BULLETIN No. 271 MAY 1950 CONSUMER REACTIONS to "ALAYAM" CANDY A Nation-Wide Acceptance Test of a New Type of Cocoanut Brittle Made of Sweetpotatoes oj6 e AGRICULTURAL EXPERIMENT STATION ALABAMA POLYTECHNIC INSTITUTE M. J. 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LANHAM, JR., Agricultural Economist INTRODUCTION THE LAST DECADE, considerable attention was focused on the sweetpotato industry in the United States. Beginning in 1941 and 1942, and continuing to the present, commercial exports and shipments of sweetpotatoes increased in importance. New and improved methods of processing sweetpotatoes through dehydration, canning, and manufacture of starches were accelerated. During this same period, an increase in military demand for sweetpotatoes occurred. Despite all of these factors, however, the annual carry-over of sweetpotatoes during the last decade differed little from that of 20 to 30 years earlier. Total annual production and consumption of sweetpotatoes averaged about the same during the last decade as during the 1909-19 period. Per capita consumption, however, failed to keep pace with increases in population. For the United States as a whole, consumption declined during the last three decades from 26 pounds per capita in 1909 to 14 pounds per capita in 1949. Production and consumption of candy in the United States greatly increased during this period. During the last two decades alone, per capita consumption of candy increased from less than 15 pounds in 1927 to more than 19 pounds in 1947. There was an unprecedented increase in the demand for candy in the United States during the period of World War II. Because of rationing and other government-controlled programs during that period, the confectionery industry was unable to supply the demands of consumers. *The research on which this report is based was made possible by funds provided by the Agricultural Research and Marketing Act of 1946. The Department of Agricultural Economics, Alabama Agricultural Experiment Station, assumed major responsibility for conducting the study under provisions of a cooperative agreement between the Alabama Agricultural Experiment Station and the Bureau of Agricultural Economics, United States Department of Agriculture. DURING 4 ALABAMA AGRICULTURAL EXPERIMENT STATION Beginning in 1942, a research project at the Alabama Agricultural Experiment Station on development of new products from sweetpotatoes' for food uses placed major emphasis on the possibilities of developing candies that would require less sugar in manufacturing and that would also possess a higher nutritional value than most candies currently on the market. These efforts resulted in the development of a number of different candies derived from sweetpotatoes. 2 One of the more promising of these new candies was a cocoanut brittle - a product made from sweetpotato puree, finely ground cocoanut, and sugar. This product was not subjected to comprehensive consumer acceptance tests when first developed, and therefore little was known of its potential market possibilities. In view of the recent trend in per capita consumption of candy, an opposite trend in per capita consumption of sweetpotatoes, and the realization that candy could be made from sweetpotatoes, it appeared that additional research on this problem might be profitable both from the standpoint of farmers as producers of the raw product and of consumers as users of the finished product. This is the first of a series of reports that present results of a nation-wide consumer acceptance test of several new food products made from sweetpotatoes. This particular report deals with "Alayam"3 candy. It is concerned primarily with the over-all problem involved in measuring whether a candy of this type, made from sweetpotatoes, would be accepted by the consuming public. Upon the results of this and other similar studies will depend, in large part, the type of work to be carried on with other sweetpotato food products. These results also will determine largely the extent to which additional research on this particular product will be undertaken.4 SFor a detailed discussion of the development of these products see L. M. Ware, "Nature of Alayam Products," Sweet Potato Journal, December 1946. SFor a detailed description of these candies, their properties, et cetera, see Mildred S. Van DeMark and L. M. Ware, "Candies from Sweet Potatoes," Sweet Potato Journal, March 1947. 'The word "Alayam" is a coined word devised to represent the words Alabama sweetpotato ("Ala" for Alabama and "yam" for sweetpotato). It was first used as a brand name to apply to all specialty food products developed by the sweetpotato food research projects of the Alabama Agricultural Experiment Station during World War II. It is used in this report to distinguish the product tested from all other types and kinds of similar products. SConcurrent with this study, technicians on production and manufacture have been working on the problems involved in the development of continuous or semi- continuous processes to manufacture the product. All previous manufacturing, including the manufacture of sample products used in making this test, has been done on a pilot-plant basis. CONSUMER REACTIONS to "ALAYAM" CANDY DESCRIPTION OF "ALAYAM" CANDY 5 The "Alayam" candy used in this test was made by combining equal proportions, on a dry-weight basis, of sweetpotatoes, cocoanut, and sugar. The finished product was essentially a cocoanut brittle. Its final flavor was a rich blend of cocoanut and caramel. A wide variety of flavors may be obtained by adding different kinds of fruits to the basic ingredients of the product, thereby blending fruit flavors with the cocoanut and caramel flavors already present. In manufacturing the candy, sweetpotatoes were prepared by washing, trimming, baking, peeling, and pulping. This process resulted in a smooth, well-colored puree, free of fiber, and with a moisture content of approximately 60 per cent. The puree was F. and used as used immediately, or was frozen and stored at needed. Cocoanut was prepared by grinding it finely enough to pass through a 20-mesh screen. Grinding of cocoanut was best accomplished by a cutting operation. Fruits, when used, were prepared in the same way. The prepared ingredients, including the sugar, were thoroughly mixed and blended by passing them through a pulper screen. The mixture was then loaded on trays by an extrusion operation, dried, and toasted to a moisture content of approximately 2.5 per cent. Drying and toasting was done in an oven at a temperature of 2700 F. with air circulated at a velocity of 1,000 feet per minute. The product was dried and toasted in the form of ribbons or strips, approximately 11/4 inches wide and /8 of an inch thick, extending full length of the trays on which it was extruded. During the process of unloading from trays and preparing for packaging, the candy was broken into odd lengths and irregular shapes. The product was packaged in heat-sealing duplex cellophane bags containing approximately 4 ounces of "Alayam" candy per bag. These containers were approximately 7 by 33/4 by 3/4 inches in size. Because these containers had no markings or coloring on them, respondents were able to see the product even before opening the sample package. The "Alayam" candy tested was golden-yellow in color with a slight brownish tinge. This brownish tinge, together with the crisp texture, was developed during the final stage of toasting. When packaged in moisture-proof containers, the shelf-life of "Alayam" candy is exceptionally long. When exposed to the air, 00 6 ALABAMA AGRICULTURAL EXPERIMENT STATION however, the product absorbs moisture readily and soon loses its crispness. DESIGN AND SIZE OF SAMPLE This study was designed as a nation-wide consumer acceptance test. The consumer panel approach was used in selecting the consultants who cooperated with this phase of the study.5 The sample was drawn to represent three major geographic areas the area east of the Mississippi River and north of the Ohio, the Census South, and the remainder of the United States - so that, when regional tabulations were combined by differential weighting, they would be representative of United States total tabulations. The sample was drawn so that the total expected returns for the northeastern region would be not less than 475, and for the southern and western regions not less than 450. Of the 1,620 questionnaires mailed to consultants comprising the sample, 1,343 were returned in usable condition. Regionally, the number of returned usable questionnaires totaled 470 in the northeastern area, 421 in the southern area, and 452 in the western area. Differential weighting to bring these area totals into their proper relation with the United States as a whole was necessary. Weights 6 applied to area totals were 101.0 for the northeastern area, 106.9 for the southern area, and 99.5 for the western area. The questionnaires returned from these 1,343 households represented a total of 8,525 individual testers for the United States as a whole. By areas, the number of individual respondents totaled 1,276 in the northeastern area, 1,126 in the southern area, and 1,123 in the western area, Table 82. Differential weighting of area totals resulted in a weighted United States total of 3,610 individual respondents. The weights applied to the area totals of the number of individual respondents and the number of consultant families were the same, thus eliminating the effects of differences in size of families between the three areas. The 1,620 consultant families used in the test were selected SAccomplished under provisions of a formal contract between the Alabama Polytechnic Institute, Auburn, Alabama, and National Family Opinion, Incorporated, Toledo, Ohio (a private research organization). This contract specified the conditions under which the sample of consultants would be drawn, the instructions to be given to consultants, the content and form of the questionnaire, etc. SThe weights applied represent the difference between expected returns and actual returns of usable questionnaires from consultant families in each of the three major geographic areas. CONSUMER REACTIONS to "ALAYAM" CANDY 7 from the nation-wide panels of consumer families maintained by National Family Opinion, Incorporated. These panels, which are interviewed by use of mail questionnaires, parallel the United States Census averages by geographic areas, places of residence and city size, age of homemakers, and annual family incomes. The 1,343 consultant families that returned usable questionnaires were generally representative of the nation's consuming households. The percentage of usable questionnaires returned, as shown in Tables 82 through 86, indicates that the characteristics of responding and non-responding families were more or less similar, both in regard to geographic areas and to other measurable factors. Some differences, however, were noted between the consultant families returning usable questionnaires and the remainder of the sample. The data in Tables 82 through 86 indicate that the 17.1 per cent of families that did not return usable questionnaires possessed the following general characteristics: A greater proportion lived in the southern area than in other areas; and a higher percentage lived in cities of 500,000 or more population than in other places. A relatively greater number of the heads of these families had completed high school but had not attended college; and, by occupational status, they were mainly owners, partners, or proprietors, or were engaged in unskilled, semi-skilled, or service work. OBJECTIVES OF THE STUDY The purposes of this study were to ascertain on a nation-wide basis and by the designated geographic areas consumers' acceptance of a candy made from sweetpotatoes. In addition, consumer reactions and attitudes toward the candy tested were related to such factors as: (1) family incomes, (2) place of residence and city sizes, (3) sex and age of individual respondents, (4) educational status of family heads, and (5) occupational status of family heads. A carefully pretested questionnaire was mailed to each of the testing families, together with detailed instructions for testing the product and for completing the questionnaire, to determine for each individual in the family (5 years of age and over) the following: 1. Background information for previous week - (April 24-30, 1949) (a) (b) Frequency of candy purchases by individuals. Types of candy individual respondents bought. 8 ALABAMA AGRICULTURAL EXPERIMENT STATION (c) Kind of candy bought most often by individual respondents. (d) (e) Place of candy purchases by individual respondents. Frequency of candy consumption by individual respondents. (f) (g) (a) (b) (c) (d) Types of candy individual respondents consumed. Reasons consumers buy different kinds of candy. - 2. Consumer reactions and attitudes toward the "Alayam" candy tested Comparison of "Alayam" candy with the candies usually eaten by individual consumers. Reasons consumers liked or disliked the "Alayam" candy tested. Consumers' reactions to sweetness, general appearance, texture or quality, and flavor or taste of "Alayam" candy. Suggestions from consumers for the improvement of the general appearance, texture or quality, and flavor or taste of "Alayam" (e) (f) (g) candy. Willingness of consumers to buy "Alayam" candy, and their reasons for buying or for not buying the product. Consumers' anticipated purchase of "Alayam" candy. Consumers' reactions to the size of the sample package, and their suggestions for a change in its size. TIME OF TESTING Testing took place simultaneously all over the nation. On April 29, 1949, samples of the candy, together with instruction sheets and questionnaire forms, were mailed to consultants. Background information on consumer purchases and consumption of candy "during the past week," therefore, refers to the week of April 24-80, 1949. The testing of "Alayam" candy was accomplished during a period of the year when sales of candy normally about equal the annual monthly average for the country as a whole. SURVEY FINDINGS This report, designed primarly to present results of a nationwide consumer acceptance test of one type of candy made from sweetpotatoes, includes additional data that may be used in computing market potentials for this particular product. These data, however, lend themselves more readily to qualitative than to quantitative computations. The limitations on the use of these data in making quantitative estimates are obvious. In most cases, respondents cannot determine accurately what their reactions and attitudes will be or what they will do in the future. In reading and studying the data presented herein, it should be emphasized that individuals tend to answer "yes" more often CONSUMER REACTIONS to "ALAYAM" CANDY 9 than "no" to questions that involve some degree of uncertainty.7 This is particularly true in answering questions such as those posed in consumer acceptance tests of this nature. PURCHASING HABITS OF CANDY BUYERS. In reply to a question as to frequency of candy purchases during the week previous to the test, the data in Table 1 indicate that nearly half of the respondents made no purchases during that period. A fourth bought candy only once; 2 in 10 made two or three purchases; while the remaining 1 in 10 bought candy four to seven times during the previous week. The importance of bar goods as a type of candy is emphasized by the data shown in Tables 2 and 6. Three-fourths of the respondents who bought candy during the previous week reported that they bought some bar goods, while two-thirds of the total reported that they bought bar goods more often than any other kind of candy. Some respondents bought more than one type or kind of candy. In terms of types of purchases, bagged candy was nearly twice as important as boxed candy, Table 2, and chocolates were bought more often than hard candies, caramels, brittles, and fudges combined, Table 6. More than half of all candy purchases reported for the week previous to this test were made from grocery stores, Table 3. Nearly 2 in 10 were made from drug stores and 1 in 10 from candy stores. Other important places where candy was bought included movies, cafes, dime stores, places of employment, schools, general stores, department stores, and candy machines. CONSUMING HABITS OF CANDY EATERS. In reply to a question as to frequency of candy consumption during the week previous to this test, the data in Table 4 indicate that nearly a third of the respondents consumed no candy during that period. Fifteen per cent reported that they ate candy every day during the previous week. Almost as many reported that they ate candy 2 days; 12 per cent, 3 days; and 10 per cent, 1 day; the remaining 15 per cent ate candy either 4, 5, or 6 days during that period. A comparison of the data in Tables 1 and 4 indicates that a large number of the respondents who ate candy did not buy candy during the previous week. These data also indicate that the "The product (if placed on the market) may be better or worse . . . than anticipated. A competing product of superior quality may appear. Or the prospective users may have more or less money than anticipated." Paul D. Converse, 'Determining Potential Demand for a New Product," Current Economic Comment. University of Illinois, Urbana, Illinois. Volume 11, Number 2, May 1949. 10 ALABAMA AGRICULTURAL EXPERIMENT STATION number of individual purchases were less frequent than the number of days the product was eaten by individuals. Results in Table 5 indicate that the relative importance of the different types of candy eaten by respondents during the previous week was generally the same as that of the types of candy bought by respondents during the same period. REASONS CONSUMERS BUY DIFFERENT KINDS OF CANDY. Re- spondents who bought candy during the week previous to this test indicated that their principal reason for buying the candy they most often purchased was that it was their favorite kind of candy. More than a fifth of the candy purchases was made because of convenience or availability of the product; an eighth was made because respondents usually preferred chocolates; while a tenth was made mainly because of the product's sweetness or because of its flavor or taste. Other reasons were of lesser importance, Table 7. The relative importance of the reasons reported by respondents who bought different kinds of candy varied widely between different kinds of products. Convenience and availability were of greater importance for bar goods and for brittle and hard candy buyers than for buyers of other kinds of candy. Sweetness of product and flavor or taste were of greater importance for caramel and fudge buyers than for buyers of other kinds of candy. Nearly a third of those who bought chocolate candy did so simply because they preferred it to any other kind available. Variations in these and other factors by kind of product are shown in Table 7. COMPARISON OF "ALAYAM" CANDY WITH OTHER KINDS OF CANDY. In comparison with the kinds of candy most often bought by respondents during the week previous to this test, respondents' reactions were more favorable toward "Alayam" candy when compared to brittles and hard candies than when compared to other kinds of candy. Part of this reaction, however, may be attributable to the similarity in texture, flavor, and taste of "Alavam" candy and many of the brittles and hard candies currently on the market. Results in Table 8 indicate that more than half of the respondents who bought brittles or hard candies during the week previous to this test liked the "Alayam" candy as well as or better than the products they bought. Less than 40 per cent of those who bought bar goods, chocolate products, and other kinds of candies liked the "Alayam" product as well as or better than the kinds they bought. CONSUMER REACTIONS to "ALAYAM" CANDY 11 In comparison with all of the types and kinds of candies usually bought and eaten by respondents, 12 per cent of the respondents reported that they liked "Alayam" candy better, 30 per cent about the same, and 54 per cent less than the candies usually eaten. The data in Table 9 indicate that 42 per cent of all respondents liked "Alayam" candy as well as or better than the type or kind of candies they usually eat. In reply to the question "Why do you like the sample candy better or less than the candies you usually eat?" respondents reported the same types of answers whether they liked the product better or less. For instance, some liked it better because of its flavor or taste; others liked it less because of the same reason, Table 10. The data in Table 10, therefore, should be carefully analyzed before forming a conclusion based purely upon the answers given to this question. In addition, it should be recognized that a high percentage of the respondents in each of these groups failed to report any specific reasons as to why they liked the "Alayam" candy better or less than other candies. The 12 per cent of respondents who indicated that they liked "Alayam" candy better than the candies usually eaten listed their reasons for liking it better in the following order: flavor or taste factors, sweetness, texture or quality factors, and general appearance, Table 10. Forty-seven per cent of the respondents in this group gave no specific reasons as to why they liked this product better than the candies usually eaten. The 54 per cent of respondents who liked "Alayam" candy less than the candies usually eaten gave their reasons in the following order: flavor or taste factors, general appearance, texture or quality factors, and sweetness, Table 10. Among individual comments from respondents in this group was "this candy looks too much like a cookie." This comment occurred among the reasons listed by more than 1 in 10. Thirty-seven per cent of this group gave no specific reasons for liking the product less than other candies. REACTIONS TO THE SWEETNESS OF "ALAYAM" CANDY. Of the respondents who tested "Alayam" candy, 55 per cent indicated that the sweetness of the product was about right. Nearly a fourth of the total reported that the product was not sweet enough, while a tenth felt that it was too sweet, Table 11. REACTIONS TO THE GENERAL APPEARANCE OF "ALAYAM CANDY. For the nation as a whole, respondents were about equally 12 ALABAMA AGRICULTURAL EXPERIMENT STATION divided in their reactions to the general appearance of this product. About an equal number indicated that they liked the general appearance of "Alayam" candy, were indifferent to it, or did not like it, Table 12. In reply to a question as to suggestions for improvement of the general appearance of "Alayam" candy, the points most frequently mentioned were: Need more uniformity in size and shape of product; make larger or thicker pieces; the product is too crumbly; make it look like candy; make it into bars; use chocolate coating; and make it uniform in color. Sixty per cent of those who tested the product made no definite comments or suggestions for improving its general appearance. REACTIONS TO THE TEXTURE OR QUALITY OF "ALAYAM" CANDY. More than half of the respondents who tested this product liked its texture or quality. Nearly a fourth were indifferent in their reactions, while about a fifth said they did not like the texture or quality of this candy, Table 13. In reply to a question as to suggestions for improvement of the texture or quality of "Alayam" candy, comments and suggestions mentioned most frequently by respondents were: The product is too grainy; it is too much like a cookie; it absorbs moisture easily when exposed to air; it is too hard or too brittle; the product is too crumbly; make it crisp or crunchy but not hard; and eliminate the cocoanut strings. About 8 in 10 of those who tested the product made no specific comments or suggestions for improving its texture or quality, while nearly 1 in 10 commented that the texture or quality needed no improvement. SREACTIONS TO THE FLAVOR OR TASTE OF "ALAYAM" CANDY. Half of the respondents who tested the product liked its flavor or taste, while nearly a third said they disliked the flavor or taste. The remaining respondents were either indifferent or reported no particular reaction to the product's taste or flavor, Table 14. In reply to a question as to suggestions for improvement of the flavor or taste of "Alayam" candy, respondents replied as follows: Add more sugar; make it taste like candy; use chocolate coating; eliminate the product's peculiar flavor; add flavoring; use milder flavoring; add salt; eliminate the molasses flavor; and add nuts or butter. Two-thirds of those who tested the product made no definite comments or suggestions for improving its flavor or taste. FLAVORS DETECTED IN "ALAYAM" CANDY. In reply to the question "What flavor do you detect most in this candy?" respondents CONSUMER REACTIONS to "ALAYAM" CANDY 13 reported the detection of more than 15 different groups of flavors. Most of these, however, were related to the flavors of the actual ingredients of the product. Two different flavors of the same product were tested. Both contained the same basic ingredients - sweetpotatoes, cocoanut, and sugar. In one flavor, a small quantity of orange-peel pulp was added for flavoring purposes only; this flavor is designated as "orange" in Tables 15 and 16. The other flavor, containing the basic ingredients only, is designated as "cocoanut" in Tables 15 and 16. Fifty-five per cent of the respondents who tested the "cocoanut" product detected cocoanut as this product's dominant flavor, Table 15. Only 25 per cent of those who tested the "orange" product detected cocoanut as the dominant flavor in this product. Apparently the addition of the orange-peel pulp masked the taste or flavor of the cocoanut for a large number of the respondents who tested the "orange" product. Of the respondents who tested the "orange" product, 44 per cent detected orange, or some other related citrus flavor as the product's dominant flavor. Apparently a dominant flavor could not be detected as easily in the "cocoanut" as in the "orange" product; about a fourth of the respondents who tested the "cocoanut" failed to detect a dominant flavor, while only a fifth of those who tested the "orange" were unable to detect a dominant flavor. Respondents were not informed that the "Alayam" candy tested was a product derived from sweetpotatoes; neither were they told that the product contained sweetpotatoes as an ingredient. The sweetpotato, however, was one of the principal ingredients of the product. Its effect upon the flavor of the product was apparently negligible. Only 1 per cent of the respondents who tested the "cocoanut" product reported sweetpotato as the product's dominant flavor, and less than 1 per cent of those who tested the "orange" reported sweetpotato as the dominant flavor in the "orange" product. INGREDIENTS DETECTED IN "ALAYAM" CANDY. In replying to the question "What ingredients do you detect in this candy?" respondents were asked to name as many ingredients as they could detect. The detection of more than 20 different groups of ingredients was reported. Most of these, however, were related to the flavors or possessed characteristics similar to the characteristics of the actual ingredients of the product. 14 ALABAMA AGRICULTURAL EXPERIMENT STATION Cocoanut was detected as an ingredient by nearly two-thirds of the respondents for both the "orange" and the "cocoanut" product, Table 16. Almost as many detected orange or some other related citrus fruit as an ingredient of the "orange" product, as those who detected the cocoanut in this product. A higher percentage of respondents detected sugar in some form in the "cocoanut" product than in the "orange" product. Sweetpotato was detected as an ingredient by only 1 per cent of the respondents who tested the "orange" product and by only 2 per cent of those who tested the "cocoanut" product. Nearly twice as many respondents failed to report the detection of any ingredients in the "orange" product as in the "cocoanut" product. RESPONDENTS' WILLINGNESS TO BUY "ALAYAM" CANDY. Of the respondents who tested "Alayam" candy, 38 per cent indicated that they would buy the product if it were placed on the market, Table 17. This does not mean that 38 per cent of the nation's purchasing consumers, as represented by this sample, would shift from all other types and kinds of candies to this particular product. It means only that 38 per cent of the respondents who tested this product felt, on the day that the test was made, that they would buy some of the product if it were available on the market at a fair price at that particular time. In addition, this 88 per cent might make only one purchase of "Alayam" candy out of any number of purchases of other types and kinds of candies. This is an indication of the probable percentage of consumers who might be expected to buy some of the product if it were placed on the market at a fair price and in competition with all other products of a similar nature. It does not indicate the size of such probable purchases, the frequency of purchases, or the attitude of respondents in regard to repeat purchases. Respondents who reported that they would buy "Alayam" candy if it were placed on the market gave their reasons in the following order: flavor or taste factors, personal preference, texture or quality factors, sweetness, and general appearance, Table 18. Forty-one per cent of the respondents in this group reported no specific reasons for their willingness to buy the candy if it were placed on the market. Fifty-one per cent of the respondents reported that they would not buy the candy if it were placed on the market. This 51 per cent is probably much more reliable as a market potential indicator than the 88 per cent who said they would buy the product, CONSUMER REACTIONS to "ALAYAM" CANDY 15 Table 17. Although for this 51 per cent, the answers reported represent an initial reaction to a new product that might be different at a later date, the chances of a change in consumer attitude and reaction is less likely to occur with this group than with the group of respondents whose initial reaction toward the product was favorable. 8 Respondents who stated that they would not buy "Alayam" candy if it were placed on the market gave their reasons in the following order: flavor or taste factors, personal preferences, texture or quality factors, sweetness, and general appearance, Table 18. Typical and frequent comments from respondents in this group were: Dislike the product, prefer other types, does not look like candy, dislike the color, and not sweet enough. About a third of the respondents in this group did not indicate any particular reasons for their unwillingness to buy the candy if it were placed on the market. RESPONDENTS' ANTICIPATED PRICE OF "ALAYAM CANDY. Re- spondents who said they would buy "Alayam" candy if it were placed on the market reported a wide range in anticipated price to be paid for the product, Table 19. The sample package mailed to respondents for testing contained 4 ounces of candy. Respondents suggested that a package of this size should sell for about 10 to 15 cents. In reply to the question "Is the sample package (4 ounces of product) the approximate size you would prefer to buy at one time?" half of the respondents testing the product said the sample package was of satisfactory size, Table 20. About a fifth of the total reported that the sample package was not of satisfactory size. This group was widely divided in its opinion as to the size of preferred package. About a fourth of the respondents in this group wanted a smaller "individual" package containing about 2 ounces of product, which respondents suggested should sell for about 5 cents. Another fourth of the respondents in this group wanted a package containing about 8 ounces of product, and still another fourth suggested a 1-pound package, Table 21. Nearly a third of the respondents who tested the candy failed to indicate whether the sample package was of satisfactory size. 8 Consumer preferences and consumer practices are often quite different. For a discussion of these possible differences see the statement on "Methodology" by the Demand and Consumer Preference work group reported in "Marketing Research Notes from National Workshop," Special Report, Agricultural Research Administration, United States Department of Agriculture. pp. 81-85. 1949. 16 ALABAMA AGRICULTURAL EXPERIMENT STATION VARIATIONS IN CONSUMER REACTIONS Consumer reactions and attitudes are highly variable. There are differences from individual to individual. There are differences in the same individual from one time to another. There are differences due to changes in climatic conditions and in the seasons of the year. Because of the wide variability and the continuous and erratic rates of change in the differences in consumer reactions and attitudes due to factors of this nature, no attempt has been made to measure such factors or to relate them to consumer reactions and attitudes toward "Alayam" candy. Certain measurable factors, which are less variable and of far more importance from the standpoint of appraising the immediate potential market possibilities of a product, were related to the consumer reactions and attitudes toward this product. These factors include: 1. 2. 3. 4. 5. 6. 7. Flavors of "Alayam" candy tested. Major geographic areas of the United States. Family income groups. Place of residence, including city sizes. Sex and age of individual respondents. Educational status of family heads. Occupational status of family heads. No attempt has been made to explain variations found to exist in consumer reactions and attitudes toward "Alayam" candy in relation to these several factors, or to explain why such variations occur as they do. The fact that wide variations exist indicates that no one product appeals to all consumers. In addition, the existence of these variations emphasizes the importance of recognizing them as major factors that will influence the potential marketing possibilities of this product. Extreme caution should be used in evaluating the relationships found to exist between consumer reactions and attitudes toward this product and the several factors listed. It should be emphasized that results of this test merely indicate that such relationships do exist; they do not imply that these several factors are causes of these variations. Further caution should be exercised in interpreting and evaluating the information reported by respondents. The reactions and attitudes reported by respondents should be considered only as a reflection of their initial reactions and attitudes toward the pro- CONSUMER REACTIONS to "ALAYAM" CANDY 17 duct. These reactions and attitudes may be quite different at a later date. Basically, the interpretations and evaluations of the data resulting from this test are left to those who wish to use the data in actually studying the present over-all candy situation and/or in studying the potential marketing possibilities of "Alayam" candy. FLAVOR OF "ALAYAM" CANDY TESTED. Two flavors of the same type of "Alayam" candy were tested. Both contained the same basic ingredients with the exception that the product designated as "orange," Tables 15 and 16, had a small quantity of orange peel-pulp added for flavoring purposes only. The other product was designated as "cocoanut." Consultants were equally divided into two groups; one group received the "orange" and a second the "cocoanut" product. Each consultant family received only one product. By analyzing the answers on the questionnaires returned by respondents, certain comparisons were made possible. The percentage of respondents who stated that they liked "Alayam" candy was slightly higher for the group that tested the "cocoanut" than for the group that tested the "orange." The percentage of respondents who said they would buy the product if it were placed on the market was also slightly higher for those who tested the "cocoanut" than for those who tested the "orange." Many of the respondents who tested the "orange" suggested the elimination of or a reduction in the orange flavor or taste of this product. The data in Table 1 indicate that during the week previous to this test the percentage of respondents who bought candy was higher in the southern area than in other parts of the country. However, results in Table 4 indicate that the percentage of respondents who did not eat candy during that period was also higher in the South than in other parts of the country. In addition, the data in Table 4 indicate that relatively more respondents ate candy only a few days during the week and relatively fewer respondents ate candy every day during the week in the southern area than in other areas. Frequency of purchases by individuals are shown in Table 1 for the three geographic areas studied. A smaller percentage of candy buyers in the northeastern area bought (Table 2) and consumed (Table 5) bar goods than in other sections of the country. Candy buyers in this area made relatively more purchases for bagged and boxed candies than did MAJOR GEOGRAPHIC AREAS OF THE UNITED STATES. 18 ALABAMA AGRICULTURAL EXPERIMENT STATION respondents in the southern and western areas, Table 2. In addition, candy buyers in the northeastern area made a higher percentage of their purchases for chocolates than did buyers in other areas, Table 6. They also made a larger percentage of their candy purchases from candy stores than did buyers in other areas, Table 3. Buyers in the southern and western areas made larger percentage purchases from grocery stores. Respondents in the southern area were more favorable toward "Alayam" candy than were respondents in the northeastern and western areas, Tables 9-14. The percentage of respondents who said they would buy the product if it were placed on the market was also higher for respondents in the southern area than for those in other parts of the country, Table 17. The prices that respondents in the southern area expected to pay for "Alayam" candy, however, were generally much lower than those reported by respondents in other areas, Table 19. FAMILY INCOME GROUPS. Considerable differences were noted in the percentage of respondents who bought candy (Table 22) and in the frequency of candy purchases (Table 22) and consumption (Table 25) between different levels of family income. These variations, however, indicated no significant relationship between candy purchases and consumption and family income. A smaller percentage of respondents from families in high-income groups bought and consumed bar goods than in low-income groups, Table 23. The proportion of purchases made for bagged and boxed candies was highest in the high-income groups, Table 23. In addition, a higher percentage of purchases in the highincome groups was for chocolates, Table 27. In buying candy, the percentage of high-income buyers who bought candy from candy stores was higher than that of low-income buyers, while the percentage who bought candy from grocery stores was lower than that of low-income groups, Table 24. Respondents in the low-income groups were generally more favorable toward "Alayam" candy than were those in the highincome groups, Tables 28-32. The percentage of respondents who said they would buy the product if it were placed on the market was also higher for the low-income groups than for the highincome groups, Table 33. PLACE OF RESIDENCE, INCLUDING CITY SIZES. No significant difference was found between residents of rural and urban areas in the percentage of respondents who bought candy (Table 34) CONSUMER REACTIONS to "ALAYAM" CANDY 19 or in frequency of purchase (Table 34) and consumption (Table 37). A higher percentage of rural residents bought (Table 35) and consumed (Table 38) bar goods, while the percentage of rural residents who bought and consumed chocolates (Table 39) was lower than that of urban residents. The percentage of rural residents who bought boxed candy was much lower that that of urban residents, Table 35. The proportion of rural respondents who bought candy from grocery stores was higher than that of urban respondents, Table 36, while the proportion who bought candy from candy stores was lower than that of urban respondents. Respondents who lived in rural areas were, in general, more favorable toward "Alayam" candy than were those living in urban areas, Tables 40-44. In urban areas, respondents of small towns and cities were, in general, more favorable toward the product than were those living in large cities, Tables 40-44. The percentage of respondents who said they would buy "Alayam" candy if it were placed on the market was highest for those living in rural areas, Table 45. In urban areas, this percentage was highest for those respondents living in small cities and towns and relatively lowest in large cities, Table 45. SEX AND AGE OF INDIVIDUAL RESPONDENTS. A higher percentage of females than males bought candy (Table 46) possibly because the homemaker often bought for the entire family. Female respondents, however, bought candy less frequently than did male respondents, Table 46. More than a third of the males did not eat candy, whereas only about a fourth of the females did not eat it, Table 49. For those who did, however, females ate it less frequently than males, Table 49. Purchases by males were higher for bar goods, while those by females were relatively higher for all other types of candies, Table 47. Relative to male purchases, female purchases of chocolates, caramels, and hard candies were higher, Table 51. Relative to male purchases, female purchases were higher from grocery stores, candy stores, and dime stores, Table 48. Male purchases, however, in relation to female purchases, were higher from drug stores, movies, cafes, places of employment, and vending machines. Female respondents, in general, were more favorable toward "Alayam" candy than were male respondents, Tables 52-56. The percentage of female respondents who said they would buy the candy if it were placed on the market was higher than for male respondents, Table 57. 20 ALABAMA AGRICULTURAL 'EXPERIMENT STATION For respondents who were 35 years of age or older, the percentage who did not buy candy was higher than for those who were less than 35, Table 46. Frequency of purchase by those who did buy candy showed no significant differences between different age groups, Table 46. Practically all of the purchases in the lower-age groups were for bar goods. The percentage of purchases for bar goods decreased from lower- to upper-age groups, while the percentage of purchases for bagged or boxed candy increased from lower- to upper-age groups, Table 47. The percentage of purchases for chocolates increased in relative importance from the lower- to the upper-age groups, Table 51. The percentage of respondents in each age group who bought candy from different sources varied widely for all sources. In general, the percentage that bought from these different sources showed no particular pattern of movement, Table 48. The lower- and upper-age groups, in general, were more favorable toward "Alayam" candy than were the middle-age groups, Tables 52-56. The percentages of respondents who said they would buy the candy if it were placed on the market were higher for the lower- and upper-age groups than for the middle-age groups, Table 57. EDUCATIONAL STATUS OF FAMILY HEADS. The percentage of respondents who did not buy candy and the frequency of purchase of those who did buy showed no significant variations relative to the educational status of family heads, Table 58. As the educational status of family heads increased, in terms of formal education completed, the relative percentage of purchases for bar goods decreased, while that for most other candies increased, Table 59. In addition, the percentage of purchases for chocolates and hard candies increased, Table 63. The percentage of purchases from grocery stores decreased as the level of formal education of family heads increased, while the percentage of purchases from drug stores and candy stores increased, Table 60. Respondents in families where the educational status of family heads was low were, in general, more favorable toward "Alayam" candy than were respondents in families where the educational status of family heads was high, Tables 64-68. The percentage of respondents who said they would buy the product if it were placed on the market was higher for respondents from families where the educational status of family heads was low than for those from families where educational status was high, Table 69. CONSUMER REACTIONS to "ALAYAM" CANDY 21 The six groups of respondents studied on the basis of occupational status of family head showed no significant variations in the percentage of respondents who did not buy candy, Table 70. In addition, for those respondents who did buy candy, there were no significant variations in frequency of purchases between these groups, Table 70. Bar goods and bulk bagged candy were bought most frequently and most other types of candy less frequently by respondents whose family heads were engaged in agricultural, service, unskilled, or semi-skilled work, Table 71. These groups made a higher percentage of their purchases at grocery stores than did respondents in other groups, Table 72. Respondents from families where family heads were engaged in agricultural, service, unskilled, or semi-skilled work were more favorable toward "Alayam" candy than were respondents from families where family heads had a different occupational status, Tables 76-80. The percentage of respondents who said they would buy the product if it were placed on the market was higher for respondents from families where family heads were engaged in agricultural, service, unskilled, or semi-skilled work than for respondents from families where family heads had some other occupational status, Table 81. OCCUPATIONAL STATUS OF FAMILY HEADS. SUMMARY During the period 1942-45, research workers at the Alabama Agricultural Experiment Station developed a number of new food products from sweetpotatoes under the brand name "Alayam" products. Among the more promising of these new products were several types of candies. This bulletin presents the results of a nation-wide consumer acceptance test of one type of "Alayam" candy - a cocoanut brittle made from sweetpotato puree, finely ground cocoanut, and sugar. In comparison with the different types of candies usually bought by respondents, this new-type candy stood up better against brittles and hard candies than against other types. In comparison with all types of candies, 12 per cent of the respondents liked this product better, 30 per cent about the same, and 54 per cent liked it less than the candies usually bought. More than half of the respondents indicated that the sweetness of this product was about right. Nearly a fourth stated that the 22 ALABAMA AGRICULTURAL EXPERIMENT STATION product was not sweet enough, while a tenth felt that it was too sweet. Respondents were about equally divided in their reactions to the general appearance of this new candy. About an equal number liked its general appearance, were indifferent to it, or did not like it at all. More than half of the respondents liked the texture or quality of the candy. Nearly a fourth were indifferent in their reaction, and about a fifth disliked its texture or quality. Half of the respondents liked the flavor or taste. A third disliked the flavor or taste. The remaining respondents were either indifferent or reported no particular reaction to the product's flavor or taste. More than a third of the respondents who tested the candy indicated that they would buy the product if it were placed on the market. An additional 11 per cent were undecided or failed to express an opinion. Slightly more than half said they would not buy the candy if it were placed on the market. Sweetpotato, one of the principal ingredients of this candy, was detected as the dominant flavor and/or as an ingredient by less than 2 per cent of the total number of respondents who tested the product. Respondents living in the Census South were more favorable toward this product than were those living in other sections of the country. The percentage of respondents who expressed a willingness to buy this candy was also higher in the Census South than in other areas. Respondents in low-income groups were more favorable toward the product than were those in high-income groups. Respondents living in rural areas were, in general, more favorable toward the candy than were those living in urban areas. Respondents living in small towns and cities were generally more favorable toward the product than were those living in large cities. Female respondents were more favorable toward the candy than were male respondents. Respondents in the lower- and upper-age groups were, in general, more favorable toward the product than were those in the middle-age groups. Respondents from families where the educational status of the family head was low were, in general, more favorable toward the candy than were those in families where the educational status of the family head was high. CONSUMER CONSUMER REACTIONS to "ALAYAM" CANDY REACTIONS to "ALAYAM" CANDY 23 23 Respondents from families where the occupational status of the family head was that of one engaged in agricultural, service, unskilled, or semi-skilled work were, in general, more favorable toward the candy than were those in families where the family head had a different occupational status. The interpretation and evaluation of these data on consumer habits, attitudes, and reactions are left to those who wish to apply the findings of this test to a study of the confectionery industry as a whole or of this product and its potential market possibilities in particular. STATISTICAL APPENDIX INDEX TO TABLES Tables Pages CONSUMER REACTIONS TO "ALAYAM" CANDY By Major Geographic Areas and United States Totals .... By Family Income Groups ---- 1-21 22-833 24-32 338-87 By By By By ----Place of Residence, and by City Sizes----Sex, and by Age of Respondents-----Educational Status of Family HeadsOccupational Status of Family Heads-- -------------- 34-45 46-57 58-69 70-81 82-87 38-42 43-47 48-52 53-58 59-61 CHARACTERISTICS OF THE SAMPLE--- 24 ALABAMA AGRICULTURAL EXPERIMENT STATION CONSUMER REACTIONS TO "ALAYAM" CANDY By Major Geographic Areas and United States Totals TABLE 1. REPLIES TO THE QUESTION: "ON How MANY DAYS DID You BUY CANDY DURING THE PAST WEEK?" (APRIL 24-30, 1949) North None One day Two days Three days Four days Five days Six days Seven days TOTAL Geographic areal South Per cent 45 23 15 8 8 8 1 2 100 1,126 West Per cent 49 20 14 8 4 8 1 1 100 1,123 United 2 States Per cent 46 28 14 8 4 8 1 1 100 8,610 Per cent 46 25 12 7 4 3 1 2 100 1,276 Number of respondents 1Geographic areas, for purposes of this study, were designated as follows: North--the area east of the Mississippi River and north of the Ohio; South-the Census South; and West-the remainder of the United States. 2 Differential weighting to bring the three areas into their proper relation with the United States as a whole was necessary. Weights applied to geographic area totals were 101.0 in the northeastern area, 106.9 in the southern area, and 99.5 in the western area. TABLE 2. (IF QUESTION: You BOUGHTrr ANY CANDY DURING THE PAST WEEK) REPLIES TO THE "WHAT TYPE OF CANDY Dm You BUY?" Replies North Per cent Geographic area South Percent 80 16 13 11 2 10 100 621 West Per cent 77 28 14 14 5 8 100 568 United States Per cent 75 19 13 14 5 9 100 1,980 Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' 67 19 14 17 7 9 100 694 Number of respondents Percentages total more than 100 because some respondents bought more than one type of candy. CONSUMER REACTIONS to "ALAYAM" CANDY 25 TABLE 3. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) THE QUESTION: "WHERE DID You BUY CANDY MOST REPLIES TO OFTEN?" Replies North Per cent Geographic area South Per cent 58 20 4 9 8 3 1 1 3 4 100 West Per cent 59 14 9 8 7 4 1 1 1 6 100 United States Per cent 54 17 10 7 7 4 2 1 2 6 100 Grocery Store Drug store Candy store Movie, cafe Dime store At work, school Gen. store, dept. store Candy machine Miscellaneous places Not ascertained TOTAL 1 44 16 18 6 6 6 3 3 1 6 100 Number of respondents 694 621 568 1,930 1Percentages total more than 100 because some respondents reported more than one source of purchase. TABLE 4. REPLIES TO THE QUESTION: "ON How CANDY DURING THE PAST WEEK?" (APRIL MANY DAYS DD 24-30, 1949) You EAT Replies RGeographic North Per cent South area West Per cent 30 9 14 12 8 7 3 17 100 1,123 United States Per cent 31 10 14 12 8 6 4 15 100 3,610 Per cent 33 11 15 11 9 6 4 11 100 1,126 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents 30 8 12 13 8 6 5 18 100 1,276 26 ALABAMA AGRICULTURAL 5. (IF EXPERIMENT STATION TABLE You ATE ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT TYPE OF CANDY DID You EAT?" Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' North Percent 51 18 14 24 4 8 100 Geographic area South Per cent 69 19 15 17 4 9 100 West Per cent 67 22 14 17 7 9 100 United States Per cent 62 20 14 19 5 9 100 Number of respondents 899 752 779 2,487 'Percentages type of candy. total more than 100 because some respondents ate more than one TABLE 6. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT KIND OF CANDY DID You BUY MOST OFTEN?" Replies' North Percent 63 21 7 2 1 Bar goods Chocolates Hard candies Caramels Brittles Fudges Other kinds TOTAL Geographic area South Per cent 65 15 8 5 2 West Per cent 69 12 9 8 2 United States Per cent 65 16 9 8 1 1 5 100 2 3 100 1 6 100 1 5 100 Number of respondents 694 621 568 1,930 ' Kind of candy refers to kind as classified by respondents. Therefore, some "bars" may be chocolate-bars; some "chocolates" may be chocolate-bars; et cetera. 2 Less than 1 per cent. CONSUMER REACTIONS to "ALAYAM" CANDY 27 TABLE 7. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT WERE YOUR REASONS FOR BUYING THE KIND YOU BOUGHT MOST OFTEN?" Kind of candy bought most often Reasons Bar goods Per cent Favorite kind Convenience, availability Prefer chocolates Flavor, taste, sweetness Cost, price Food value, energy Lasts longer Texture, quality Miscellaneous reasons No specific reason given TOTAL Chocolate Brittles products andhard Percent 22 6 30 6 2 2 1 1 13 20 100 All other Per cent 29 6 1 17 9 2 2 2 16 21 100 173 All candy Per cent 26 22 12 10 4 3 2 1 8 15 100 1,911 Per cent 34 19 0 10 5 2 13 2 18 15 100 185 26 28 10 10 4 4 1 1 5 14 100 1,247 Number of respondents 806 2 Percentages total more than 100 because some respondents reported more than one reason. 1Includes caramels, fudges, and other miscellaneous kinds. TABLE 8. COMPARISON OF "ALAYAM" CANDY WITH SPECIFIED KINDS OF CANDY BOUGHT MOST OFTEN LAST WEEK. (APRIL 24-80, 1949) Kind of candy bought most often Comparison Bar goods Per cent Liked sample better About the same Liked sample less Not ascertained TOTAL Chocolate products Percent 12 27 58 3 100 806 Brittles and hard candies Per cent 11 44 44 1 100 185 All other candies Per cent 26 11 57 6 100 173 All candy c Percent 12 27 58 3 100 1,911 10 27 60 8 100 1,247 Number of respondents SIncludes caramels, fudges, and other miscellaneous kinds. 28 TABLE ALABAMA AGRICULTURAL EXPERIMENT STATION 9. REPLIES TO THE QUESTION: "How Do You LIKE THIS CANDY COMPARED TO THE CANDIES YOU USUALLY EAT?" Geographic area United North Per cent Like sample better About the same Like sample less Not ascertained TOTAL Number of respondents 12 27 56 5 South Per cent 13 34 49 4 West Per cent 11 29 57 3 States Per cent 12 30 54 4 100 1,276 100 1,126 100 1,123 100 3,610 TABLE 10. REPLIES TO THE QUESTION: "WHY Do You LIKE THE SAMPLE CANDY BETTER on LESS THAN THE CANDIES YOU USUALLY EAT?" Respondents who liked Respondents who liked sample LESS than the Reasons sample BETTER than the candies usually eaten _. candies usually eaten __,_ Per cent' Per cent' 25 Flavor or taste 29 17 General appearance 8 16 Texture or quality 15 Sweetness 8 15 Miscellaneous reasons 1 2 37 47 Z_ No specific reason given 1,948 Number of respondents "-~V 448 Y---7- 1 Percentages total more than 100 because some respondents reported more than one reason. TABLE 11. REPLIES TO THE QUESTION: "How DOES CANDY SUIT YOUR TASTE?" THE SWEETNESS OF THIS Geographic area Replies North Per cent Too sweet About right Not sweet enough Not ascertained TOTAL Number of respondents 11 53 25 11 South Per cent 10 59 19 12 West Per cent 8 53 27 12 United States Per cent 10 55 23 12 100 1,276 100 1,126 100 1,123 100 3,610 CONSUMER REACTIONS to "ALAYAM" CANDY TABLE 12. REPLIES TO 29 LIKE THE GENERAL "How Do You THE QUESTION: APPEARANCE OF THIS CANDY?" Replies North Per cent Geographic area South Per cent 35 27 22 16 100 1,126 West Per cent 26 32 26 16 100 1,123 United States Per cent 29 29 26 16 100 3,610 Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents 25 29 31 15 100 1,276 TABLE 13. REPLIES TO THE QUESTION: QUALITY OF THIS "How Do You LIKE THE TEXTURE CANDY?" OR North Like it Indifferent Do not like it Not ascertained TOTAL Geographic area South Per cent 58 21 14 7 100 West Per cent 52 23 18 7 100 1,123 United States Per cent 58 23 17 7 100 3,610 Per cent 50 24 19 7 100 Number of respondents 1,276 1,126 TABLE 14. REPLIES TO THE QUESTION: "How Do TASTE OF THIs CANDY?" You LIKE THE FLAVOR OR Replies RepliesNorth Percent Like it Indifferent Do not like it Not ascertained TOTAL Geographic area South Per cent 58 12 25 5 100 West Per cent 49 16 81 4 100 United States Per cent 50 15 30 5 100 44 18 33 5 100 Number of respondents 1,276 1,126 1,123 3,610 30 TABLE 15. ALABAMA AGRICULTURAL EXPERIMENT STATION REPLIES TO THE QUESTION: "WHAT FLAVOR Do You DETECT MOST IN THIS CANDY?" FlavorFlavor Orange Per cent Cocoanut Orange Other citrus flavors Molasses Syrup Sugar Sweetpotato 3 Miscellaneous flavors No specific flavor detected TOTAL of sample1 Cocoanut Per cent 55* 1 1 7 2 1* 25* 32* 12 3 2 1* 2* 1* 7 25 100 6 19 100 1,832 1,778 Number of respondents 1 Both samples contained the same basic ingredients with the exception that the sample designated as "orange" had a small quantity of orange-peel pulp added for flavoring purposes only. 2 Less than 1 per cent. 8 Includes extracts, caramel, cereal, nuts, butter, salt, eggs, and other product flavors. * These items were actual ingredients of the product. TABLE 16. REPLIES TO THE QUESTION: "WHAT INGREDIENTS Do You DETECT IN Tins CANDY? - NAME As MANY As You CAN DETECT." IngredientsFlavor Orange Per cent Cocoanut Orange Other citrus fruits Sugar Molasses Syrup Cereal Caramel Extracts Butter Nuts Sweetpotato Miscellaneous ingredients No specific ingredients detected TOTAL 2 of sample' Cocoanut Per cent 65* 2 2 11* 13 10 7 8 5 2 1 2* 7 10 100 61* 39* 18 9* 7 7 6 5 5 2 8 5 19 1* 100 1,832 Number of respondents 1,778 Both samples contained the same basic ingredients with the exception that the sample designated as "orange" had a small quantity of orange-peel pulp added for flavoring purposes only. 2 Percentages total more than 100 because some respondents reported the detection of more than one ingredient. * These items were actual ingredients of the product. CONSUMER REACTIONS to "ALAYAM" CANDY TABLE 17. REPLIES TO THE QUESTION: "WOULD You BuY WERE PLACED ON THE MARKET?" 31 THIs CANDY IF IT Geographic area United Would buy it Would not buy it Not ascertained TOTAL North Per cent 34 56 10 100 South Per cent. 44 44 12 100 West Per cent 34 54 12 100 States Per cent 38 51 11 100 Number of respondents TABLE 18. 1,276 1,126 1,123 8,610 REPLIES TO THE QUESTION: "WHY WOULD You BUY OR NOT BUY THIS CANDY IF IT WERE PLACED ON THE MARKET?" Respondents who WOULD NOT BUY this candy Per cent' 88 11 11 8 2 4 34 1,848 one reason. Reason Flavor or taste Personal preferences Texture or quality Sweetness General appearance Miscellaneous reasons No specific reason given Number of respondents Respondents who WOULD BUY this candy Per cent' 26 18 9 6 2 6 41 1,354 'Percentages total more than 100 because some respondents reported more than TABLE 19. (IF You WOULD BUY THIS CANDY WHEN PLACED ON THE MARKET) REPLIES TO THE QUESTION: "How MUCH WOULD You EXPECT TO PAY FOR THE AMOUNT' THAT WAS IN THE SAMPLE PACKAGE?" Replies 5 cents and under 6 to 9 cents 10 cents 11 to 14 cents North Per cent 8 1 19 1 Geographic area South Percent 4 1 80 2 West Per cent 2 1 23 1 United States Per cent 3 1 25 2 15 cents 16 to 19 cents 20 cents 21 to 24 cents 25 cents and over 17 2 18 2 15 2 8 2 20 2 11 2 17 2 11 18 2 19 15 19 Not ascertained TOTAL 25 100 25 100 21 100 23 100 488 498 Number of respondents ' The sample package contained 4 ounces of product. 2Less than 1 per cent. 887 1,354 32 TABEL 20. ALABAMA AGRICULTURAL EXPERIMENT STATION REPLIES TO THE QUESTION: "IS THE SAMPLE PACKAGE' THE APPROXIMATE SIZE YOU WOULD PREFER TO BUY AT ONE TIME?" North Per cent Sample package is of Geographic area South Per cent 54 15 31 100 West Per cent 51 20 29 100 United States Per cent 51 19 30 100 satisfactory size Sample package is not of satisfactory size Not ascertained TOTAL 49 23 28 100 Number of respondents 1,276 1,126 1,123 3,610 'The TABLE THE sample package contained 4 ounces of product. 21. (IF THE SAMPLE PACKAGE Is "IN COMPARISON NOT OF SATISFACTORY THE SAMPLE SIZE) REPLIES How TO QUESTION: WITH PACKAGE, LARGE WOULD You PREFER AN INDIVIDUAL PACKAGE' TO BE?" 1 ounce 2 ounces S ounces 2 4 ounces (1/4 lb.) 5 to 7 ounces 8 ounces (1/2 lb.) 12 ounces(%lb.) 16 ounces (1 lb.) Over 16 ounces North Per cent 5 16 1 9 4 24 4 26 1 Geographic area South Percent 5 25 5 9 1 23 1 22 1 West Percent 2 18 2 16 1 26 1 20 1 United States Per cent 4 19 2 11 2 24 3 23 1 Not ascertained TOTAL 10 100 8 100 13 100 11 100 Number of respondents 'Respondents of ounces. 294 175 222 705 were instructed to report their answers to this question in number 2 Respondents who gave 4 ounces as their answer to this question probably failed to fully read and understand this question and the preceding question. The sample package contained the amount of product (4 ounces) they wished to buy. CONSUMER REACTIONS to "ALAYAM" CANDY CONSUMER REACTIONS to "ALAYAM" CANDY CONSUMER REACTIONS 33 33 To "ALAYAM" CANDY By Family Income Groups TABLE 22. REPLIES TO THE QUESTION: "ON CANDY DURING THE PAST WEEK?" How MANY DAYS DID You BuY (APRIL 24-80, 1949) Replies $2,000 and under Per cent 46 23 14 7 4 3 1 2 100 811 Family income group $2,001$3,001$5,000 $3,000 Per cent Per cent 42 25 14 8 4 3 1 8 100 799 48 22 13 8 4 8 1 1 100 1,147 Over $5,000 Per cent 48 22 14 6 3 4 2 1 100 768 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents TABLE 28. (IF YOU BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT TYPE OF CANDY DID You BUY?" Replies $2,000 and under Per cent 78 19 16 12 3 9 Family income group $2,001$3,001$8,000 $5,000 Per cent Per cent 77 20 14 13 5 8 78 18 13 15 6 9 Over $5,000 Per cent 69 21 12 18 6 10 Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' Number of respondents 100 436 100 464 100 591 100 892 'Percentages total more than 100 because some respondents bought more than one type of candy. 34 ALABAMA AGRICULTURAL (IF EXPERIMENT STATION REPLIES TO TABLE 24. You BOUGHT ANY CANDY DURING THE PAST WEEK) "WHERE THE QUESTION: DmID You BuY CANDY MOST OFTEN?" group Over Replies ~- u~rr~rrr~ Family income v~rr n~rrr r~rrrrrr ~---rr~rr $2,000 and under Per cent 61 13 8 5 7 3 1 2 6 100 436 $2,001$3,000 Percent 53 14 12 10 7 4 1 2 3 7 100 464 Grocery store Drug store Candy store Movie, cafe Dime store At work, school Gen. store, dept. store Candy machine Miscellaneous places Not ascertained TOTAL' Number of respondents 1Less than 1 per cent. $3,001$5,000 Percent 51 18 10 9 7 7 2 2 1 5 100 591 $5,000 Percent 48 24 14 5 5 2 8 2 2 5 100 392 2 total more than 100 because some respondents reported more than one source of purchase. SPercentages TABLE 25. REPLIES TO THE QUESTION: "ON How MANY DAYS Dm You EAT CANDY DURING THE PAST WEEK?" (APRIL 24-30, 1949) Family income group Replies None One day Two days Three days Four days Five days Six days $2,000 and under Per cent 35 9 14 11 9 6 2 $2,001$3,000 Per cent 29 11 12 12 8 6 5 $3,001$5,000 Per cent 30 10 14 13 8 8 5 Over $5,000 Per cent 30 9 13 10 9 5 4 Seven days TOTAL 14 100 17 100 12 100 20 100 Number of respondents 811 799 1,147 768 CONSUMER REACTIONS to "ALAYAM" CANDY 35 TO THE TABLE 26. (IF You ATE ANY CANDY DURING THE PAST WEEK) REPLIES QUESTION: "WHAT TYPE OF CANDY Dm You EAT?" $2,000 and under Per cent 69 17 15 14 5 7 100 526 Family income group $2,001$8,001$3,000 $5,000 Per cent Per cent 65 22 13 19 4 7 100 Replies Over $5,000 Per cent 54 21 18 25 6 11 100 585 Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' 61 20 15 21 5 9 100 806 Number of respondents 563 1Percentages type of candy. total more than 100 because some respondents ate more than one TABLE 27. (IF YOU BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT KIND OF CANDY DID You BUY MOSTOFTEN?" Replies t Bar goods Chocolates Hard candies Caramels Brittles Fudges Other kinds TOTAL Number of respondents $2,000 and under Per cent 70 13 5 3 1 2 6 Family income group $2,001$8,001$3,000 $5,000 Per cent Per cent 67 64 15 17 8 11 4 2 1 2 1 1 4 8 Over $5,000 Per cent 60 19 10 8 1 1 6 100 436 100 464 100 591 100 392 of candy refers to kind as classified by respondents. Therefore, some "bars" may be chocolate-bars; some "chocolates" may be chocolate-bars; et cetera. 'Kind 36 ALABAMA AGRICULTURAL EXPERIMENT STATION "How TABLE 28. REPLIES TO THE QUESTION: Do You LIKE THIS CANDY COM- PARED TO THE CANDIES YOU USUALLY EAT?" Replies Like sample better About the same Like sample less Not ascertained TOTAL $2,000 and under Per cent 16 32 49 3 100 Family income group $2,001$3,001$3,000 $5,000 Per cent Per cent 10 31 55 4 100 Over $5,000 Per cent 14 24 60 2 100 11 30 57 2 100 1,147 Number of respondents 811 799 768 TABLE 29. REPLIES TO THE QUESTION: CANDY SUIT YOUR "How DOES THE TASTE?" SWEETNESS OF Tins Replies Too sweet About right Not sweet enough Not ascertained TOTAL $2,000 and under Per cent 8 56 23 13 100 Family income group $2,001$8,001$3,000 $5,000 Per cent Per cent 12 9 56 55 20 24 12 12 100 100 799 1,147 Over $5,000 Per cent 11 52 28 9 100 Number of respondents 811 768 TABLE 30. REPLIES TO THE QUESTION: APPEARANCE OF "How Do You LIKE THE GENERAL THIS CANDY?" Replies $2,000 and under Per cent 36 27 19 18 100 811 Family income group $2,001$3,001$3,000 $5,000 Per cent Percent 28 82 24 16 100 799 25 28 81 16 100 1,147 Over $5,000 Per cent 26 31 31 12 100 768 Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents CONSUMER REACTIONS to "ALAYAM" CANDY TABLE 37 You LIKE THE TEXTURE OR 31. REPLIES TO THE QUESTION: QUALITY OF "How Do THIS CANDY?" Replies $2,000 and under Per cent 59 17 16 8 100 811 Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents Family income group $2,001$3,001$5,000 $3,000 Per cent Per cent 52 53 25 23 16 18 6 100 799 7 Over $5,000 Per cent 49 24 20 7 100 768 100 1,147 TABLE 32. REPLIES "How Do TO THE QUESTION: TASTE OF THIS CANDY?" You LIKE THE FLAVOR OR Replies Like it Indifferent Do not like Not ascertained TOTAL $2,000 and under Per cent 57 13 24 6 100 Family income group $2,001$3,001$5,000 $3,000 Percent Percent 50 49 15 16 81 31 5 3 100 100 799 1,147 Over $5,000 Per cent 45 18 34 3 100 Number of respondents 811 768 TABLE 3388. REPLIES "WOULD You BuY THIS TO THE QUESTION: WERE PLACED ON THE MARKET?" CANDY IF IT Replies $2,000 and under Per cent 45 44 11 100 811 Family income group $2,001$3,001$5,000 $3,000 Per cent Per cent 40 47 13 100 799 33 54 13 100 1,147 Over $5,000 Per cent 33 59 8 100 768 Would buy it Would not buy it Not ascertained TOTAL Number of respondents 38 ALABAMA AGRICULTURAL EXPERIMENT STATION CONSUMER REACTIONS To ALAYAM" CANDY By Place of Residence, and by City Sizes TABLE 84. REPLIES TO THE QUESTION: "ON How MANY DAYS DID You BuY CANDY DURING THE PAST WEEK?" (APRIL 24-30, 1949) Replies City size (urban residents) Rural Urban residents' residents2 2,50025,001- 100,001- Over 25,000 100,000 500,000 500,000 Per cent Per cent Per cent Per cent Per cent Per cent 48 47 46 47 46 48 22 15 7 4 38 1 1 100 1,673 23 13 8 4 2 1 100 1,852 21 12 9 4 2 1 8 100 592 27 13 6 3 2 1 1 100 372 23 13 8 4 4 1 1 100 419 23 18 8 4 4 3 2 100 469 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents 1 Rural residents live in rural areas or in incorporated towns or villages having less than 2,500 people. 2 Urban residents live in incorporated towns or cities having 2,500 population or more. TABLE 85. (IF You THE QUESTION: BOUGHTrr ANY CANDY DURING THE PAST WEEK) REPLIES TO "WHAT TYPE OF CANDY Dm You BUY." Replies City size (urban residents) residents residents 2,500- 25,001- 100,001- Over 25,000 100,000 500,000 500,000 Per cent Percent Percent Per cent Per cent Per cent 77 22 15 12 8 8 100 887 71 19 14 18 8 9 100 996 76 24 16 19 7 6 100 308 65 16 15 14 8 8 100 195 70 20 14 20 6 13 100 224 70 16 10 19 10 11 100 269 Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' Number of respondents 'Percentages total more than 100 because some respondents bought more than one type of candy. CONSUMER REACTIONS to "ALAYAM" CANDY 39 TABLE 86. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHERE DID You BuY CANDY MOST OFTEN?" Replies size (urban residents) RepliesUrban CityRural Rural Urban 25,001- 100,001- Over residents residents 2,50025,000 100,000 500,000 500,000 Percent Per cent Per cent Per cent Per cent Per cent 62 14 4 7 7 4 2 1 2 8 100 887 45 19 17 8 7 4 2 2 2 4 100 Grocery store Drug store Candy store Movie, cafe Dime store At work, school Gen. store, dept. store Candy machine Miscellaneous places Not ascertained TOTAL' 53 14 13 7 8 4 2 2 3 6 100 45 22 14 10 9 4 1 2 2 1 100 195 45 23 13 8 5 4 4 1 2 4 100 224 35 20 28 8 9 6 1 8 1 8 100 269 Number of respondents 996 308 1Percentages total more than 100 because some respondents reported more than one source of purchase. TABLE 87. REPLIES TO THE QUESTION: CANDY DURING THE "ON How MANY DAYS Dm You EAT PAST WEEK?" (APRIL 24-30, 1949) Replies City size (urban residents) Urban Rural residents residents 2,50025,001- 100,001- Over 25,000 100,000 500,000 500,000 Per cent Per cent Percent Percent Percent Per cent 80 11 14 11 9 7 5 18 100 1,678 82 8 18 18 8 6 8 17 100 1,852 84 9 13 10 9 5 3 17 100 592 88 8 18 18 8 5 8 12 100 872 29 10 14 13 9 8 3 14 100 419 27 6 13 14 5 8 4 28 100 469 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents 40 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 38. (IF You ATE ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: '"WHAT TYPE OF CANDY DI You EAT?" Replies City Urban Rural residents residents 2,50025,000 Per cent Per cent Per cent 66 20 16 14 4 8 100 1,169 59 20 13 25 6 10 100 1,261 68 20 13 23 5 8 100 389 size (urban residents) 25,001- 100,001- Over 100,000 500,000 500,000 Per cent Per cent Per cent 58 20 15 19 7 10 100 229 52 23 16 24 7 9 100 299 54 15 8 32 7 11 100 344 Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL1 Number of respondents 'Percentages type of candy. total more than 100 because some respondents ate more than one TABLE 39. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT KIND OF CANDY DID You BUY MosT OFTEN?" Replies City size (urban residents) residents residents 2,50025,001- 100,001- Over 25,000 100,000 500,000 500,000 Per cent Per cent Percent Per cent Percent Per cent 60 62 58 68 63 70 17 24 15 19 13 18 7 6 8 15 8 9 3 1 5 3 3 3 2 3 0 1 1 2 1 1 0 1 1 0 5 5 5 6 5 5 100 100 100 100 100 100 195 224 269 887 996 308 Bar goods Chocolates Hard candies Caramels Brittles Fudges Other kinds TOTAL Number of respondents xKind of candy refers to kind as classified by respondents. Therefore, some "bars" may be chocolate-bars; some "chocolates" may be chocolate-bars; et cetera. 2 Less than 1 per cent. CONSUMER REACTIONS to "ALAYAM" CANDY 41 CANDY COM- TABLE 40. REPLIES TO THE QUESTION: "How Do You LIKE Tins EAT?" PARED TO THE CANDIES YOU USUALLY Replies Relies Rural Rural City size (urban residents) Urban Urban residents residents 2,50025,001- 100,001- Over 25,000 100,000 500,000 500,000 Per cent Per cent Per cent Per cent Per cent Per cent 13 12 14 14 9 10 883 26 26 26 29 25 51 59 57 58 60 62 8 100 1,673 8 100 1,852 8 100 592 2 100 372 2 100 419 8 100 469 Like sample better About the same Like sample less Not ascertained TOTAL Number of respondents TABLE 41. REPLIES TO THE QUESTION: "How DOES THE SWEETNESS CANDY SUIT YOUR TASTE?" OF THIS Replies City size (urban residents) Rural Urban residents residents 2,500- 25,001- 100,001- Over 25,000 100,000 500,000 500,000 Per cent Per cent Per cent Per cent Per cent Per cent 7 59 22 12 100 1,678 18 51 25 11 100 1,852 12 52 24 12 100 592 18 50 24 18 100 872 16 50 23 11 100 419 11 52 28 9 100 469 Too sweet About right Not sweet enough Not ascertained TOTAL Number of respondents TABLE 42. REPLIES TO THE QUESTION: PEARANCE OF "How Do You LIKE THE GENERAL APTins CANDY" City size (urban residents) 25,001- 100,001- Over 2,50025,000 100,000 500,000 500,000 Replies residents residents Rural Urban Like it Indifferent Do not like it Per cent Per cent Per cent Per cent Per cent Per cent 80 27 28 26 27 24 28 80 81 29 80 81 25 28 24 29 29 82 17 100 1,678 15 100 1,852 17 100 592 16 100 872 14 100 419 18 100 469 Not ascertained TOTAL Number of respondents 42 TABLE ALABAMA AGRICULTURAL EXPERIMENT STATION 43. REPLIES TO THE QUESTION: "How Do You LIKE THE TEXTURE OR QUALITY OF THIS CANDY?" Replies Rural Urban City size (urban residents) residents residents 2,50025,001- 100,001- Over 25,000 100,000 500,000 500,000 Percent Percent Per cent Per cent Per cent Per cent 47 54 53 56 54 53 20 24 25 22 23 22 21 16 18 18 16 18 8 100 1,673 6 100 1,852 6 100 592 8 100 372 5 100 419 7 100 469 Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents TABLE 44. "How Do REPLIES TO THE QUESTION: TASTE OF THIS CANDY?" You LIKE THE FLAVOR OR Replies City size (urban residents) Urban Rural residents residents 2,500- 25,001- 100,001- Over 25,000 100,000 500,000 500,000 Percent Per cent Per cent Per cent Per cent Per cent 51 51 45 39 54 47 26 14 16 14 13 17 85 31 30 32 28 32 4 5 3 4 5 4 100 100 100 100 100 100 469 372 419 1,852 592 1,678 Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents TABLE 45. REPLIES TO THE QUESTION: "WOULD YOU BUY Tins CANDY IF IT WERE PLACED ON THE MARKET?" Replies City size (urban residents) Urban Rural 25,001- 100,001- Over residents residents 2,50025,000 100,000 500,000 500,000 Percent Per cent Percent Per cent Per cent Per cent it 41 46 13 100 1,673 34 56 10 100 1,852 37 51 12 100 592 35 57 8 100 372 82 58 10 100 419 80 60 10 100 469 Would buy it Would not buy Not ascertained TOTAL Number of respondents CANDY CONSUMER REACTIONS to "ALAYAM" CANDY CONSUMER REACTIONS to "ALAYAM" 43 43 CONSUMER REACTIONS To "ALAYAM" CANDY By Sex, and by Age of Respondents TABLE 46. REPLIES TO THE QUESTION: "ON CANDY DURING THE PAST WEEK?" How MANY DAYS Dm You Buy (APRIL 24-30, 1949) 5-19 yrs. Age of respondents' 20-34 35-54 55 yrs. yrs. yrs. & over Replies Sex of respondents Male Female None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents Per cent Percent Per cent Per cent Per cent Per cent 54 41 46 39 50 , 54 18 27 16 25 25 25 10 16 12 18 18 10 7 8 9 9 6 6 4 3 6 4 2 2 4 3 5 3 2 2 2 1 3 2 1 1 1 1 3 2 1 2 100 100 100 100 100 100 1,583 1,942 855 987 1,088 595 xRespondents whose age was reported as less than 5 years were omitted from this study. SLess than 1 per cent. TABLE 47. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES THE QUESTION: "WHAT TYPE OF CANDY DID You BUY?" TO Replies Sex of respondents Male Female Age of respondents 5-19 20-34 35-54 55 yrs. yrs. yrs. yrs. & over Per cent Per cent Per cent Per cent Per cent Per cent 78 12 7 11 3 8 100 731 72 24 18 18 6 10 100 1,152 85 9 6 8 1 15 100 460 80 21 14 18 5 6 100 600 67 23 18 20 7 7 100 551 59 25 19 24 9 7 100 272 Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' Number of respondents xPercentages total more than 100 because some respondents bought more than one type of candy. 44 TABLE 48. ALABAMA AGRICULTURAL EXPERIMENT STATION THE QUESTION: (IF YOU BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO "WHERE DID YOU BUY CANDY MOST OFTEN?" Sex of respondents Replies Male Female 5-19 yrs. Age of respondents 20-34 yrs. 85-54 yrs. 55 yrs. & over Grocery store Drug store Candy store Movie, cafe Dime store At work, school Gen. store, dept. store Candy machine Miscellaneous places Not ascertained TOTAL 1 Per cent Per cent Per cent Per cent Per cent Per cent 51 54 57 48 41 61 18 18 17 14 16 18 16 10 9 10 9 12 5 8 12 9 6 11 7 10 3 7 4 9 5 1 4 6 6 3 8 1 5 1 2 1 2 1 2 1 1 2 1 3 1 2 2 2 3 6 14 2 4 8 100 100 100 100 100 100 Number of respondents 731 1,152 460 600 551 272 Percentages total more than 100 because some respondents reported more than one source of purchase. TABLE 49. REPLIES TO THE QUESTION: "ON How MANY DAYS Dm You EAT CANDY DURING THE PAST WEEK?" (APRIL 24-30, 1949) Replies Sex of respondents Male Female None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents Age of respondents 20-34 35-54 55 yrs. yrs. yrs. & over Per cent Per cent Per cent Per cent Per cent Per cent 35 26 34 80 27 86 6 12 10 7 8 10 7 14 13 17 16 11 11 12 13 12 14 10 8 7 9 9 9 7 6 5 7 8 7 6 5 2 4 2 5 6 23 14 18 16 16 15 100 100 100 100 100 100 595 987 1,088 855 1,942 1,588 5-19 yrs. CONSUMER REACTIONS to ""ALAYAM"" CANDY 45 TABLE 50. (IF You ATE ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT TYPE OF CANDY Dm You EAT?" Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 20-84 35-54 55 yrs. yrs. yrs. & over Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' Number of respondents Per cent Per cent Per cent Per cent Per cent Per cent 45 67 57 63 61 73 21 19 23 18 21 17 14 15 15 18 13 15 26 14 17 23 18 21 8 4 7 5 4 6 7 7 9 7 9 12 100 100 100 100 100 100 384 729 716 601 1,009 1,421 SPercentages total more than 100 because some respondents ate more than one type of candy. TABLE 51. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) "WHAT KIND OF CANDY DID You BuY MOST REPLIES TO THE QUESTION: OFTEN?" Replies' Sex of respondents Male Female 5-19 yrs. Age of respondents 20-34 35-54 55 yrs. yrs. yrs. & over Bar goods Chocolates Hard candies Caramels Brittles Fudges Other kinds TOTAL Per cent Per cent Per cent Per cent Per cent Per cent 50 70 59 61 75 72 20 26 18 8 15 13 10 12 7 7 10 6 8 8 8 4 8 2 2 1 1 1 2 1 1 1 1 1 1 1 6 3 6 5 5 4 100 100 100 100 100 100 731 1,152 460 600 551 272 Therefore, some Number of respondents xKinds of candy refer to kind as classified by respondents. "bars" may be chocolate-bars; some "chocolates" may be chocolate-bars; et cetera. 46 ALABAMA AGRICULTURAL EXPERIMENT STATION "How TABLE 52. REPLIES TO THE QUESTION: Do You LIKE THIS CANDY COM- PARED TO THE CANDIES YOU USUALLY EAT?" Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 20-34 35-54 55 yrs. yrs. yrs. & over 9 26 62 3 100 987 13 28 56 3 100 1,088 18 82 47 3 100 595 Per cent Per cent Percent Per cent Per cent Per cent Like sample better About the same Like sample less Not ascertained TOTAL Number of respondents 12 29 55 4 100 1,583 13 29 55 3 100 1,942 12 33 51 4 100 855 TABLE 53. REPLIES TO THE QUESTION: "How DOES CANDY SUIT YOUR TASTE?" THE SWEETNESS OF THIs Replies Sex of respondents Male Female Too sweet About right Not sweet enough Not ascertained TOTAL Number of respondents Age of respondents 5-19 20-34 85-54 55 yrs. yrs. yrs. yrs. & over Percent Per cent Per cent Per cent Per cent Per cent 8 11 8 12 10 8 52 57 50 54 58 56 26 22 25 24 28 22 14 10 17 10 9 14 100 100 100 100 100 100 1,583 1,942 855 987 1,088 595 TABLE 54. REPLIES TO THE QUESTION: PEARANCE OF "How Do You LcIKE THE GENERAL AP- THIs CANDY?" Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 20-34 35-54 55 yrs. yrs. yrs. & over Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents Per cent Per cent Per cent Per cent Per cent Per cent 26 80 27 23 81 34 33 26 30 31 29 25 25 28 25 33 26 20 16 16 18 13 14 21 100 100 100 100 100 100 1,583 1,942 855 987 1,088 595 CONSUMER REACTIONS to "ALAYAM" CANDY TABLE 55. REPLIES TO THE QUESTION: "How Do You QUALITY OF THIS CANDY?" 47 LIKE THE TEXTURE OR Sex of respondents Age of respondents Replies Male Female 5-19 yrs. 20-34 yrs. 35-54 yrs. & over 55 yrs. Per cent Per cent Per cent Per cent Per cent Per cent Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents 48 25 18 9 100 1,583 57 20 17 6 100 1,942 48 24 18 10 100 855 50 24 21 5 100 987 57 21 16 6 100 1,088 59 19 13 9 100 595 TABLE 56. REPLIES TO THE QUESTION: "How Do You LIKE THE FLAVOR OR TASTE OF THIS CANDY?" Sex of respondents Age of respondents Replies Male Female 5-19 yrs. 20-34 yrs. 35-54 yrs. & over 55 yrs. Per cent Per cent Per cent Per cent Per cent Per cent Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents 47 16 31 6 100 1,583 52 15 29 4 100 1,942 50 13 30 7 100 855 42 17 37 4 100 987 53 16 28 3 100 1,088 58 15 21 6 100 595 TABLE 57. REPLIES TO THE QUESTION: "WOULD You BUY Tins CANDY IF IT WERE PLACED ON THE MARKET?" Sex of respondents Age of respondents Replies Male Female 5-19 yrs. 20-34 yrs. 85-54 yrs. 55 yrs. & over Per cent Per cent Per cent Per cent Per cent Per cent Would buy it Would not buy it Not ascertained TOTAL 84 51 15 100 1,583 40 52 8 100 1,942 37 45 18 100 855 82 59 9 100 987 39 58 8 100 1,088 45 43 12 100 595 Number of respondents 48 ALABAMA AGRICULTURAL EXPERIMENT STATION CONSUMER REACTIONS To "ALAYAM CANDY By Educational Status of Family Heads TABLE 58. REPLIES TO THE QUESTION: "ON How MANY DAYS DID You BuY 2 CANDY DURING THE PAST WEEK?" (APRIL 24-30, 1949) Educational status of family head' Replies Less than 8th grade 46 21 16 7 4 2 2 2 100 212 CornLess CornLess Comthan pleted than pleted pleted than high high 8th college college school school grade Per cent Per cent Per cent Per cent Per cent Per cent 47 25 12 8 3 2 1 2 100 384 43 21 15 10 4 4 2 1 100 743 47 23 14 6 4 3 1 2 100 900 51 21 10 7 4 3 2 2 100 579 45 24 14 8 2 3 1 3 100 707 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents 1 Educational status was reported as the amount of formal education completed. The 1947 Census of population estimates indicate that about 11 per cent of the nation's total population has attended college. Normally, family heads constitute about a third of the nation's total population (exclusive of persons under 5 years of age). In this study, therefore, the expected percentage of individual respondents who were from families where the family head had attended college was about three times as great as the 1947 Census estimates for the nation s total population. The actual percentage as indicated by returned usable questionnaires was 36.5 per cent. 2 In cases where no family head was reported, the educational status of the homemaker was used. TABLE 59. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: WHAT TYPE OF CANDY DID You BUY?" SLess Repliesthan 8th grade Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL i Educational status of family head ComLess CoimaLess Completed than pleted 8th high high than pleted college college school school grade 76 20 19 11 8 6 100 202 78 21 12 12 5 11 100 421 73 17 16 15 4 9 100 481 78 18 10 16 6 9 100 282 72 17 13 19 7 9 100 888 Per cent Per cent Per cent Per cent Per cent Per cent 75 80 16 11 4 4 100 114 Number of respondents total more than 100 because some respondents bought more than one type of candy. :Percentages CONSUMER REACTIONS to "ALAYAM" CANDY 49 TABLE 60. (IF You BOUGHTrr ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHERE Dm You BuY CANDY MOST OFTEN?" Educational status of family head Replies Grocery store Drug store Candy store Movie, cafe Dime store At work, school Gen. store, dept. store Candy machine Miscellaneous places Not ascertained TOTAL1 Number of respondents Less ComLess ComLess Comthan pleted than pleted pleted than 8th high 8th high grade school school college college grade Per cent Per cent Per cent Per cent Per cent Per cent 64 683 57 53 47 43 11 9 15 15 15 27 5 9 11 12 9 14 4 4 6 10 13 7 10 6 10 5 5 5 83 83 6 5 3 3 8 1 1 83 2 2 0 1 1 83 1 1 4 2 3 0 2 1 18 9 6 8 6 4 100 100 100 100 100 100 114 202 421 282 481 3883 Percentages total more than 100 because some respondents reported more than one source of purchase. TABLE 61. CANDY DURING REPLIES TO THE QUESTION: "ON How MANY DAYS DID You EAT THE PAST WEEK?" (APRIL 24-80, 1949) Replies Less than 8th grade Educational status of family head ComnLess ComnLess pleted than pleted than high high 8th college school school grade Completed college None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents Per cent Per cent Per cent Per cent Per cent Per cent 26 29 82 27 88 32 11 8 8 10 9 11 19 16 11 16 11 13 7 12 12 13 10 12 11 10 8 9 7 7 9 6 7 6 7 6 2 2 5 4 3 4 15 17 17 15 15 15 100 100 100 100 100 100 212 384 743 900 579 707 50 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 62. (IF You ATE ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT TYPE OF CANDY DmID You EAT?" Replies Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' Number of respondents Educational status of family head I Less pleted ComLess Cornt han high than pleted 1 high college college sc hool school Per cent Per cent Pe;r cent Per cent Per cent Per cent 75 65 60 60 60 56 21 18 20 22 22 16 30 17 13 14 13 18 13 14 17 21 23 26 6 5 6 3 6 7 6 6 10 8 8 12 100 100 100 100 100 100 157 274 507 654 359 479 Less than 8th grade Completed 8th grade 1 Percentages total mor e than 100 because some respondents ate more than one type of candy. TABLE 63. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT KIND OF CANDY DmID You BUY MOST OFTEN?" l ies ppep ReliesLess than 8th grade 75 9 5 4 1 4 2 Educational status of family head CornLess ComLess Less pleted than t pleted than high high 8th college school school grade 67 13 8 6 1 2 Co- Completed college 58 23 8 4 2 * 5 Per cent Per cent Per cent Per cent Per cent Per cent Bar goods Chocolates Hard candies Caramels Brittles Fudges Other kinds 70 14 8 1 1 65 16 8 8 1 64 15 12 8 1 1 4 1 5 1 6 5 TOTAL 100 100 100 100 100 100 Number of respondents 114 202 421 481 282 888 1 Kind of candy refers to kind as classified by respondents. Therefore, some "bars" may be chocolate-bars; some "chocolates" may be chocolate-bars; et cetera. ' Less than 1 per cent. CONSUMER REACTIONS to "ALAYAM" CANDY CONSUMER REACTIONS to "ALAYAM" CANDY TABLE 64. REPLIES TO THE QUESTION: "How Do You LIK EAT?" PARED TO THE CANDIES YOU USUALLY 51 51 Tins CANDY COM- Educational status of family head Replies Less than 8th grade 14 36 44 6 100 212 Completed 8th grade 16 33 46 5 100 384 Less than high school 13 30 54 8 100 743 Copleted high school 9 31 56 4 100 900 Less than college 14 26 58 2 100 579 Co pleted college 13 25 61 1 100 707 Per cent Per cent Percent Per cent Per cent Per cent Like sample better About the same Like sample less Not ascertained TOTAL Number of respondents TABLE 65. REPLIES TO THE QUESTION: "How DOES CANDY SUIT YOUR TASTE?" THE SWEETNESS OF THns Educational status of family head Replies Less CornLess ComComLess pleted than pleted than pleted than high high 8th 8th college college school school grade grade Per cent Per cent Per cent Per cent Per cent Percent 6 59 18 17 100 212 8 54 23 15 100 884 12 51 23 14 100 748 10 57 22 11 100 900 10 57 24 9 100 579 10 54 28 8 100 707 Too sweet About right Not sweet enough Not ascertained TOTAL Number of respondents TABLE 66. REPLIES TO THE QUESTION: "How Do You LInKE THE GENERAL AP- PEARANCE OF THIS CANDY?" Replies Less than 8th grade 84 28 21 22 100 212 Educational status of family head CornLess CornLess pleted than pleted than high high 8th college school school grade 3388 25 23 19 100 884 80 29 22 19 100 743 27 82 26 15 100 900 28 33 28 11 100 579 Cornpleted college Per cent Per cent Per cent Per cent Per cent Per cent Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents 25 26 84 15 100 707 52 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 67. REPLIES TO THE QUESTION: "How Do You LIKE THE TEXTURE OR QUALITY OF THIS CANDY?" Replies Less than 8th grade Educational status of family head CornLess Less Cornpleted than pleted Less than high high 8th college school school grade Com pleted college Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents Percent Per cent Per cent Per cent Per cent Per cent 53 54 53 51 53 62 23 25 23 23 20 13 19 16 19 16 17 16 9 100 212 10 100 384 10 100 743 5 100 900 5 100 579 5 100 707 TABLE 68. REPLIES TO THE QUESTION: "How Do You TASTE OF THIS CANDY?" LInE THE FLAVOR OR Educational status of family head Replies ~~ullluur vr. Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents ComComLess Less ComLess C Ls pleted than pleted than 8th 8th high high ch ce ple school college college school grade grade Per cent Per cent Per cent Per cent Per cent Per cent 48 48 51 48 53 59 17 20 14 13 14 10 31 29 31 32 27 23 4 3 4 7 6 r,,, 8 100 212 100 384 100 748 100 900 100 579 100 707 TABLE 69. REPLIES TO THE QUESTION: "WOULD You BuY WERE PLACED ON THE MARKET?" THIS CANDY IF IT Educational status of family head Replies r . Would buy it Would not buy it Not ascertained TOTAL ComLess Less CornCornLess C Ls pleted than pleted than 8th 8th high high college college school school grade grade Per cent Per cent Per cent Percent Percent Percent 35 35 35 41 40 45 57 57 53 46 43 40 8 12 8 13 17 15 100 100 100 100 100 100 Number of respondents 212 384 743 900 579 707 CONSUMER REACTIONS to "ALAYAM" CANDY CONSUMER REACTIONS to "ALAYAM" CANDY CONSUMER REACTIONS 53 53 CANDY To "ALAYAM" By Occupational Status of Family Heads TABLE 70. REPLIES TO THE QUESTION: "ON How MANY DAYS DID YOU BuY CANDY DURING THE PAST WEEK?" (APRIL 24-30, 1949) Occupational status of family head' Replies Replies Unskilled, skilled, Agricultural, forestry Skilled workers workers workers prof workers 47 23 14 6 3 2 2 3 100 661 Managerial, Owners, partners, Cle sales proprie- workers, tors students Per cent Per cent Per cent Per cent Per cent Per cent None One day Two days Three days Four days Five days Six days Seven days 46 22 13 8 4 3 1 3 46 24 14 8 4 2 1 1 50 23 13 7 2 2 2 1 48 18 14 8 4 6 1 1 43 25 13 9 5 3 1 1 100 100 100 100 100 TOTAL 556 208 471 845 784 Number of respondents 1 In cases where no family head was reported, the occupatioanl status (if any) of the homemaker was used. TABLE 71. THE (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO BUY?" QUESTION: "WHAT TYPE OF CANDY DID You Occupational status of family head Mana- Owners, Clerical, skilled, Agriclsemiral Skilled ger partners, sales skilled, forestry workersional proprie- workers, students tors workers service workers Per cent Per cent Per cent Per cent Per cent Per cent 77 71 69 70 78 81 18 28 18 16 25 18 18 11 12 10 17 16 14 25 19 23 10 15 5 7 6 7 5 5 6 9 10 10 9 10 100 100 100 100 100 100 Replies Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL' Number of respondents one type of candy. 422 453 234 348 109 317 1 Percentages total more than 100 because some respondents bought more than 54 TABLE ALABAMA AGRICULTURAL EXPERIMENT 72. STATION (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHERE DID You BUY CANDY MOST OFTEN?" Replies Occupational status of family head UnAgriculManaskilled, AgriculMan Owners, Clerical, semishery, Skilled gerial, partners, sales skilled, forestry workers onal proprie- workers, service workers students workers foestrytors workers Percent Percent Per cent Per cent Per cent Per cent Grocery store Drug Store Candy store Movie, cafe Dime store At work, school Gen. store, dept. store Candy machine Miscellaneous places Not ascertained TOTAL' 54 14 13 7 8 4 1 2 3 8 100 422 53 10 6 4 10 3 1 1 1 11 100 453 54 17 12 3 7 7 1 3 0 5 100 234 43 22 13 8 6 5 8 2 2 2 100 348 52 18 11 14 4 3 8 0 5 9 100 109 44 24 15 9 6 4 2 1 1 3 100 317 Number of respondents total more than 100 because some respondents reported more than one source of purchase. 'Percentages TABLE 73. REPLIES TO THE QUESTION: "ON How MANY DAYs Dm You EAT CANDY DURING THE PAST WEEK?" (APRIL 24-30, 1949) Replies Occupational status of family head UnAgricul, Manaskilled; A griculManl Owners, Clerical, semifishery, Skilled r partners, sales skilled, forestry workers sional proprie- workers, students tors workers workers workers Per cent Per cent Per cent Per cent Per cent Per cent 833 9 12 9 10 5 4 18 100 784 29 10 17 10 9 7 4 14 100 845 81 9 15 18 7 7 5 18 100 471 83 9 12 12 7 6 4 17 100 661 81 7 9 13 8 7 4 21 100 208 80 11 14 15 7 8 8 12 100 556 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents CONSUMER REACTIONS to "ALAYAM" CANDY 55 TABLE 74. (IF You ATE ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT TYPE OF CANDY DID YOU EAT?" Occupational status of family head Replies Un-skilled AgriculManarial, Owners, Clerical, Skilled tural, skilled, fisherySkilled semipartners, sales skilled, forestry workersional proprie- workers, skilled, fshery, workers professervice workers workers tors students workers kers Per cent Percent Percent Per cent Per cent Per cent Bar goods Prepackaged bag Bulk bag Prepackaged box Bulk box Other types TOTAL Number of respondents 66 21 16 20 2 7 100 529 68 18 16 12 6 7 100 599 59 19 14 25 5 10 100 323 54 20 11 29 6 10 100 444 61 81 14 20 4 15 100 144 61 21 15 20 6 8 100 391 Un- 1 Percentages total more than 100 because some respondents ate more than one type of candy. TABLE 75. (IF You BOUGHT ANY CANDY DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHAT KIND OF CANDY Dm You BuY MOST OFTEN?" Replies. Occupational status of family head Un- Aril Mana skilled, AgriculgerialnaOwners, semietural, Skilled e , partners, skilled, forestry workers prsionalfesproprieservice orerysionalprsworkers tors worerkers w Clerical, sales workers, stders, students Per cent Per cent Per cent Per cent Per cent Per cent Bar goods Chocolates Hard candies Caramels Brittles Fudges Other kinds TOTAL Number of respondents 1 65 16 6 4 1 2 6 100 422 72 12 8 2 2 1 8 100 453 65 18 8 2 1 1 5 100 284 56 23 10 4 1 2 6 100 848 62 16 11 2 1 0 8 100 109 64 15 9 4 3 1 4 100 817 Kind of candy refers to kind as classified by respondents. Therefore, some "bars" may be chocolate-bars; some "chocolates" may be chocolate-bars, et cetera. 2 Less than 1 per cent. 56 TABLE ALABAMA AGRICULTURAL EXPERIMENT STATION 76. REPLIES TO THE QUESTION: PARED TO THE "How YOU Do You LIKE USUALLY CANDIES THIS CANDY COMEAT?" Occupational status of family head Replies Un-skilled, Mana- Owners, Clerical, skilled, AgriculturalMal, rtners, sales Skilled gerial, tural, semiskilled, fishery, workers sional partners, workers, forestry proprie- sales service workers workers tors students workers Like sample better About the same Like sample less Not ascertained TOTAL Number of respondents Per cent Per cent Percent Per cent Percent Per cent 14 13 10 16 12 10 32 23 25 26 31 33 50 51 56 58 60 62 5 3 2 3 3 2 100 100 100 100 100 100 784 845 471 661 208 556 TABLE 77. REPLIES TO THE QUESTION: "How DOES THE CANDY SUIT YOUR TASTE?" SWEETNESS OF Tins Occupational status of family head Replies Un- Agriculskilled, Agriculsemitshery, skilled, forestry Skilled workers ManaManal Owners, Clerical, gerofes-, partners, sales sional proprie- workers, service Too sweet About right Not sweet enough Not ascertained TOTAL workers workers tors students Per cent Percent Per cent Per cent Per cent Per cent 10 11 11 11 9 8 56 48 52 56 56 54 19 14 100 23 12 100 25 13 100 26 8 100 27 14 100 25 12 100 Number of respondents 784 845 471 661 208 556 CONSUMER REACTIONS to "ALAYAM" CANDY 57 THE GENERAL TABLE 78. REPLIES TO THE QUESTION: PEARANCE OF "How Do You LIKE THIS CANDY?" Ar- Occupational status of family head Replies Sn- AgriculManaskilledgerial semi- f tural, Skilledprofesskilled, fishery workers sional service workersworkers workers Per cent Per cent Per cent Percent 27 80 25 32 29 28 29 28 81 80 20 28 15 15 20 18 100 100 100 100 Owners, Clerical, partners, sales proprie- workers, tors students Per cent Per cent 30 25 22 32 33 30 18 10 100 100 Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents 784 845 471 661 208 556 TABLE 79. REPLIES TO THE QUESTION: "How Do You LIKE THE TEXTURE OR QUALITY OF THIS CANDY?" Occupational status of family head Replies sUn-d Agricultural, skilled,' fih semiskilled, Like it Indifferent Do not like it Not ascertained TOTAL service workers Per cent Per cent Per cent Per cent Percent Per cent 49 52 48 52 56 55 24 24 25 24 19 21 21 20 18 17 16 16 6 8 7 5 9 8 100 100 100 100 100 100 ManaSkilled gerial, Owners, Clerical, sales Skilledpartners, proprie- workers, workers r students tors workers workers Number of respondents 784 845 471 661 208 556 58 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 80. REPLIES TO THE QUESTION: "How Do You LIKE THE FLAVOR OR TASTE OF THIS CANDY?" Occupational status of family head Un-skilled, AgriculMana- Owners, Clerical, gerial, skilled, tural, semitsher, Skilled partners, sales skilled, fshetry workers profes- proprie- workers, k forestry sional workers workers workers tors students Per cent Per cent Per cent Per cent Per cent Per cent 43 43 48 49 55 54 19 18 14 20 11 14 35 28 34 33 28 27 4 4 5 3 6 5 100 784 100 845 100 471 100 661 100 208 100 556 Replies Like it Indifferent Do not like it Not ascertained TOTAL Number of respondents TABLE 81. REPLIES "WOULD YOU BUY THIS TO THE QUESTION: WERE PLACED ON THE MARKET?" CANDY IF IT Occupational status of family head Replies skilled, semiskilled, Agricul- fisherya, Skilled forestry workers Mana- Owners, Clerical, re ,partners, sales sional proprie- workers, students tors workers workers workers Per cent Per cent Per cent Per cent Per cent Per cent Would buy it Would not buy it Not ascertained TOTAL 42 44 14 100 784 Number of respondents 40 48 12 100 845 37 53 10 100 471 37 55 8 100 661 31 56 18 100 208 29 60 11 100 556 CONSUMER REACTIONS to "ALAYAM" CANDY 59 CHARACTERISTICS OF THE SAMPLE TABLE 82. DISTRIBUTION OF THE SAMPLE BY GEOGRAPHIC AREAS STUDIED AND BY CENSUS GEOGRAPHIC AREAS Census geographic area cerGeographic area return of question- North South West naires l Ir~ _Hn~~-l le(lU~ United States Total Weighted totaP New England North Atlantic East North Central Total South Atlantic East South Central West South Central Total West North Central Mountain Pacific Total TOTAL Per cent Number Number Numbeir Number Number 201 201 203 530 545 530 545 1,276 508 292 326 508 292 326 1,126 497 169 457 497 169 457 1,123 3,525 535 551 1,289 543 312 349 1,204 494 168 455 1,117 3,610 (83.9) 1,276 (79.4) 1,126 (85.3) (82.9) 1,276 1,126 1,123 1,123 1 Differential weighting to bring the three areas into their proper relation with the United States as a whole was necessary. Weights applied to geographic area totals were 101.0 in the northeastern area, 106.9 in the southern area, and 99.5 in the western area. These weights represent the difference between expected returns and actual returns of usable questionnaires from consultant families in each of the three areas. TABLE 83. DISTRIBUTION OF THE SAMPLE BY FAMILY INCOME GROUPS FOR MAJOR GEOGRAPHIC AREAS Family income group return of c cerP Geographic area United States question- North South West Total Weighted total naires Per cent Number Number Number Number Number (81.6) (84.4) ( 88.3) (82.8) (82.9) 186 319 471 300 1,276 297 263 344 222 1,126 328 217 332 246 1,123 811 799 1,147 768 3,525 831 819 1,175 785 3,610 $2,000 and under $2,001-$3,000 $3,001-$5,000 Over $5,000 TOTAL 60 TABLE 84. ALABAMA AGRICULTURAL EXPERIMENT STATION DISTRIBUTION OF THE SAMPLE BY PLACE OF RESIDENCE AND BY CITY SIZE FOR MAJOR GEOGRAPHIC AREAS PerGeographic area United States Place of residence and city size centage return of North West Total Weighted questionSouth total naires Per cent Number Number Number Number Number (83.8) (82.2) (83.5) (83.7) (84.1) (78.0) (82.9) 354 922 257 190 155 320 1,276 745 381 150 74 114 48 1,126 574 549 185 108 150 106 1,128 1,678 1,852 592 872 419 469 8,525 1,726 1,884 604 878 428 474 8,610 Place of residence: RuraP" Urban City size: 2,500- 25,000 25,001-100,000 100,001-500,000 Over 500,000 TOTAL ' Rural residents live in rural areas or in incorporated towns or villages having less than 2,500 people. SUrban residents live in incorporated towns or cities having 2,500 population or more. TABLE 85. DISTRIBUTION OF THE SAMPLE BY EDUCATIONAL STATUS OF THE FAMILY HEAD FOR MAJOR GEOGRAPHIC AREAS PcerEducational status of family head 2 return of Geographic area United States Less than 8th grade Completed 8th grade Less than high school Completed high school Less than college Completed college TOTAL Total Weighted West South question- North total naires Per cent Number Number Number Number Number (86.2) 87 95 80 212 219 (87.0) 180 68 186 884 889 (85.2) 281 255 207 748 763 (77.1) 868 250 282 900 919 (82.2) 207 202 170 579 594 198 707 726 (86.8) 258 256 (82.9) 1,276 1,126 1,128 8,525 8,610 ' Educational status of family heads was reported as the amount of formal education completed. The 1947 Census of population estimates indicate that about 11 per cent of the nation's total population has attended college. Normally, family heads constitute about a third of the nation's total population (exclusive of persons under 5 years of age). In this study, therefore, the expected percentage of individual respondents who were from families where the family head had attended college was about three times as great as the 1947 Census estimates for the nation's total population. The actual percentage as indicated by returned usable questionnaires was 86.5 per cent. 2 In cases where no family head was reported, the educational status of the homemaker was used. CONSUMER REACTIONS to "ALAYAM" CANDY 61 STATUS OF THE TABLE 86. DISTRIBUTION OF THE SAMPLE BY OCCUPATIONAL FAMILY HEAD FOR MAJOR GEOGRAPHIC AREAS Perg Geographic area Occupational status of family head' United States Total Weighted West South question- North ota naires Percent Number Number Number Number Number (78.9) (86.0) (82.3) (84.2) (77.9) (83.9) (82.9) Unskilled, semi-skilled, service workers Agricultural, fishery, forestry workers Skilled workers Managerial, professional workers Owners, partners, proprietors Clerical, sales workers, students TOTAL 265 182 229 800 67 233 1,276 208 349 107 193 80 189 1,126 311 314 135 168 61 134 1,123 784 845 471 661 208 556 3,525 800 870 479 676 215 570 8,610 1 In cases where no family head was reported, the occupational status (if any) of the homemaker was used. TABLE 87. DISTRIBUTION OF THE SAMPLE BY SEX AND BY AGE OF RESPONDENTS FOR MAJOR GEOGRAPHIC AREAS Sex and age of respondents Sex of respondents: Male Female Age of respondents: 5-19 years Geographic area United States North South West Total Weighted 1,621 1,989 876 Number Number Number Number Number 574 702 801 506 620 274 503 620 280 1,583 1,942 855 1,018 987 289 329 869 1,114 1,088 824 863 401 607 595 230 160 205 3,610 8,525 1,128 1,126 1,276 TOTAL 1 Children less than 5 years of age were disregarded, in making tabulations of the data returned by respondents. 20-84 years 85-54 years 55 years and over