. Bulletin. Agriculture -- New Hampshire. MARKETING NEW HAMPSHIRE McIXTOSH APPLES 13 priced above 30 cents is not popular with consumers, but price in- creases do not always reduce sales if the product is really good and if the figure reached does not appear unreasonable. Many shoppers assume that the higher priced apples are better, and some of them will buy the article of highest price because they insist on having the best. When prices on three-inch fancy Mcintosh were increased from 4 lbs. for 29 cents to 4 lbs. for 31 cents demand kept up surprisingly well. Even when prices were increased
. Bulletin. Agriculture -- New Hampshire. MARKETING NEW HAMPSHIRE McIXTOSH APPLES 13 priced above 30 cents is not popular with consumers, but price in- creases do not always reduce sales if the product is really good and if the figure reached does not appear unreasonable. Many shoppers assume that the higher priced apples are better, and some of them will buy the article of highest price because they insist on having the best. When prices on three-inch fancy Mcintosh were increased from 4 lbs. for 29 cents to 4 lbs. for 31 cents demand kept up surprisingly well. Even when prices were increased from 4 lbs. for 31 cents to 4 lbs. for 33 cents the percentage of three-inch apples sold actually increased (Table 7). Table 7. Sales Before and After Price Changes Price Tuesday sales Price change Three following davs 3 inch Mcintosh 2l/2 inch Mcintosh 4 lbs. @ 31 cents 45 per cent 4 lbs. (5 33 cents 58 per cent 4 lbs. @ 29 cents 55 per cent (no change) 42 per cent In another case where the price of one lot of Fancies was in- creased from 4 lbs. for 29 cents to 4 lbs. for 31 cents the actual per- centage of sales of that lot increased from 77 per cent to 85 per cent of the total of the two lots involved. It is not inferred here that these are normal situations, but the cases cited indicate that we must be careful in making assumptions about the price reactions of customers unless we make observations under actual market conditions. Average Retail Prices Figures based on 285 records taken in November, December, and February indicate that, of the various types of stores, self-service. Fig. 10. Relative Sales and Returns from Facing and Polishing Apples. (Percentages in each case refer to per cent of all sales and all profits for the three lots. ). Please note that these images are extracted from scanned page images that may have been digitally enhanced for readability - coloration and appearance of these illustrations may not perfectly resemble the original New Hampshire
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