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Habits, Preferences and Demands of Des Moines Egg Consumers1, 2
Habits, Preferences and Demands of Des Moines Egg Consumers 2 RALPH L. BAKER 3 AND ALAN S. GOLDMAN Department of Economics and Sociology, Iowa State College, Ames (Received for publication September 1, 1950)
HE present study is designed to determine: (1) the habits, preferences and demands of egg consumers in relation to income and other socio-economic factors in Des Moines, Iowa, (2) changes during the last 10 years in preferences and demand, (3) the degree to which market agents are aware of consumer demands and the effectiveness of these market agents in satisfying them. This paper deals with portions of the first objective of this study. Morse (1942) studied habits and preferences of Des Moines consumers. Comparisons between that study and the present study will be made in a later report. Stevens (1947) studied buying habits and preferences of Richland County, Ohio egg consumers. Thomsen and Winton (1933) reported on yolk color and shell color preferences of consumers in New York City. Lininger and Charles (1928) studied sources of supply and yolk color preferences of Pennsylvania consumers. Corbett (1933) studied in detail the various facets of consumer preferences for eggs. Egg buying habits were included in multiproducts studies by Liston (1937), Brit-
1 Journal Paper No. J-1879 of the Iowa Agricultural Experiment Station, Ames, Iowa. Project No. 1029. 2 This report is based on a cooperative project of the Iowa Agricultural Experiment Station and the Bureau of Agricultural Economics of the U. S. Department of Agriculture. 3 Now on the staff of the Agricultural Economics and Rural Sociology Department, The Pennsylvania State College.
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ton (1941), and Blackstone and Inman (1942). The Bureau of Human Nutrition and Home Economics of the U. S. Department of Agriculture (1949) studied egg consumption with particular reference to income effects in addition to earlier work by the same agency. PROCEDURE AND SAMPLE 4
Des Moines consumers were interviewed in their homes during late August and early September 1949. A sub-sample of these same consumers was again interviewed in March 1950. The 16th Census of the United States publication, "HOUSING—Supplement to the First Series Housing Bulletin for Iowa—Des Moines—-Block Statistics" was used as a base. After considering the necessary length of the schedule to obtain the desired information, probable variations in replies, and funds and time available for enumeration, a sample of about 500 households was selected. A cluster of four households' was considered a primary sampling unit. The area within the corporate limits of the city was divided geographically into 64 strata. Each stratum was composed of approximately 754 dwelling units (1/64 of the total of 48,287 dwelling units). The strata were determined by cumulating the dwelling units per block within a census 4
The authors are grateful to Daniel G. Horvitz of the Statistical Laboratory at Iowa State College for determining the sampling procedure to be used and assistance in the mechanics of sample selection.
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T
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RALPH L. BAKER AND ALAN S. GOLDMAN
The block division of the city was for 1940 and this block form was used for the 1949 population. This does not alter the sample since the corporate limits of the city did not change. The total area covered is the same.
next most important source of eggs was directly from producers. This source was used by 35 ± 4.2 percent of the Des Moines consumers. Of those who reported buying eggs directly from producers, approximately 60 percent drove to the farm to buy eggs. The remainder were delivered to the consumer's residence, at place of work or purchased at the City Market. Slightly less than 4 percent of the consumers obtained their eggs from retail poultry markets. The remaining 7 percent of consumers either produced their own eggs, bought eggs at no particular place, used miscellaneous inlets or used no eggs. Only 45.3 + 4.4 percent of the respondents generally bought eggs at the same place as most of their groceries were purchased. This would indicate dissatisfaction with the eggs handled by the grocery source. Convenience was given as the major factor in deciding where to buy eggs (Table 1). However, those who bought eggs from producers listed better quality as the most important and price as second most important factor in choice of place to buy. Those who bought eggs from retail poultry markets gave better quality as the most important reason for buying eggs from that source. Reasons given by consumers which were classified as "more convenient" included: TABLE 1.—Major reasons given by Des Moines consumers for selecting egg purchase source
THE FINDINGS
Source of Supply. It could be assumed that a major portion of consumers would buy eggs at the same place as other foods. Approximately 54 +4.4 s percent of the interviewees generally purchased their eggs from retail grocers or meat markets. The 6 On the average the true percentage should fall within the above limits 95 percent of the time. All fiducial limits used in this paper refer to the 5 percent level.
Reason
More convenient Know and like retailer Get fresher eggs Lower price Habit Miscellaneous reasons Don't know Not asked Total
Percent of interviewees
95% confidence limits
37.3 15.5 23.5 14.5 1.4 1.0 3.8 3.0
4.31 3.23 3.78 3.14 1.05 .89 1.70
100.0
(+)
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tract until the number of dwelling units closest to 754 was obtained. Two blocks were selected from eat;h stratum. Two numbers between 0 and 755 were randomly selected. The sample blocks were those which contained the cumulated dwelling unit numbers corresponding to the random numbers. A block having 40 dwelling units would have twice the chance of selection as a block of 20 dwelling units. After the blocks were selected, the dwelling units were listed, starting on the southwest corner of each selected block and moving in a counter-clockwise direction around the block. The total number of occupied dwelling units was then divided into clusters. The clusters were obtained by dividing the total number of occupied dwelling units in the block by four to give the indicated number of clusters in the block. This indicated number of clusters was then divided into the total number of occupied dwelling units found in Polk's 1949 City Directory of Des Moines. After bringing the sample up-to-date through use of the city directory, the cluster for each selected block was picked by use of random numbers.
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EGG CONSUMERS' HABITS, PREFERENCES AND DEMANDS
Nearly two-thirds (65.4 + 4.2 percent) of the interviewees reported that they had no difficulty buying the kind of eggs they wanted while 12.7 percent found it difficult to buy the kind of eggs they wanted the year around. Seasonal problems in buying eggs were reported by 15.9 percent with 9.9 percent indicating low quality eggs in the summer months. This high percentage of "satisfied" consumers indicates it was not considered particularly disadvantageous to obtain eggs and groceries from separate sources. Most of the consumers were satisfied with the outer appearance of the last eggs purchased—90.1 + 2.7 percent reported nothing wrong while 3.9 percent reported getting dirty eggs, and 1.4 percent said the eggs were not uniform. Other complaints included rough shells, poor shape and cracked eggs. When asked, specifically, if the last eggs they bought were
clean, only 10.2 + 2.7 percent reported that the eggs were dirty or stained. These consumers were apparently not as discriminating concerning dirtiness as are the U. S. Grade specifications. Eggs graded from a random sample of 47 stores from which the respondents purchased eggs showed 29.5 + 6.6 percent stained and dirty eggs and 74.5 + 12.7 percent of the dozens contained one or more stained or dirty eggs. The interviewees were also generally satisfied with the interior quality of eggs. Four-fifths of them reported that in the preceding month they had gotten no eggs which they would have preferred not to use. Complaints in order of importance were bad yolk, bad taste or smell, blood spots, watery, rotten, and cloudy whites. Only 25 percent of those who had complaints about the eggs they had bought changed their place of purchasing eggs. Consumer Preferences and Demand. In order to determine preferences and demand it is necessary to know why consumers eat a particular food. The interviewees were simply asked to give their reasons for using eggs. The most important reasons given pertained to the health value of eggs. Second in importance was "because we like them." On the other end of the scale, 8.6 percent of the interviewees didn't know why they ate eggs or ate them because they were "just another food." There were only two households of the 503 in which eggs were not used. However, 5.5 + 1.2 percent of the household members did not eat eggs—-mostly because they did not like them. Allergy and too young were given as other important reasons for not eating eggs. A percentage distribution of reasons given for using eggs is shown in Table 2. Assuming that many consumers would indicate health value as a major reason for eating eggs, the question of "why do
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(1) buy at closest store, (2) eggs delivered to house and (3) buy other groceries there. Those who were "not asked" consisted of consumers who kept laying hens or used no eggs. Buying Habits and Satisfaction with Purchases. To the question, "What is the first thing you look for when you buy eggs?," 42.9 percent indicated size while only 18.5 percent reported freshness or quality grade. Cleanliness was most important to 7 percent while about 5 percent indicated price or reliable seller was the most important consideration. About 8 percent said that they did not know or that they looked for nothing in particular when they buy eggs. It would be expected that a high percentage of the consumers would consider external factors important since few of them had opportunity to determine interior quality on the basis of the available grade information. Only 7.4 percent of the group purchased eggs by brand.
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RALPH L. BAKER AND ALAN S. GOLDMAN TABLE 2.—Reasons given by Des Moines consumers for using eggs
Reason
95% confidence limits
Healthy, need them Like them Protein food Minerals, vitamins Diets for children Flexible, need in cooking Easy to prepare Cheap substitute for meat Miscellaneous reasons Just another food Don't know
55.1 31.6 4.8 1.8 3.0 22.7 3.2 1.1 1.4 5.6 3.0
4.42 4.15 1.91 1.08 1.52 3.73 1.57 .93 1.05 2.05 1.52
(±)
you use eggs?" was followed with, "where have you heard or read of the health value of eggs?" The most important source of information was magazines and newspapers with school or college second in importance. About 6 percent said they had never heard of the health value of eggs' and 10.9 percent said that they "didn't know" (Table 3). It is important from the standpoint of demand studies to know what foods substitute for eggs. This question asked in two ways: (1) "If you eat fewer eggs, what other foods do you eat in their place?" and (2) "If you eat more eggs, what other foods do you eat less of?" It is rather interesting to note that the answers differed somewhat to these two questions. TABLE 3.—Source of information on health value of eggs of Des Moines consumers Health information source Magazines, newspapers Radio School or college Cooking schools Wartime programs Doctor Home, parents Don't know Never heard of health value
Percent of replies
95% confidence limits
35.2 6.4 26.8 1.8 0.4 15.3 7.4 10.9
4.26 2.18 3.95 1.18 .56 3.21 2.33 2.78
5.8
2.08
(±)
TABLE 4.—Foods which Des Moines consumers reported they used as substitutes for eggs or for which eggs were used as substitutes Percent who Percent who eat more of eat less of
Meat Fish Dairy products Breakfast cereal Vegetables Potatoes and starches Miscellaneous Nothing Don't know Wouldn't eat more eggs Wouldn't eat fewer eggs
food if eat less eggs
food if eat more eggs
47.1 2.4 21.5 16.1 5.0 7.4 3.6 0.4 11.7
60.2 1.0 7.6 4.8 2.6 7.6 1.8 1.0 15.5 9.3
7.0
shell color preference as reported by Thomsen and Win ton (1933) for most areas of New York City. The major portion of them had no shell color preferences and about equal numbers preferred white *• as brown shell eggs (Table 5). A larger percentage of Des Moines consumers had definite shell color preferences than that reported by Stevens (1947) for Mansfield, Ohio. Only 37.7 percent of those who said they had a definite shell color preference reported paying a higher price in order to
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, replies
P e r c e n t of
Hypothetically, eggs should normally substitute for the same foods which substitute for eggs. However, 60.2 percent of the replies indicated that eggs substitute for meat but 47.1 percent indicated that meat substitutes for eggs. Only 4.8 percent indicated that eggs substitute for breakfast cereal while 16.1 percent said that breakfast cereal substitutes for eggs. The data in Table 4 show that a majority of the consumers think in terms of eggs substituting for other protein foods and vice versa. In many of the large egg consuming centers definite differentials exist between prices for white and brown shell eggs. Des Moines consumers have no predominating
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EGG CONSUMERS' HABITS, PREFERENCES AND DEMANDS
In order to determine interior quality preferences in relation to U. S. Standards of Quality, a chart was prepared for each enumerator showing broken-out eggs of the four U. S. Consumer grades. The color pictures were mounted on a circular disc to remove any positional bias. With this system there could be no "first" or "last" egg from a position standpoint as would be the case if the eggs were placed in a line. Identifying random numbers preceded by "x" were placed on all four
TABLE 5.—Shell color preference of Des Moines consumers
Shell color preferred
Percent of interviewees
95% confidence limits
48.5 26.0 22.7 1.4 -1.4
4.46 3.91 3.73 1.05 1.05
None White Brown Cream Don't know
+
100.0
sides of the pictures so that they could be seen equally well regardless of how the disc was held (see Figure 1). The "x" was placed before the number to partially remove any assumption on the part of the interviewee that the lower numbers were either better or poorer than higher numbers. The consumer was given the disc and asked to rank the eggs from best to poorest. The enumerators were told to explain to the interviewee that the eggs were all the same size. They were also cautioned that there was to be no discussion of quality factors until after the housewife had ranked the eggs and had given her reason for the first and the last choices. It will be observed from Table 7 that approximately the same percentage of interviewees thought AA and C were best while a relatively small percentage TABLE 6.—Yolk color preference as stated by Des Moines consumers
Color preference
None Light Medium Dark Bright yellow Deep yellow Yellow No eggs used for this Not asked
For frying or poaching
custards
For baking
(percent) 32.2 12.5 22.2 15.5 4.0 9.3 3.4
(percent) 37.0 10.7 20.3 16.3 3.0 9.2 2.0
(percent) 38.2 10.3 20.7 16.5 2.8 8.2 2.0
0.8
0.8 0.8
0.6 0.8
For
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get the shell color they preferred. Of the 503 interviewees, 10 reported they would not buy brown eggs, 6 would not buy white eggs, 1 would not buy cream eggs and 2 would not buy mixed colors. Thus many of the consumers who "preferred" a particular shell color did not "demand" this shell color. There seems to be no reason for shell color price differentials in Des Moines and those who reported a shell color preference did not pay a significantly higher price for eggs than consumers with no shell color preference. There were nb strong preferences for any particular yolk color among the Des Moines consumers. The answers to the yolk color preference question are highly subjective since the consumers were simply asked to name their color preference. The meaning of these color terms varies among different consumers. Stated preferences for yolk color for three uses are shown in Table 6. Perhaps Des Moines consumers may not be as discriminating on yolk color as consumers in some of the large markets—or the light yolk premium in these markets may be "trade" created. Thomsen and Winton (1933) found that more consumers in New York City preferred light yolks than either dark or medium colors but when those who preferred dark or medium color yolks were added together, the percentage was greater than for light yolks, alone.
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RALPH L. BAKER AND ALAN S. GOLDMAN
thought A or B was the best egg.6 Slightly more than 57 + 5.2 percent of consumers giving definite replies thought the AA or A egg was best and 40.8 + 4.5 percent thought the C or B egg was best. Slightly more than one-half (52.0 percent) of those giving definite answers thought the C egg was poorest. A high percentage of the interviewees 6
The U.S. grade terms were not used at any time in interviewing consumers. When used in this paper the grade terms refer to the pictures of broken-out eggs.
who thought that AA was the best egg gave reasons such as "the yolk stands up," TABLE 7.—Ranking of eggs by Des Moines consumers who made a definite choice*Egg grade AA A B C
First
Second
Third
Fourth
(percent) 39.1 18.0 4.1 38.7
(percent) 22.8 48.2 24.9 4.0
(percent) 15.7 25.1 53.1 0.1
(percent) 21.3 8.6 18.1 52.0
a It should be remembered that the terms AA, A, B or C were not used in talking with consumers.
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FIG. 1. Chart used by enumerators in August-September 1949 and March 1950.
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EGG CONSUMERS' HABITS, PREFERENCES AND DEMANDS
TABLE 8.—Reasons given for ranking egg first, Des Moines consumers Reasons for ranking
Just like it Yolk stands up, thick white etc. No second layer of white Large yolk Small yolk Yolk centered No chalazae Combinations and miscellaneous "Don't know" Total
Egg Ranked First AA
A
B
C
(percent) 4.2
(percent) 3.5
(percent) 10.0
(percent) 8.6
91.6
83.9
40.0
15.0
0 0 0 0 0
0 1.1 0 0 0
15.0 5.0 5.0 0 0
17.1 27.3 0.5 2.1 3.2
2.6 0.5
8.0 2.3
20.0 5.0
23.0 3.2
100.0
100.0
100.0
100.0
TABLE 9.—Reasons given for ranking egg last, Des Moines consumers Reasons for ranking last
AA
A
C
C
(percent) 16.8
(percent) 7.3
(percent) 9.3
(percent) 3.6
7.3
48.8
90.7
22.0 22.0 0 12.2 0
12.8 9.3 0 0 2.3
0 0 0.8 0 0
14.6 14.6
12.8 4.7
4.0 0.8
Just don't like it Flat yolk, thin whites etc. 13.9 Has second layer of white 26.7 13.9 Small yolk Large yolk 0 Chalazae 5.0 Yolk not centered 2.0 Combinations and miscellaneous 10.9 "Don't know" 10.9
indicated that the C egg was the poorest than for AA, A, and B eggs combined seems to indicate that they have a better knowledge of poor eggs than of good eggs as measured by U. S. Standards. Distribution of reasons given for picking each of the four qualities of eggs last are given in Table 9. Despite the fact that a large percentage of the consumers who bought eggs directly from producers said they did so in order to get better eggs, a slightly but not significantly higher percentage of these consumers than for the group as a whole thought the AA egg was best. Nearly 50 percent of the interviewees under 30 years of age ranked the C egg as best while only 25 percent ranked the AA egg as best. The difference between the percentage of those under 30 and the group as a whole who indicated the AA as best would happen only about 15 times in 100 by chance. Thus it would seem that in pushing quality programs much of the "education" should be directed toward the younger housewives. There was little relationship between the amount of formal education and the egg picked as best. About 30 + 4.1 percent of the inter-
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"has thick white" and similar reasons (see Table 8). About one-sixth of those who said that the C egg was best gave similar reasons. Their reasons and the egg they picked were inconsistent. A similar number of those who picked the C egg as best did not like thick white.' It is obvious that if a consumer studied the chart she would note that the AA and C eggs were the two extremes. Because of the distribution of answers no significance could be attached to the selections from the chart. However, when the reasons given for picking the best egg are analyzed, it seems apparent that those who picked the AA egg as best knew what they were looking for. This was true of a much smaller percentage of those who picked the C egg as best. The size of yolk was given as an important factor in determining the rank of an egg—despite the fact that the enumerators were instructed to tell the housewife that the eggs were all the same size. Apparently some consumers prefer eggs of the somewhat higher yolk to white ratio which results from transfer of water from the white to the yolk. The fact that more of the interviewees
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RALPH L. BAKER AND ALAN S. GOLDMAN
about 30 times in 100.
A significant factor in the number of
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viewees said they would pay a higher Conversely, the egg picked as last price if they knew they would get AA changed considerably between the perieggs compared to A eggs, while 60 + 4.4 ods. In the first survey 46.1 percent picked percent indicated they would pay more the C egg as poorest. Using the same for AA eggs than either B or C eggs. The chart in the spring survey 64.0 percent small percentage of the consumers who selected the C egg as poorest. Use of the would be willing to pay a higher price for profile chart resulted in 72.2 percent AA eggs as compared to A eggs seems picking the C egg as poorest. The imlogical in light of the small difference provement resulting from use of the probetween the grade specifications. file chart would, by chance, happen 26 In the sub-sample survey of 65 con- times in 100. sumers taken in late March 1950 the The incomes among the interviewees circular chart was again used. The con- were well distributed from low to high. sumers who had been previously inter- Approximately 70 percent of the families viewed were asked to again rate the eggs had a weekly per capita income of befrom best to poorest. Of this particular tween $10 to $40. About 4 percent of the group of consumers 46 percent ranked family weekly per capita incomes were either the AA or A egg and 47.6 percent lower than $10, 22 percent were higher the C egg as best in the 1949 survey. than $40 and 4 percent of the interHowever, in the 1950 survey, 70.4 percent viewees did not answer the income quesof these same consumers ranked the AA tion. There was a significant positive or A egg as best and only 27.8 percent relationship between per capita income ranked the C egg as best. The difference and egg consumption. As would be exbetween the two periods in the percentage pected the relationship was not linear. In picking the top two grades of eggs as fact, the number of eggs used per 21 best would happen less than one time in meals in the household was lower in the 100 if it were on a pure chance basis. highest income groups than in the middle Many of the interviewees asked the inter- income groups. This pattern agrees with viewer to tell them which egg was sup- the latest studies of the U. S. Bureau of posed to be the best egg during the earlier Human Nutrition and Home Economics survey. They apparently had remembered -but differs some from Stevens' report. The the pictures of his description of the dif- latter difference may be due to the subferences in the eggs. jective method of determining income in As a further check on methodology, a the Ohio study. The level of consumption second circular chart was prepared show- varied among families within each income ing the profile of the eggs in addition to group. Some of the factors which appear the position shown on the earlier chart to affect per capita egg consumption (see Figure 2). This chart was also used within income groups are type of work for all interviewees in the sub-sample. of the household members, age, working The addition of the profiles resulted in habits and the number in the household. 78.6 percent of them picking the AA or A The latter factor appears to have a negaegg as best and 19.4 percent picking the tive effect on consumption. Further analyC egg as best. The differences in the per- sis is necessary before definite statements centages resulting from use- of the two can be made concerning the effect of charts would happen, on a chance basis, these factors.
E G G CONSUMERS' H A B I T S , P R E F E R E N C E S AND D E M A N D S
337
eggs consumed was the number of times during the week which eggs were served for breakfast. On the average, the per capita consumption was 4.8 eggs per week higher among families who served eggs for breakfast each morning than those who did not serve eggs for breakfast. Housewives under 30 years of age served eggs for breakfast an average of about 3.3 times during the week preceding the interview compared 3.9 times for the group as a whole and 4.1 times for older housewives. On the basis of chance, such
a difference would occur only about 3 times in 100. Further analysis is necessary to determine more accurately reasons for the variation in the number of times eggs were served for breakfast. I t is apparent t h a t the level of egg consumption among many consumers would be raised materially if eggs were served for breakfast. A high percentage of those who had no eggs for breakfast ate no breakfast, h a d toast and coffee, or had toast, coffee and fruit juices for breakfast. Others replaced the toast with cereal.
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FIG. 2. Chart with profile added used by enumerators in March 1950.
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R A L P H L. B A K E R AND ALAN S. GOLDMAN
TABLE 10. Suggestions that would help in buying eggs as given by 180 Des Moines consumers Suggestions Grade and quality Way to know eggs are fresh Better grading system Refrigerate all eggs Date eggs Know grade meaning Candle all eggs Sell only infertile eggs
Percent of suggestions •
63.3 29.4 11.7 11.7 6.1 2.2 1.7 0.6 16.1 6.7 5.0 4.4
Price factors Lower price Lower farm to consumer margin
14.4 12.8 1.7
Miscellaneous suggestions Way to better know retailer Better display Carton all eggs More brown eggs
6.1 4.4 0.6 0.6 0.6
Consumer Suggestions for Improvement. Slightly more t h a n three-fifths of (62.0 + 4.3 percent) the consumers were apparently satisfied with the eggs they obtained and methods of obtaining them. About 35 percent of the interviewees offered definite suggestions for improvement. The major portion of the suggestions dealt with internal quality factors. Of the 180 interviewees _who suggested improvements, 63.3 percent dealt with such recommendations a s : way to know eggs as fresh, better grading system, refrigerate all eggs, date eggs, etc. Another 16 percent wanted to be able to see what was in the carton or buy eggs by the pound. About 13 percent of them suggested lower prices and another 1.7 percent wanted a lower farm to consumer margin. A break down of the suggested improvements of the 35 percent of interviewees who had definite recommendations is shown in Table 10. More enlightened suggestions on retail handling of eggs will be available when the retailer portion of the study is completed.
Major sources of supply of Des Moines, Iowa egg consumers are retail stores and butcher shops. Direct producer to consumer sales are also important. Convenience was given as a major factor in determining where to buy eggs b u t expected quality and price were also important factors. M a n y consumers reported difficulty in buying the kind of eggs they want b u t a major portion of t h e m reported being satisfied with present conditions. There were no outstanding preferences for shell or yolk color. Shell color " d e m a n d s " varied considerably from "preferences." Des Moines consumers were better able to pick the poorest than the best egg as measured by pictures depicting broken out eggs of the four qualities in the U. S. Standards for Quality of Individual Shell eggs. Income was an important factor in determining consumption rate but habit and other psychological or sociological factors were also important. F u r t h e r analysis is necessary to properly assay the importance of these factors. I t is apparent t h a t any study of consumer preferences and satisfactions must place emphasis on actions as well as on reports of preferences or satisfaction. REFERENCES Blackstone, J. H., and B. T. Inman, 1942. Food habits of consumer groups in small towns of Alabama that affect farmers markets. Alabama Agr. Exp. Sta. Bulletin 252. Britton, Virginia, 1941. Food consumption of 538 farm and 299 village families in Vermont. Vermont Ag. Exp. Sta. Bull. 274. Bureau of Human Nutrition and Home Economics, 1949. Eggs and poultry in city diets. Agricultural Research Administration, USDA Commodity Summary No. 4. Corbett, R. B., 1933. A study of consumers preferences and practices in buying and using eggs. Rhode Island Agr. Exp. Sta. Bull. 240.
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External grade factors Put cellophane top on cartons Don't seal cartons Sell eggs by pound
SUMMARY
N A T I O N A L T U R K E Y F E D E R A T I O N AWARD
Polk, R. L., 1949. Des Moines city directory. R. L. Polk & Co., Omaha, Xeb. Stevens, H. F., 1947. A survey of poultry and egg marketing in Richland County, consumer and retailer phases of study. Ohio Agr. Ext. Service mimeo. Thomsen, F. L., and B. Winton, 1933. Consumer preferences for egg yolk color and shell color in New York City. Missouri Agr. Exp. Sta. Bull. 329. U. S. Department of Commerce, 1942. Housing-supplement to the first series housing bulletin for Iowa, Des Moines block statistics, 16th census of the United States.
Nunc Dimittis {Continued from page 328)
ation, U. S. Livestock Sanitation Association, North American Conference of Research Workers in Animal Diseases, the American Association for the Advancement of Science, California Veterinary Medical Association, and an associate in
the Society of Bacteriology. Surviving are his wife, Elzaida, two daughters, Mrs. G. E. Smith, Portland, Oregon, a n d R u t h of San Francisco, and a son, George, of College Station, Texas. R. A. B.
National Turkey Federation Award
T
H E annual award of the National Turkey Federation of the United States for outstanding turkey research work was presented to Dr. Benjamin S. Pomeroy, Head of the Section of Veterinary Bacteriology and Hygiene, School of Veterinary Medicine, University of Minnesota, St. Paul. The presentation was made by Professor E. Y. Smith, Chairman of the Award Committee at the third annual convention of the Federation held at Long Beach, California, in January. Dr. Pomeroy was born in St. Paul in 1911. H e graduated from Iowa State College with the degree of D.V.M. in 1933, received a M.S. degree at Cornell University in 1934 and a P h . D . degree at the University of Minnesota in 1944. He was appointed Diagnostician in the Division of Veterinary Medicine, University of Minnesota in 1934, becoming Assistant Veterinarian in 1937 and Instructor in 1938.
B. S. POMEROY
Winner of the National Turkey Federation Award
(Continued on page 380)
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Lininger, F. F., and T. B. Charles, 1928. A study of egg and poultry consumption in Pennsylvania— the nature of consumer demand and the source and quality of the supply. Pennsylvania Agr. Exp. Sta. Bull. 222. Liston, Margaret L., 1937. A study of quality demands in household buying of food. Vermont Agr. Exp. Sta. Bull. 415. Morse, R. L. D., 1942. Egg grading and consumers' preferences with special reference to Iowa egg marketing. Unpublished Ph.D. thesis, Iowa State College Library.
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HE present study is designed to determine: (1) the habits, preferences and demands of egg consumers in relation to income and other socio-economic factors in Des Moines, Iowa, (2) changes during the last 10 years in preferences and demand, (3) the degree to which market agents are aware of consumer demands and the effectiveness of these market agents in satisfying them. This paper deals with portions of the first objective of this study. Morse (1942) studied habits and preferences of Des Moines consumers. Comparisons between that study and the present study will be made in a later report. Stevens (1947) studied buying habits and preferences of Richland County, Ohio egg consumers. Thomsen and Winton (1933) reported on yolk color and shell color preferences of consumers in New York City. Lininger and Charles (1928) studied sources of supply and yolk color preferences of Pennsylvania consumers. Corbett (1933) studied in detail the various facets of consumer preferences for eggs. Egg buying habits were included in multiproducts studies by Liston (1937), Brit-
1 Journal Paper No. J-1879 of the Iowa Agricultural Experiment Station, Ames, Iowa. Project No. 1029. 2 This report is based on a cooperative project of the Iowa Agricultural Experiment Station and the Bureau of Agricultural Economics of the U. S. Department of Agriculture. 3 Now on the staff of the Agricultural Economics and Rural Sociology Department, The Pennsylvania State College.
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ton (1941), and Blackstone and Inman (1942). The Bureau of Human Nutrition and Home Economics of the U. S. Department of Agriculture (1949) studied egg consumption with particular reference to income effects in addition to earlier work by the same agency. PROCEDURE AND SAMPLE 4
Des Moines consumers were interviewed in their homes during late August and early September 1949. A sub-sample of these same consumers was again interviewed in March 1950. The 16th Census of the United States publication, "HOUSING—Supplement to the First Series Housing Bulletin for Iowa—Des Moines—-Block Statistics" was used as a base. After considering the necessary length of the schedule to obtain the desired information, probable variations in replies, and funds and time available for enumeration, a sample of about 500 households was selected. A cluster of four households' was considered a primary sampling unit. The area within the corporate limits of the city was divided geographically into 64 strata. Each stratum was composed of approximately 754 dwelling units (1/64 of the total of 48,287 dwelling units). The strata were determined by cumulating the dwelling units per block within a census 4
The authors are grateful to Daniel G. Horvitz of the Statistical Laboratory at Iowa State College for determining the sampling procedure to be used and assistance in the mechanics of sample selection.
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T
330
RALPH L. BAKER AND ALAN S. GOLDMAN
The block division of the city was for 1940 and this block form was used for the 1949 population. This does not alter the sample since the corporate limits of the city did not change. The total area covered is the same.
next most important source of eggs was directly from producers. This source was used by 35 ± 4.2 percent of the Des Moines consumers. Of those who reported buying eggs directly from producers, approximately 60 percent drove to the farm to buy eggs. The remainder were delivered to the consumer's residence, at place of work or purchased at the City Market. Slightly less than 4 percent of the consumers obtained their eggs from retail poultry markets. The remaining 7 percent of consumers either produced their own eggs, bought eggs at no particular place, used miscellaneous inlets or used no eggs. Only 45.3 + 4.4 percent of the respondents generally bought eggs at the same place as most of their groceries were purchased. This would indicate dissatisfaction with the eggs handled by the grocery source. Convenience was given as the major factor in deciding where to buy eggs (Table 1). However, those who bought eggs from producers listed better quality as the most important and price as second most important factor in choice of place to buy. Those who bought eggs from retail poultry markets gave better quality as the most important reason for buying eggs from that source. Reasons given by consumers which were classified as "more convenient" included: TABLE 1.—Major reasons given by Des Moines consumers for selecting egg purchase source
THE FINDINGS
Source of Supply. It could be assumed that a major portion of consumers would buy eggs at the same place as other foods. Approximately 54 +4.4 s percent of the interviewees generally purchased their eggs from retail grocers or meat markets. The 6 On the average the true percentage should fall within the above limits 95 percent of the time. All fiducial limits used in this paper refer to the 5 percent level.
Reason
More convenient Know and like retailer Get fresher eggs Lower price Habit Miscellaneous reasons Don't know Not asked Total
Percent of interviewees
95% confidence limits
37.3 15.5 23.5 14.5 1.4 1.0 3.8 3.0
4.31 3.23 3.78 3.14 1.05 .89 1.70
100.0
(+)
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tract until the number of dwelling units closest to 754 was obtained. Two blocks were selected from eat;h stratum. Two numbers between 0 and 755 were randomly selected. The sample blocks were those which contained the cumulated dwelling unit numbers corresponding to the random numbers. A block having 40 dwelling units would have twice the chance of selection as a block of 20 dwelling units. After the blocks were selected, the dwelling units were listed, starting on the southwest corner of each selected block and moving in a counter-clockwise direction around the block. The total number of occupied dwelling units was then divided into clusters. The clusters were obtained by dividing the total number of occupied dwelling units in the block by four to give the indicated number of clusters in the block. This indicated number of clusters was then divided into the total number of occupied dwelling units found in Polk's 1949 City Directory of Des Moines. After bringing the sample up-to-date through use of the city directory, the cluster for each selected block was picked by use of random numbers.
/
EGG CONSUMERS' HABITS, PREFERENCES AND DEMANDS
Nearly two-thirds (65.4 + 4.2 percent) of the interviewees reported that they had no difficulty buying the kind of eggs they wanted while 12.7 percent found it difficult to buy the kind of eggs they wanted the year around. Seasonal problems in buying eggs were reported by 15.9 percent with 9.9 percent indicating low quality eggs in the summer months. This high percentage of "satisfied" consumers indicates it was not considered particularly disadvantageous to obtain eggs and groceries from separate sources. Most of the consumers were satisfied with the outer appearance of the last eggs purchased—90.1 + 2.7 percent reported nothing wrong while 3.9 percent reported getting dirty eggs, and 1.4 percent said the eggs were not uniform. Other complaints included rough shells, poor shape and cracked eggs. When asked, specifically, if the last eggs they bought were
clean, only 10.2 + 2.7 percent reported that the eggs were dirty or stained. These consumers were apparently not as discriminating concerning dirtiness as are the U. S. Grade specifications. Eggs graded from a random sample of 47 stores from which the respondents purchased eggs showed 29.5 + 6.6 percent stained and dirty eggs and 74.5 + 12.7 percent of the dozens contained one or more stained or dirty eggs. The interviewees were also generally satisfied with the interior quality of eggs. Four-fifths of them reported that in the preceding month they had gotten no eggs which they would have preferred not to use. Complaints in order of importance were bad yolk, bad taste or smell, blood spots, watery, rotten, and cloudy whites. Only 25 percent of those who had complaints about the eggs they had bought changed their place of purchasing eggs. Consumer Preferences and Demand. In order to determine preferences and demand it is necessary to know why consumers eat a particular food. The interviewees were simply asked to give their reasons for using eggs. The most important reasons given pertained to the health value of eggs. Second in importance was "because we like them." On the other end of the scale, 8.6 percent of the interviewees didn't know why they ate eggs or ate them because they were "just another food." There were only two households of the 503 in which eggs were not used. However, 5.5 + 1.2 percent of the household members did not eat eggs—-mostly because they did not like them. Allergy and too young were given as other important reasons for not eating eggs. A percentage distribution of reasons given for using eggs is shown in Table 2. Assuming that many consumers would indicate health value as a major reason for eating eggs, the question of "why do
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(1) buy at closest store, (2) eggs delivered to house and (3) buy other groceries there. Those who were "not asked" consisted of consumers who kept laying hens or used no eggs. Buying Habits and Satisfaction with Purchases. To the question, "What is the first thing you look for when you buy eggs?," 42.9 percent indicated size while only 18.5 percent reported freshness or quality grade. Cleanliness was most important to 7 percent while about 5 percent indicated price or reliable seller was the most important consideration. About 8 percent said that they did not know or that they looked for nothing in particular when they buy eggs. It would be expected that a high percentage of the consumers would consider external factors important since few of them had opportunity to determine interior quality on the basis of the available grade information. Only 7.4 percent of the group purchased eggs by brand.
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RALPH L. BAKER AND ALAN S. GOLDMAN TABLE 2.—Reasons given by Des Moines consumers for using eggs
Reason
95% confidence limits
Healthy, need them Like them Protein food Minerals, vitamins Diets for children Flexible, need in cooking Easy to prepare Cheap substitute for meat Miscellaneous reasons Just another food Don't know
55.1 31.6 4.8 1.8 3.0 22.7 3.2 1.1 1.4 5.6 3.0
4.42 4.15 1.91 1.08 1.52 3.73 1.57 .93 1.05 2.05 1.52
(±)
you use eggs?" was followed with, "where have you heard or read of the health value of eggs?" The most important source of information was magazines and newspapers with school or college second in importance. About 6 percent said they had never heard of the health value of eggs' and 10.9 percent said that they "didn't know" (Table 3). It is important from the standpoint of demand studies to know what foods substitute for eggs. This question asked in two ways: (1) "If you eat fewer eggs, what other foods do you eat in their place?" and (2) "If you eat more eggs, what other foods do you eat less of?" It is rather interesting to note that the answers differed somewhat to these two questions. TABLE 3.—Source of information on health value of eggs of Des Moines consumers Health information source Magazines, newspapers Radio School or college Cooking schools Wartime programs Doctor Home, parents Don't know Never heard of health value
Percent of replies
95% confidence limits
35.2 6.4 26.8 1.8 0.4 15.3 7.4 10.9
4.26 2.18 3.95 1.18 .56 3.21 2.33 2.78
5.8
2.08
(±)
TABLE 4.—Foods which Des Moines consumers reported they used as substitutes for eggs or for which eggs were used as substitutes Percent who Percent who eat more of eat less of
Meat Fish Dairy products Breakfast cereal Vegetables Potatoes and starches Miscellaneous Nothing Don't know Wouldn't eat more eggs Wouldn't eat fewer eggs
food if eat less eggs
food if eat more eggs
47.1 2.4 21.5 16.1 5.0 7.4 3.6 0.4 11.7
60.2 1.0 7.6 4.8 2.6 7.6 1.8 1.0 15.5 9.3
7.0
shell color preference as reported by Thomsen and Win ton (1933) for most areas of New York City. The major portion of them had no shell color preferences and about equal numbers preferred white *• as brown shell eggs (Table 5). A larger percentage of Des Moines consumers had definite shell color preferences than that reported by Stevens (1947) for Mansfield, Ohio. Only 37.7 percent of those who said they had a definite shell color preference reported paying a higher price in order to
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, replies
P e r c e n t of
Hypothetically, eggs should normally substitute for the same foods which substitute for eggs. However, 60.2 percent of the replies indicated that eggs substitute for meat but 47.1 percent indicated that meat substitutes for eggs. Only 4.8 percent indicated that eggs substitute for breakfast cereal while 16.1 percent said that breakfast cereal substitutes for eggs. The data in Table 4 show that a majority of the consumers think in terms of eggs substituting for other protein foods and vice versa. In many of the large egg consuming centers definite differentials exist between prices for white and brown shell eggs. Des Moines consumers have no predominating
333
EGG CONSUMERS' HABITS, PREFERENCES AND DEMANDS
In order to determine interior quality preferences in relation to U. S. Standards of Quality, a chart was prepared for each enumerator showing broken-out eggs of the four U. S. Consumer grades. The color pictures were mounted on a circular disc to remove any positional bias. With this system there could be no "first" or "last" egg from a position standpoint as would be the case if the eggs were placed in a line. Identifying random numbers preceded by "x" were placed on all four
TABLE 5.—Shell color preference of Des Moines consumers
Shell color preferred
Percent of interviewees
95% confidence limits
48.5 26.0 22.7 1.4 -1.4
4.46 3.91 3.73 1.05 1.05
None White Brown Cream Don't know
+
100.0
sides of the pictures so that they could be seen equally well regardless of how the disc was held (see Figure 1). The "x" was placed before the number to partially remove any assumption on the part of the interviewee that the lower numbers were either better or poorer than higher numbers. The consumer was given the disc and asked to rank the eggs from best to poorest. The enumerators were told to explain to the interviewee that the eggs were all the same size. They were also cautioned that there was to be no discussion of quality factors until after the housewife had ranked the eggs and had given her reason for the first and the last choices. It will be observed from Table 7 that approximately the same percentage of interviewees thought AA and C were best while a relatively small percentage TABLE 6.—Yolk color preference as stated by Des Moines consumers
Color preference
None Light Medium Dark Bright yellow Deep yellow Yellow No eggs used for this Not asked
For frying or poaching
custards
For baking
(percent) 32.2 12.5 22.2 15.5 4.0 9.3 3.4
(percent) 37.0 10.7 20.3 16.3 3.0 9.2 2.0
(percent) 38.2 10.3 20.7 16.5 2.8 8.2 2.0
0.8
0.8 0.8
0.6 0.8
For
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get the shell color they preferred. Of the 503 interviewees, 10 reported they would not buy brown eggs, 6 would not buy white eggs, 1 would not buy cream eggs and 2 would not buy mixed colors. Thus many of the consumers who "preferred" a particular shell color did not "demand" this shell color. There seems to be no reason for shell color price differentials in Des Moines and those who reported a shell color preference did not pay a significantly higher price for eggs than consumers with no shell color preference. There were nb strong preferences for any particular yolk color among the Des Moines consumers. The answers to the yolk color preference question are highly subjective since the consumers were simply asked to name their color preference. The meaning of these color terms varies among different consumers. Stated preferences for yolk color for three uses are shown in Table 6. Perhaps Des Moines consumers may not be as discriminating on yolk color as consumers in some of the large markets—or the light yolk premium in these markets may be "trade" created. Thomsen and Winton (1933) found that more consumers in New York City preferred light yolks than either dark or medium colors but when those who preferred dark or medium color yolks were added together, the percentage was greater than for light yolks, alone.
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RALPH L. BAKER AND ALAN S. GOLDMAN
thought A or B was the best egg.6 Slightly more than 57 + 5.2 percent of consumers giving definite replies thought the AA or A egg was best and 40.8 + 4.5 percent thought the C or B egg was best. Slightly more than one-half (52.0 percent) of those giving definite answers thought the C egg was poorest. A high percentage of the interviewees 6
The U.S. grade terms were not used at any time in interviewing consumers. When used in this paper the grade terms refer to the pictures of broken-out eggs.
who thought that AA was the best egg gave reasons such as "the yolk stands up," TABLE 7.—Ranking of eggs by Des Moines consumers who made a definite choice*Egg grade AA A B C
First
Second
Third
Fourth
(percent) 39.1 18.0 4.1 38.7
(percent) 22.8 48.2 24.9 4.0
(percent) 15.7 25.1 53.1 0.1
(percent) 21.3 8.6 18.1 52.0
a It should be remembered that the terms AA, A, B or C were not used in talking with consumers.
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FIG. 1. Chart used by enumerators in August-September 1949 and March 1950.
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EGG CONSUMERS' HABITS, PREFERENCES AND DEMANDS
TABLE 8.—Reasons given for ranking egg first, Des Moines consumers Reasons for ranking
Just like it Yolk stands up, thick white etc. No second layer of white Large yolk Small yolk Yolk centered No chalazae Combinations and miscellaneous "Don't know" Total
Egg Ranked First AA
A
B
C
(percent) 4.2
(percent) 3.5
(percent) 10.0
(percent) 8.6
91.6
83.9
40.0
15.0
0 0 0 0 0
0 1.1 0 0 0
15.0 5.0 5.0 0 0
17.1 27.3 0.5 2.1 3.2
2.6 0.5
8.0 2.3
20.0 5.0
23.0 3.2
100.0
100.0
100.0
100.0
TABLE 9.—Reasons given for ranking egg last, Des Moines consumers Reasons for ranking last
AA
A
C
C
(percent) 16.8
(percent) 7.3
(percent) 9.3
(percent) 3.6
7.3
48.8
90.7
22.0 22.0 0 12.2 0
12.8 9.3 0 0 2.3
0 0 0.8 0 0
14.6 14.6
12.8 4.7
4.0 0.8
Just don't like it Flat yolk, thin whites etc. 13.9 Has second layer of white 26.7 13.9 Small yolk Large yolk 0 Chalazae 5.0 Yolk not centered 2.0 Combinations and miscellaneous 10.9 "Don't know" 10.9
indicated that the C egg was the poorest than for AA, A, and B eggs combined seems to indicate that they have a better knowledge of poor eggs than of good eggs as measured by U. S. Standards. Distribution of reasons given for picking each of the four qualities of eggs last are given in Table 9. Despite the fact that a large percentage of the consumers who bought eggs directly from producers said they did so in order to get better eggs, a slightly but not significantly higher percentage of these consumers than for the group as a whole thought the AA egg was best. Nearly 50 percent of the interviewees under 30 years of age ranked the C egg as best while only 25 percent ranked the AA egg as best. The difference between the percentage of those under 30 and the group as a whole who indicated the AA as best would happen only about 15 times in 100 by chance. Thus it would seem that in pushing quality programs much of the "education" should be directed toward the younger housewives. There was little relationship between the amount of formal education and the egg picked as best. About 30 + 4.1 percent of the inter-
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"has thick white" and similar reasons (see Table 8). About one-sixth of those who said that the C egg was best gave similar reasons. Their reasons and the egg they picked were inconsistent. A similar number of those who picked the C egg as best did not like thick white.' It is obvious that if a consumer studied the chart she would note that the AA and C eggs were the two extremes. Because of the distribution of answers no significance could be attached to the selections from the chart. However, when the reasons given for picking the best egg are analyzed, it seems apparent that those who picked the AA egg as best knew what they were looking for. This was true of a much smaller percentage of those who picked the C egg as best. The size of yolk was given as an important factor in determining the rank of an egg—despite the fact that the enumerators were instructed to tell the housewife that the eggs were all the same size. Apparently some consumers prefer eggs of the somewhat higher yolk to white ratio which results from transfer of water from the white to the yolk. The fact that more of the interviewees
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RALPH L. BAKER AND ALAN S. GOLDMAN
about 30 times in 100.
A significant factor in the number of
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viewees said they would pay a higher Conversely, the egg picked as last price if they knew they would get AA changed considerably between the perieggs compared to A eggs, while 60 + 4.4 ods. In the first survey 46.1 percent picked percent indicated they would pay more the C egg as poorest. Using the same for AA eggs than either B or C eggs. The chart in the spring survey 64.0 percent small percentage of the consumers who selected the C egg as poorest. Use of the would be willing to pay a higher price for profile chart resulted in 72.2 percent AA eggs as compared to A eggs seems picking the C egg as poorest. The imlogical in light of the small difference provement resulting from use of the probetween the grade specifications. file chart would, by chance, happen 26 In the sub-sample survey of 65 con- times in 100. sumers taken in late March 1950 the The incomes among the interviewees circular chart was again used. The con- were well distributed from low to high. sumers who had been previously inter- Approximately 70 percent of the families viewed were asked to again rate the eggs had a weekly per capita income of befrom best to poorest. Of this particular tween $10 to $40. About 4 percent of the group of consumers 46 percent ranked family weekly per capita incomes were either the AA or A egg and 47.6 percent lower than $10, 22 percent were higher the C egg as best in the 1949 survey. than $40 and 4 percent of the interHowever, in the 1950 survey, 70.4 percent viewees did not answer the income quesof these same consumers ranked the AA tion. There was a significant positive or A egg as best and only 27.8 percent relationship between per capita income ranked the C egg as best. The difference and egg consumption. As would be exbetween the two periods in the percentage pected the relationship was not linear. In picking the top two grades of eggs as fact, the number of eggs used per 21 best would happen less than one time in meals in the household was lower in the 100 if it were on a pure chance basis. highest income groups than in the middle Many of the interviewees asked the inter- income groups. This pattern agrees with viewer to tell them which egg was sup- the latest studies of the U. S. Bureau of posed to be the best egg during the earlier Human Nutrition and Home Economics survey. They apparently had remembered -but differs some from Stevens' report. The the pictures of his description of the dif- latter difference may be due to the subferences in the eggs. jective method of determining income in As a further check on methodology, a the Ohio study. The level of consumption second circular chart was prepared show- varied among families within each income ing the profile of the eggs in addition to group. Some of the factors which appear the position shown on the earlier chart to affect per capita egg consumption (see Figure 2). This chart was also used within income groups are type of work for all interviewees in the sub-sample. of the household members, age, working The addition of the profiles resulted in habits and the number in the household. 78.6 percent of them picking the AA or A The latter factor appears to have a negaegg as best and 19.4 percent picking the tive effect on consumption. Further analyC egg as best. The differences in the per- sis is necessary before definite statements centages resulting from use- of the two can be made concerning the effect of charts would happen, on a chance basis, these factors.
E G G CONSUMERS' H A B I T S , P R E F E R E N C E S AND D E M A N D S
337
eggs consumed was the number of times during the week which eggs were served for breakfast. On the average, the per capita consumption was 4.8 eggs per week higher among families who served eggs for breakfast each morning than those who did not serve eggs for breakfast. Housewives under 30 years of age served eggs for breakfast an average of about 3.3 times during the week preceding the interview compared 3.9 times for the group as a whole and 4.1 times for older housewives. On the basis of chance, such
a difference would occur only about 3 times in 100. Further analysis is necessary to determine more accurately reasons for the variation in the number of times eggs were served for breakfast. I t is apparent t h a t the level of egg consumption among many consumers would be raised materially if eggs were served for breakfast. A high percentage of those who had no eggs for breakfast ate no breakfast, h a d toast and coffee, or had toast, coffee and fruit juices for breakfast. Others replaced the toast with cereal.
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FIG. 2. Chart with profile added used by enumerators in March 1950.
338
R A L P H L. B A K E R AND ALAN S. GOLDMAN
TABLE 10. Suggestions that would help in buying eggs as given by 180 Des Moines consumers Suggestions Grade and quality Way to know eggs are fresh Better grading system Refrigerate all eggs Date eggs Know grade meaning Candle all eggs Sell only infertile eggs
Percent of suggestions •
63.3 29.4 11.7 11.7 6.1 2.2 1.7 0.6 16.1 6.7 5.0 4.4
Price factors Lower price Lower farm to consumer margin
14.4 12.8 1.7
Miscellaneous suggestions Way to better know retailer Better display Carton all eggs More brown eggs
6.1 4.4 0.6 0.6 0.6
Consumer Suggestions for Improvement. Slightly more t h a n three-fifths of (62.0 + 4.3 percent) the consumers were apparently satisfied with the eggs they obtained and methods of obtaining them. About 35 percent of the interviewees offered definite suggestions for improvement. The major portion of the suggestions dealt with internal quality factors. Of the 180 interviewees _who suggested improvements, 63.3 percent dealt with such recommendations a s : way to know eggs as fresh, better grading system, refrigerate all eggs, date eggs, etc. Another 16 percent wanted to be able to see what was in the carton or buy eggs by the pound. About 13 percent of them suggested lower prices and another 1.7 percent wanted a lower farm to consumer margin. A break down of the suggested improvements of the 35 percent of interviewees who had definite recommendations is shown in Table 10. More enlightened suggestions on retail handling of eggs will be available when the retailer portion of the study is completed.
Major sources of supply of Des Moines, Iowa egg consumers are retail stores and butcher shops. Direct producer to consumer sales are also important. Convenience was given as a major factor in determining where to buy eggs b u t expected quality and price were also important factors. M a n y consumers reported difficulty in buying the kind of eggs they want b u t a major portion of t h e m reported being satisfied with present conditions. There were no outstanding preferences for shell or yolk color. Shell color " d e m a n d s " varied considerably from "preferences." Des Moines consumers were better able to pick the poorest than the best egg as measured by pictures depicting broken out eggs of the four qualities in the U. S. Standards for Quality of Individual Shell eggs. Income was an important factor in determining consumption rate but habit and other psychological or sociological factors were also important. F u r t h e r analysis is necessary to properly assay the importance of these factors. I t is apparent t h a t any study of consumer preferences and satisfactions must place emphasis on actions as well as on reports of preferences or satisfaction. REFERENCES Blackstone, J. H., and B. T. Inman, 1942. Food habits of consumer groups in small towns of Alabama that affect farmers markets. Alabama Agr. Exp. Sta. Bulletin 252. Britton, Virginia, 1941. Food consumption of 538 farm and 299 village families in Vermont. Vermont Ag. Exp. Sta. Bull. 274. Bureau of Human Nutrition and Home Economics, 1949. Eggs and poultry in city diets. Agricultural Research Administration, USDA Commodity Summary No. 4. Corbett, R. B., 1933. A study of consumers preferences and practices in buying and using eggs. Rhode Island Agr. Exp. Sta. Bull. 240.
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External grade factors Put cellophane top on cartons Don't seal cartons Sell eggs by pound
SUMMARY
N A T I O N A L T U R K E Y F E D E R A T I O N AWARD
Polk, R. L., 1949. Des Moines city directory. R. L. Polk & Co., Omaha, Xeb. Stevens, H. F., 1947. A survey of poultry and egg marketing in Richland County, consumer and retailer phases of study. Ohio Agr. Ext. Service mimeo. Thomsen, F. L., and B. Winton, 1933. Consumer preferences for egg yolk color and shell color in New York City. Missouri Agr. Exp. Sta. Bull. 329. U. S. Department of Commerce, 1942. Housing-supplement to the first series housing bulletin for Iowa, Des Moines block statistics, 16th census of the United States.
Nunc Dimittis {Continued from page 328)
ation, U. S. Livestock Sanitation Association, North American Conference of Research Workers in Animal Diseases, the American Association for the Advancement of Science, California Veterinary Medical Association, and an associate in
the Society of Bacteriology. Surviving are his wife, Elzaida, two daughters, Mrs. G. E. Smith, Portland, Oregon, a n d R u t h of San Francisco, and a son, George, of College Station, Texas. R. A. B.
National Turkey Federation Award
T
H E annual award of the National Turkey Federation of the United States for outstanding turkey research work was presented to Dr. Benjamin S. Pomeroy, Head of the Section of Veterinary Bacteriology and Hygiene, School of Veterinary Medicine, University of Minnesota, St. Paul. The presentation was made by Professor E. Y. Smith, Chairman of the Award Committee at the third annual convention of the Federation held at Long Beach, California, in January. Dr. Pomeroy was born in St. Paul in 1911. H e graduated from Iowa State College with the degree of D.V.M. in 1933, received a M.S. degree at Cornell University in 1934 and a P h . D . degree at the University of Minnesota in 1944. He was appointed Diagnostician in the Division of Veterinary Medicine, University of Minnesota in 1934, becoming Assistant Veterinarian in 1937 and Instructor in 1938.
B. S. POMEROY
Winner of the National Turkey Federation Award
(Continued on page 380)
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Lininger, F. F., and T. B. Charles, 1928. A study of egg and poultry consumption in Pennsylvania— the nature of consumer demand and the source and quality of the supply. Pennsylvania Agr. Exp. Sta. Bull. 222. Liston, Margaret L., 1937. A study of quality demands in household buying of food. Vermont Agr. Exp. Sta. Bull. 415. Morse, R. L. D., 1942. Egg grading and consumers' preferences with special reference to Iowa egg marketing. Unpublished Ph.D. thesis, Iowa State College Library.
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