BULLETIN No. 272JUE15 JUNE 1950 CONSUMER REACTIONS to ALAYAM "SNACKS" A Nation-Wide Acceptance Test of a New Type of "Snack" Product Made of Sweetpotatoes 3dZLot YC V, '$ D_4 , c e 5E 5 AG R IC U L TU R A L EXPERIMENT STATION POLYTECHNIC INSTITUTE Dis4eALABAMA M. J. Funchess, Director In cooperation withi Auburn, Alabama UNITED STATES DEPARTMENT of AGRICULTURE BUREAU of AGRICULTURAL ECONOMICS C'N TE NT S 1.II il IfO c ION *1 ()hjc I c of the U Stodgix 9 9 t)1 11I I1 12 'Snack" _-12 lI St 's rx FI' o I- c - ----- ---------- Puiihsingi~i. (lilx Haijts of -Snack Hiabits t (InslI Biix cii_ Eaters Csal hiix ike -I--- iiins, oft "Snack" cn1 Kiol Siiitkl, oxn of tin tol tilhe S I to tilt Ictctt B t 1 "Snacks" --- Comipai HII itlionl \ilayll IIItcs "Snatck" x th O tier Itht ofI .1111n \/i/Il tilacl it lict I iI\ tionsl (inrl ii till li apptaunce of th Snack" Alaiyn IIIn \iifai 1(1/1 nimicr Connu (U cs x Up ntjcipltlcd Pric ntpa oft thei AIIIIIm "Snck" .ltk ----- Iti \ d si of Cnimiiti till St ixi Georahi teCuti - -)co Fdncutional1 Statt of Hc d lFaolilltlpilyl ------ t ------- 3 F*1ir ln I 'm. 4N1 CONSUMER REACTIONS to ALAYAM SNACKS BEN T. LANHAM, JR., Agricultural Economist INTRODUCTION ONE OF THE PRIME NEEDS of the South today is the development of market outlets for new crops and their products or by-products. The sweetpotato is a crop native to the area. During the last decade, considerable attention has been 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 have increased in importance. New and improved methods of processing sweetpotatoes through dehydration, canning, and manufacture of starches have been accelerated. During the 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. During the period of World War II, there was an unprecedented increase in the demand for candy and other sweets in * 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. 4 ALABAMA AGRICULTURAL EXPERIMENT STATION the United States. Because of rationing and other governmentcontrolled programs during that period, the confectionery and other food-products industries were unable to supply consumer demands. Beginning in 1942, a research project at the Alabama Agricultural Experiment Station on the development of new products from sweetpotatoes for food uses placed major emphasis on the possibilities of developing new food products that would require less sugar in manufacturing and that would also possess a higher nutritive value than many similar food products currently on the market. These efforts resulted in the development of a number of different products derived from sweetpotatoes.' Among the more promising of the new food products developed was a "snack"2 - a product made from sweetpotato puree, finely ground cocoanut, and sugar. The product was not subjected to comprehensive consumer acceptance tests when first developed, and therefore little was known of its potential market possibilities. This is the second in a series of reports3 that presents results of nation-wide consumer acceptance tests of several new food products made from sweetpotatoes. This particular report deals with Alayam4 "snacks." It is concerned primarily with the over-all problem involved in measuring whether a "snack" product, made from sweetpotatoes, would be accepted by the consuming public. The results of the study will determine largely the extent to which additional research on the product will be undertaken. 5 For a detailed discussion of the development of these products see L. M. Ware, "Nature of Alayam Products," Sweet Potato Journal, December 1946. 2 The word "snack" is used to identify the product tested for lack of a better term. The product actually possesses many of the characteristics of both candies and cookies, yet it cannot properly be classified as either. It is a type of product that falls somewhere between a candy and a cooky. 3 The first in this series of reports was Alabama Agricultural Experiment Station Bulletin No. 271, "Consumer Reactions to 'Alayam' Candy." May 1950. SThe 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. 'Concurrent with this study, technicians in the fields of production and manufacture were working on the problems involved in the development of continuous or semi-continuous processes to manufacture the product. All previous manufac- turing, including the manufacture of the product used in making the test, was done on a pilot-plant basis at the Alabama Agricultural Experiment Station in Auburn. CONSUMER REACTIONS to ALAYAM "SNACKS" DESCRIPTION OF ALAYAM "SNACKS" 5 The Alayam "snack" used in the test was made by combining sweetpotato, cocoanut, and sugar. On a dry-weight basis, the product contained 60 per cent sweetpotato, 20 per cent cocoanut, and 20 per cent sugar. The finished product was essentially a brittle. Its final flavor was a rich blend of cocoanut and caramel. A wide variety of flavors may be obtained in the product by blending various fruits with the cocoanut and sweetpotato, or by substituting various fruits for the cocoanut in the basic formula. In manufacturing the Alayam "snack" used in the test, 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 used immediately or was frozen and stored at 00 F. and used as 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. If fruits were used, they would be prepared in the same manner as cocoanut. 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 270 ° F. with air circulated at a velocity of 1,000 feet per minute. The product was dried and toasted in the form of finned strips, approximately 3/8 of an inch in diameter, and extending the full length of the trays on which the product was extruded. During the process of unloading from trays and preparing for packaging, the strips were broken into odd lengths. Generally, individual pieces of the product ranged from 1 to 4 inches in length after packaging. The product was packaged in heat-sealing duplex cellophane bags containing approximately 8 ounces of the Alayam "snack" per bag. Containers were approximately 7 by in size. Because the containers had no markings or coloring on them, respondents were able to'see the product even before opening the sample package. 33/4 by 3/4 inches 6 ALABAMA AGRICULTURAL EXPERIMENT STATION The Alayam "snack" tested was golden-yellow in color with a slight brownish tinge. The brownish tinge, together with a crisp texture, was developed during the final stage of toasting. When packaged in moisture-proof containers, the shelf-life of Alayam "snacks" is exceptionally long. When exposed to the air, however, the products absorb moisture readily and soon lose their crispness. DESIGN AND SIZE OF SAMPLE The study on which this report is based 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. 6 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, 1,307 were returned in usable condition. This represented a return of 80.6 per cent, Table 101. Regionally, the number of returned usable questionnaires totaled 476 in the northeastern area, 404 in the southern area, and 427 in the western area. Differential weighting to bring the three areas into their proper relation with the United States as a whole was necessary. Weights7 applied to area totals were 100.0 for the northeastern area, 111.4 for the southern area, and 105.4 for the western area. The questionnaires returned from the 1,307 households represented a total of 3,764 individual testers for the United States as a whole. By areas, the number of individual respondents totaled 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). The contract specified the 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. conditions under which the sample of consultants would be drawn, the instructions CONSUMER REACTIONS to ALAYAM "SNACKS"7 1,412 in the northeastern area, 1,519 in the southern area, and 1,193 in the western area, Table 103. Differential weighting of area totals resulted in a weighted United States total of 3,960 individual respondents. Weights applied to area totals of the number of individual respondents and of the number of consultant families were the same, thus eliminating the effects of differences in size of families between the three geographic areas studied, Table 102. The 1,620 consultant families used in the test were selected from the nation-wide panels of consumer families maintained by National Family Opinion, Incorporated. These panels, from which the consultants were drawn and which normally are interviewed by the use of mail questionnaires, parallel the United States Census averages by geographic areas, place of residence and city size, age of homemaker, and annual family income. The 1,307 consultant families that returned usable questionnaires were generally representative of the nation's consuming households. The percentage of usable questionnaires returned, as given in Tables 103 through 107, 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 consultant families returning usable-questionnaires and the remainder of the sample. The data in Tables 103 through .107 indicate that the 19.4 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, had family incomes of more than $5,000 a year, and lived in rural areas or in towns and cities with a population of 25,000 or less. A higher percentage of the family heads of these families either had less than an eighth grade education or had attended or completed college. A relatively greater number of the family heads of these families, by occupational status, were owners, partners or proprietors, or were managerial or professional workers. 8 ALABAMA AGRICULTURAL EXPERIMENT STATION OBJECTIVES OF THE STUDY The purposes of the study were to ascertain, on a nation-wide basis, and by designated geographic areas, consumers' acceptance of a "snack" product made from sweetpotatoes. In addition, consumer reactions and attitudes toward the product 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 - (June 5-11, 1949) (a) (b) (c) (d) (e) (g) (f) (h) Frequency of "snack" purchases by individuals. Kinds of "snacks" individual respondents purchased. Kind of "snack" purchased most often by individual respondents. Reasons consumers buy different kinds of "snack" products. Place of "snack" purchases by individual respondents. Frequency of "snack" consumption by individual respondents. Kinds of "snacks" individual respondents consumed. Kinds of "snacks" consumers usually like best. - 2. Consumer reactions and attitudes toward the Alayam "snack" tested (a) Comparison of the Alayam "snack" with the "snacks" usually eaten by individual consumers. (b) Reasons consumers liked or disliked the product tested. (c) Consumers' reactions to sweetness, general appearance, texture or quality, and flavor or taste of the Alayam "snack." (d) Suggestions from consumers for the improvement of the general appearance, texture or quality, and flavor or taste of the product. (e) Willingness of consumers to buy the Alayam "snack;" and, if unwilling to buy the product, their reasons for not buying it. (f) Consumers' anticipated purchase price of the product. (g) Consumers' reactions to the size of the sample package, and their suggestions for a change in its size. (h) Consumers' anticipated uses of the Alayam "snack." CONSUMER REACTIONS to ALAYAM "SNACKS" 9 TIME OF TESTING Testing took place simultaneously all over the country. On June 10, 1949, samples of the product, together with instruction sheets and questionnaire forms, were mailed to consultants. Background information relating to consumer purchases and consumption of "snacks" during the past week, therefore, refers to the week of June 5-11, 1949. Testing of the product was accomplished during a period of the year when sales and consumption of most similar products are normally about equal to their annual monthly average for the country as a whole. SURVEY FINDINGS This report, designed primarily to present results of a nationwide consumer acceptance test of a "snack" made from sweetpotatoes, includes additional data that may be used in computing market potentials for the product. These data, however, lend themselves more readily to qualitative than to quantitative computations. Limitations on the use of these data in making quantitative estimates are obvious. In most cases, respondents cannot foresee accurately what their reactions and attitudes will be or what they will do in the future. In using the data presented herein, it should be remembered that individuals tend to answer "yes" more often than "no" to questions that involve some degree of uncertainty. 8 This is particularly true in answering such questions as those posed in consumer acceptance tests of this nature. PURCHASING HABITS OF "SNACK" BUYERS. In reply to a question as to the kinds of "snacks" most often bought during the past week, the data in Table 1 indicate that more than four-fifths of the respondents who tested the product purchased some type of "snack" during the week previous to the test. By type of product bought, candy was purchased more often than any other kind of "snack" reported. Other important products that were 8 "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 purchased included cookies, crackers, potato chips, and popcorn. Of lesser importance were cakes, peanuts, doughnuts, ice cream, pretzels, various corn and cheese products, and pies, Table 1. More than a third of the respondents who bought "snacks" during the week previous to the test reported that their principal reason for choosing the kind most often purchased was that the product was their favorite "snack." Other reasons reported, in order of relative importance, are shown in Table 2. Variations in the relative importance of the different reasons reported for buying different kinds of "snack" products are also given in Table 2. In reply to a question as to frequency of "snack" purchases during the week previous to the test, 4 in 10 of the respondents who made purchases reported only one purchase during that period. Two in 10 reported two purchases, and 1 in 10 reported three purchases. Thirteen per cent of the respondents who made purchases reported that they bought "snack" products more than three times during the week previous to the test, Tables 3 and 4. Nearly 2 in 10 failed to indicate the number of "snack" purchases that they made during that period. Variations in frequency of purchases, as reported by buyers of different kinds of "snack" products, are shown in Table 3. Nearly two-thirds of the respondents who purchased "snack" products during the week previous to the test reported that they bought these products more often from grocery stores than from any other place. Drugstore sales accounted for 8 per cent of the total, while candy-store sales accounted for 6 per cent. Other places of purchase included theaters, bakeries, dime stores, eating places, schools, places of employment, and other miscellaneous places, Tables 5 and 6. There was considerable variation in the relative importance of the different places of purchase reported for the different kinds of "snack" products bought by respondents. These variations, by kind of product purchased, are shown in Table 5. CONSUMING HABITS OF "SNACK" EATERS. In reply to a question as to the frequency of "snack" consumption during the week previous to the test, only 13 per cent of the respondents reported that they did not eat any "snack" products during that period, Table 7. This indicates that a large number of individuals who did not purchase these products, Table 1, did consume such CONSUMER REACTIONS to ALAYAM "SNACKS" 11 products during the previous week. Four in 10 of the respondents who tested the product reported that they ate some type of "snack" every day during the week previous to the test. About 1 in 10 reported that they ate "snacks" on 3, 4, 5, and 6 days during the previous week, Table 7. An additional 1 in 10 ate "snacks" only 1 or 2 days during that period. A comparison of the data shown in Tables 4 and 7 indicates that there was an inverse relationship between frequency of purchases and frequency of consumption of "snack" products during the week previous to the test. KINDS OF "SNACKS" CONSUMERS USUALLY LIKE BEST. Respond- ents who participated in the test reported that usually they liked candy best as a "snack" product. Other products of major importance included cookies, potato chips, crackers, and popcorn. Of lesser importance were such products as cakes, cupcakes, peanuts, ice cream, pies, various kinds of corn and cheese products, pretzels, doughnuts, and other miscellaneous products, Table 8. The differences between the data presented in Tables 1 and 8 indicate that consumers did not always buy the products they liked best. This may have been due to a number of factors, including: availability of products on the market; availability of funds for buying the products; seasonality of production and consumption of various products; time of day purchases were made; erratic and spontaneous changes in individual demands because of changes in reactions, attitudes, and impulses; and a number of other factors. At the same time, the data in Tables 1 and 8 indicate a direct relationship between the kinds of products that respondents actually bought during the week previous to the test and the kinds of products that they usually liked best. COMPARISON OF THE ALAYAM "SNACK" TESTED WITH OTHER KINDS OF "SNACKS". In comparison with the kinds of "snacks" that respondents reported they usually liked best, respondents' reactions to the Alayam "snack" tested were more favorable when the product was compared to cookies than when compared to other types of "snack" products, Table 9. A third of the respondents who reported cookies as their favorite "snack" product indicated that they liked the Alayam "snack" as well as, or better than, the type of product they usually ate. Variations in con- 12 ALABAMA AGRICULTURAL EXPERIMENT STATION sumer reactions to the Alayam "snack" in comparison with different kinds of "snack" products are shown in Table 9. In comparison with all kinds of "snack" products, 22 per cent of the respondents who reported their favorite kind of "snack" indicated that they liked the Alayam product as well as, or better than, the kind of "snack" product they usually liked best. Only 6 per cent of the total liked the Alayam product better, while 16 per cent liked it about the same as the type of product they usually preferred, Tables 9 and 10. More than 70 per cent of the respondents in this group indicated that they liked the Alayam "snack" less than the type of "snack" they normally liked best. CONSUMER REACTIONS TO THE SWEETNESS OF THE ALAYAM "SNACK". Two-fifths of the respondents who tested the product reported that the sweetness of the product was about right. Almost an equal proportion of the total reported that the product was too sweet, Table 11. Less than a tenth of the respondents indicated that the product was not sweet enough to suit their tastes. CONSUMER REACTIONS TO THE FLAVOR OR TASTE OF THE ALAYAM "SNACK". For the nation as a whole, consumers were about equally divided in their reactions as to like or dislike of the flavor or taste of the product. More than a third of the respondents who tested the product reported that they liked the product's flavor or taste, while about an equal proportion indicated that they disliked its flavor or taste. An additional fifth of the respondents were indifferent in their reactions to the flavor or taste of the product, Table 12. In reply to a question as to suggestions for improvement of the flavor or taste of the Alayam "snack" tested, more than a fifth of the respondents suggested that the product was too sweet or too rich, Table 13. Other points mentioned by respondents, in order of occurrence, included: add salt, too much molasses, no distinct flavor, change the flavor, needs milder flavor, leaves an aftertaste, and subdue sweetpotato flavor. Approximately half of the respondents who tested the product made no specific comments or suggestions for improving its taste or flavor. CONSUMER REACTIONS TO THE GENERAL APPEARANCE OF THE ALAYAM "SNACK". Three-fifths of the respondents who tested the CONSUMER REACTIONS to ALAYAM "SNACKS" 13 product reported that they liked the product's general appearance. An additional fourth were indifferent in their reactions. Only 6 per cent of the respondents indicated that they disliked the general appearance of the product, Table 14. Because most of the respondents either liked or were indifferent to the general appearance of the Alayam "snack", only a small percentage of the total reported any comments or suggestions for improvement of the product's general appearance. Eighty-five per cent of the total made no specific comments or suggestions. Nearly 1 in 10, however, did comment that the product lacked appeal or was not appetizing, Table 15. Other comments and suggestions as to general appearance, in order of occurrence, included: Pieces are too small; pieces are too short; change the shape of the product; color is too dark; and product is not uniform in size. CONSUMER ALAYAM REACTIONS TO THE TEXTURE OR QUALITY OF THE "SNACK". Half of the respondents who tested the product reported that they liked the product's texture or quality. An additional fourth were indifferent in their reactions. Fourteen per cent of the respondents indicated that they disliked the texture or quality of the product, Table 16. Since three-fourths of the respondents who tested the product either liked or expressed an indifferent reaction to the texture or quality of the Alayam "snack", a relatively small percentage of the total reported any comments or suggestions for an improvement of the product's texture or quality. More than 80 per cent of the total made no specific comments or suggestions. More than 1 in 10, however, did suggest that the product was too hard or too brittle, Table 17. Other comments and suggestions as to texture or quality, in order of occurrence, included: Product absorbs moisture easily; product is too crumbly or crumbles; product is too soggy or gets soggy; product is too sticky or gets sticky; and product is too tough or too hard to chew. PRINCIPAL FLAVORS DETECTED BY CONSUMERS IN THE ALAYAM In reply to the question: "What flavor do you detect most in this product?" respondents 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. Of the total number of respondents, nearly 4 in 10 were unable "SNACK". 14 ALABAMA AGRICULTURAL EXPERIMENT STATION to detect or identify, or failed to report the detection of any particular flavor, Table 18. More than a fourth of the respondents reported the detection of some form of sugar or sweetness as contributing to the product's dominant flavor; most of this group indicated molasses as the dominant flavor. Fifteen per cent of the respondents detected cocoanut as the dominant flavor. Respondents were not informed that the Alayam "snack" tested was a product derived from sweetpotato; neither were they told that it contained sweetpotato as an ingredient. Sweetpotato, however, was one of its principal ingredients. Of the total number of respondents who tested the product, only 9 per cent reported the detection of sweetpotato as contributing to the product's dominant flavor, Table 18. INGREDIENTS DETECTED BY CONSUMERS IN THE ALAYAM "SNACK". In replying to the question "What ingredients do you detect in this product?", respondents were asked to name as many ingredients as they could detect. More than 20 different groups of ingredients were reported by respondents who tested the product. Most of these, however, were related to the flavors or possessed characteristics similar to the characteristics of the actual ingredients of the product. Less than a fifth of the total number of respondents were unable to detect or failed to report the detection of any particular ingredients in the product, Table 19. More than two-thirds of the respondents who tested the Alayam "snack" reported the detection of some form of sugar or sweetness as an ingredient. More than a third of the total reported molasses as an ingredient. Cocoanut was detected as an ingredient by 4 in 10 of the respondents. Nearly 2 in 10 reported the detection of sweetpotato as an ingredient, Table 19. Other items detected and identified as ingredients of the product included: cereal, malt, peanuts, soybeans, fruits, shortening, and a number of miscellaneous items - none of which were actual ingredients of the product. CONSUMERS' WILLINGNESS TO PURCHASE THE ALAYAM "SNACK". Of the respondents who tested the product, 35 per cent indicated that they would buy the product if it were placed on the market at a fair price, Table 20. This does not mean that 35 per cent of CONSUMER REACTIONS to ALAYAM "SNACKS'" 15 the nation's consumers, as represented by the test, would shift from the purchase of all other types and kinds of "snack" products to the Alayam product. It means only that 35 per cent of the respondents who tested the 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 35 per cent of respondents might make only one purchase of the Alayam "snack" out of any number of purchases of other types and kinds of "snack" products. This 35 per cent is merely 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 size of such probable purchases, frequency of purchases, or attitude of respondents in regard to repeat purchases. Of the respondents who tested the product, 55 per cent reported that they would not buy the product if it were placed on the market, Table 20. The answers reported by this group of respondents are probably much more reliable as a market potential indicator than are the answers reported by the group who expressed a willingness to buy the product when placed on the market. Although the answers reported by this 55 per cent represent an initial reaction to a new product - a reaction which may be different at a later date - the chances of a change in consumer attitudes and reactions is less likely to occur with this group than with the group of respondents whose initial reaction was favorable. 9 Respondents who reported that they would not buy the Alayam "snack" if it were placed on the market at a fair price indicated that a dislike of the new product was the principal reason for their unwillingness to buy it, Table 21. Nearly two-thirds of the respondents in this group reported their principal reasons for unwillingness to buy the Alayam "snack" tested as either dislike of the new product or preference for other kinds or types of "snack" products. Other reasons, in order of occurrence, included: Product is too sweet or too rich; product is too hard or too brittle; s Consumer preferences and consumer practices often differ. For a full discussion of the possible differences, see statement on "Methodology" by Demand and Consumer Preference work group 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 do not eat "snacks;" and a number of miscellaneous reasons pertaining to the flavor of the product, as given in Table 21. CONSUMERS' ANTICIPATED PRICE OF THE ALAYAM "SNACK". The sample package of the Alayam "snack" that was mailed to respondents for testing contained 3 ounces of product. Nearly half of the respondents who expressed a willingness to buy the product if it were placed on the market indicated that they would expect to pay about 10 cents as a fair price for the amount of product that was in the test package, Table 22. In reply to the question "Does the sample package contain the approximate amount of product you would prefer to buy at one time?", half of the respondents who tested the product reported that the sample package (containing 3 ounces of product) was of satisfactory size, Table 23. Only 14 per cent of the respondents indicated that the sample package was not of satisfactory size; the remaining 36 per cent of the total failed to express an opinion in regard to size. The 14 per cent of respondents who reported that the sample package was not of satisfactory size were about equally divided as to whether they wanted a larger or smaller package. The data in Table 24 indicate that most of those who want a smaller package prefer a package containing about 1 ounce of product, while most of those who want a larger package prefer a package containing about 6 ounces of product. ReCONSUMERS' ANTICIPATED USE OF THE ALAYAM "SNACK". spondents who expressed a willingness to buy the Alayam "snack" if it were placed on the market at a fair price indicated that they would use the product principally as a between-meal "snack." Nearly two-thirds of the respondents in this group indicated that they would use the Alayam product either as a between-meal "snack," after-meal "snack," or as a midnight "snack," Table 25. Other uses reported by respondents, in order of occurrence, included: to serve at parties, to use in lunches, and to serve as part of a regular meal. Other miscellaneous uses included: to serve at picnics; to eat while traveling, reading, or at theaters; and other miscellaneous uses. CONSUMER REACTIONS to ALAYAM "SNACKS" 17 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 caused by factors of this kind, no attempt was made to measure such factors or to relate them to consumer reactions and attitudes toward the Alayam "snack" tested. 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 the Alayam product. These factors include.: 1. 2. 3. 4. 5. 6. 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 was made to explain the variations found to exist in consumer reactions and attitudes toward the Alayam "snack" in relation to these several factors as they occurred, or to explain why such variations occurred as they did. The wide variations that existed indicate that no one product will appeal to all consumers. In addition, the existence of these variations emphasizes the importance of recognizing them as major factors that will influence the potential market possibilities of the product. Extreme caution should be exercised in evaluating and interpreting the relationships found to exist between consumer reactions and attitudes toward the Alayam product and the several factors listed. It should be emphasized that results of the test merely indicate the existence of such relationships; they do not imply that the several factors were the causes of existing variations. Further caution should be exercised in evaluating and interpreting the information reported by respondents. Reactions and 18 ALABAMA AGRICULTURAL EXPERIMENT STATION attitudes expressed by respondents, as reported herein, should be considered only as a reflection of their initial reactions and attitudes toward the product. These reactions and attitudes may be quite different at a later date. Basically, the evaluations and interpretations of the data reported by the respondents who participated in the test are left to those who wish to utilize the data in actually studying the present over-all marketing problems of the "snack" industry as a whole, and/or in studying the specific potential market possibilities of the Alayam "snack" tested. MAJOR GEOGRAPHIC AREAS OF THE UNITED STATES. The data in Table 1 indicate that during the week previous to the test there were no significant differences in the percentages of respondents who bought "snack" products or in the types and kinds of "snack" products that were purchased by individuals between the three major geographic areas studied. Nor were there any significant differences in frequency of purchases, Table 4, or in places of purchase, Table 6, between these three areas. Data in Table 7, however, indicate that relatively more people ate "snacks" in the northeastern area, and relatively fewer people ate "snacks" in the western area, than in the southern area. In addition, respondents in the northeastern area ate "snack" products more frequently during the week previous to the test than did respondents in the southern and western areas. Variations in the kinds of "snack" products that consumers usually liked best are indicated by the data in Table 8 for the three major geographic areas studied. Respondents in the southern area, in general, were more favorable in their reactions and attitudes toward the Alayam "snack" tested than were respondents in other areas of the country, Tables 10 through 17. The percentage of respondents in the southern area who reported the detection of sweetpotato as the dominant flavor and as an ingredient of the product was twice as high as in the western area and three times as high as in the northeastern area, Tables 18 and 19. The proportion of respondents who expressed a willingness to buy the product if it were available on the market was much higher in the southern area than in other parts of the country, Table 20. FAMILY INCOME GnOUPS. Variations in the percentage of respondents who bought "snacks" and the kinds of "snack" products CONSUMER REACTIONS to ALAYAM "SNACKS" 19 purchased during the week previous to the test are indicated in Table 26 for persons from families with different levels of family income. Generally, the percentage of respondents who bought "snacks" was higher for persons from families in the middleincome groups than for those from families with either very low or very high incomes. There were no significant differences in frequency of purchases between different levels of family income, Table 27. The proportion of respondents who purchased "snacks" from grocery stores was higher for those from families in lowincome groups than for those from families in high-income groups, Table 28. The percentage of respondents who ate "snack" products during the week previous to the test generally increased from low to high levels of family income. In addition, frequency of eating such products increased from low to high family-income levels, Table 29. Data in Table 30 indicate that there were no significant differences in the kinds of "snack" products that respondents usually liked best between different levels of family income. Respondents in low-income groups, generally, were more favorable in their reactions and attitudes toward the Alayam "snack" tested than were those in high-income groups, Tables 31 through 35. The percentage of respondents who expressed a willingness to buy the product if it were placed on the market was also higher for low-income groups than for high-income groups, Table 36. PLACE OF RESIDENCE, INCLUDING CITY SIZES. The data in Table 41 indicate that a higher percentage of respondents who lived in urban areas made "snack" purchases during the week previous to the test than did those who lived in rural areas. Variations in the relative importance of different kinds of "snack" products bought by urban and rural residents and by urbanites who lived in cities of different sizes are also indicated by the data in Table 41. There were no major differences in frequency of "snack" purchases between rural and urban residents, or in frequency of such purchases for persons living in cities of different sizes, Table 42. Rural residents made a higher percentage of "snack" purchases from grocery stores than did urban residents, Table 43, but there was no definite relationship between places of purchase and city sizes for urban residents. 20 ALABAMA AGRICULTURAL EXPERIMENT STATION The data in Table 44 indicate that there was no significant difference in the percentage of respondents who ate "snack" products during the week previous to the test between rural and urban residents. In addition, there were no definite relationships between the percentage of respondents who ate "snack" products and city sizes for urban residents. The frequency of eating such products, however, was much higher for urban residents than that of rural residents, Table 44. In regard to the kinds of "snack" products that respondents usually liked best, data in Table 45 indicate no significant differences between rural and urban residents or between urban residents living in cities of various sizes. Respondents who lived in rural areas, in general, were more favorable in their reactions and attitudes toward the Alayam "snack" tested than were those who lived in urban areas, Tables 46 through 50. Respondents who lived in small towns and cities, in general, were more favorable toward the product than were those who lived in large cities. The percentage of respondents who expressed a willingness to buy the Alayam product if it were placed on the market was higher for respondents who lived in rural areas than for those who lived in urban areas, Table 51. In urban areas, the percentage expressing a willingness to buy the product was higher for respondents who lived in small towns and cities than for those who lived in large cities. SEX AND AGE OF INDIVIDUAL RESPONDENTS. The data in Table 56 indicate that a higher percentage of females than males made "snack" purchases during the week previous to the test. They also indicate that a higher percentage of the respondents in middleage groups made "snack" purchases during that period than did either very young or older-age groups. Variations in the kinds of "snack" products that were bought are shown by sex and by age groups in Table 56. The most significant differences in consumer choices of "snack" products, as shown in Table 56, were that a higher percentage of males than females and a higher percentage of younger people than older persons bought candy than any other type of "snack" product. The data in Table 57 indicate that males made "snack" purchases more frequently than did females. It also indicates that younger people made similar purchases more frequently than did older persons. A higher percentage of female than male purchases was made from grocery stores, and a higher percentage of pur- CONSUMER REACTIONS to ALAYAM "SNACKS" 21 chases by older people than by younger persons also was made from grocery stores, Table 58. As in the case of purchases, Table 56, a higher percentage of females than males ate "snack" products during the week previous to the test, Table 59. Data in Table 59 indicate that, in general, the percentage of consumers who ate "snack" products during that period decreased from the younger to the older-age groups. There was no significant difference in frequency of eating "snack" products between males and females; but, by age groups, younger people tended to eat such products much more frequently than did older people, Table 59. The data in Table 60 indicate that there were no significant differences between males and females in the kinds of "snack" products that they usually liked best. Nor were there any significant differences between different age groups as to the kinds of "snack" products usually liked best, except in the case of the lower-age group. In this group, a higher percentage of respondents indicated that they usually liked candy best as a "snack" product than was reported for other age groups. Female respondents, in general, were more favorable in their reactions and attitudes toward the Alayam "snack" tested than were male respondents, Table 61 through 65. The percentage of female respondents who expressed a willingness to buy the Alayam product if it were placed on the market was higher than that of male respondents, Table 66. By age groups, respondents in older-age groups, in general, were more favorable in their reactions and attitudes toward the Alayam "snack" tested than were those in younger-age groups, Tables 61 through 65. In addition, the percentage of respondents who expressed a willingness to buy the Alayam product if it were placed on the market was higher for older-age groups than for younger-age groups, Table 66. EDUCATIONAL STATUS OF FAMILY HEADS. The data in Table 71 indicate that there were no significant relationships between educational status of family heads and the percentage of respondents who bought "snack" products during the week previous to the test. Data in Table 71 also indicate the variations in kinds of "snack" products that were bought by respondents who were from families with different levels of educational status of family heads. 22 ALABAMA AGRICULTURAL EXPERIMENT STATION Generally, respondents in families where the educational status of family heads was low made "snack" purchases more frequently than did those who were from families where the educational status of family heads was high, Table 72. There were some significant differences in places of purchase for respondents between different levels of education of family heads, Table 73. These differences, however, did not form a logical pattern. The percentage of respondents who ate "snack" products during the week previous to the test increased as the level of educational status of family heads increased, Table 74. In addition, the frequency of eating such products by respondents tended to increase as the educational status of family heads increased. Data in Table 75 indicate that there were no significant differences in the kinds of "snack" products that respondents usually liked best as between different levels of educational status of family heads. Respondents who were from families where the educational status of family heads was low, in general, were more favorable in their reactions and attitudes toward the Alayam "snack" tested than were respondents who were from families where the educational status of family heads was high, Tables 76 through 80. The percentage of respondents expressing a willingness to buy the Alayam product if it were placed on the market was higher for respondents who were from families where the level of formal education of family heads was low than for those who were from families where the educational status of family heads was high, Table 81. OCCUPATIONAL STATUS OF FAMILY HEADs. The data in Table 86 indicate that there were wide differences by occupational status of family heads in the percentage of respondents who made "snack" purchases during the week previous to the test. Data in Table 86 also indicate the variations in the relative importance of the different kinds of "snack" products that were bought during that period by respondents who were from families where the occupational status of family heads was different. There were some major differences in frequency of "snack" purchases, Table 87, and in places of purchase, Table 88, for respondents on the basis of occupational status of family heads. Variations in the percentage of respondents who ate "snack" products during the week previous to the test, and variations in CONSUMER REACTIONS to ALAYAM "SNACKS" 23 the frequency of eating such products, are indicated in Table 89 for respondents who were from families where the occupational status of family heads was different. Data in Table 90 indicate that there were no significant differences in the kinds of "snack" products that respondents usually liked best as between the several groups based on the occupational status of family heads. Respondents who were from families where the family head was an owner, partner or proprietor, or was engaged in unskilled, semi-skilled, service, or agricultural work, in general, were more favorable in their reactions and attitudes toward the Alayam "snack" tested than were respondents who were from families where family heads had a different occupational status, Table 91 through 95. The percentage of respondents who expressed a willingness to buy the Alayam product if it were placed on the market also was higher for respondents who were from families where the family head was an owner, partner or proprietor, or was engaged in unskilled, semi-skilled, service, or agricultural work than for those who were from families where family heads had a different occupational status, Table 96. 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 "snacks." This bulletin presents the results of a nation-wide consumer acceptance test of one type of Alayam "snack" - a product made from sweetpotato puree, finely ground cocoanut, and sugar. In comparison with all of the different types and kinds of "snack" products that the nation's "snack" eaters usually like best, nearly a fourth of the respondents who participated in the test indicated that they liked the Alayam "snack" as well as, or better than, the "snack" they normally preferred. Only 6 per cent liked the Alayam product better, while 16 per cent liked it about the same as other products. Seventy-one per cent liked the Alayam product less than the "snack" products they usually purchased and consumed. 24 ALABAMA AGRICULTURAL EXPERIMENT STATION Two-fifths of the respondents reported that the sweetness of the product was about right. Almost an equal proportion indicated that the product was too sweet, while nearly a tenth felt that it was not sweet enough. More than a third of the respondents liked the flavor or taste of the Alayam product; an equal proportion disliked its flavor or taste. A fifth were indifferent in their reactions. Three-fifths of the respondents liked the general appearance of the Alayam "snack"; a fourth were indifferent; and the remaining number either disliked or reported no particular reactions to the product's general appearance. Nearly half of the respondents liked the texture or quality of the product. An additional fourth were indifferent in their reactions, while about a seventh disliked its texture or quality. More than a third of the individuals who tested the Alayam "snack" indicated that they would buy the product if it were placed on the market. Slightly more than half of the total reported that they would not buy the product. A tenth were undecided or failed to express an opinion as to whether they would buy the product. Sweetpotato, one of the principal ingredients of the Alayam "snack" tested, was detected as the dominant flavor by nearly a tenth of those who tested the product. Almost a fifth detected sweetpotato as an ingredient of the product. More than twice as many individuals in the southern part of the United States detected sweetpotato as the dominant flavor and as an ingredient as did those in other sections of the country. Respondents who lived in the Census South were more favorable toward the product than were those who lived in other sections of the country. The percentage of respondents who expressed a willingness to buy the product also was higher in the Census South than in other areas. Respondents in low-income groups, generally, were more favorable toward the product than were those in high-income groups. Respondents who lived in rural areas, in general, were more favorable toward the product than were those who lived in urban areas. Respondents who lived in small towns and cities, generally, were more favorable toward the product than were those who lived in large cities. CONSUMER REACTIONS to ALAYAM "SNACKS" CONSUMER REACTIOIS to ALAYAM "SNACKS" 25 2 Female respondents were more favorable toward the product than were male respondents. Respondents in older-age groups, in general, were more favorable toward the product than were those in younger-age groups. The percentage of respondents who expressed a willingness to buy the product also was higher in older-age groups than in younger-age groups. Respondents from families where the educational status of the family head was low, in general, were more favorable toward the product than were those in families where the educational status of the family head was high. Respondents from families where the occupational status of the family head was that of an owner, partner, or proprietor, or was that of one engaged in unskilled, semi-skilled, service, or agricultural work, in general, were more favorable toward the product than were those in families where the family head had a different occupational status. The interpretation and evaluation of these data relating to consumer habits, attitudes, and reactions are left to those who wish to apply the findings of the test to a study of the "snack" industry as a whole, and/or to a study of the Alayam "snack" product and its potential market possibilities in particular. STATISTICAL INDEX INDEX TO TABLES Tables CONSUMER REACTIONS TO ALAYAM "SNACKS" Pages By Major Geographic Areas and United States Totals.. By Family Income Groups _------_----- 1-25 26-40 41-55 56-70 71-85 86-100 101-108 28-48 44-50 51-57 58-64 65-71 72-78 79-82 By Place of Residence, and by City Sizes- By Sex, and by Age of Individual Respondents-------... By Educational Status of Family Heads -------------...... By Occupational Status of Family Heads _----------.... CHARACTERISTICS OF THE SAMPLE ----------------------- 28 ALABAMA AGRICULTURAL EXPERIMENT STATION CONSUMER REACTIONS TO ALAYAM "SNACKS" By Major Geographic Areas and United States Totals TABLE 1. REPLIES TO THE QUESTION: "WHAT KIND OF "SNACKS" MOST OFTEN DURING THE PAST WEEK?" (JUNE 5-11, 1949) West Dm You BuY United 2 States Per cent 19 20 14 11 11 6 4 4 3 2 2 1 1 1 1 100 3,960 North Percent None Candy Cookies Crackers' Potato chips Popcorn Cakes, cupcakes Peanuts Doughnuts Ice cream' Pretzels Corn products' Cheese products' Pies Miscellaneous items8 TOTAL Number of respondents 19 19 16 11 12 6 3 3 3 2 2 1 1 1 1 100 1,412 Geographic areal South Per cent 20 19 13 14 9 5 4 3 3 2 2 2 2 1 1 100 1,159 Per cent 19 22 15 7 11 9 4 4 4 2 1 6 6 6 2 100 1,193 1 Geographic 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 studied into their proper relation with the United States as a whole was necessary. Weights applied to the number of respondents in each area were 100.0 in the northeastern area, 111.4 in the southern area, and 105.4 in the western area. ' Includes both sweet and non-sweet crackers, Graham crackers, etc. Includes popsicles and other similar products. SIncludes corn curls, corn chips, cornettes, frittos, cheewees, etc. 6 Less than 1 per cent. Includes cheese crackers, cheezits, cheesies, cheese, etc. 8 Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. TABLE 2. (IF YOU BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO THE QUESTION: FOR CHOOSING THE KIND YOU PURCHASED MOST OFTEN?" "WHAT WERE YOUR REASONS 0 z Kind of "snack" purchased most often Reason Candy Cook- Crack- Potato Popies ers chips corn Cakes, cakes Pct. 35 16 2 15 8 4 4 2 0 2 2 1 4 0 0 0 0 9 13 u 100 136 Pea- Dough- Ice Pretnuts nuts cream zels Pct. 44 1 9 0 0 4 8 11 7 2 2 2 4 0 1 0 0 7 II8 100 135 Pct. 41 8 7 7 2 13 1 0 0 2 8 0 11 2 0 0 0 8 15 \~ 100 123 Pct. 47 4 1 6 0 0 0 0 0 0 8 0 0 3 0 21 0 6 9 100 71 Pct. 28 2 0 0 5 21 11 21 3 0 0 0 13 2 10 0 0 2 10 100 62 prod- prod-ees ucts ucts Pies Pct. 38 6 0 9 3 3 0 0 0 3 3 0 0 0 0 3 0 13 25 100 32 Mis. Pct. 34 8 0 0 0 2 6 6 0 0 4 2 6 0 0 4 0 21 All Pct. 84 6 5 5 4 4 4 4 4 3 3 2 2 1 1 1 1 9 itemssnacks Favorite "snack" Like sweets Eat between meals Eat with other foods Lunch, party, picnic Eat with beverages Not too sweet Like salty products To nibble on Easy to eat, serve Food value Keeping quality Satisfying Eat at bedtime Crisp, crunchy Cooling, refreshing Like cheese, corn Miscellaneous reasons No reasons given TOTAL 2 Pct. 37 14 6 1 2 0 0 0 3 4 5 2 2 1 0 1 0 8 Pct. 26 10 8 6 6 4 2 2 2 4 2 5 2 1 1 0 2 10 Pct. 31 1 4 12 3 5 11 2 1 2 4 3 3 2 1 1 1 9 15 u 100 405 Pct. 35 5 4 4 9 5 9 12 4 2 1 2 1 1 4 0 0 4 10 100 399 Pct. 39 1 7 2 1 1 9 8 13 3 2 1 3 1 2 0 2 7 11 u 100 246 Pct. 22 0 0 4 4 8 10 10 4 0 0 0 2 0 10 0 8 4 16 100 50 Pct. 36 0 0 0 5 15 3 5 15 5 3 3 8 5 0 3 10 5 3 100 39 U' -4 0 z I r. z Number of respondents 15 Irlluu~r~ 15 v u 100 100 742 543 11 13 100 100 53 3,036 SLess than 1 per cent. 2 Percentages add to more than 100 because some respondents reported more than one reason. w TABLE 3. (IF You BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO THE QUESTION: PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" "How MANY TIMES Dm You Kind of "snack" purchased most often Replies Candy Cook- Crack- Potato Pop- Cakes, Candy ies ers chips corn cake Pct. 30 19 12 10 Pea- Dough- Ice Pretnuts nuts cream zels Pct. 42 30 9 5 Corn Chee ucts-ucto Pet. 48 Pies Pct. 38 Misc. All items "snacks" Pct. 34 - w One time Two times Three times Four times Pct. 40 25 7 4 Pet. 53 13 5 2 Pet. 43 22 10 4 Five times Six times Seven times Over seven times Not ascertained TOTAL Number of respondents 1Less than 1 per cent. 6 2 3 1 18 100 742 1 1 2 1 0 0 1 1 1 1 0 1 17 26 20 100 100 100 543 405 399 Pct. 37 27 12 7 1 1 1 Pet. 40 21 7 6 Pct. 88 17 16 4 Pct. 21 16 7 18 Pct. 53 Pct. 23 Pet. 39 1 15 100 246 4 1 2 1 18 100 136 4 0 0 0 10 100 135 5 2 3 1 14 100 123 11 7 3 6 11 100 71 6 8 2 2 0 5 0 24 100 62 26 8 6 2 0 0 2 8 100 50 18 15 5 3 0 0 0 36 100 39 3 22 12 6 3 0 0 16 100 32 17 20 11 9 7 6 2 8 4 1 6 2 4 1 19 15 100 100 53 3,036 0 c r X '0 m' m z -l z CONSUMER TABLE REACTIONS to ALAYAM "SNACKS" BOUGHT ANY "SNACKS" DURING THE PAST WEEK) 31 REPLIES TO 4. (IF You THE QUESTION: "How MANY TIMES Dm You PURCHASE THE "SNACK" MOST OFTEN?" BOUGHT Replies North Per cent Geographic area South Per cent 37 20 11 7 8 1 2 1 18 100 932 West Per cent 38 22 7 6 8 1 2 1 20 100 962 United States Per cent 89 20 9 6 8 1 2 1 19 100 8,194 One time Two times Three times Four times Five times Six times Seven times Over seven times Not ascertained TOTAL Number of respondents 42 20 9 6 2 1 2 1 18 100 1,142 xLess than 1 per cent. w TABLE 5: (IF You BOUGHT ANY "SNACKS" DURING THE PAST WEEK) THE REPLIES TO THE QUESTION: "WHERE DID You PURCHASE "SNACK" BOUGHT MOST OFTEN?" Kind of "snack" purchased most often Replies Grocery store Drug store Candy store Theater, show Bakery Dime store Eating places At school, work Miscellaneous places TOTAL Candy ies Pet. 51 12 15 3 1 5 1 2 10 100 742 Pct. 83 2 2 2 5 2 1 1 Cakess Crack-Potato Pop- CakesCornPea- Dough- Ice Prt ers chips corn cakes nuts nuts cream zels Pct. 81 5 2 2 1 2 0 8 100 405 1 Cheese proPct. 70 10 2 0 2 2 0 6 8 100 50 prdPct. 72 8 0 3 0 2 0 0 15 100 39 38 3 0 3 25 0 6 0 25 100 32 ies ms.nall Number of respondents 1 Less than 1 per cent. 3 100 543 Pct. 75 5 4 2 3 1 1 0 9 100 399 Pct. 89 9 4 28 0 4 1 0 15 100 246 Pct. 62 1 4 1 18 4 1 1 8 100 136 Pct. 54 16 6 4 0 6 1 1 12 100 135 Pct. 53 3 3 0 21 1 2 1 16 100 123 100, 71 Pct. 35 16 10 0 0 1 3 3 32 Pct. 68 5 5 6 2 0 1 0 13 100 62 Pct. Pct. 55 24 0 0 8 0 2 0 11 100 Pct. 64 8 6 4 4 3 1 1 9 100 C C 7" M 53 3,036 M Z z CONSUMER REACTIONS to ALAYAM "SNACKS" 33 TABLE 6. (IF You BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHERE Dm You PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" North Per cent Grocery store Drug store Candy store Theater, show Bakery Dime store Eating places At school, work Miscellaneous places TOTAL Geographic area South Per cent 65 9 3 5 2 3 2 1 11 100 932 West Per cent 63 8 6 3 5 4 1 1 9 100 932 United States Per cent 64 8 6 4 4 3 1 1 9 100 3,194 64 6 9 4 4 2 1 1 9 100 1,142 Number of respondents 'Less than 1 per cent. TABLE 7. "ON How MANY DAYS Dm You EAT REPLIES TO THE QUESTION: (JUNE 5-11, 1949) "SNACKS" DURING THE PAST WEEK?" Replies R North Per cent Geographic area South Percent 13 3 8 13 9 8 11 85 100 1,159 West Per cent 15 4 7 9 10 8 9 38 100 1,193 United States Per cent 13 3 7 11 9 8 9 40 100 3,960 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents 10 3 7 10 8 9 7 46 100 1,412 34 TABLE 8. ALABAMA AGRICULTURAL EXPERIMENT STATION Do You USUALLY United States Per cent 17 11 10 9 7 4 4 4 8 3 2 2 2 8 19 100 8,960 REPLIES TO THE QUESTION: "WHAT KIND OF "SNACK" LIKE BEST?" North Per cent Candy Cookies Potato chips Crackers' Popcorn Cakes, cupcakes Peanuts Ice cream 2 Pies Corn products' 4 Cheese products Pretzels Doughnuts Miscellaneous items5 Not ascertained TOTAL Geographic area South Per cent 15 13 8 9 6 5 4 2 3 4 3 1 2 3 22 100 1,159 West Per cent 20 10 9 7 8 3 4 5 3 3 2 1 2 4 19 100 1,198 17 11 13 9 9 4 4 3 4 2 2 4 1 2 15 100 1,412 Number of respondents 'Includes both sweet and non-sweet crackers, Graham crackers, etc. SIncludes popsicles and other similar products. $Includes corn curls, corn chips, cornettes, frittos, cheewees, etc. 'Includes cheese crackers, cheezits, cheesies, cheese, etc. Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. A 0 C z m TABLE 9. REPLIES TO THE QUESTION: "How Do You LIKE TIS 0 PRODUCT COMPARED TO THE KIND OF "SNACK"' You USUALLY LnKE BEST?" pop 0 Kind of "snack" purchased most often Replies D,,,,,, Candy Cook- Potato Crack- Pop- Cakes, Pe-e iscis r on cup-na-scemPies ie cip rs concakes nt ra A,,,,,,,,,. ~ ~rrrn U~~rrrrrrm ~~h~r. Corn Cheese Pret- Duh ic l prod- prod- zels Dough-ies.snalls ucts uctsnusies"ac" Pct. 3 9 Like sample better About the same Like sample less Don't know Not ascertained TOTAL Pct. 5 19 Pct. 10 23 Pct. 6 12 Pct. 9 14 Pct. 5 12 Pct. 6 12 Pct. 3 24 Pct. 2 15 Pct. 3 13 Pct. 3 11 Pct. 4 18 Pct. 3 24 Pct. 7 19 Pct. 6 16 z A H' 69 3 60 2 77 1 4 100 388 66 3 8 100 319 76 4 8 100 273 75 4 3 100 161 63 5 5 100 156 78 2 3 100 130 76 6 2 100 126 83 4 1 100 120 82 4 0 100 79 71 4 8 100 73 63 5 5 100 66 70 71 4 100 646 5 100 419 Number of respondents 1 3 3 4 100 100 112 3,068 w 36 TABLE 10. ALABAMA AGRICULTURAL EXPERIMENT STATION REPLIES TO THE QUESTION: "How Do You LIKE THIS PRODUCT BEST?" COMPARED TO THE KIND OF "SNACK" YOU USUALLY LIKE North Percent Like sample better About the same Like sample less Don't know Not ascertained TOTAL Number of respondents 5 14 77 2 2 100 1,205 Geographic area South Percent 7 18 67 3 5 100 903 West 6 17 69 3 5 100 960 United States 6 16 71 3 4 100 8,223 TABLE 11. "AS A BETWEEN-MEAL "SNACK," REPLIES TO THE QUESTION: DOES THE SWEETNESS OF THIS PRODUCT SUIT YOUR TASTE?" How Replies North Per cent Geographic area South Per cent 31 46 12 11 100 West Percent 89 43 7 11 100 1,193 United States Per cent 89 42 8 11 100 8,960 Too sweet About right Not sweet enough Not ascertained TOTAL 46 38 7 9 100 Number of respondents 1,412 1,159 TABLE 12. REPLIES TO THE QUESTION: "AS A BETWEEN-MEAL "SNACK," How Do You LIKE THE FLAVOR OR TASTE OF THIS PRODUCT?" Replies North Per cent Geographic area South Per cent 43 17 31 9 100 1,159 West Per cent 33 22 37 8 100 1,193 United States Per cent 86 19 88 7 100 8,960 Like it Indifferent Dislike it Not ascertained TOTAL 31 19 45 5 100 1,412 Number of respondents CONSUMER REACTIONS to ALAYAM "SNACKS" 37 YotR FAMILY'S SUGGESTIONS TABLE FOR THE IMPROVEMENT OF THE FLAVOR OR TASTE OF THIS PRODUCT? 13. REPLIES TO THE QUESTION: "WHAT ARE Suggestions Too sweet, too rich Too much molasses Too much syrup Not sweet enough Add salt No distinct flavor Change flavor Needs milder flavor Leaves aftertaste Subdue sweetpotatoes Less cocoanut North Per cent 25 8 1 2 9 4 8 2 2 1 1 Geographic area South Per cent 18 5 1 3 9 5 8 1 2 2 2 West Per cent 21 8 1 2 9 3 4 2 2 1 1 United States Per cent 21 7 1 2 9 4 3 2 2 1 1 More cocoanut Miscellaneous suggestions No suggestions made TOTAL 2 1 2 50 100 1 2 53 100 1 1 49 100 1 2 51 100 Number of respondents 1 476 404 427 1,375 than one suggestion. 2 Percentages Less than 1 per cent. add to more than 100 because some respondent families made more TABLE 14. REPLIES TO THE QUESTION: APPEARANCE "How Do You LIKE THE GENERAL PRODUCT?" OF THIS RepliesGeographic North Replies Like it Indifferent Dislike it Not ascertained TOTAL South area West Per cent 58 26 6 10 100 United States Per cent 59 26 6 9 100 Percent 56 31 6 7 100 Per cent 63 21 6 10 100 Number of respondents 1,412 1,159 1,193 3,960 38 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 15. REPLIES TO THE QUESTION: "WHAT ARE YOUR FAMILY'S SUGGESTIONS FOR THE IMPROVEMENT OF THE GENERAL APPEARANCE OF THIS PRODUCT?" Suggestions Lacks appeal or not appetizing Pieces too small Pieces too short Pieces too heavy Not uniform in size Change shape Color too dark Miscellaneous suggestions No suggestions made TOTAL 2 North Per cent 10 4 3 1 2 2 8 1 88 100 Geographic area South Per cent 8 5 38 8 1 1 West Per cent 9 4 8 1 2 2 1 1 84 100 United States Per cent 9 4 3 1 1 2 2 1 85 100 1 1 1 87 100 476 Number of respondents x Less than 1 per cent. SPercentages add to more than 100 more than one suggestion. 404 427 1,375 because some respondent families made TABLE 16. REPLIES TO THE QUESTION: "How Do You LIKE THE TEXTURE OR QUALITY OF THIs PRODUCT?" Replies Like it Indifferent Dislike it Not ascertained TOTAL North Per cent 46 29 15 10 100 Geographic area South Per cent 53 20 18 14 100 West Percent 50 23 13 14 100 United States Per cent 50 24 14 12 100 Number of respondents 1,412 1,159 1,193 3,960 CONSUMER REACTIONS to ALAYAM "SNACKS" 39 TABLE 17. REPLIES TO THE QUESTION: "WHAT ARE YOUR FAMILY'S SUGGESTIONS FOR THE IMPROVEMENT OF THE TEXTURE OR QUALITY OF THIS PRODUCT?" Suggestions Too hard, too brittle Absorbs moisture easily Too crumbly, crumbles Too soggy, gets soggy Too sticky, gets sticky Too tough or hard to chew Miscellaneous suggestions No suggestions made TOTAL' North Per cent 14 5 2 2 2 2 1 79 100 Geographic area South Per cent 10 5 3 2 1 1 1 85 100 West Per cent 11 4 3 3 1 1 1 82 100 427 United States Per cent 12 5 8 3 1 1 1 82 100 1,375 Number of respondents 476 404 'Percentages add to more than 100 because some respondent families made more than one suggestion. TABLE 18. REPLIES TO THE QUESTION: "WHAT FLAVOR IN THIs PRODUCT?" Do You DETECT MOST Flavor North Per cent 19 83 Molasses Sugar Geographic area West South Per cent Per cent 12 16 2 4 United States Per cent 16 3 Syrup Honey Caramel Brown sugar Cocoanut' Sweetpotato' Cereal Malt Peanuts Soybeans 1 2 83 1 18 5 38 2 1 2 5 1 3 1 12 15 1 2 1 1 2 3 38 1 14 7 8 3 1 2 3 2 3 1 15 9 2 2 1 1 Fruits Miscellaneous flavors No definite flavor Don't know Not ascertained TOTAL 1 8 1 5 80 100 1 2 1 3 37 100 1 4 1 4 33 100 1 8 1 4 3388 100 Number of respondents 1,412 1,159 'These items were actual ingredients of the product. 2 Less than 1 per cent. 1,198 8,960 40 TABLE 19. ALABAMA AGRICULTURAL EXPERIMENT STATION "WHAT INGREDIENTS Do You DETECT REPLIES TO THE QUESTION: IN THIs PRODUCT? NAME AS MANY AS YOU CAN DETECT." Ingredient -North Per cent 43 41 14 5 7 5 4 8 11 4 2 4 2 2 8 9 12 100 1,412 Cocoanut' Molasses Sugar' Syrup Honey Caramel Brown sugar Sweetpotatoesx Cereal Malt Peanuts Soybeans Fruits Shortening Miscellaneous ingredients No ingredients detected Not ascertained TOTAL 2 Number of respondents Geographic area South Per cent 35 27 12 18 2 4 4 29 9 4 3 2 2 2 7 7 9 100 1,159 West Per cent 87 34 17 7 5 5 5 14 16 5 3 2 2 2 9 7 12 100 1,193 United States Percent 89 84 14 8 5 5 4 17 12 4 8 3 2 2 8 8 11 9 100 8,960 These items were actual ingredients of the product. SPercentages add to more than 100 because some respondents reported the detection of more than one ingredient. TABLE 20. REPLIES TO THE QUESTION: "WOULD YOU BuY THIs PRODUCT IF IT WERE PLACED ON THE MARKET AT A FAIR PRICE? Replies Would buy it Would not buy it Not ascertained TOTAL North Per cent 29 61 10 100 Geographic area South Per cent 41 47 12 100 West Per cent 3388 58 9 100 United States Per cent 85 55 10 100 Number of respondents 1,412 1,159 1,193 8,960 CONSUMER REACTIONS to ALAYAM "SNACKS" 41 TABLE 21. MARKET) REPLIES TO THE QUESTION: (IF You WOULD NOT BuY THIS PRODUCT WHEN PLACED ON THE "WHY WOULD YOU NOT BUY THE PRODUCT?" Replies Dislike the sample Prefer other "snacks" Too sweet, too rich Do not eat "snacks" Too hard, too brittle Do not like molasses Flavor too strong Do not like sweetpotatoes Leaves an aftertaste Do not like cocoanut Not salty enough Miscellaneous reasons No reason given TOTAL 2 North Per cent 57 8 17 T LIES3 2 2 1 1 1 1 1 1 8 100 855 Geographic area South Per cent 58 9 10 2 2 1 0 1 1 1 .,,,, West Per cent 54 10 15 3 83 1 1 1 United States Per cent 56 8 15 2 2 1 1 1 1 1 1 2 10 100 2,189 Number of respondents one reason. 4 12 100 546 1 1 1 1 10 100 689 xLess than 1 per cent. 2 Percentages add to more than 100 because some respondents gave more than (IF You WOULD BUY THIs PRODUCT WHEN PLACED ON THE MARKET) REPLIES TO THE QUESTION: "How MUCH WOULD YOU EXPECT TO PAY AS A FAIR PRICE FOR THE AMOUNT' OF PRODUCT THAT WAS IN THE SAMPLE PACKAGE?" TABLE 22. Replies r\mlrr 5 cents and under 6 to 9 cents 10 cents 11 to 14 cents 15 cents 16 to 19 cents 20 cents 21 to 24 cents 25 cents and over Not ascertained TOTAL North Per cent 8 1 47 8 14 2 2 0 5 18 100 Geographic area South Percent 5 2 49 4 16 2 2 2 V West Per cent 6 United States Per cent 6 2 43 3 17 2 4 2 2 32 1 23 2 8 2 3 17 100 Number of respondents Less than 1 per cent. 414 480 7 19 100 II~VUVUI IIIIU 396 5 18 100 1,366 SThe sample package contained 3 ounces of product. 2 42 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 23. REPLIES TO THE QUESTION: "DOES THE SAMPLE PACKAGE CONTAIN THE APPROXIMATE AMOUNT OF PRODUCT YOU WOULD PREFER TO BUY AT ONE TIME?" North Per cent Sample package is of satisfactory size Sample package is not of satisfactory size Not ascertained TOTAL Geographic area South Per cent 53 12 35 100 West Per cent 52 18 85 100 United States Per cent 50 14 86 100 46 15 89 100 Number of respondents 1,412 1,159 1,198 8,960 TABLE 24. (IF THE SAMPLE PACKAGE "WHAT IS NOT OF SATISFACTORY SIZE) PREFER TO THE QUESTION: SIZE PACKAGE WOULD YOU REPLIES TO BUY?" 1 ounce 2 ounces 8 ounces 4 ounces ( /lb.) 5 to 7 ounces 8 ounces (2 lb.) 9 to 15 ounces 16 ounces (1 lb.) Over 16 ounces Family size package Don't know Not ascertained TOTAL North Percent 4 8 0 2 25 9 4 9 1 6 0 82 100 Geographic area South Per cent 26 14 1 1 7 11 5 9 0 1 2 23 100 West Per cent 16 8 1 1 23 4 11 8 0 1 8 29 100 United States Per cent 14 9 1 1 19 8 6 7 1 8 2 29 100 Number of respondents 218 140 155 582 1Respondents were instructed to report their answers to this question in number of ounces. CONSUMER REACTIONS to ALAYAM "SNACKS" TABLE 43 25. (IF YOU WOULD BUY QUESTION: "AT THIS PRODUCT WHEN PLACED ON THE MARKET) TIME OR IN WHAT WAY WOULD YOU REPLIES TO THE WHAT EAT OR USE THIS PRODUCT MOST FREQUENTLY?" Replies North Per cent 53 7 6 2 4 2 1 25 100 Geographic area South Per cent 60 5 4 2 1 1 1 26 100 West Per cent 49 7 9 5 8 2 1 24 100 United States Per cent 55 6 6 8 2 2 1 25 100 Between-meal "snack" Serve at parties After meal "snack" Use in lunches Mid-nite "snack" Part of regular meal Miscellaneous uses Not ascertained TOTAL Number of respondents 414 480 896 1,366 SIncludes picnics, traveling, while reading, at theater, and other miscellaneous uses. 44 ALABAMA AGRICULTURAL EXPERIMENT STATION CONSUMER REACTIONS TO ALAYAM "SNACKS" By Family Income Groups TABLE 26. REPLIES TO THE QUESTION: "WHAT KIND OF "SNACKS" DID You BUY MOST OFTEN DURING THE PAST WEEK?" (JUNE 5-11, 1949) Replies $2,000 and under Per cent 20 21 15 10 10 6 3 4 3 3 1 1 1 1 1 Family income group $2,001$3,001$3,000 $5,000 Per cent Per cent 18 17 14 13 11 6 4 4 3 3 2 1 2 1 1 Over $5,000 Per cent 20 19 14 9 10 8 3 4 2 4 8 1 1 1 1 None Candy Cookies Crackers' Potato chips Popcorn Cakes, cupcakes Peanuts Doughnuts Ice cream2 Pretzels Corn products' Cheese products' Pies Miscellaneous items 16 20 15 12 11 6 5 3 4 1 1 2 1 2 1 5 TOTAL Number of respondents SIncludes 2 Includes Includes 'Includes 100 915 100 824 100 1,209 100 816 both sweet and non-sweet crackers, Graham crackers, etc. popsicles and other similar products. corn curls, corn chips, cornettes, frittos, cheewees, etc. cheese crackers, cheezits, cheesies, cheese, etc. 'Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. ' TABLE 27. (IF You BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO THE QUESTION: "How MANY TIMES Dm You PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" Replies One time Two times Three times Four times Five times Six times Seven times Over seven times Not ascertained TOTAL Number of respondents $2,000 and under Per cent 40 20 8 5 3 1 1 1 21 Family income group $2,001$3,001$5,000 $3,000 Per cent Per cent 89 39 22 20 8 11 6 5 3 8 1 2 8 1 1 1 15 100 669 20 Over $5,000 Per cent 38 18 10 8 2 1 2 1 20 100 643 100 720 100 1,004 CONSUMER REACTIONS to ALAYAM "SNACKS" 45 TABLE 28. (IF You BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHERE DID YOU PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" Replies $2,000 and under Per cent 68 6 5 3 2 4 1 1 12 100 720 Family income group $2,001$3,001$3,000 $5,000 Per cent Per cent 66 8 4 5 3 4 2 1 7 100 669 63 7 7 4 5 3 1 1 9 Over $5,000 Per cent 58 9 8 5 4 1 1 1 13 100 643 Grocery store Drug store Candy store Theater, show Bakery Dime store Eating places At school, work Miscellaneous places TOTAL Number of respondents 1 Less than 1 per cent. 100 1,004 TABLE 29. "SNACKS" REPLIES TO THE QUESTION: "ON How MANY DAYS Dm You EAT DURING THE PAST WEEK?" (JUNE 5-11, 1949) Family income group $2,001$8,001$8,000 $5,000 Per cent Per cent 14 3 7 12 9 11 7 87 100 824 6 3 6 11 8 8 12 46 100 1,209 Replies $2,000 and under Per cent 21 5 8 12 9 7 5 33 100 915 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents Over $5,000 Per cent 15 3 8 9 10 7 7 41 100 816 46 TABLE 30. ALABAMA AGRICULTURAL EXPERIMENT STATION REPLIES TO THE QUESTION: "WHAT KIND OF "SNACK" Do You USUALLY LIKE BEST?" Family income group Replies $2,000 $2,001$3,001Over Candy Cookies Potato chips Crackers' Popcorn Cakes, cupcakes Peanuts 2 Ice cream Pies Corn products8 Cheese products' Pretzels Doughnuts Miscellaneous items Not ascertained TOTAL Number of respondents 2 both sweet and non-sweet crackers, Graham crackers, etc. Includes popsicles and other similar products. * Includes corn curls, corn chips, cornettes, frittos, cheewees, etc. 4Includes cheese crackers, cheezits, cheesies, cheese, etc. " Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. 'Includes 81. and under Per cent 17 13 10 9 7 5 3 3 3 8 2 1 2 83 19 100 915 $3,000 Percent 17 10 18 8 7 4 4 4 4 4 1 2 1 2 19 100 824 $5,000 Per cent 18 12 10 10 7 4 4 3 3 3 2 2 2 2 18 100 1,209 $5,000 Per cent 17 10 10 7 9 4 5 5 3 8 2 3 1 4 17 100 816 TABLE REPLIES TO THE QUESTION: "How Do YOU LIKE THIs PRODUCT COMPARED TO THE KIND OF "SNACK" YOU USUALLY LIKE BEST?" Replies Like sample better About the same Like sample less Don't know Not ascertained TOTAL $2,000 and under Per cent 9 19 68 4 5 100 Family income group $2,001$8,001$8,000 $5,000 Per cent Per cent 7 4 19 14 69 74 2 8 8 5 100 100 Over $5,000 Per cent 4 12 80 2 2 100 Number of respondents 785 668 985 680 CONSUMER REACTIONS to ALAYAM "SNACKS" 47 TABLE 32. REPLIES TO THE QUESTION: "AS A BETWEEN-MEAL "SNACK," DOES THE SWEETNESS OF THIS PRODUCT SUIT YOUR TASTE?" How Replies $2,000 and under Per cent 30 48 9 13 100 915 Family income group $2,001$8,001$3,000 $5,000 Per cent Per cent 40 46 6 8 100 824 42 88 9 11 100 1,209 Too sweet About right Not sweet enough Not ascertained TOTAL Number of respondents Over $5,000 Per cent 44 86 9 11 100 816 TABLE 88. REPLIES TO THE QUESTION: "AS A BETWEEN-MEAL "SNACK," YOU LIKE THE FLAVOR OR TASTE OF THIS PRODUCT?" How Do Replies $2,000 and under Per cent 438 18 31 8 100 915 Family income group $2,001$3,001$5,000 $3,000 Per cent Per cent 9 19 36 6 100 824 30 21 41 8 100 1,209 Over $5,000 Per cent 81 19 44 6 100 816 Like it Indifferent Dislike it Not ascertained TOTAL Number of respondents TABLE 84. REPLIES TO THE QUESTION: "How Do You LIKE THE GENERAL APPEARANCE OF THIs PRODUCT?" Replies $2,000 and under Per cent 65 20 5 10 100 915 Family income group $2,001$8,001$5,000 $3,000 Per cent Percent 58 28 4 10 100 824 56 29 6 9 100 1,209 Over $5,000 Percent 58 28 7 7 100 816 Like it Indifferent Dislike it Not ascertained TOTAL Number of respondents 48 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 35. REPLIES TO THE QUESTION: "How Do You LK E THE TEXTURE OR QUALITY OF THIS PRODUCT?" Family income group Replies Like it Indifferent Dislike it Not ascertained TOTAL $2,000 and under Per cent 54 21 11 14 100 $2,001$3,000 Per cent 51 23 14 12 100 $3,001$5,000 Per cent 47 26 14 13 100 Over $5,000 Per cent 47 27 16 10 100 Number of respondents 915 824 1,209 816 TABLE 86. REPLIES TO THE QUESTION: "WOULD YOU WERE PLACED ON THE MARKET AT A FAIR BUY Tins PRICE?" PRODUCT IF IT Replies Would buy it Would not buy it Not ascertained TOTAL $2,000 and under Per cent 42 46 12 100 Family income group $2,001$3,001$3,000 $5,000 Per cent Per cent 34 31 59 57 9 10 100 100 Over $5,000 Per cent 80 61 9 100 Number of respondents 915 824 1,209 816 CONSUMER REACTIONS to ALAYAM "SNACKS" 49 TABLE 37. (IF YOU WOULD BUY THIS PRODUCT WHEN PLACED ON THE MARKET) REPLIES TO THE QUESTION: "How MUCH WOULD You EXPECT TO PAY AS A FAIR PRICE FOR THE AMOUNT' OF PRODUCT THAT WAS IN THE SAMPLE PACKAGE?" Replies $2,000 and under RI I Per cent 7 2 88 8 21 2 4 0 5 18 100 Family income group $8,001$2,001- Over -YI Y Y~ IY 5 cents and under 6 to 9 cents 10 cents 11 to 14 cents 15 cents 16 to 19 cents 20 cents 21 to 24 cents 25 cents and over Not ascertained TOTAL $3,000 Per cent 5 1 45 2 16 2 4 0 7 18 100 285 $5,000 Per cent 6 2 48 83 14 3 8 2 $5,000 Per cent 9 4 40 8 17 2 4 4 17 100 243 ,, 4 17 100 377 pout oucso Number of respondents 885 1 The sample package contained 8 ounces of product. 2 Less than 1 per cent. REPLIES TO THE QUESTION: "DOES THE SAMPLE PACKAGE CONTAIN THE TABLE APPROXIMATE AMOUNT OF PRODUCT You WOULD PREFER TO BUY AT ONE TIME?" 88. Replies $2,000 and under Per cent 52 12 86 100 915 Family income group $3,001$2,001$5,000 $8,000 Per cent Per cent 56 12 82 100 824 48 15 37 100 1,209 Over $5,000 Per cent 45 15 40 100 816 Sample package is of satisfactory size Sample package is not of satisfactory size Not ascertained TOTAL Number of respondents 50 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 39. (IF THE SAMPLE PACKAGE Is NOT OF SATISFACTORY SIZE) REPLIES TO THE QUESTION: "WHAT SIZE PACKAGE WOULD YOU PREFER TO BUY?" Replies $2,000 and under Per cent 22 10 1 1 10 2 10 8 0 7 4 25 100 Family income group $2,001$3,001$3,000 $5,000 Per cent Percent 18 15 0 1 14 5 6 3 1 1 0 36 100 1 ounce 2 ounces 38ounces 1 4 ounces ( /4 lb.) 5 to 7 ounces 1 8 ounces ( /s lb.) 9 to 15 ounces 16 ounces (1 lb.) Over 16 ounces Family size package Don't know Not ascertained TOTAL 5 3 0 2 20 11 6 9 1 3 0 40 100 179 Over $5,000 Per cent 15 11 1 1 27 10 5 6 0 2 3 19 100 124 Number of respondents 106 99 SRespondents were instructed to report their answers to this question in number of ounces. TABLE 40. (IF You WOULD BUY THIS PRODUCT WHEN PLACED ON THE MARKET) REPLIES TO THE QUESTION: "AT WHAT TIME OR IN WHAT WAY WOULD YOU EAT OR USE TIns PRODUCT MOST FREQUENTLY?" Replies $2,000 and under Per cent 52 6 7 4 1 2 2 26 100 Family income group $2,001$3,001$5,000 $3,000 Per cent Per cent 60 4 5 3 2 8 111 22 100 Over $5,000 Per cent 55 10 6 3 2 2 22 100 Between-meal "snack" Serve at parties After meal "snack" Use in lunches Mid-nite "snack" Part of regular meal Miscellaneous uses Not ascertained TOTAL 52 7 6 2 4 1 28 100 Number of respondents 'Less than 1 per cent. 385 285 377 248 CONSUMER REACTIONS to ALAYAM "SNACKS" 51 CONSUMER REACTIONS TO ALAYAM "SNACKS" By Place of Residence, and by City Sizes TABLE 41. REPLIES TO THE QUESTION: "WHAT KIND OF "SNACKS" DID You MOST OFTEN DURING THE PAST WEEK?" (JUNE 5-11, 1949) BUY size (urban 1~~III~I~III residents) ~1 Rural Urban 2 C~ residents residents 2,500- 25,001- 100,001- Over 25,000 100,000 500,000 500,000 Per cent Percent Percent Percent Percent Percent 12 21 17 17 21 16 None 21 17 18 16 15 Candy 19 Cookies 3 12 16 16 17 16 17 Crackers 11 11 10 13 10 11 10 11 11 12 Potato chips 11 8 6 Popcorn 6 10 6 5 4 Cakes, cupcakes 3 5 3 6 5 7 4 3 2 Peanuts 3 4 4 Doughnuts 2 6 4 4 3 3 Ice cream' 4 2 2 2 2 2 Pretzels 1 2 1 1 4 1 5 Corn products 2 2 1 2 2 2 7 1 1 2 Cheese products' 2 1 Pies 1 2 1 3 1 2 7 Miscellaneous items" 1 1 1 2 2 TOTAL 100 100 100 100 100 100 Number of respondents 1,775 1,989 621 -- 360 458 550 ~-,1 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. SIncludes both sweet and non-sweet crackers, Graham crackers, etc. popsicles and other similar products. SIncludes corn curls, corn chips, cornettes, frittos, cheewees, etc. 6 Includes cheese crackers, cheezits, cheesies, cheese, etc. 7 Less than 1 per cent. 8Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. Replies -~_r 'Includes 52 TABLE ALABAMA AGRICULTURAL EXPERIMENT STATION 42. (IF THE QUESTION: YOU BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO "How MANY TIMES DID You PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" Replies City size (urban residents) Rural 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 37 19 10 6 38 1 1 1 22 100 1,394 41 21 9 6 3 1 2 1 One time Two times Three times Four times Five times Six times Seven times Over seven times Not ascertained TOTAL 40 20 10 8 2 1 2 1 42 20 9 5 4 1 1 1 17 100 314 88 23 8 4 3 1 2 1 20 100 859 43 20 8 5 4 2 2 1 15 100 459 17 100 1,642 18 100 510 Number of respondents 1 Less than 1 per cent. TABLE 43. (IF You BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHERE DID YOU PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" Replies Grocery store Drug store Candy store Theater, show Bakery Dime store Eating places At school, work Miscellaneous places TOTAL City size (urban residents) 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 64 57 62 67 61 61 9 8 7 7 7 4 5 7 7 6 5 10 4 6 4 2 8 5 8 9 1 6 2 7 1 83 3 2 4 2 x 1 1 2 2 0 1 1 1 1 1 1 11 9 16 7 10 11 100 100 100 100 100 100 1,894 1,642 510 314 359 459 Number of respondents 1 Less than 1 per cent. CONSUMER REACTIONS to ALAYAM "SNACKS" 53 TABLE 44. "SNACKS" "ON How MANY DAYS DID You EAT REPLIES TO THE QUESTION: (JUNE 5-11, 1949) DURING THE PAST WEEK?" Replies None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents Urban Rural 25,001- 100,001- Over residents residents 2,50025,000 100,000 500,000 500,000 Per cent Per cent Per cent Per cent Per cent Per cent 10 17 14 11 13 14 4 8 12 9 7 10 86 100 1,775 3 6 10 9 9 7 43 100 1,989 8 6 13 9 10 7 41 100 621 3 5 11 10 5 4 48 100 360 2 6 9 5 9 7 45 100 458 4 8 7 9 11 9 42 100 550 City size (urban residents) TABLE 45. REPLIES TO THE QUESTION: LIE "WHAT KIND OF "SNACK" BEST?" Do You USUALLY Replies Candy Cookies Potato chips Crackers' Popcorn Cakes, cupcakes Peanuts 2 Ice cream Pies 3 Corn products 4 Cheese products Pretzels Doughnuts 5 Miscellaneous items Not ascertained TOTAL Number of respondents 2 City size (urban residents) Rural Urban 25,001- 100,001- Over residents residents 2,50025,000 100,000 500,000 500,000 Per cent Per cent Percent Per cent Per cent Per cent 16 16 19 16 17 17 11 12 12 11 11 11 11 12 10 7 10 11 9 6 10 8 9 9 5 6 8 7 6 8 7 6 8 5 3 4 5 4 3 5 4 4 3 5 3 2 4 3 3 6 83 4 4 3 4 4 1 8 2 8 2 2 2 3 8 2 5 2 2 8 2 1 1 4 2 2 1 2 4 2 3 8 4 2 12 17 22 18 19 19 100 1,775 100 1,989 100 621 100 860 100 458 100 550 SIncludes both sweet and non-sweet crackers, Graham crackers, etc. Includes popsicles and other similar products. SIncludes corn curls, corn chips, cornettes, frittos, cheewees, etc. 4 Includes cheese crackers, cheezits, cheesies, cheese, etc. Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. 54 TABLE ALABAMA AGRICULTURAL EXPERIMENT STATION 46. REPLIES TO THE QUESTION: "How Do You LIKE THIS PRODUCT COMPARED TO THE KIND OF "SNACK" YOU USUALLY LIKE BEST?" Replies City Urban Rural residents residents 2,50025,000 Percent Percent Per cent 7 19 66 8 5 100 size (urban residents) 25,001100,001- Over 100,000 500,000 500,000 Per cent Per cent Per cent 4 14 77 8 2 100 298 5 11 79 2 8 100 358 5 15 76 2 2 100 480 Like sample better About the same Like sample less Don't know Not ascertained TOTAL 10 18 67 2 3 100 21 29 45 1 4 100 Number of respondents 1,432 1,636 500 TABLE 47. REPLIES TO THE QUESTION: "AS A BETWEEN-MEAL "SNACK," DOES THE SWEETNESS OF THIS PRODUCT SUIT YOUR TASTE?" How Replies City size (urban residents) Rural Urban residents residents 2,50025,001100,001- Over 25,000 100,000 500,000 500,000 Per cent Percent Per cent Per cent 836 42 86 42 46 89 44 86 9 8 11 9 9 11 9 18 100 100 100 100 1,775 1,989 621 860 45 85 5 15 100 458 48 86 7 9 100 550 Too sweet About right Not sweet enough Not ascertained TOTAL Number of respondents TABLE 48. REPLIES TO THE QUESTION: "As A BETWEEN-MEAL "SNACK," Do You LIKE THE FLAVOR OR TASTE' OF Tins PRODUCT?" How 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 Per cent Per cent Per cent Per cent 40 81 84 29 80 80 18 21 21 24 20 17 84 41 89 41 88 47 8 100 1,775 7 100 1,989 6 100 621 6 100 860 12 100 458 6 100 550 Likeit Indifferent Dislike it Not ascertained TOTAL Number of respondents CONSUMER REACTIONS to ALAYAM "SNACKS" 55 GENERAL TABLE 49. REPLIES TO THE QUESTION: APPEARANCE OF "How Do You LIKE THE THIS PRODUCT?" Replies City size (urban residents) Urban Rural 25,001- 100,001- Over residents residents 2,50025,000 100,000 500,000 500,000 Per cent Per cent Per cent Per cent Per cent Per cent 61 57 60 53 60 55 23 29 28 84 22 30 6 6 4 5 6 9 10 8 8 8 12 6 100 100 100 100 100 100 1,775 1,989 621 860 458 550 Like it Indifferent Dislike it Not ascertained TOTAL Number of respondents TABLE 50. REPLIES TO THE QUESTION: "How Do You LIKE THE TEXTURE OR QUALITY OF THIS PRODUCT?" RepiesRural Like it Indifferent Dislike it Not ascertained TOTAL Number of respondents City Urban residents residents 2,50025,000 Per cent Per cent Per cent 51 49 52 23 25 24 13 15 14 13 100 1,775 11 100 1,989 10 100 621 size (urban residents) 25,001- 100,001- Over 100,000 500,000 500,000 Per cent Per cent Per cent 46 51 46 28 22 27 14 11 18 12 100 360 16 100 458 9 100 550 TABLE 51. REPLIES TO THE QUESTION: "WOULD YOU Buy THIS PRODUCT WERE PLACED ON THE MARKET AT A FAIR PRICE?" IF IT Rural Urban Repies residents residents City size (urban residents) 2,50025,001- 100,001- Over 25,000 100,000 500,000 500,000 Would buy it Would not buy it Not ascertained TOTAL Per cent Per cent Per cent Per cent Per cent Per cent 88 30 33 28 31 28 51 60 59 61 57 62 11 10 8 11 12 10 100 1,775 100 1,989 100 621 100 860 100 458 100 550 Number of respondents 56 TABLE 52. (IF ALABAMA AGRICULTURAL EXPERIMENT STATION You WOULD BUY THIS PRODUCT WHEN PLACED ON THE MARKET) "How MUCH WOULD YOU EXPECT TO PAY AS A FAIR PRICE FOR THE AMOUNT' OF PRODUCT THAT WAS IN THE SAMPLE PACKAGEF" REPLIES TO THE QUESTION: Replies 5 cents and under 6 to 9 cents 10 cents 11 to 14 cents 15 cents 16 to 19 cents 20 cents 21 to 24 cents 25 cents and over Not ascertained TOTAL Number of respondents 2 Rrl Ubn City size (urban residents) Rural 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 5 7 6 11 6 6 3 1 1 8 0 1 45 41 40 40 46 38 2 3 3 6 1 2 16 19 19 13 19 20 1 3 3 4 2 4 4 3 4 2 4 3 2 2 1 0 1 0 5 6 3 10 5 7 19 100 684 17 100 606 20 100 205 11 100 101 16 100 145 19 100 155 'TLess sample1 package contained 3 ounces of product. he than per cent. TABLE 58. REPLIES TO THE QUESTION: "DOES THE SAMPLE PACKAGE CONTAIN THE APPROXIMATE AMOUNT OF PRODUCT You WOULD PREFER TO BUY AT ONE TIME?" Replies City Urban Rural residents residents 2,50025,000 Per cent Per cent Per cent 52 13 85 100 1,775 48 14 88 100 1,989 52 18 35 100 621 size (urban residents) 25,000- 100,000- Over 100,000 500,000 500,000 Per cent Per cent Per cent 49 16 35 100 360 44 15 41 100 458 47 18 40 100 550 Sample package is of satisfactory size Sample package is not of satisfactory size Not ascertained TOTAL Number of respondents CONSUMER REACTIONS to ALAYAM "SNACKS" 57 TABLE 54. (IF THE SAMPLE PACKAGE IS NOT OF SATISFACTORY SIZE) REPLIES TO THE QUESTION: "WHAT SIZE PACKAGE WOULD YOU PREFER TO BUY?" Replies' 1 ounce 2 ounces 3 ounces lb.) 4 ounces (/ 5 to 7 ounces 1 8 ounces ( /2 lb.) 9 to 15 ounces 16 ounces (1 lb.) Over 16 ounces Family size package Don't know Not ascertained TOTAL City size (urban residents) Urban Rural Rural Urban residents residents 2,50025,000- 100,000- Over 25,000 100,000 500,000 500,000 Per cent Per cent Per cent Per cent Per cent Per cent 4 9 21 11 8 17 4 8 8 14 7 11 3 0 0 0 0 1 1 3 0 0 2 1 17 29 26 15 23 20 3 16 7 8 9 8 4 1 9 9 7 6 11 5 3 5 2 10 4 0 0 0 0 1 4 0 2 3 2 4 0 26 100 3 81 100 9 27 100 Number of respondents 1 225 283 81 0 31 100 58 2 23 100 0 42 100 70 74 Respondents were instructed to report their answers to this question in number of ounces. TABLE 55. (IF You WOULD BUY THIS PRODUCT WHEN PLACED ON THE MARKET) REPLIES TO THE QUESTION: "AT WHAT TIME OR IN WHAT WAY WOULD You EAT OR USE Tins PRODUCT MOST FREQUENTLY?" Replies City Urban Rural residents residents 2,50025,000 Per cent Per cent Per cent 60 4 6 3 2 2 1 22 100 size (urban residents) 25,000- 100,000- Over 100,000 500,000 500,000 Per cent Per cent Per cent 45 13 6 3 5 0 0 28 100 Between-meal "snack" Serve at parties After meal "snack" Use in lunches Mid-nite "snack" Part of regular meal Miscellaneous uses Not ascertained TOTAL 48 9 7 3 8 1 1 28 100 51 10 9 4 1 3 1 21 100 47 8 7 4 3 1 1 29 100 46 6 6 1 2 1 1 87 100 Number of respondents 684 606 205 101 145 155 58 ALABAMA AGRICULTURAL EXPERIMENT STATION CONSUMER REACTIONS TO ALAYAM "SNACKS" By Sex, and by Age of Respondents TABLE 56. REPLIES TO THE QUESTION: "WHAT KIND OF "SNACKS" Dm You BuY MOST OFTEN DURING THE PAST WEEK?" (JUNE 5-11, 1949) Sex of respondents Replies Age of respondents1 5-19 55 yrs. 20-84 35-54 Male Female & over yrs. yrs. yrs. Per cent Per cent Per cent Percent Per cent Percent None Candy Cookies Crackers' Potato chips Popcorn Cakes, cupcakes Peanuts Doughnuts Ice cream' Pretzels Corn products' 5 Cheese products Pies Miscellaneous items' TOTAL Number of respondents ' 20 22 11 8 8 8 6 5 4 8 1 1 1 1 1 100 1,729 13 17 18 18 12 6 6 2 83 83 2 2 1 1 1 100 2,085 21 27 11 5 9 10 3 3 2 5 1 1 1 1 100 989 14 19 17 9 12 6 4 4 3 3 2 2 2 2 1 100 18 14 16 12 11 6 4 5 3 2 2 2 1 2 2 100 1,015 1,108 27 15 12 17 7 3 3 3 5 2 1 2 1 1 1 100 652 Respondents whose ages were reported as less than 5 years were omitted from this study. 2Includes both sweet and non-sweet crackers, Graham crackers, etc. SIncludes popsicles and other similar products. ' Includes corn curls, corn chips, cornettes, frittos, cheewees, etc. SIncludes cheese crackers, cheezits, cheesies, cheese, etc. SIncludes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. SLess than 1 per cent. CONSUMER REACTIONS to ALAYAM "SNACKS" 59 TABLE 57. (IF You BOUGHT ANY "SNACKS" THE QUESTION: DURING THE PAST WEEK) REPLIES TO BOUGHT "How MANY TIMES DID You PURCHASE THE "SNACK" MOST OFTEN?" Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 20-34 85-54 55 yrs. yrs. yrs. & over One time Two times Three times Four times Five times Six times Seven times Over seven times Not ascertained TOTAL Number of respondents 1Less than 1 per cent. Percent Per cent Per cent Per cent Per cent Per cent 50 883 42 28 89 42 24 19 14 18 20 20 4 11 10 10 9 9 5 6 8 6 5 9 2 2 4 3 8 4 1 2 1 1 1 2 2 1 1 4 8 1 1 0 1 1 25 100 1,335 19 100 1,701 23 100 784 14 100 873 18 100 901 26 100 478 TABLE 58. (IF YOU BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO THE QUESTION: "WHERE Dm YOU PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" Replies Sex of respondents Male Female Grocery store Drug store Candy store Theater, show Bakery Dime store Eating places At school, work Miscellaneous places TOTAL Age of respondents 5-19 20-84 85-54 55 yrs. yrs. yrs. yrs. & over Per cent Per cent Per cent Per cent Percent Per cent 49 71 51 67 68 69 10 5 9 8 7 6 7 5 10 4 5 5 5 3 8 4 8 1 4 5 8 4 4 5 3 8 8 2 8 8 2 1 1 1 1 1 1 1 1 1 1 1 19 7 14 9 8 10 100 100 100 100 100 100 1,885 1,701 784 878 901 478 Number of respondents 1 Less than 1 per cent. 60 ALABAMA AGRICULTURAL EXPERIMENT "ON How MANY DAYS DI (JUNE 5-11, STATION You EAT TABLE 59. REPLIES TO THE QUESTION: "SNACKS" DURING THE PAST WEEK?" 1949) Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 20-34 85-54 55 yrs. yrs. yrs. & over 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 19 8 12 10 14 28 2 4 1 3 5 4 6 8 4 9 8 8 10 12 8 13 11 12 8 10 9 9 9 8 8 8 7 9 9 6 7 10 11 7 6 4 40 40 48 40 38 30 100 100 100 100 100 100 1,729 2,035 989 1,015 1,108 652 TABLE 60. REPLIES TO THE QUESTION: "WHAT KIND OF "SNACK" USUALLY LIKE BEST?" Sex of respondents Male Female Do You Replies Candy Cookies Potato chips Crackers' Popcorn Cakes, cupcakes Peanuts Ice cream 2 Pies Corn products' Cheese products4 Pretzels Doughnuts Miscellaneous items' Not ascertained TOTAL Number of respondents 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 17 17 24 15 14 16 11 12 11 13 10 10 7 13 11 18 10 5 8 9 5 6 10 15 7 8 9 8 7 5 5 4 4 5 5 2 6 2 2 3 7 4 3 4 5 4 3 2 5 2 1 5 4 8 2 4 2 3 4 2 2 8 2 3 1 2 2 2 2 3 2 1 2 1 1 2 1 4 2 8 2 2 4 4 21 16 19 15 18 25 100 100 100 100 100 100 1,729 2,035 989 1,015 1,108 652 Includes both sweet and non-sweet crackers, Graham crackers, etc. Includes popsicles and other similar products. Includes corn curls, corn chips, cornettes, frittos, cheewees, etc. ' Includes cheese crackers, cheezits, cheesies, cheese, etc. * Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. ' 2 CONSUMER REACTIONS to ALAYAM "SNACKS" 61 TABLE 61. REPLIES COMPARED TO TO THE QUESTION: "How Do You LIKE THIS PRODUCT THE KIND OF "SNACK" YOU USUALLY LIKE BEST?" Sex of respondents Age of respondents Replies Male Female 5-19 yrs. 20-84 yrs. 85-54 yrs. 55 yrs. & over Like sample better About the same Like sample less Don't know Not ascertained TOTAL Number of respondents Per cent Percent Per cent Per cent Per cent Per cent 6 6 6 4 6 8 16 17 17 15 15 19 70 72 68 76 73 63 3 2 4 2 2 4 5 3 5 3 4 6 100 100 100 100 100 100 1,369 1,699 803 864 909 492 TABLE 62. REPLIES TO THE QUESTION: "AS A BETWEEN-MEAL "SNACK," How DOES THE SWEETNESS OF THIS PRODUCT SUIT Youn TASTE?" Sex of respondents Male Female Age of respondents 20-34 85-54 55 yrs. yrs. yrs. & over 44 38 10 8 100 1,015 43 42 7 8 100 1,108 85 47 4 14 100 652 Replies Too sweet About right Not sweet enough Not ascertained TOTAL Number of respondents 5-19 yrs. Percent Percent Percent 35 43 82 42 42 42 9 7 11 14 100 1,729 8 100 2,035 15 100 989 TABLE 63. REPLIES TO THE QUESTION: "As A BETWEEN-MEAL "SNACK," How You LIKE THE FLAVOR OR TASTE OF THIS PRODUCT?" Do Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 20-34 35-54 55 yrs. yrs. yrs. & over Like it Indifferent Dislike it Not ascertained TOTAL Per cent Percent Per cent Per cent Percent Per cent 84 36 3388 30 87 42 20 19 16 20 21 21 86 40 48 44 36 24 10 5 8 6 6 18 100 1,729 100 2,085 100 989 100 1,015 100 1,108 100 652 Number of respondents 62 ALABAMA AGRICULTURAL EXPERIMENT REPLIES TO THE QUESTION: "How Do You APPEARANCE OF THIS PRODUCT?" STATION GENERAL TABLE 64. LIKE THE Replies Sex of respondents Male Female Maleyrs. 5-19 Age of respondents 20-34 35-54 55 yrs. yrs. yrs. & over Like it Indifferent Dislike it Not ascertained TOTAL Per cent Percent Percent Per cent Per cent Per cent 53 64 54 57 63 60 30 23 28 28 24 23 5 6 7 8 5 3 12 7 11 7 8 14 100 1,729 100 2,035 100 989 100 1,015 100 1,108 100 652 Number of respondents TABLE 65. REPLIES TO THE QUESTION: "How Do You QUALITY OF THIns PRODUCT?" LIKE THE TEXTURE OR Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 20-34 35-54 55 yrs. yrs. yrs. & over Like it Indifferent Dislike it Not ascertained TOTAL Per cent Per cent Per cent Per cent Per cent Per cent 46 53 44 49 53 52 26 22 28 25 23 18 13 15 14 15 14 11 15 10 14 11 10 19 100 100 100 100 100 100 1,729 2,035 989 1,015 1,108 652 Number of respondents TABLE 66. REPLIES TO THE QUESTION: "WOULD YOU BUY THIS PRODUCT IF IT WERE PLACED ON THE MARKET AT A FAIR PRICE?" Replies Sex of respondents Male Female 5-19 yrs. 81 55 14 100 989 Age of respondents 20-84 85-54 55 yrs. yrs. yrs. & over 82 60 8 100 1,015 86 55 9 100 1,108 39 50 11 100 652 Per cent Per cent Per cent Per cent Per cent Per cent Would buy it Would not buy it Not ascertained TOTAL Number of respondents 82 54 14 100 1,729 86 57 7 100 2,085 CONSUMER REACTIONS to ALAYAM "SNACKS" 63 TABLE 67. (IF YOU WOULD BUY THIs PRODUCT WHEN PLACED ON THE REPLIES TO THE QUESTION: "How MUCH WOULD YOU MARKET) PRICE FOR THE AMOUNT' OF PRODUCT THAT EXPECT TO PAY AS A FAIR WAS IN THE SAMPLE PACKAGE?" Sex of respondents Age of respondents Replies Male Female 5-19 yrs. 20-34 yrs. 35-54 yrs. 55 yrs. & over 5 cents and under 6 to 9 cents 10 cents 11 to 14 cents 15 cents 16 to 19 cents 20 cents 21 to 24 cents 25 cents and over Not ascertained TOTAL Per cent Percent Percent Per cent Per cent Per cent 8 8 5 7 9 5 3 1 2 1 2 2 48 43 45 43 41 45 2 4 2 2 8 2 17 19 23 8 20 14 2 2 2 3 3 2 3 8 5 3 4 3 2 0 2 2 0 2 5 7 3 5 6 5 17 15 13 29 14 22 100 100 100 100 100 100 556 734 311 825 401 253 Number of respondents a Less than 1 per cent. 1 The sample package contained 3 ounces of product. TABLE 68. REPLIES TO THE QUESTION: "DOES THE SAMPLE PACKAGE CONTAIN THE APPROXIMATE AMOUNT OF PRODUCT You WOULD PREFER TO BUY AT ONE TIME?" Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 85-54 55 yrs. 20-34 yrs. yrs. & over Per cent Per cent Per cent Per cent Percent Percent Sample package is of satisfactory size Sample package is not of satisfactory size Not ascertained TOTAL Number of respondents 46 18 41 100 1,729 53 14 33 100 2,085 44 12 44 100 989 54 15 81 100 1,015 52 14 84 100 1,108 51 11 88 100 652 64 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 69. (IF THE SAMPLE PACKAGE IS NOT OF SATISFACTORY SIZE) REPLIES TO THE QUESTION: "WHAT SIZE PACKAGE WOULD You PREFER TO Buy?" Replies Sex of respondents Male Female 5-19 yrs. Age of respondents 20-84 85-54 55 yrs. yrs. yrs. & over 1 ounce 2 ounces 3 ounces 1 4 ounces ( /4 lb.) 5 to 7 ounces 8 ounces (/2 lb.) 9 to 15 ounces 16 ounces (1 lb.) Over 16 ounces Family size package Dont' know Not ascertained Per cent Per cent Per cent Per cent Per cent Per cent 7 10 11 14 25 13 3 12 8 12 9 10 1 0 0 1 2 2 3 1 2 0 2 1 32 18 21 10 20 20 8 14 7 6 8 7 9 9 7 2 7 5 9 8 8 4 5 9 0 1 1 1 1 2 0 2 6 2 4 3 4 1 1 2 1 2 29 23 29 85 25 34 100 100 100 100 100 100 TOTAL 75 160 153 120 288 220 Number of respondents 1 Respondents were instructed to report their answers to this question in number 1 per cent. of ounces. 2 Less than ON THE MARKET) REPLIES TO THE QUESTION: "AT WHAT TIME OR IN WHAT WAY WOULD You EAT OR USE THIS PRODUCT MOST FREQUENTLY?" TABLE 70. (IF You WOULD BUY THIS PRODUCT WHEN PLACED Replies Sex of respondents Male Female 5-19 yrs. 66 3 4 6 1 1 1 18 100 811 Age of respondents 20-34 85-54 55 yrs. yrs. & over yrs. 54 8 7 2 3 2 1 23 100 825 49 9 6 2 8 2 1 28 100 401 49 5 7 2 2 4 1 80 100 253 Per cent Per cent Per cent Per cent Per cent Per cent Between-meal "snack" Serve at parties After meal "snack" Use in lunches Mid-nite "snack" Part of regular meal Miscellaneous uses Not ascertained TOTAL Number of respondents 54 4 6 4 4 2 1 25 100 556 54 9 6 2 1 2 1 25 100 734 CONSUMER REACTIONS to ALAYAM "SNACKS" CONSUMER REACTIONS to ALAYAM "SNACKS" 65 65 CONSUMER REACTIONS TO ALAYAM "SNACKS" By Educational Status of Family Heads TABLE 71. REPLIES TO THE QUESTION: "WHAT KIND OF "SNACKS" Dm You Buy MOST OFTEN DURING THE PAST WEEK?" Educational status of family head Replies 1 ' 2 Less ComLess CornComLess pleted than pleted than pleted than high high 8th 8th college college school school grade grade Percent Percent Per cent Per cent Per cent Per cent 20 18 10 16 7 7 5 8 3 4 3 1 2 1 7 None Candy Cookies Crackers3 Potato chips Popcorn Cakes, cupcakes Peanuts Doughnuts Ice cream' Pretzels Corn products5 6 Cheese products Pies 8 Miscellaneous items TOTAL Number of respondents 17 19 16 11 9 5 3 5 3 6 1 1 2 1 1 100 449 19 22 11 11 10 8 4 4 5 1 1 2 7 1 1 100 747 18 19 15 9 13 8 4 8 8 1 2 2 1 1 1 100 980 20 16 17 10 10 5 4 3 4 2 2 2 2 2 1 100 580 21 19 15 11 9 5 8 4 2 4 2 2 1 7 2 100 777 100 231 status was reported by respondents as the amount of formal education completed. Estimates in the 1947 Census of population 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 per cent. 2 In cases where no family head was reported by respondent families, the educational status reported for the homemaker was used. SIncludes both sweet and non-sweet crackers, Graham crackers, etc. Includes popsicles and other similar products. SIncludes corn curls, corn chips, cornettes, frittos, cheewees, etc. 6 Includes cheese crackers, cheezits, cheesies, cheese, etc. Less than 1 per cent. 8 Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. 'Educational ' 66 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 72. (IF You BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO THE QUESTION: "How MANY TIMES Dm You PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" Educational status of family head Replies Less CornLess CornCornLess 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 Per cent 41 87 41 40 36 31 21 22 20 19 20 19 8 9 11 8 7 12 6 7 5 7 5 8 8 3 2 4 3 4 1 1 1 2 2 1 1 1 2 2 2 3 1 1 1 1 x 22 100 186 23 100 373 19 100 604 17 100 799 19 100 462 19 100 612 One time Two times Three times Four times Five times Six times Seven times Over seven times Not ascertained TOTAL Number of respondents xLess than 1 per cent. TABLE 73. (IF You THE QUESTION: BOUGHT ANY "SNACKS" DURING THE PAST WEEK) REPLIES TO "WHERE DID YOU PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" Educational status of family head Replies Grocery store Drug store Candy store Theater, show Bakery Dime store Eating places At school, work Miscellaneous places TOTAL Number of respondents 1 Less than 1 per cent. CornLess CoCornLess Less CoLess 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 Per cent 61 65 68 61 66 59 9 10 7 6 7 3 4 7 4 7 12 4 8 3 6 5 2 6 4 5 4 4 2 2 2 2 2 8 4 5 1 1 1 1 5 1 1 1 2 1 1 15 8 8 11 5 15 100 100 100 100 100 100 612 462 799 604 873 186 CONSUMER REACTIONS to ALAYAM "SNACKS" 67 How MANY DAYS TABLE 74. REPLIES TO THE QUESTION: "ON "SNACKS" DURING THE PAST WEEK?" (June Dm You EAT 5-11, 1949) Replies Educational status of family head Less ComLess Comthan pleted than pleted Less Comhigh high 8th 8th grade school school college college grade Percent Percent Per cent Per cent Per cent Per cent 21 7 5 12 10 6 4 35 100 231 17 3 7 13 11 9 7 33 100 449 18 4 8 10 8 8 6 38 100 747 13 3 7 11 9 7 6 44 100 980 16 4 9 9 6 10 7 39 100 580 13 3 7 11 10 9 4 43 100 777 None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents TABLE 75. REPLIES TO THE QUESTION: "WHAT KIND OF "SNACK" Do You USUALLY LIKE BEST?" Replies ReliesLess than 8th grade 14 6 12 13 4 3 5 3 3 4 2 3 5 28 100 231 Educational status of family head CornLess ComLess pleted than pleted than pleted 8th high high collegecollege grade school school college ge Co- Per cent Per cent Per cent Per cent Per cent Per cent Candy Cookies Potato chips Crackers1 Popcorn Cakes, cupcakes Peanuts Ice cream' Pies Corn products3 Cheese products' Pretzels Doughnuts Miscellaneous items 6 Not ascertained TOTAL Number of respondents f1 17 10 12 10 7 4 5 5 4 3 2 2 2 4 13 100 449 18 12 9 9 8 5 3 2 4 2 2 1 2 2 21 100 747 18 12 13 8 7 5 4 4 4 3 2 2 1 2 15 100 980 14 10 8 7 8 4 4 3 3 4 4 2 3 2 24 100 580 19 13 9 8 7 4 4 4 8 3 2 3 5 16 100 777 Includes both sweet and non-sweet crackers, Graham crackers, etc. 2 Includes popsicles and other similar products. ' Includes corn curls, corn chips, cornettes, frittos, cheewees, etc. SIncludes cheese crackers, cheezits, cheesies, cheese, etc. " Less than 1 per cent. "Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. 68 ALABAMA AGRICULTURAL EXPERIMENT STATION REPLIES TO THE QUESTION: "How Do You COMPARED TO THE KIND OF "SNACK" YOU USUALLY TABLE 76. LIKE THIS PRODUCT LIKE BEST?" Less Replies than Educational status of family head ComLess Completed than pleted Less Com- Like sample better About the same Like sample less Don't know Not ascertained TOTAL pleted than high 8th high 8th school college college grade grade school Per cent Per cent Per cent Per cent Per cent Per cent 10 8 7 5 7 8 19 25 17 16 15 10 57 61 65 78 73 83 4 4 5 1 2 2 10 2 6 5 8 2 100 100 100 100 100 100 Number of respondents 77. 178 888 587 829 436 650 TABLE REPLIES TO THE QUESTION: "AS A BETWEEN-MEAL "SNACK," How DOES THE SWEETNESS OF THIS PRODUCT SUIT YouR TASTE?" Educational status of family head Replies Too sweet About right Not sweet enough Not ascertained TOTAL Less CorLess CornComLess pleted than pleted than pleted than high high 8th 8th schoolcollege college school grade grade Per cent Per cent Per cent Percent Per cent Per cent 83 85 32 42 43 40 47 46 47 40 40 34 7 8 8 8 6 12 13 11 18 10 11 14 100 100 100 100 100 100 Number of respondents 281 449 747 980 580 777 TABLE 78. Do You REPLIES TO THE QUESTION: "As A BETWEEN-MEAL "SNACK," LIKE THE FLAVOR OR TASTE OF THIS PRODUCT?" How Replies ReliesLess than Like it Indifferent Dislike it Not ascertained TOTAL Number of respondents Educational status of family head CornLess CornLess CoComLess pleted than pleted pleted than high high 8th 8th school college college school grade grade Per cent Per cent Per cent Per cent Per cent Per cent 46 43 36 81 88 30 9 20 22 21 16 20 84 29 33 41 88 45 11 8 9 7 8 5 100 100 100 100 100 100 747 980 580 777 231 449 CONSUMER REACTIONS to ALAYAM "SNACKS" TABLE 79. REPLIES TO THE QUESTION: APPEARANCE OF 69 You LIKE THE GENERAL "How Do THIS PRODUCT?" Replies Like it Indifferent Dislike it Not ascertained TOTAL Educational status of family head Less CorLess CornCornLess pleted than pleted than pleted high than 8th high 8th ollege college school school grade grade Per cent Percent Per cent Per cent Per cent Per cent 58 58 57 61 56 65 26 28 19 28 27 26 9 3 6 3 6 7 10 5 9 11 10 12 100 100 100 100 100 100 Number of respondents 231 449 747 980 580 777 TABLE 80. REPLIES TO THE QUESTION: "How Do You LIKE THE TEXTURE OR QUALITY OF THIS PRODUCT?" Educational status of family head Replies Like it Indifferent Less ComLess CoLess Cornpleted than pleted pleted than than 8th 8th high high llegecolle school co e cle school grade grade Per cent Percent Percent Percent Per cent Per cent 49 54 46 49 53 49 19 21 27 25 22 25 Dislike it Not ascertained TOTAL 15 17 100 11 14 100 449 18 14 100 747 14 12 100 11 14 100 18 8 100 Number of respondents 231 980 580 777 TABLE 81. REPLIES TO THE QUESTION: WERE PLACED ON THE MARKET AT A "WOULD YOU BUY THIS PRODUCT IF IT FAIR PRICE?" RepliesLess Replies Would buy it Would not buy it Not ascertained TOTAL Educational status of family head than 8th grade Cornpleted 8th grade Less than high school Cornpleted high school Less than an college Cornpleted college pcollege college Percent Per cent Per cent Per cent Per cent Percent 80 34 28 41 47 87 64 51 60 55 47 43 8 10 12 10 11 12 100 100 100 100 100 100 231 449 747 980 580 777 Number of respondents 70 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 82. (IF You WOULD BUY THIS PRODUCT WHEN PLACED ON THE MARKET) REPLIES TO THE QUESTION: "How MUCH WOULD YOU EXPECT TO PAY AS A FAIR PRICE FOR THE AMOUNT' OF PRODUCT THAT WAS IN THE SAMPLE PACKAGE?" Educational status of family head Replies 5 cents and under 6 to 9 cents CornLess pleted than pleted than pleted than high high 8th 8th school college college school grade grade Per cent Per cent Per cent Per cent Per cent Per cent 4 5 5 8 5 6 7 1 1 2 2 1 Less Com- Less Corn- 10 cents 11 to 14 cents 15 cents 16 to 19 cents 40 1 17 6 46 1 17 2 46 4 13 2 37 3 20 1 48 2 41 5 19 18 1 20 cents 21 to 24 cents 25 cents and over 1 2 4 7 0 7 2 2 3 0 8 5 1 4 3 4 0 6 Not ascertained TOTAL 18 100 14 100 Number of respondents 96 209 8 24 100 275 18 100 296 16 100 199 15 100 215 'The sample package contained 3 ounces of product. 2 Less than 1 per cent. TABLE 88. REPLIES TO THE QUESTION: "DOES THE SAMPLE PACKAGE CONTAIN THE APPROXIMATE AMOUNT OF PRODUCT You WOULD PREEER TO BUY AT ONE TIME?" Replies Educational status of family head Less ComLess ComLess CorComLess pleted than pleted than pleted than high high 8th 8th school college college school grade grade Per cent Per cent Per cent Per cent Per cent Per cent 56 8 86 100 Sample package is of satisfactory size Sample package is not of satisfactory size Not ascertained TOTAL 58 11 36 100 45 14 41 100 57 11 32 100 50 15 35 100 43 17 40 100 Number of respondents 281 449 747 980 580 777 CONSUMER REACTIONS to ALAYAM "SNACKS" 71 TABLE 84. (IF THE SAMPLE PACKAGE Is NOT OF SATISFACTORY SIZE) REPLIES TO THE QUESTION: "WHAT SIZE PACKAGE WOULD YOU PREFER TO BUY? ReliesLess Repies Educational status of family head ComnLess ComnLess CoComLess 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 1 ounce 2 ounces 3 ounces 4 ounces (1/ lb.) 5 to 7 ounces 8 ounces (1/2 lb.) 9 to 15 ounces 16 ounces (1 lb.) Over 16 ounces Family size package Don't know Not ascertained TOTAL Number of respondents 0 22 5 0 28 6 11 11 0 6 0 11 100 18 20 8 2 4 23 6 2 6 0 0 0 29 100 51 13 6 0 2 11 4 7 12 83 0 1 41 100 107 12 11 1 1 17 11 9 5 0 4 3 26 100 110 11 4 1 0 21 3 9 11 0 5 5 30 100 90 14 14 1 3 26 14 3 2 0 5 0 18 100 132 1 Respondents were instructed to report their answers to this question in number of ounces. TABLE 85. (IF You WOULD Buy Tins PRODUCT WHEN PLACED ON THE MARKET) REPLIES TO THE QUESTION: "AT WHAT TIME OR IN WHAT WAY WOULD YOU EAT OR USE Tins PRODUCT MOST FREQUENTLY?" Educational status of family head Replies hT,,,~,, ,L~ ,, Less Completed than pleted than high 8th 8th high college college grade grade school school Per cent Percent Per cent Per cent Per cent Per cent 56 56 55 54 54 49 14 4 5 4 5 7 6 4 6 7 8 83 2 4 2 3 4 3 1 4 2 1 3 3 1 1 2 2 2 8 1 1 0 2 3 than Less Completed Less Com- Between-meal "snack" Serve at parties After meal "snack" Use in lunches Mid-nite "snack" Part of regular meal Miscellaneous uses Not ascertained TOTAL 24 100 cent. Number of respondents 1 per 96 than Less 'Less than 1 per cent. 25 100 209 26 100 275 26 100 296 25 I 100 199 22 '' 100 215 72 ALABAMA AGRICULTURAL EXPERIMENT STATION CONSUMER REACTIONS TO ALAYAM "SNACKS" By Occupational Status of Family Heads TABLE 86. REPLIES TO THE QUESTION: "WHAT KIND OF "SNACKS" MOST OFTEN DURING THE PAST WEEK?" (June 5-11, 1949) Occupational status of family head' Replies partners, DID You BuY UnAgriculManaskitural, Skilled gerial, sales proprie- skilled, forestry workers sioesworkers, tors workers workers workersstdent Percent Percent Per cent Per cent Per cent Per cent None Candy Cookies Crackers 2 Potato chips Popcorn Cakes, cupcakes Peanuts Doughnuts Ice cream' Pretzels Corn products" Cheese products' Pies Miscellaneous items' TOTAL 23 15 12 12 10 9 3 4 6 0 2 1 1 1 1 100 285 20 19 14 9 10 8 3 4 4 8 ' Number of respondents 2 1 1 2 100 827 21 23 12 11 10 6 2 3 8 8 1 2 1 1 1 100 978 18 19 15 12 18 6 5 3 3 2 2 2 2 2 1 100 466 22 18 16 9 9 6 3 3 3 3 83 2 1 1 1 100 752 15 16 17 18 11 6 5 4 2 3 3 2 1 1 1 100 506 1 In cases where no family head was reported, the occupational status (if any) of the homemaker was used. 2 Includes both sweet and non-sweet crackers, Graham crackers, etc. Includes popsicles and other similar products. SLess than 1 per cent. SIncludes corn curls, corn chips, cornettes, frittos, cheewees, etc. 'Includes cheese crackers, cheezits, cheesies, cheese, etc. 'Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. ' CONSUMER REACTIONS to ALAYAM "SNACKS" 73 TABLE 87. (IF You BOUGHT ANY "SNACKS" TO THE QUESTION: DURING THE PAST WEEK) REPLIES "How MANY TIMES DID You PURCHASE THE "SNACK" BOUGHT MOST OFTEN?" Occupational status of family head Replies Owners, partners, proprietors skilled, Agriculsemitural, Skilled skilled, forestry worker service workers workers 87 20 10 7 5 1 2 1 17 100 668 88 20 9 5 2 1 Clerical sales sional workers, workers students gerial, Mana- Per cent Percent Per cent Per cent Per cent Per cent One time Two times Three times Four times. Five times Six times Seven times Over seven times Not ascertained TOTAL Number of respondents 1 Less than 1 per cent. 29 25 13 8 1 3 2 0 19 100 180 42 21 9 6 8 1 1 1 16 100 403 41 19 8 6 4 1 2 1 2 1 24 100 7738 20 100 586 42 20 11 7 2 2 2 1 18 100 431 TABLE 88. (IF You BOUGHTrr ANY "SNACKS" DURING THE PAST WEEK) REPLIES "WHERE DID You PURCHASE THE "SNACK" OFTEN?" TO THE QUESTION: BOUGHT MOST Occupational status of family head Replies Owners, sUIn-d AgriculMana- Clerical, sales fishery, Skilled profe partners, semiproprie- skilled, forestry workers sional workers, workers students workers workers tors Per cent Per cent Per cent Per cent Per cent Per cent 64 59 64 66 64 65 8 10 7 6 5 13 7 7 6 7 6 8 4 8 5 5 8 4 6 5 5 1 8 4 8 1 2 3 6 8 1 1 1 1 2 1 1 1 1 1 2 1 7 13 10 11 9 6 100 100 100 100 100 100 481 586 408 778 668 180 Grocery store Drug store Candy store Theater, show Bakery Dime store Eating places At school, work Miscellaneous places TOTAL Number of respondents 1 Less than 1 per cent. 74 TABLE 89. ALABAMA AGRICULTURAL EXPERIMENT STATION REPLIES TO THE QUESTION: "ON How MANY DAYS Dm You EAT "SNACKS" DUPRNG THE PAST WEEK?" (June 5-11, 1949) Occupational status of family head UnAgriculManaOwners, skilled, AgriculMana- Clerical partners, semifishery, Skilled profesales proprie- skilled, forestryworker sional workers, tors workers workers workersstudents Per cent Per cent Per cent Percent Per cent Per cent 18 17 8 14 19 20 4 3 8 5 3 1 9 8 8 4 9 6 11 14 10 10 10 8 12 8 8 10 7 9 12 8 8 8 9 6 4 5 8 5 5 6 40 88 42 88 89 48 100 100 100 100 100 100 506 466 752 827 978 235 "WHAT Replies None One day Two days Three days Four days Five days Six days Seven days TOTAL Number of respondents TABLE 90. REPLIES TO THE QUESTION: KIND OF "SNACK" Do You USUALLY LIKE BEST?" Replies Occupational status of family head UnAgriculMana- Clerical al turll Owners, skilled, partners, semiSkilled sales proprie- skilled, forestry workers sional workers tors service workers workersstudents workers fishery, geria, Candy Cookies Potato chips Crackers' Popcorn Cakes, cupcakes Peanuts 2 Ice cream Pies Corn products' Cheese products' Pretzels Doughnuts Miscellaneous items' Not ascertained TOTAL Number of respondents Per cent Per cent Per cent Percent Percent Per cent 20 17 17 17 17 16 12 8 18 11 9 18 9 10 11 13 7 10 9 6 9 9 9 5 7 6 7 9 6 7 4 4 8 5 4 6 5 4 4 4 8 6 4 8 4 4 8 8 8 8 2 4 4 5 2 5 8 8 6 2 8 2 1 8 2 8 2 8 8 1 2 1 1 1 2 8 2 8 2 2 5 4 2 2 21 100 285 20 100 827 18 100 978 17 100 466 15 100 752 20 100 506 ' Includes both sweet and non-sweet crackers, Graham crackers, etc. 2 Includes popsicles and other similar products. Includes corn curls, corn chips, cornettes, frittos, cheewees, etc. 'Includes cheese crackers, cheezits, cheesies, cheese, etc. Includes cereals, fruits, nuts, chewing gum, and other miscellaneous "snack" products as reported by respondents. CONSUMER REACTIONS to ALAYAM "SNACKS" 75 You LIKE THIS PRODUCT LIKE BEST?" TABLE 91. REPLIES TO THE QUESTION: TO THE KIND "How Do YOU COMPARED OF "SNACK" USUALLY Replies Occupational status of family head UnAgriculMana- Clerica e Crial Owners, skilled, sales repartners, semi- fishery, Skilled proprie- skilled, tors service workers workers forestry workers students sional Like sample better About the same Like sample less Don't know Not ascertained TOTAL Number of respondents TABLE Per cent Percent Per cent Per cent Per cent Per cent 9 4 8 9 6 5 10 15 20 18 19 18 73 75 82 65 69 65 2 8 2 2 4 5 8 1 5 5 5 3 100 100 100 100 100 100 408 638 796 884 186 661 How 92. REPLIES TO THE QUESTION: "AS A BETWEEN-MEAL "SNACK," DOES THE SWEETNESS OF THIS PRODUCT SUrr YoUR TASTE?" Replies Occupational status of family head UnAgriculManaOwners, skilled, AgriculMana- Clerical, partners, semitural, Skilled gerial, sales onalworkers, proprie- skilled, fishery workers workers students tors service workers workers Per cent Per cent Per cent Per cent Per cent Per cent 46 40 87 47 84 88 86 40 84 45 42 49 9 7 10 10 4 8 8 11 11 12 13 9 100 100 100 100 100 100 Too sweet About right Not sweet enough Not ascertained TOTAL Number of respondents TABLE 98. 285 827 978 466 752 506 How REPLIES TO THE QUESTION: Do You LIKE "As A BETWEEN-MEAL "SNACK," THE FLAVOR OR TASTE OF Tins PRODUCT?" Occupational status of family head Replies Like it Indifferent Dislike it Not ascertained TOTAL Owners, skilled partners, semiproprie- skilled, tors service workers Per cent Per cent 40 41 18 20 34 35 8 4 100 100 AgriculSkilled tural, forestery workers workers workers Per cent Per cent 87 80 19 19 48 384 10 8 100 100 Mana- Clerical, gerial, sales rsionalfesworkers, students workersional workers Per cent Per cent 83 81 21 20 89 48 8 5 100 100 Number of respondents 235 827 978 466 752 506 76 TABLE 94. ALABAMA AGRICULTURAL EXPERIMENT STATION REPLIES TO THE QUESTION: "How Do You APPEARANCE OF THIS PRODUCT?" LIKE THE GENERAL Occupational status of family head Replies Owners, skilled, Owners, skillen-d partners, semiproprie- skilled, tors sworkers Agricultural, fishery Skilled fores workers workers Manar , sional fe workers selal sales workers, students Like it Indifferent Dislike it Not ascertained TOTAL Number of respondents TABLE Per cent Per cent Per cent Per cent Per cent Per cent 57 67 59 59 58 58 29 27 24 28 22 26 5 5 8 7 6 5 5 100 235 10 100 827 12 100 978 9 100 466 5 100 752 9 100 506 95. REPLIES TO THE QUESTION: "How Do You LIKE THE TEXTURE OR QUALITY OF THIS PRODUCT?" Replies Occupational status of family head UnAgriculMana- Clerical, tural,serial,C Owners, skilled, partners, semi-' tural, Skilled gerial, sales proprie- skilled, foishery, work profes-workers, workersstudents tors workers workers Per cent Per cent Per cent Per cent Percent Per cent 43 51 47 55 52 49 24 26 27 28 23 22 15 13 21 14 11 11 14 8 15 10 14 12 100 100 100 100 100 100 506 466 752 827 978 285 IT Like it Indifferent Dislike it Not ascertained TOTAL Number of respondents TABLE 96. REPLIES TO THE QUESTION: "WOULD YOU BUY Tins PRODUCT IF PRICE?" WERE PLACED ON THE MARKET AT A FAIR Occupational status of family head Replies partners, ReOrners, Owners, sUn-d semiseied Agriculfishery, tural, Would buy it Would not buy it Not ascertained TOTAL Number of respondents skilled, forestry service workers workers Per cent Percent Percent Per cent Per cent Per cent 29 82 89 80 87 86 57 61 65 49 51 53 11 9 6 12 12 11 100 100 100 100 100 100 752 506 466 978 285 827 proprietors Mana- Clerical, gerial, sales profes- workers, workers sionalworkers, workers students Skilled ke CONSUMER REACTIONS to ALAYAM "SNACKS" 77 TABLE 97. (IF YOU WOULD BUY THIS PRODUCT WHEN PLACED ON THE MARKET) REPLIES TO THE QUESTION: "How MUCH WOULD YOU EXPECT TO PAY AS A FAIR PRICE FOR THE AMOUNT' OF PRODUCT THAT WAS IN THE SAMPLE PACKAGE?" Occupational status of family head Un- Replies Mana- Clerical Owners, skilled, Agriculpartners, semitfishery, Skilled r ,sales proprie- skilled, forestry workerssional workers, tors service workers workers students workers Per cent Per cent Per cent Per cent Percent Per cent 7 7 7 5 6 4 5 cents and under 6 to 9 cents 10 cents 5 49 1 43 8 42 0 48 1 44 1 35 11 to 14 cents 15 cents 16 to 19 cents 20 cents 21 to 24 cents 25 cents and over Not ascertained TOTAL Number of respondents 0 6 2 1 4 11 15 100 85 1 20 2 3 0 6 17 100 308 2 18 3 5 0 5 15 100 378 2 16 0 2 1 6 20 100 137 6 18 2 3 1 6 18 100 218 2 20 2 6 1 3 26 100 164 1The sample package contained 3 ounces of product. TABLE 98. REPLIES TO THE QUESTION: "DOES THE SAMPLE PACKAGE CONTAIN THE APPROXIMATE AMOUNT You WOULD PREFER TO BUY AT ONE TIME?" Occupational status of family head Replies skd, UnOwners, AgriculMana- Clerical partners, semia Skilled r sales proprie- skilled fishery, workers sin- workers, tors service forestry sional tors service workers workers students Per cent Per cent Per cent Per cent Per cent Per cent Sample package is of satisfactory size Sample package is not 48 51 51 47 48 48 of satisfactory size Not ascertained TOTAL 9 483 100 18 36 100 14 35 100 14 89 100 16 86 100 10 47 100 Number of respondents 235 827 978 466 752 506 78 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 99. (IF THE SAMPLE PACKAGE IS NOT OF SATISFACTORY SIZE) REPLIES SIZE PACKAGE WOULD You PREFER TO BUY?" TO THE QUESTION: "WHAT Occupational status of family head Replies Owners, partners, Ow partners, proprietors Mana- Clerical, skilled Agriculsales Skilled tural, skilledmi- fishery,wokedrsworkesgerial, semiionalworkers, skilled foreshetry workers workers students service workers workers Percent Per cent Per cent Per cent Per cent Per cent 0 6 16 16 29 15 10 14 2 11 28 10 0 1 1 0 5 0 2 0 4 2 1 5 30 25 18 14 13 9 21 10 3 5 0 4 8 6 2 12 5 19 4 17 0 5 11 5 0 0 0 3 0 1 12 6 0 4 0 1 0 0 3 0 0 4 16 25 27 41 0 33 100 100 100 100 100 100 51 122 64 140 21 110 1 ounce 2 ounces 8 ounces 4 ounces (1/4 lb.) 5 to 7 ounces 1 8 ounces ( /2 lb.) 9 to 15 ounces 16 ounces (1 lb.) Over 16 ounces Family size package Don't know Not ascertained TOTAL Number of respondents xRespondents were instructed to report their answers to this question in number of ounces. TABLE 100. REPLIES TO (IF THE QUESTION: You WOULD BUY THIS PRODUCT WHEN PLACED ON THE MARKET) "AT WHAT TIME OR IN WHAT WAY WOULD You EAT OR USE THIS PRODUCT MOST FREQUENTLY?" Occupational status of family head Replies Owners, skilled, partners, semiproprie- skilled workersce tors Mana- Clerical, Agriculfishetural, Skilled gerial, ofesales forestry workerssional workers, workers students workers Between-meal "snack" Serve at parties After meal "snack" Use in lunches Mid-nite "snack" Part of regular meal Miscellaneous uses Not ascertained TOTAL Per cent Per cent Per cent Per cent Per cent Per cent 43 61 55 54 56 55 7 7 5 7 7 9 4 8 10 5 7 5 8 2 1 8 5 5 4 8 2 1 2 4 1 1 2 8 1 4 1 2 0 1 2 8 33 22 21 29 20 15 100 100 100 100 100 100 85 308 878 137 218 164 Number of respondents 1 Less than 1 per cent. CONSUMER REACTIONS to ALAYAM "SNACKS" 79 CHARACTERISTICS OF THE SAMPLE TABLE 101. TOTAL NUMBER OF FAMILIES SAMPLED, NUMBER OF RESPONDENT AND NON-RESPONDENT FAMILIES, AND PERCENTAGE OF FAMILIES RESPONDING FOR MAJOR GEOGRAPHIC AREAS Item Geographic area' North South West Number Number 530 404 126 Per cent Number 530 427 103 Per cent 560 476 84 Per cent United States Total Per cent Number 1,620 1,807 313 Per cent Per cent 100.0 80.6 19.4 Per cent Total families sampled Respondent families Non-respondent families Percentage of total 80.6 80.6 85.0 76.2 families responding' 1 Geographic areas, for purposes of this study, were designated North-the area east of the Mississippi River and north of the Ohio; Census South; and West-the remainder of the United States. 2The sample used in making this study was designed under the that the percentage of families responding would be approximately 85 the total number included in the sample. as follows: South-the assumption per cent of TABLE 102. DISTRIBUTION OF RESPONDENT FAMILIES BY SIZE OF FAMILY FOR MAJOR GEOGRAPHIC AREAS Number of people in family One person Two persons Three persons Four persons Five persons Six persons Seven persons Eight persons or more TOTAL Average number of persons per family Average number of respondents per family Average number of non-1 respondents per family Geographic area North Number 15 94 114 152 66 26 8 1 476 3.6 2.8 .8 South Number 9 103 92 110 57 21 4 8 404 3.5 2.9 .6 West Number 23 125 94 102 47 23 8 5 427 3.4 2.8 .6 United States Total Number 47 322 300 864 170 70 20 14 1,307 3.5 2.8 .7 Per cent Percent 4 25 23 28 13 5 1 1 100 1Approximately 75 per cent of the non-responding persons in respondent families were individuals classified by respondents as children or infants. All children less than 5 years of age, if reported, were omitted in making tabulations of the data returned by respondents. 80 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 108. DISTRIBUTION OF THE SAMPLE BY GEOGRAPHIC AREAS STUDIED AND BY CENSUS GEOGRAPHIC AREAS Census geographic area SPerGeographic area return of West South question- North naires United States Total Weighted total Per cent New England North Atlantic East North Central Total South Atlantic East South Central West South Central Total West North Central Mountain Pacific Total TOTAL 1 Differential Number Number Number Number Number 191 191 191 599 599 599 622 622 622 1,412 1,412 1,412 (85.0) 506 296 857 (76.2) 1,159 566 129 498 506 296 357 1,159 566 129 498 1,193 3,764 563 880 398 1,291 596 186 525 1,257 3,960 (80.6) (80.6) 1,412 1,159 1,193 1,193 weighting to bring the three areas studied into their proper relation with the United States as a whole was necessary. Weights applied were 100.0 in the northeastern area, 111.4 in the southern area, and 105.4 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 geographic areas. TABLE 104. DISTRIBUTION OF THE SAMPLE BY FAMILY INCOME GnoUPS MAJOR GEOGRAPHIC AREAS FOR Per- Geographic area United States Family income group return of Total Weighted West South question- North total naires Per cent Number Number Number Number Number (81.9) (82.1) (81.0) (77.3) (80.6) 228 327 538 319 1,412 866 253 808 232 1,159 321 244 363 265 1,193 915 824 1,209 816 3,764 978 866 1,265 856 8,960 $2,000 and under $2,001-$3,000 $3,001-$5,000 Over $5,000 TOTAL CONSUMER REACTIONS to ALAYAM "SNACKS" 81 TABLE 105. DISTRIBUTION OF THE SAMPLE BY PLACE OF RESIDENCE AND BY CITY FOR MAJOR GEOGRAPHIC AREAS SIZES FOR URBAN RESIDENTS PerPlace of residence Geographic area United States and city size and city size return of question- of centageurn North South West Total Weighted total naires Per cent Number Number Number Number Number (80.0) (81.2) 418 994 783 376 574 619 1,775 1,989 1,895 2,065 Place of residence: RuraP 2 Urban City size: 2,500- 25,000 25,001-100,000 100,001-500,000 Over 500,000 (80.2) 264 161 196 621 650 (83.6) 196 72 92 360 878 480 (81.2) 166 107 185 458 550 562 36 146 (80.8) 368 TOTAL (80.6) 1,412 1,159 1,193 8,764 3,960 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 106. DISTRIBUTION OF THE SAMPLE BY EDUCATIONAL HEADS FOR MAJOR GEOGRAPHIC AREAS STATUS OF FAMILY PerEducational status Geographic area United States of family head"' 2 centage return of question- Less than 8th grade Completed 8th grade Less than high school Completed high school Less than college Completed college TOTAL North South West Total Weighted total naires Per cent Number Number Number Number Number 248 231 114 68 49 (73.6) 449 476 212 141 96 (80.8) 747 784 229 216 302 (85.5) 1,024 980 252 289 439 (81.5) 612 580 181 208 191 (79.9) 816 777 214 245 318 (78.2) 3,764 3,960 1,193 1,159 (80.6) 1,412 Educational status was reported by respondents as the amount of formal education completed. Estimates in the 1947 Census of population 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 per cent. cases where no family head was reported by respondent families, the edu2In cational status reported for the homemaker was used. 82 ALABAMA AGRICULTURAL EXPERIMENT STATION TABLE 107. DISTRIBUTION OF THE SAMPLE BY OCCUPATIONAL STATUS OF FAMILY HEADS FOR MAJOR GEOGRAPHIC AREAS PerOccu ational status of family head' Geographic area United States return of question- North naires South West Total Weighted total Per cent Number Number Number Number Number Owners, partners, proprietors Unskilled, semi-skilled, service workers Agricultural, fishery, forestry workers Skilled workers Managerial, professional workers Clerical, sales workers, students (75.0) (82.4) (81.0) (83.8) (78.9) (80.0) 69 286 272 287 33887 211 76 222 850 105 22 174 90 819 856 124 183 121 235 827 978 466 752 506 249 869 1,037 485 788 532 TOTAL (80.6) 1,412 1,159 1,193 8,764 3,960 ' In cases where no family head was reported by respondent families, the occupational status (if any) reported for the homemaker was used. TABLE 108. DISTRIBUTION OF THE SAMPLE BY SEX AND AGE RESPONDENTS FOR MAJOR GEOGRAPHIC AREAS OF INDIVIDUAL Sex and age of respondents' Sex of respondents: Total males Total females Homemakers Other females Age of respondents: 5-19 years 20-34 years 35-54 years 55 years and over TOTAL Geographic area North South West United States Total Weighted total 1,729 2,035 1,306 729 989 1,015 1,108 652 8,764 1,817 2,143 1,375 768 1,041 1,065 1,167 687 3,960 Number Number Number Number Number 661 751 476 275 877 415 408 212 1,412 516 643 404 239 815 801 858 185 1,159 552 641 426 215 297 299 342 255 1,193 whose ages were reported as less than 5 years were omitted from the sample before making tabulations and analyses of the data returned by respondents. 'Persons