xt7ncj87jr07 https://exploreuk.uky.edu/dips/xt7ncj87jr07/data/mets.xml   Kentucky Agricultural Experiment Station.  journals kaes_circulars_004_551 English Lexington : The Service, 1913-1958. Contact the Special Collections Research Center for information regarding rights and use of this collection. Kentucky Agricultural Experiment Station Circular (Kentucky Agricultural Experiment Station) n. 551 text Circular (Kentucky Agricultural Experiment Station) n. 551  2014 true xt7ncj87jr07 section xt7ncj87jr07 gricultural Experiment Stations of Illinois, Indiana, Iowa, Kansas, Kentucky,
ichigan, Minnesota, Missouri, Nebraska, North Dakota, Ohio, South Dakota,
1d Wisconsin and United States Department of Agriculture, cooperating
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/ters/zrzmlising I\/I' I k d D ‘ P d t
In Retail Grocery Stores
By John B. Roberts, Sheldon W. Willioms und Stephen F. Whitted
UNIVERSITY OF KENTUCKY
AGRICULTURAL EXPERIMENT STATION
, LEXINGTON
9 °" ‘€ C F7
u Q JL. un 0

 CONTENTS
Page ,1
Foreword .................................................................................................... 3 ;_
lresli
Summary .................................................................................................... —1 CMM
Introduction .............................................................................................. 7 Him
Purpose and Scope of the Study ........ , ..................................................... S Play
Characteristics of the Study Area ............................................................ 8 [O CC
Stores in the Study ...........................................................................,........ 12 Com]
Storage Facilities and Display Practices [or Fluid Milk ...................... 11 Mar
Types of Cases ............................. ’ ..............................,...........i.......... 14 S Kgn
Refrigeration and Temperature ..............,..................................... 19 )
Reserve Storage .......................................,......,.......................,......... 20 Lmdt
Volume and Description of Fluid Milk Products Handled .............. 20
Major Products-Volume and Proportion of Stores Handling .... 21
Grades and Types of l\lilk ..........................................,................... 22
Types and Sizes of Containers ........................................................ 22
Other Fresh Milk Products .............................................................. 2-1
Milk Delivery ............................................................................................ 21
Number of Milk Distributors per Store .........................,..........,... 25
Frequency of Delivery ........................................................,........... 27
Delivery Volumes .............................................................................. 27
Costs of Duplicating deliveries to Stores .........i............................ 28
Services Provided by Milk Distributors ................................................ 29
Delivery and Promotional Services ....................,,.......................... 29
Credit and Refunds .....................................,....................,............... 31
Promotion of Dairy Products .................................................................. 31
Opinions as to Best V\’ays to Increase Sales of Milk ............i....... 31
Promotion of Dairy Products in Preceding Year ......,................. 32
Rating of Various In-store Promotional Methods ...........,.......... 33
Handling Margins and Store Sales ........................,.......,....................... 38 Ass<
Store Size and Margin ...........................................................1........ 39 Sra;
Customer Purchase ..........................................,............i......,............. 41 {hm
Income and Store Margins ,................. A ....,...................................... 44
Returns High per Dollar Invested ........,.................i.........,........... 45 kcc
Appraisal .....................................................................,...............,.............. 49 Bm
Appendix ......................................................,.1........................................... 52 Qci]

 FOREWORD
3 The important place of stores 111 the distribution of packaged
fresh milk in large cities is common knowledge. Moreover an
j O O ’
earlier st11dy by this research committee of the outer—1narket dis-
’ tribution of milk in paper containers indicated that stores now
S play a major part i11 making pasteurized, inspected milk available
8 to consumers in many small towns and rural communities. These
2 conditions led the North Central Regional Committee on Dairy ·
4 Marketing Research to sponsor this study by representatives from
4   Kentucky and Missouri and the cooperative agent.
9 Members of the Regional Committee while tl1e project was
O under way were:
IO
tl Illinois ....................................,....................................................... Roland \\’. Bartlett
LO Indiana ..................................................................,......................... Charles E. French
·— (Chairman until October 1956)
Y2 Iowa .,........................................................ Geoffrey S. Shepherd, George W. Ladd
jj Kansas ...,.....,..................,.......1.....,...........,.......,................................... Paul L. Kelley
)j Kentucky ..........,..,......,.................,..................................................... john B. Roberts
' Michigan ........................,..................................................... Gerald G. Quackenbush
{5 (Cliairman since October 1956)
27 Minnesota .........,.................................................................................,.. E. Fred Koller
)7 Missouri ......................................................................................., Stephen F. Whitted
3 Nebraska .................................. . ...,..........,..........,............,.......................... Ernest Feder
-8 North Dakota ............................................................ Irvin Dubov, Fred R. Tavlor
  IC IIlI`( V . zOO(ll12ll1
R' lg 1] C I I
O9 Ohio .............................,.................................,.............,.................... Elmer F. Baumer
" South Dakota ............................................ Travis W. Manning, R. L. Kristjanson
31 Wisconsin ......................................,......,...............................,................ Hugh L. Cook
gl l`nited States Department of .»\griculture
Agricultural Marketing Service ........,............................... Louis F. Herrmann
gl Farmer Cooperative Service .................................1.............. Donald E. Hirsch
$2
33 Administrative Adviser to the Committee was Noble Clark,
38 Associate Director of the \\lisconsin Agricultural Experiment
39 Station. Federal—state cooperative agent was Sheldon IV. XVil—
4l liams.
  The authors are indebted to the large number of store-
3 keepers who contributed to the study; to C. C. Erwin and Quentin
49 Banks. who assisted in taking the schedules: and to Mrs. Naitla
52 Seibel. who did a large part of the statistical work.
:3

 T
from
SUMMARY more
This report deals with the handling and merchandising of quell
milk in 235 stores in an area of western Kentucky, southeastern liver
Missouri and southern Illinois a little larger than the state of t_Om€
Massachusetts. Dairying is not highly developed in the area. iash
Packaged milk is distributed widely, and substantial amounts are m ti;
brought in from plants outside the area. Of the 119 cities and
towns in the area, only 3 depend entirely on local plants for sup- Wai _t
plies of fluid milk while 101 depend entirely upon outside plants.  
Milk prices at stores range rather widely and are lowest for un- Of th
graded milk in Illinois. _
Of the 2$l5istores in the study, 30 were units of national chains, liu?
30 belonged to regional, local or voluntary chains, and 175 were (Edu
independents. Average number of customers per store per day [O S;
ranged from a low of 15 to a high of 1,250. Stores of a given size mod
appeared very similar in most characteristics irrespective of the O .
population of the place in which they were located. SFCC]
Facilities for retailing milk were generally good. In all the  
surveyed stores it was kept under mechanical refrigeration. Most Dis _
of the larger stores had open-top cases, and many of them made an;
effective use of cases by keeping only part of the milk on display smrc
and having the case replenished from reserve storage or by return Quay
trips of the deliveryman as needed. ,
Products sold included whole milk, buttermilk, one or more 7 _`
types of cream, chocolate milk or drink, cottage cheese and skim  
or low-fat milk. The average sales volume of whole milk, butter- bmi
milk, and skim and 1ow—fat milk per store was 772 quarts per mar
week, and was almost entirely packaged in paper containers. ,
Nearly two—thirds of the whole milk and the bulk of the low-fat lam
milk was in half—ga1lons, but buttermilk and skim were packaged m h
mainly in quarts. icm
Three—fourths of the grocers carried milk from more than one mm
distributor and one—third carried milk from three or more, with hang
a maximum of six. The reason most commonly given by grocers uml
for stocking more than one brand was that customers want a gc 1
variety of brands. [001
4

 5
The total number of stops made by dairies at stores ranged
from 2 a week at some country stores off the main road to 48 or
more a week in a few large supermarkets. Even with more fre-
quent deliveries to the larger stores, the average volume per de-
livery was five times as large in stores serving 700 or more cus-
tomers per day as in those serving under 140. Most grocers paid
cash for milk upon delivery, with charge accounts mostly reported
in the larger stores.
The principal suggestion of grocers for increasing sales of milk
0 was to have a good display with self-service, but a variety of other _
l suggestions that touched upon quality, price, advertising and pro-
` motion also were offered by considerable numbers. Three-fifths
_ of the storekeepers reported that they had promoted dairy prod-
ucts in their stores in some manner or other during the year pre-
; ceding the survey.
” Grocers considered a display of the product an effective way
5 to sell milk, and most of them had borne that out by providing
; good display cases. Over half the store operators rating price
V specials considered them good promotional devices; 30 to 40 per-
cent rated them poor. Taste demonstrations found more favor
i than free recipes, which received comparatively poor ratings.
l Displays and premium sales, and taste demonstrations of milk
S and ice cream, were rated more favorably in large independent
f stores than in small ones, suggesting that those types of promotion
H may be better suited to large stores than to small ones.
_ The most commonly reported store-handling margins for milk
C were 3 cents per quart and 6 cents per half-gallon. The greatest
ii variation in margins was on half-gallons. Most of the small neigh-
  borhood stores took a 3-cent-per-quart margin, but the average
il margin for supermarkets was about 1.5 cents per quart.
  The average quantity of milk sold per store customer was re-
ld lated to store size and margins, although those two factors tended
" to have compensating effects. Apparently because of their conven-
ient location to consumers, small stores sold comparatively large
is average quantities of milk per store custonrer even though their
rs liandlinginargins on milk were relatively wide. However, within
3 groups of stores of comparable size, sales per customer tended to
be larger in those that took narrow margins than in those that
took wide margins.

 6
\Vhen measured in terms of gross income for handling whole
milk, margins on the average amounted to approximately $8 per
week in stores serving fewer than 140 customers per day and $52 M
per week in stores serving 700 customers or more. This was 10.5 {
percent of the purchase cost, and below the markup on many
of the items grocers stocked. Nevertheless, analysis indicated that
even the average of the 142 smallest stores could realize an annual
return of $18.53 per dollar invested in milk after paying estimated
costs of refrigerated display facilities. This is true even though
the display would be only partly used for milk. Accordingly, it the
appears that grocers can afford to give considerable attention to uct:
merchandising and promotion of milk. \Vc
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  Merchandising Milk and Dairy Products
ly In Retail Grocery Stores
at
gl By John B. Roberts, Sheldon W. Williams and Stephen F. Whittedl
ad
gh The increased sale of milk through retail grocery stores and
it the emergence of area-wide distribution of packaged milk prod-
to ucts have been outstanding developments in the Midwest since V
\Vorld XV ar II. The drive to make fresh milk available in grocery
stores in every community has been a powerful force in expanding
whole milk sales. The kinds of facilities used, the way fresh milk
is packaged and handled, the attitudes of the grocery store opera-
tor toward the product, and its merchandising are important fac·
tors in maintaining and expanding the market for milk and other
dairy products. In some cities retail food stores sell as much as
70 percent of the fluid milk consumed by families and in many
small towns and rural communities of the Midwest the retail
grocery is the primary, if not the only, source of fresh whole milk.
XV ith the general acceptance of paper containers and the wid-
ening of distribution areas, commercial milk distributors have
been in position to meet the growing demand for their product
in country areas. Consequently, commercially pasteurized milk is
now sold through stores in small towns and rural areas that for-
merly did not handle fresh milk. Because of the widespread in-
fluence of paper cartons and interstate movement of packaged
milk shown in a previous study,2 the sale of the milk through
grocery stores has regional as well as local characteristics.
I In the order named, the authors are Economist in Marketing, ljniversity of
Kentucky; Cooperative Agent with the North Central Regional Committee on Dairy
Marketing Research, and Instructor in Agricultural Economics, University of Mis-
SOmEThis study grew out of an earlier study in the region of the widening of dis-
tribution areas for packaged milk. That study was reported in North Central
Regional Publication 39 (Purdue University Agr. Expt. Sta. Bul. (SOO), "()uter-
Market Distribution of Milk in Paper Containers in the North Central Region,"
October 1953. "Outer-market" sales of packaged milk refer to sales outside the city
or town in which the plant that packages the milk is located.
7

 as
PURPOSE AND SCOPE OF THE STUDY Y-2}+;
This study is focused on grocery—store distribution of milk in  
a sample area of central United States. lts purposes include: (l) to i,fg?g`,'
determine how generally grocers make milk and milk products  
available, (2) to show sources and grades of milk handled and  
why they are stocked,   to appraise the facilities and conditions { Q if
under which iluid milk products are held for sale, and (4) to  
evaluate merchandising and promotional practices used by food  
stores for dairy products.  
Data were obtained in March 1955. Most of the information  
pertained to current or recent operations. However, a few ques-  
tions applied to longer periods. For example, grocers were asked  
for their judgments, based upon their experience, about the   i_i‘l   ·'-·.
effectiveness of various promotional practices.  
Information was secured from one or more stores in each place    
of 200 or more people in a 27—county area of western Kentucky,  
southern Illinois and southeastern Missouri. A total of 235 stores is Z"
was included. This represented about one—tenth of the grocery :1.;,;
stores in the area. The method of selection of the stores is de-   lllii  
scribed in the appendix. Statistical tests of signilicance were ap-
plied to tables where appropriate. in tl
the
llIIl()
CHARACTERISTICS OF THE STUDY AREA ‘“““
The area chosen for study contains about 8,500 square miles, lvm
or somewhat more than the state of Massachusetts. It is nearly [am
100 miles square and approximately in the center of a triangle _
formed by lines connecting St. Louis, Nashville and Memphis llul
(Fig. l). The largest city is Paducah, Ky., with a population in Sldf
1955 of approximately 50,000. There are seven other cities with dm
populations of 10,000 or more, but the largest of these has a popu- Hb]
lation of less than 25,000.
Estimates based on the l950 Census showed a population in age
the area of about 550,000, of whom about two—Iifths lived in places ~——
of 2,500 or more. The survey covered ll0 towns and cities with
populations of 200 or more. Their combined population was  
275,000. Available estimates indicate that there are roughly 2,000 mi':
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. {YY1}-     I ’·i-r?}?-'- it .1 j       ·"·-_V ?_·‘_?iP."     LEGEND
LY? Q:          ·M€i{Pbhg$iQj`-E  `   `_ . QF.   KURBAN AREAS
¢· g  ‘- 3;`·- ·j_i·_i`_· .     ..   _ . :.‘·-[            _‘ ‘ · ·‘   gpmcgs Ovga z5_ooo
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_ · ;.·;,*_;·;_.,-=_. j  ,4;.;;;._;;j».- , __-_   _-·,_-_ _;_·.;.—._..;;·4:i.V.: .v._ {gw;.-I      A.__ 2,,.; _ PLACES Z500 To .0900
GTY °-an -   ,·   j*.‘{¤{¥.-f-i{€‘-E¥::?f-’ »·.· _.  .·-- E· -   ._‘,· ;-Q:_‘}_j,*; Aporegs tooo T0 2.500
1   ·—i‘ ${5*-‘?‘f ·   ri.- -‘·`· 2 _·AV-Z`]_`_;€.};Y{gY:-_;.{:]·"iff·‘ .‘—, I; .`-_ :_—j.{: ·‘»_‘- Q;-ig-;;1j$-__ ·_·,· -5-i_‘:-gz-ey; --.- 5 · . SMALLER meas
al} Fig. l.- Survey Areu ond Population.
The markets studied included grocery stores in 119 tow11s and cities with-
i11 the 8,000 square miles outlined in solid lines. The broken lines indicate
the geographic location. Smaller towns of 200 or more were interspersed
among larger cities ranging from 5,000 to 50,000 persons. The Midwest has
many similar population areas.
HCS liood stores in the area, an average of about one for every 85
mw Eamiliesfi
WIC Dairying is not highly developed within the area   2), and
· n . . . . .
Phis milk plants may obtain some ot the milk they package lrom out-
1 in side the study area. In Paducah these supplemental supplies are
vim classified as “other source" milk, and have been used in consider-
l
jpw able amount each year since 1948:*
The surveyed area has received increased amounts of pack-
¤ in aged milk from outlying plants since \Vorld \\’ar Il. Substantial
laces —+
_ $*1 . S. (lensus ol Distribution, 1948.
\\’1[ll sl See "Statistical (Zoumilatiou of l’ro¢luction, Prices, and Sales. Paducah. Ken-
. l . , . .
7 lucky, Marketing .»\rea IQIS-B5," Market ,\dministrator, St. Lotus. Nlo. Other
“ as Sltllfce milk. .v\ review o[ reports of the l’atlucah Federal Order No. 77 suggests lllill
> 000 milk from outside sources amounted to from one-quarter to one-half million pounds
" tn many months for the years l$l5~l and l955. .·\t least a dozen plants. some as lar
away as central \\’isconsin. were the suppliers.

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I *11111

 11
uantities are received from as far awa as Nashville, Tennessee
9
jg and St. Louis and Springfield, Missouri. Retail stores in the study
  received milk from 20 firms with bottling facilities within the
if surveyed area and 9 outside firms. Altogether there were 29 brands
.: of bottled milk and several additional brands of cottage cheese
r   Q
I 3 ll] store COUI1[€I`S.
E 3 Four regional or national dairy firms sold milk within the
  area. Their operations were part of an extensive interstate dis-
§ § tribution system. In addition, a number of dairies sold on a local
E   or area basis.
5,,:5; The extent to which distribution is widespread may be sug-
§`E gested by measuring the distance from the bottling plant to the
:   . . .
_€ ’= most distant grocery store in the area that handled milk from that
' >- . . . .
E ¢ plant. 1Vhen this was done, it was found that milk from ll plants
ta   did not go more than 25 miles by the nearest hard—surfaced route
ZE Q to the most distant store within the study area. In contrast, milk
E 5. from 7 plants went to stores in the surveyed area that were more
-1   than 75 miles from those plants.
   
‘:   .
7, _g Distance from plant to most
·-; >· distant store hand