.W.
N. & N.E.
Midland
London & S.E.
South
S.W.
Eastern
Total
1-2 lbs
9.4
4.9
8.7
8.8
6.8
7.6
6.2
7.3
5.4
7.6
7.3
3-5 lbs
5.3
7.1
8.7
6.5
6.8
6.2
5.1
6.1
7.7
5.4
6.3
More than 5 lbs
3.2
7.1
7.8
4.6
4.8
2.9
19.5
14.0
5.9
9.2
8.4
None
82.1
80.9
74.8
80.1
81.6
83.3
69.2
72.6
81.0
77.8
78.0
Sample
341
183
219
431
454
276
529
165
221
185
3,004
It will be seen that London & S.E., Southern and Eastern have appreciably more over 5 lbs. buyers. It is interesting to contrast with these figures proportions knowing about N.W.B. and proportions buying occasionally (i.e. not during 7 days before interview but during the 2 or 3 weeks previously).
Scotland
S. Wales
N. Mid.
N.W.
N. & N.E.
Midland
London & S.E.
South
S.W.
Eastern
Total
% Knowing about N.W.B.
80.4
49.2
67.1
72.9
69.4
54
68.2
73.4
46.6
74
66.9
% Buying Occasionally
29.6
13.7
17.4
20.0
13.9
12.7
14.9
14.9
14.0
26.5
17.7
It will be seen that Scotland with highest proportion knowing about N.W.B. has the highest proportion of occasional and 1-2 lbs. buyers, but almost the lowest proportion of over 5 Ib. buyers; on the ether hand London with a smaller proportion knowing about N.W.B. has a much higher proportion buying over 5 lbs.
