F A C T O R S IN F L U E N C IN G A C C E P T A B IL IT Y
O F C A R T O N S FO R EG G P A C K A G IN G

by
C a r l C h a rle s H o yt

AN ABSTRACT
S u b m it te d to the School f o r A d v a n c e d G r a d u a t e S tu d ie s of
M i c h i g a n S tate U n i v e r s i t y of A g r i c u l t u r e and
A p p l i ed S c ie n c e in p a r t i a l f u l f i l l m e n t of
the r e q u i r e m e n t s f o r the d e g r e e of
D O C TO R O F P H IL O S O P H Y
D e p a r t m e n t of P o u l t r y S c ie n c e

1959
7
A pproved

•— - d

- t

J

i A-f ju

ProQuest Number: 10008620

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C arl C h a rles Hoyt

ABSTRACT

A s e r i e s of th r e e e x p e r i m e n t s w e r e c o n d u c te d to d e t e r m i n e the
p r o t e c t i o n a f f o r d e d the egg b y the c a r t o n , and c o n s u m e r a c c e p t a b i l i t y
of eggs p a c k e d in c a r t o n s of d i f f e r e n t c o l o r s ,

s iz e s and s t y le s .

F o u r t e e n d i f f e r e n t c a r to n s w e r e e v a lu a t e d both b y l a b o r a t o r y
a n d t r u c k te s ts in E x p e r i m e n t I ,
of the c a r t o n f o r e g g s .

to d e t e r m i n e the p r o t e c t i v e q u a l it ie s

A m e c h a n i c a l v i b r a t o r w as used in the l a b o r a ­

t o r y to t e s t th e s e c a r t o n s u n d e r c o n d itio n s a p p r o x im a t in g r a i l s h ip m e n ts
a t f i f t y m i l e s an h o u r f o r 1200 m i l e s .
m i l e s a n d 277 m i l e s w e r e u s e d .

T r u c k te s ts of 100 m i l e s , 200

No s ig n if ic a n t d i f f e r e n c e s in egg b r e a k ­

age w e r e found b e tw e e n these f o u r t e e n c a r to n s b y an a n a ly s is of v a r i a n c e .
W o l f f l a t s , u s e d to p r o v id e a d d i t io n a l p r o t e c t io n to c a r t o n e d e g g s , w e r e
found to h a v e l i t t l e v a lu e in p r o t e c t in g the eggs u n d e r n o r m a l t r a n s p o r ­
ta tio n c o n d itio n s .

E g g b r e a k a g e in c a r to n s te s te d in the l a b o r a t o r y w a s

foun d to be s i g n i f i c a n t l y g r e a t e r than in t r u c k te s ts .
M o l d e d a n d p l a s t i c type c a rto n s w e r e found to be m o r e s a t i s f a c t o r y
than c a r t o n - b o a r d type c a r to n s f o r l e a k e r s o r b r o k e n egg s .
w i t h w in d o w s e x p o s e d the eggs c o n ta in e d t h e r e i n ,

C arto n s

to s o ilin g f r o m b r o k e n

o r le a k in g eggs ab o v e these c a r t o n s in the c a s e .
T h i r t e e n s e p a r a t e s e r i e s of fiv e c a r t o n s e a c h w e r e r a n k e d b y the
D e t r o i t C o n s u m e r P r e f e r e n c e P a n e l in E x p e r i m e n t I I .

A ll ca rto n s w e re

f i l l e d w i t h l a r g e , g r a d e A eggs, a n d c o n s u m e r s w e r e a s k e d to r a n k these

A bstract

C arl C h a r le s Hoyt

c a r t o n s in the s a m e m a n n e r th e y w o u ld i f p u r c h a s in g t h e m .

W hen p ric e

w a s u s e d in the c a r t o n e v a l u a t io n , the p r i c e c h a r g e d f o r the eggs w a s
th a t p r i c e c o m m e n s u r a t e w i t h p r o c u r e m e n t and c a r to n in g c o s ts .
A p a s t e l g r e e n c o lo r on w h ite c a r t o n - b o a r d w a s p r e f e r r e d m o r e
o fte n than o t h e r c o lo r s b y the p a n e l m e m b e r s .
E g g s in p l a s t i c c a r to n s w e r e p r e f e r r e d o v e r c a r to n s w i t h w in d o w s
w h e n the p r i c e w as the s a m e , bu t w e r e r a t e d lo w e r w h en a p r e m i u m
p r i c e c o m m e n s u r a t e w it h p r o c u r e m e n t and c a r to n in g c osts w a s in d ic a t e d .
E g g s in c a r t o n - b o a r d c a rto n s w i t h w in d o w s w e r e p r e f e r r e d o v e r
eggs in c a r to n s w it h o u t w in d o w s .

N o n d i v is ib l e c a r to n s w e r e p r e f e r r e d

o ver d iv is ib le c a rto n s .
E g g s p a c k e d in two d o z e n g r e e n on w h ite c a r t o n - b o a r d ’’p i g g y - b a c k "
c a r t o n s w e r e p r e f e r r e d b y 4 0 . 2 p e r c e n t of the p a n e l m e m b e r s w h e n t h e r e
w a s no p r i c e d i f f e r e n t i a l b e tw e e n s in g le and m u l t i p l e d o z e n u n it s .

Two

d o ze n u n its w e r e found to be p r e f e r a b l e to th re e d o z e n u n it s , and 1 / 2
d o ze n u n its w e r e l e a s t p r e f e r r e d .
E i g h t y - f i v e p e r c e n t of the p a n e l m e m b e r s , w h e n g iv e n a c h o ic e ,
p r e f e r r e d a m u l t i p l e d o zen u n it of eggs w h en t h e r e w a s a 2 c e n t p e r
d o z e n p r i c e a d v a n ta g e f o r the m u l t i p l e dozen c a r t o n s .
E g g s of s i m i l a r q u a l it y w e r e c a r t o n e d and o f f e r e d fo r s ale in f o u r
s u p e r m a r k e t s in the L a n s in g a r e a in E x p e r i m e n t I I I . D u r in g a t w e n t y one w e e k p e r i o d n e a r l y 7 4 , 000 d o z e n s o f eggs w e r e m a r k e t e d th ro u g h
th e s e r e t a i l o u t l e t s .

A bstract

Carl C h a rles Hoyt

S p e c ia l r e f r i g e r a t e d d i s p l a y c a b in e ts w e r e p l a c e d in e a c h of the
f o u r s t o r e s i n s i m i l a r lo c a t io n s .

D u r i n g p a r t one of this e x p e r i m e n t

c o n s u m e r s h a d a c h o ice of f iv e d i f f e r e n t c a r t o n s , of w h ic h two w e r e
two d o ze n u n it s , w i t h a p r i c e a d v a n ta g e o f 1 1/ 2 cents p e r d o z e n f o r
the m u l t i p l e p a c k .

D u r in g p a r t two a l l / 2

c e n t p e r d o ze n p r i c e a d v a n ­

tage w a s g iv e n f o r two d o z e n p u r c h a s e s , w h e r e eggs w e r e c a r t o n e d in
r e g u l a r one d o ze n c a r t o n s .

P a r t t h r e e of th is e x p e r i m e n t i n t r o d u c e d

a n e w b r a n d of eggs to c o n s u m e r s , w i t h f o u r c h o ic e s of c a r t o n s ,
w h ic h w e r e the two d o z e n c a r t o n s .

two of

T h e s e m u l t i p l e c a rto n s w e r e a ls o

p r i c e d a t a s a v in g of 1 1/ 2 cents p e r d o zen f o r the m u l t i p l e d o ze n u n it .
C o n s u m e r s p r e f e r r e d m u l t i p l e d o zen u n its w h en a v a i la b le a t
1 1 / 2 c e n ts p e r d o z e n le s s than s in g le d o z e n s .

F i f t y - f i v e to 60 p e r c e n t

of the eggs p u r c h a s e d w e r e in two d o z e n c a r t o n s .

In one t r i a l m o r e eggs

w e r e p u r c h a s e d in two d o ze n side b y side c a r tons, w h ile in a n o t h e r m o r e
w e r e p u r c h a s e d in the " p ig g y - b a c k " c a r t o n s .
W h e n p r i c e a d v a n ta g e f o r p u r c h a s e s of two d o z e n w a s u s e d w i t h ­
out the two d o z e n c a r t o n ,

s a le s w e r e 17 p e r c e n t lo w e r than w h e n the

p r i c e - m u l t i p l e c a r t o n c o m b in a t io n w as used.
A p r i c e a d v a n ta g e of 1 1 / 2 cents p e r d o ze n a p p e a r e d to be the
d e t e r m i n i n g f a c t o r in c o n s u m e r a c c e p ta n c e of eggs p a c k e d in m u l t i p l e
d o z e n u n it s .
O n ly s lig h t d i f f e r e n c e s w e r e found b e tw e e n the p a n e l p r e f e r e n c e
a n d s to r e s a le s in p r e f e r e n c e f o r e ggs c a r t o n e d in m u l t i p l e d o ze n c a r t o n s .

A bstract

C arl C h a rles Hoyt

T h e s iz e of r e f r i g e r a t e d d i s p l a y a r e a a l l o c a t e d to e g g s , a n d the
s iz e of t o t a l s t o r e s a le s a r e a w e r e foun d to be c l o s e l y c o r r e l a t e d w i t h
egg s a le s .
E g g s a le s d u r in g the p e r i o d w h e n the n e w b r a n d of eggs w a s
f e a t u r e d , w e r e 11 p e r c e n t l o w e r than w h e n an e s t a b lis h e d b r a n d w a s
s o ld .

F A C T O R S IN F L U E N C IN G A C C E P T A B IL IT Y
O F C A R T O N S F O R E G G P A C K A G IN G

by
C a r l C h a rle s H o yt

A

T H E S IS

S u b m it t e d to the S choo l f o r A d v a n c e d G r a d u a t e S tu d ie s of
M i c h i g a n S ta te U n i v e r s i t y of A g r i c u l t u r e a n d
A p p l i e d S c ie n c e in p a r t i a l f u l f i l l m e n t of
the r e q u i r e m e n t s f o r the d e g r e e of

D O C T O R O F P H IL O S O P H Y
D e p a r t m e n t of P o u l t r y S c ie n c e

1959
A pproved

ACKNOWLEDGEMENTS

T h e a u th o r ta k e s this o p p o r t u n it y to th a n k those i n d iv id u a ls w h ose
c o o p e r a t io n , e n c o u r a g e m e n t and a s s is ta n c e m a d e th is th e s is p o s s i b l e .
A s p e c ia l th a n k you is e x te n d e d to D r . L . E . D a w s o n , w ho s u p e r ­
v i s e d th is s tu d y , and d i r e c t e d the g r a d u a t e p r o g r a m .
T h e a u t h o r w is h e s to th a n k D r , E d w a r d B r a n d , D r . R a l p h C o s t ilo w ,
D r.

Jam es G o ff, D r .

H e n r y L a r z e l e r e , a n d D r . H o w a r d Z i n d e l who

s e r v e d on the g u id a n c e c o m m i t t e e , a n d w hose s u g g es tio n s and a s s is ta n c e
w e r e m o s t h e lp f u l.
T h a n k s is a ls o due D r . W i l l i a m B a te n f o r h is a s s is ta n c e w it h the
s t a t i s t i c a l a r r a n g e m e n t and a n a ly s is of the data c o ll e c t e d in the s tu d y ,
a n d P r o f e s s o r R a l p h T e n n y f o r h is c o o p e r a t io n and e n c o u r a g e m e n t
d u r in g the t im e the s tu d y w a s c o n d u c te d .
T h e a u t h o r a p p r e c i a t e s the a s s is t a n c e g iv e n b y the B l o o m e r
B r o t h e r s C o m p a n y , the D ia m o n d G a r d n e r C o m p a n y , and the H a m i l t o n
F a r m B u r e a u who p r o v i d e d s om e of the funds to s u p p o rt this s tu d y .
T h e a u t h o r g r e a t l y a p p r e c ia t e s the a s s is ta n c e g iv e n b y h is w i f e ,
F e r n , who ty p e d the o r i g i n a l c o p ie s of the m a n u s c r i p t , and w h o s e
u n d e r s t a n d in g a n d e n c o u r a g e m e n t m a d e the s tu d y m o r e e n jo y a b le .
A s p e c ia l thanks is a ls o due to M r s . B e a t r i c e M o t t , who ty p e d
the f i n a l m a n u s c r i p t .
A l l r e s p o n s i b i l i t y f o r e r r o r s w h ic h m a y be p r e s e n t in the c o m ­
p l e t e d w o r k b e lo n g s to the a u t h o r .

TA BLE OF CONTENTS
Page
IN T R O D U C T IO N

1

L IT E R A T U R E R E V IE W

7

Egg B re a k a g e

7

C o lo r a n d C a r t o n P r e f e r e n c e

®

E g g D is p la y s

10

E g g P u r c h a s e s a nd S iz e of U n its P u r c h a s e d

11

B r a n d N a m e In f lu e n c e s in E gg P u r c h a s e s

11

P ric e

12

PURPOSE AND G EN ER A L PROCEDURE

15

E X P E R IM E N T I .

16

P R O T E C T IV E P R O P E R T IE S O F

EGG CARTONS

r

P rocedure

16

R e s u lts

20

E X P E R IM E N T I I .

S E L E C T IO N O F C A R TO N S -

27

PREFERENCE PANEL
P rocedure

27

R e s u lt s

31

E X P E R IM E N T II I.

F A C T O R S IN F L U E N C IN G EGG

59

SALES

59

P rocedure
T ria l 1

C a r t o n In f lu e n c e on E g g S a le s

61

Page
T ria l 2

P r i c e In flu e n c e on Egg S a le s

63

T ria l 3

B r a n d In f lu e n c e on E gg S a le s

67

68

R e s u lt s
of

68

onE gg S a le s

72

D i s p l a y Space and P h y s i c a l L a y o u t
P a r t i c i p a t i n g S to re
T ria l 1

C a r t o n In flu e n c e

T ria l 2

P r i c e In flu e n c e on E g g S a le s

81

T ria l 3

B r a n d In flu e n c e on Egg S a le s

91

D IS C U S S IO N

95

SUMMARY

103

B IB L IO G R A P H Y

106

A P P E N D IX

LIST OF T A B L E S

TABLE
I

T h e R a n d o m iz e d D e s ig n U s e d F o r P a c k i n g E g g s
in E x p e r i m e n t I

19

II

S c o r e C h a r t f o r E v a lu a t io n of E g g C a r t o n s

21

III

E g g D a m a g e A s In f lu e n c e d by C a r t o n a n d H a n d lin g
T re a tm e n t

22

IV

A n a l y s i s of V a r i a n c e of P r o t e c t i v e Q u a l i t i e s of
E gg C arto n s

24

V

A n a l y s i s of V a r i a n c e of V i b r a t o r T r e a t m e n t s
( T r a n s f o r m e d to X + 1 / 2 )

25

VI

P r e f e r e n c e s F o r E g g s C a r t o n e d in D i f f e r e n t
C o l o r e d 3 by 4 C a r t o n s , S e r ie s 1 and 2.

33

V II

P r e f e r e n c e F o r C o lo r and S ty le of 2 b y 6 E gg
C a r t o n s , S e r ie s 3.

35

V III

P r e f e r e n c e s F o r E g g s P a c k e d in F i v e 2 b y 6
C a r t o n s w i t h M ic h i g a n S ta te U n i v e r s i t y
B r a n d a nd D i f f e r e n t C o lo r C o m b in a t io n s .
S e rie s 4.

37

IX

P re fe re n c e s
F o r E g g s P a c k e d in 2 b y 6 C o m m e r c i a l B r a n d C a r t o n s w i t h D i f f e r e n t C o lo r
C o m b in a t i o n s , S e r ie s 5.

39

X

P re fe re n c e s
F o r P la s tic C a rto n s , and C arto n s
w i t h w in d o w s , S e r i e s 6 .

42

XI

P re fe re n c e s
F o r P l a s t i c C a r t o n s , W in d o w e d
44
C a r t o n s and C a r t o n s W ith o u t W in d o w s , S e r ie s 7.

X II

In f lu e n c e of M u l t i p l e P a c k C a r t o n s on P a n e l
P r e f e r e n c e , S e r ie s 8 .

47

E f f e c t of P r i c e and M u l t i p l e P a c k on P a n e l

48

X III

P r e f e r e n c e , S e r ie s 9.

Page

Table
X IV

50
R a n k a nd P r e f e r e n c e S c o r e F o r E g g s P a c k ­
a g e d in F i v e C a r t o n C o m b in a t i o n s , S e r ie s 10

XV

R a n k a n d P r e f e r e n c e S c o r e F o r Egg s P a c k e d
in F i v e C a r t o n C o m b in a t i o n s , S e r ie s 11

53

XVI

R a n k a n d P r e f e r e n c e S c o r e F o r E gg s P a c k e d
in F i v e C a r t o n C o m b in a t i o n s , S e r ie s 12

54

X V II

R a n k a nd P r e f e r e n c e S c o r e F o r E g g s P a c k e d
i n F i v e C a r t o n C o m b in a t i o n s , S e r ie s 13

58

X V III

" Y o u d e n S q u a r e " D e s ig n , T r i a l 1

62

X IX

F o u r b y F o u r L a t i n S q u a r e D e s ig n U s e d F o r
P r i c e S tu d ie s , T r i a l 2 a n d T r i a l 3

66

XX

A v e r a g e W e e k l y E g g S a le s T h r o u g h S p e c ia l
D i s p l a y C a b in e t D u r in g T r i a l 1

73

XXI

L a r g e a n d T o t a l E gg S a le s b y S t o r e s ( T o t a l
a n d S p e c ia l D i s p l a y , T r i a l 1

74

X X II

A v e r a g e W e e k l y E g g S a le s , A l l E g g s , T r i a l 1

79

X X III

E g g S a le s b y S to r e s D u r in g T r i a l 1,
C o r r e s p o n d in g P e r i o d 1958

82

X X IV

A n a l y s i s of V a r i a n c e , T r i a l 1 , S to r e 1

83

XXV

A n a l y s i s of V a r i a n c e , T r i a l 1 , S to r e 2

84

XXVI

A n a l y s i s of V a r i a n c e , T r i a l 1 , S to r e 3

85

X X V II

A n a l y s i s of V a r i a n c e , T r i a l 1 , S to r e 4

86

X X V III

A v e r a g e W e e k l y E g g S a le s T h r o u g h S p e c ia l
D i s p l a y C a b in e ts D u r in g T r i a l 2

87

X X IX

A v e r a g e W e e k l y E g g S a le s , A l l E g g s , T r i a l 2

90

XXX

A v e r a g e W e e k l y E gg S a le s b y S to r e s b e tw e e n
N e w a n d E s t a b l i s h e d B r a n d in S p e c ia l
D i s p l a y C a b in e t

92

XXXI

A v e r a g e W e e k l y T o t a l E g g S a le s b y S t o r e s
b e tw e e n N e w and E s t a b l i s h e d B r a n d

93

1959 and

LIST OF FIG U R E S
Page
1.

P o p u la t io n of the U n it e d S ta te s

4

6

2.

P e r C a p it a C o n s u p tio n of A l l E g g s

3.

M e c h a n i c a l V i b r a t o r U s e d in S u b je c tin g E g g s to
A c c e l e r a t e d R a i l r o a d C o n d itio n s

17

4.

D e t r o i t C o n s u m e r P r e f e r e n c e P a n e l E v a lu a t in g
E g g C a r t o n s and O th e r P r o d u c t s

29

5.

S e r i e s 1 a n d 2.
in C o lo r

32

6.

S e r i e s 4 . C a r t o n s C u r r e n t l y U s e d in Sale of
M i c h i g a n S ta te U n i v e r s i t y E g g s

36

7.

S e r i e s 5. C a r t o n s P r i n t e d w i t h a C o m m e r c i a l
B r a n d N a m e , D i f f e r i n g O n ly in C o lo r

38

8.

S e r i e s 6 . A n A s s o r t m e n t of C a r t o n s D i f f e r i n g
in T y p e of C o n s t r u c t io n

41

9.

S e r i e s 7. A n A s s o r t m e n t of C a r t o n s D i f f e r i n g
in T y p e of C o n s t r u c t io n

43

10.

S e r i e s 8 and 9 . A n A s s o r t m e n t of C a r t o n s
In c lu d in g M u l t i p l e P a c k s

45

11.

S e r i e s 10. A n A s s o r t m e n t of E g g C a r t o n s
D i f f e r i n g in S t y le , C o lo r a n d S iz e of U n it

49

12.

S e r i e s 11. A n A s s o r t m e n t of E g g C a r t o n s
D i f f e r i n g in S t y le , C o lo r and S iz e of U n it

51

13.

S e r i e s 12. A n A s s o r t m e n t of E g g C a r t o n s
D i f f e r i n g in S iz e of U n i t , C o lo r a n d C o n s t r u c t io n

55

14 .

S e r i e s 13. A n A s s o r t m e n t of C a r t o n s D i f f e r i n g
in S iz e of U n i t , C o lo r a nd C o n s t r u c t io n

T h re e by fo u r C arto n s D iffe rin g

56

F igu re
15.

R e f r i g e r a t e d D i s p l a y C a s e a nd S o m e E x p e r i ­
m e n ta l Egg C arto n s

Page
60

16.

C a r t o n s U s e d in T r i a l 1

64

17.

C a r t o n s and S p e c ia l D i s p l a y T r i a l 3

69

18.

R e f r i g e r a t e d D i s p l a y A r e a A l l o c a t e d to E gg s
b y S to r e s

75

19.

S a le s A r e a f o r E a c h S to r e

76

20.

S a le s of E g g s in F o u r S to r e s D u r in g the T e s t
P e r i o d 1 9 5 8 - 1 9 5 9 and the C o r r e s p o n d in g
P e r io d 1 9 5 7 -1 9 5 8 .

77

21.

L in e a r D is p la y A r e a

80

22.

E g g S a le s F r o m S p e c ia l D i s p l a y C a b in e ts
D u r i n g T r i a l and T r i a l 2

89

23.

E g g S a le s b y S to r e s D u r in g T r i a l 1, 1959, a nd
C o r r e s p o n d in g P e r i o d 1958

98

24.

L a r g e E g g S a le s b y W e e k s , C o m p u te d on T w o
W e e k M o v in g A v e r a g e of E g g P u r c h a s e s ,
S to r e 2.

99

25.

L a r g e E g g S a le s b y W e e k s , C o m p u te d on T w o
W e e k M o v in g A v e r a g e of E g g P u r c h a s e s ,
S t o r e 3.

100

26.

L a r g e E g g S a le s b y W e e k s , C o m p u te d on T w o
W e e k M o v in g A v e r a g e of E g g P u r c h a s e s ,
S to re 4.

101

27.

P r i c e s f o r G r a d e A , L a r g e , W h ite E g g s a t D e t r o i t ,
M i c h i g a n d u r in g 21 W e e k s of the S tu d y and
C o r r e s p o n d in g P e r i o d , 1 9 5 7 - 1 9 5 8 .

102

1.

IN T R O D U C T IO N

T h e p a c k a g in g of eggs has la g g e d b e h in d th a t of m a n y o th e r a g r i ­
c u l t u r a l p r o d u c ts and has c hanged l i t t l e d u r in g the p a s t f i f t y y e a r s .
U n t i l r e c e n t l y , in m a n y s m a l l r e t a i l o u tle t s , eggs w e r e o f f e r e d f r o m
" b u lk " d is p la y s and d is p e n s e d in p a p e r b a g s .
A lth o u g h m a n y im p r o v e m e n t s h a v e b e e n m a d e in p a c k a g in g a nd
m e r c h a n d is in g m o s t fo o d p r o d u c t s , egg c a r to n s u s e d to d a y h a v e not
b e e n d e s ig n e d to p r o m o t e the s a le of the eggs c o n ta in e d t h e r e in .
S e le c t io n of eggs in r e t a i l o u tle ts t h e r e f o r e , is o ften b a s e d on w h a t is
e x p e c t e d in the in a d e q u a te a n d f r e q u e n t l y u n a t t r a c t i v e p a c k a g e .
S t e r n (1 9 5 4 ) r e p o r t e d th a t the p a c k a g e u s e d f o r food p r o d u c ts has
t h r e e m a i n p u rp o s e s :
a.
b.
c.

P r o t e c t i o n of the p r o d u c t ,
C o n v e n ie n c e of the c u s t o m e r ,
S a le s a p p e a l.

M o s t egg c a r t o n s a r e in a d e q u a te in a l l these f a c t o r s .
S tu d ie s h a v e b e e n c o n d u c ted to d e t e r m i n e the e c o n o m ic lo s s to
the p o u l t r y i n d u s t r y c a u s e d by b r o k e n eggs.

M i l l e r , D a k a n and C r a y

(1 9 5 1 ) r e p o r t e d th a t 8 . 8 p e r c e n t of a l l eggs p r o d u c e d a t the f a r m w e r e
r e m o v e d in m a r k e t c h a n n e ls b e c a u s e th e y w e r e c r a c k e d o r b r o k e n .
S in ce the a v e r a g e r e d u c t io n in v a lu e w as e s t i m a t e d to be 17. 5 c e n ts
p e r d o z e n , the to t a l a n n u a l " p o t e n t ia l lo s s " to the O h io p o u l t r y i n d u s t r y
w a s c a lc u la t e d to be $ 2 , 9 9 9 , 8 4 0 . 0 0 .

I t w a s f u r t h e r e s t i m a t e d th a t

2

a b o u t ten p e r c e n t of this lo s s o c c u r r e d a f t e r the eggs w e r e c a r t o n e d ,
w h ic h in d ic a t e s th a t egg lo s s e s in c a r t o n s r e s u l t s in a d e c r e a s e d e x ­
p e c t e d r e v e n u e of $ 2 9 1 , 9 8 4 . 0 0 a n n u a l ly to O h io p o u l t r y p r o d u c e r s .

T h is

’’p o t e n t i a l lo s s " does n o t in c lu d e d a m a g e to o t h e r c a r t o n s c a u s e d b y
l e a k e r s , n o r does i t in c lu d e the b r o k e n eggs found b y the h o u s e w if e .
L fittle e f f o r t has b e e n m a d e to d e t e r m i n e the c a use of b r e a k a g e in c a r t o n s ,
o r to e v a l u a t e the p r o t e c t i v e c h a r a c t e r i s t i c s of d i f f e r e n t s t a n d a r d c a r to n s
a v a i l a b l e on the m a r k e t today.
A c t u a l c o n s u m e r p r e f e r e n c e s r e g a r d i n g s ty le o r c o lo r of c a r t o n
h a v e n o t b e e n a d e q u a t e ly d e t e r m i n e d , e i t h e r b y r e s e a r c h or b y t r i a l
a nd e r r o r , and s e ld o m ha v e such e x is t in g p r e f e r e n c e s b e e n p r o p e r l y
r e f l e c t e d b a c k to the egg p a c k e r to f o r c e a c o n tin u e d i m p r o v e m e n t in
c a r t o n d e v e lo p m e n t .
T h e i m p o r t a n c e of c o n s u m e r p r e f e r e n c e and d i s t r i b u t o r a c c e p t a ­
b i l i t y was r e p o r t e d b y S t e r n ( 1 9 5 4 ) as f o llo w s :

" I t is a m a z i n g how o fte n

the c o n s u m e r who uses the p r o d u c t a nd the d i s t r i b u t o r w h o h a n d le s i t
c a n , b y t h e i r c o l l e c t i v e and o b je c tiv e c r i t i c i s m and s u g g e s tio n s , sh o c k
the p r e c o n c e iv e d and o fte n c o m p la c e n t th in k in g of a p r o d u c t m a n u f a c ­
tu re r. "
U n d o u b te d ly m a n y f a c t o r s in flu e n c e c o n s u m e r s ' c h o ic e of a p a c k ­
age.

H oyt e t a l.

( 1 9 5 7 ) r e p o r t e d th a t c o l o r , p r o d u c t v i s i b i l i t y a n d s iz e

of u n it w e r e i m p o r t a n t f a c t o r s in flu e n c in g c o n s u m e r s ’ c h o ic e .

S e v en ty-

e ig h t p e r c e n t of a s m a l l s e le c te d s a m p le of M i c h i g a n c o n s u m e r s in d ic a t e d

a p r e f e r e n c e f o r p u r c h a s in g m o r e than one d o z e n eggs a t a t im e .
L a r z e l e r e a n d S h a f f e r (1 9 5 5 ) fo u n d th a t o v e r t w o - t h i r d s of the p u r c h a s e r s
r e p o r t e d a p u r c h a s e of m o r e than one d o z e n eggs a t one t i m e .

S o m e of

the p e o p le s u r v e y e d p u r c h a s e d as m a n y as e ig h t d o ze n eggs a t one t i m e .
T a y l o r , O w en s and J a s p e r (19 54) fo u n d th a t 38 p e r c e n t of a s a m p le of
R hode Is la n d c o n s u m e r s p u r c h a s e d eggs in tw o d o zen l o t s , and 11 p e r ­
c e n t p u r c h a s e d t h e ir eggs in lo ts of e i t h e r o n e - h a l f , one and o n e - h a l f
o r t h r e e and o n e - h a l f d o z e n s .

S lo c u m a n d S w anso n (1 9 5 4 ) r e p o r t e d th a t

30 p e r c e n t of the p e r s o n s s u r v e y e d in W a s h in g to n s how ed a p r e f e r e n c e
f o r two d o z e n eggs p e r p u r c h a s e , w h i l e 5 and 3 p e r c e n t p u r c h a s e d f o u r
a n d f iv e d o z e n eggs r e s p e c t i v e l y .

In s p ite of these in d ic a t e d p r e f e r e n c e s

f o r m u l t i p l e d o z e n u n its , l i t t l e e f f o r t has b e e n m a d e to m a r k e t eggs in
m u ltip le dozens.
W i t h the in t r o d u c t io n of s e l f - s e r v i c e m e r c h a n d i s i n g m e th o d s a n d
m a ss d is p la y s ,

the d e s ig n and a t t r a c t i v e n e s s of egg c a r t o n s have b e ­

c o m e m o r e i m p o r t a n t as f a c t o r s in c o m p e t it iv e s e lli n g .

T h e a d v a n ta g e s

of an a t t r a c t i v e p a c k a g e h ave a l r e a d y been d e m o n s t r a t e d in the m e r ­
c h a n d is in g of m a n y p r o d u c t s , b u t the v a lu e of eggs in a t t r a c t i v e c a r t o n s
to the p o u l t r y i n d u s t r y , or to the e n t e r p r i s i n g m e r c h a n d i s e r is as y e t
u n kn o w n .

T h is is one a r e a of m e r c h a n d is in g w h ic h has m u c h o p p o r t u n ­

i t y f o r i m p r o v e m e n t a nd a d v a n c e m e n t in the y e a r s a h e a d .
T h e p o p u la t io n of the U n it e d S ta te s has e x p a n d e d r a p i d l y , and
d u r in g the p a s t t w e lv e y e a r s has i n c r e a s e d 2 2 . 1 p e r c e n t ( F i g u r e

1 ).

4.

P E O P L E COOO.OOO)

I 75

Fig.

1.

o

o»

u»
IN)

YEARS
Population of the United Sta te s
Source: Agr. Stat. , U . S . D . A . ,

oi

1957, p.

Ul
Oi

535

5.

T h is r e p r e s e n t s a s iz a b le to ta l p o p u la tio n in c r e a s e d u r in g this p e r i o d ,
b u t c o n c u r r e n t l y the p e r c a p ita c o n s u m p tio n of eggs ha s d e c r e a s e d

1 0 . 9 p e r c e n t ( F i g u r e Z).

G o o d m e r c h a n d i s i n g , c o u p le d w it h q u a l i t y

c o n t r o l a n d c o n s u m e r e d u c a tio n m a y h e lp to in c r e a s e c o n s u m e r d e m a n d
f o r egg p r o d u c t s a n d r e v e r s e the d o w n w a r d c o n s u m p tio n tr e n d .
In this s tu d y an a t t e m p t has b e e n m a d e to s e le c t egg c a r t o n s w h ic h
o f f e r the n e c & s s a r y p r o t e c t i o n to eggs and w h ic h c o u ld be c o m b in e d in to
a t t r a c t i v e m u l t i p l e u n it s .

T h e s e , f i l l e d w i t h G r a d e A egg s , w e r e o f f e r e d

to c o n s u m e r s in f o u r L a n s in g a r e a s u p e r m a r k e t s .

6.

EGGS

CONSUMED
Co

H-

QTQ

ro

rta>
CL
r-r-

fD

m $
in W
h *•

<jq

£T OQ

K o
5' %
3

01

“ £

cl

xO
Ln
00

VO

7.

L IT E R A T U R E R E V IE W

In r e c e n t y e a r s t r e m e n d o u s a d v a n c e s ha v e b e e n m a d e in m e r c h a n ­
d is in g fo o d p r o d u c t s in the U n it e d S ta t e s .

In sp ite of this a d v a n c e m e n t

in m a n y fo o d a r e a s , l i t t l e has b e e n done to m a k e the egg p a c k a g e m o r e
a t t r a c t i v e to the c o n s u m e r .

In f a c t , l i t t l e is know n c o n c e r n in g c o n ­

s u m e r p r e f e r e n c e s f o r types of c a r t o n s ,

s a le s a p p e a l of d i f f e r e n t c a r ­

to n s , o r p r o t e c t i v e c h a r a c t e r i s t i c s of c a r t o n s c u r r e n t l y b e in g u s e d in
m a r k e t c h a n n e ls .
V a r i o u s i n v e s t i g a t o r s ha v e s tu d ie d the in flu e n c e of c e r t a i n c h a r a c ­
t e r i s t i c s of egg c a r t o n s as th e y a f f e c t the egg and the c o n s u m e r .

Egg B re a k a g e
T h e f r a g i l i t y of the egg m a k e s the c a r t o n in g ,

t r a n s p o r t a t i o n and

h a n d lin g of eggs m o r e d i f f i c u l t than m a n y o th e r p r o d u c t s .

S tu d ie s

in d ic a t e th a t a h ig h p e r c e n t a g e of the do zen s of eggs s o ld th ro u g h r e t a i l
o u tle ts h a v e one o r m o r e c r a c k s in e a c h c a r t o n .

W i l l i a m s (1 9 5 8 ) r e ­

p o r t e d th a t 1 1 . 0 p e r c e n t of the eggs p u r c h a s e d d u r in g a one y e a r p e r i o d
h a d unsound s h e ll s . S i x t y - o n e p e r c e n t of the do zen s p u r c h a s e d , h o w ­
e v e r , h a d one o r m o r e eggs w it h unsound s h e lls .

S im ila r re s u lts w e re

r e p o r t e d b y B e c k e r (1 9 5 3 ) w ho fo u n d that 50. 0 p e r c e n t of the d o z e n s
p u r c h a s e d f r o m r e t a i l s t o r e s c o n ta in e d one o r m o r e eggs w it h c h e c k s
o r b r o k e n s h e ll s .

B r o k e n eggs w e r e found le s s f r e q u e n t l y in c a r t o n e d

8.

eggs than in p a p e r b a g s .
D a r r a h a n d M o o r e (1 9 5 6 ) fo u n d e s s e n t i a l l y no d i f f e r e n c e in egg
b r e a k a g e b e tw e e n eggs in r e g u l a r c a r to n s and those in p l a s t i c c a r t o n s .
T h e y fo u n d th a t egg b r e a k a g e in p l a s t ic c a r t o n s w a s n o t as g r e a t w h en
p a c k e d e i t h e r le n g t h w is e o r c r o s s w is e in the c a s e , as w h en the c a r t o n s
w e r e p a c k e d a l t e r n a t e l y c r o s s w i s e a nd le n g t h w is e .
E g g b r e a k a g e a t d i f f e r e n t l e v e l s in the m a r k e t i n g c h a n n e l w a s r e ­
p o r t e d b y M i l l e r , D a k a n and C r a y ( 1 9 5 1 ) .
b r o k e n and r e m o v e d a t the f a r m ,

T h e y found 2. 8 p e r c e n t

2 . 6 p e r c e n t r e m o v e d a t the t im e of

g r a d in g , 2. 5 p e r c e n t c r a c k e d in the g r a d in g s t a tio n , and 0. 9 p e r c e n t
c r a c k e d b e tw e e n the g r a d in g s ta tio n and the w h o l e s a l e r .
out th a t this lo s s is a b s o r b e d b y the p r o d u c e r ,

T h e y p o in t

s in c e p r i c e s and m a r g i n s

a r e a d ju s t e d to a b s o r b the s h a r e of lo s s o c c u r r i n g a t th a t p o in t .

They

e s t i m a t e d th a t the d e c r e a s e d r e v e n u e to the O h io p o u l t r y i n d u s t r y in
1948 w a s $ 2 , 9 1 9 , 8 4 0 .
D a m a g e o c c u r r i n g to eggs in r a i l s h ip m e n t w as r e p o r t e d b y M y e r s
and R in g w o o d ( 1 9 4 5 ) to be 1. 9 p e r c e n t of a l l eggs s h ip p e d .

T h is d a m a g e

w as c la s s e d as h id d e n , thus w a s in a d d it io n to c l a i m s p a id b y r a i l r o a d s
f o r egg d a m a g e w h ic h w a s , a c c o r d in g to M y e r s and B i x b y ( 1 9 4 5 ) ,
$ 6 5 0 , 0 0 0 f o r the y e a r 1944 .
C o lo r and C a r t o n P r e f e r e n c e
B e v a n s ( 1 9 5 8 ) r e p o r t e d th a t p a c k a g e a p p e a l is the m a i n r e a s o n a
c o n s u m e r buys one p a c k a g e in p r e f e r e n c e to a n o t h e r .

He s ta te d ,

9.

" I n our p r e s e n t s e l f - s e l e c t i o n , i m p u ls e b u y in g m a r k e t ,

the p a c k a g e is

the m o s t p o w e r f u l s a le s m a n , "
T h e e v o lu tio n in egg m e r c h a n d is in g d u r in g r e c e n t y e a r s is p r o ­
nounced.

A s r e c e n t l y as 1948, N y b r o t e n (1 9 5 2 ) foun d th a t o v e r o n e -

h a l f of a l l eggs in a s a m p le of W e s t V i r g i n i a s t o r e s w e r e s o ld in p a p e r
bags.

W h e r e c a r to n s w e r e u s e d , the 3 b y 4 m o ld e d c a r t o n w a s the

m o s t p re v a le n t.

S i m i l a r f in d in g s w e r e r e p o r t e d b y B e c k e r ( 1 9 5 3 ) ,

a lth o u g h he d id f in d th a t a m o n g c h a in s t o r e s in the P i t t s b u r g h and
P h i l a d e l p h i a a r e a , a l l eggs w e r e c a r t o n e d .
re p o rts ,

In c o n t r a s t to these e a r l i e r

T a y l o r , O w e n s , a n d J a s p e r (1 9 5 4 ) r e p o r t e d th a t 97 p e r c e n t of

a c o n s u m e r s a m p le in P r o v i d e n c e , R hode Is l a n d , p u r c h a s e d t h e i r eggs
in c a r t o n s .

S i m i l a r fin d in g s w e r e r e l e a s e d b y G o o d r ic h (1 9 5 8 ) f o llo w in g

a s tu d y in 552 s u p e r m a r k e t s in the N e w Y o r k a r e a .

A l l eggs s o ld in

these s t o r e s w e r e c a r t o n e d , and the 2 b y 6 p a p e r b o a r d c a r t o n w a s the
m o s t p re v a le n t.
D a r r a h a n d C a r p e n t e r (1 9 5 4 ) r e p o r t e d that the use of w in d o w e d
c a r to n s i n c r e a s e d egg s a le s in C e n t r a l N e w Y o r k , and th a t the a r e a
de v o te d to w in d o w s in the c a r t o n w as d i r e c t l y c o r r e l a t e d w i t h egg s a le s .
G o o d r ic h ( 1 9 5 8 ) fo u n d , in the s a m e a r e a ,

th a t 39 p e r c e n t of 552 s a m p le

s t o r e s w e r e s e lli n g s o m e eggs in w in d o w e d c a r t o n s .

A l l of these s to r e s

f e a t u r e d a t l e a s t one r o w of c a r t o n s w i t h w in d o w s in t h e i r d i s p l a y s .
T h e use of p l a s t i c c a r to n s has b e e n a r e c e n t in n o v a tio n .

S tu d ie s

b y S aunders (1 9 5 6 ), D a r r a h and M o o re (1 9 5 6 ), P a s v o g e l (1 9 5 8 ), and

10.

N y b r o t e n ( 1 9 5 8 ) h a v e a l l in d ic a t e d a c o n s u m e r p r e f e r e n c e f o r a p l a s t i c
type c a r t o n .

D a r r a h and M o o r e (1 9 5 6 ) r e p o r t e d th a t o n ly 10 p e r c e n t of

a c o n s u m e r s a m p le w e r e w i l l i n g to p a y the p r e m i u m p r i c e n e c e s s a r y
f o r the p l a s t i c c a r t o n .

N y b r o t e n ( 1 9 5 8 ) fo u n d o n ly 4 p e r c e n t w i l l i n g to

p a y the p r e m i u m p r i c e a nd P a s v o g e l (1 9 5 8 ) r e p o r t e d that c o n s u m e r s
w o u ld n o t p a y a p r e m i u m f o r eggs p a c k e d in p l a s t i c .
E g g D is p la y s
E g g m e r c h a n d i s i n g te c h n iq u e s in r e t a i l o u tle ts ha v e o fte n la g g e d
b e h in d o th e r fo o d p r o d u c t s .

E g g s u s u a l l y c o m p e te f o r space w i t h m i l k

a n d m i l k p r o d u c ts in the d a i r y c a s e .

N y b r o t e n ( 1952) r e p o r t e d a d e f in it e

r e l a t i o n s h i p b e tw e e n the n u m b e r of " e g g o f f e r in g s " and to ta l s a le s of
eggs p e r s t o r e .

E g g o f f e r in g s w e r e d e fin e d as a n y d i s t i n c t io n th a t gave

the c u s t o m e r a c h o ic e in the egg s e le c t io n .
R e f r i g e r a t e d egg d is p la y s w e r e foun d in o n ly o n e - h a l f of 500
s a m p le s t o r e s in a W a s h in g to n s ta te s u r v e y ( S t a d e lm a n and J e n s e n ,

1 9 5 0 ).

T h is c o n t r a s t s s h a r p l y w i t h fin d in g s e ig h t y e a r s l a t e r , b y G o o d r ic h
(1 9 5 8 ) in a s tu d y of 552 s a m p le s t o r e s in N e w Y o r k s ta te .

He re p o rte d

th a t 96 p e r c e n t of the s t o r e s had r e f r i g e r a t e d d i s p l a y space f o r the e g g s .
S t o r e s w e r e a r b i t r a r i l y c l a s s i f i e d a c c o r d in g to s iz e on the b a s is of the
n u m b e r of c a s h r e g i s t e r s .
c la s s e d as s m a l l ,

S to r e s w i t h two to f o u r c a s h r e g i s t e r s w e r e

those w it h f iv e to s ix w e r e c la s s e d as m e d i u m , and

those w i t h s e v e n o r m o r e w e r e c la s s e d as l a r g e .

T h e l i n e a r f e e t of

egg d i s p l a y s p a c e w as fo u n d to be 3 . 7 in the s m a l l m a r k e t s ,

5 . 4 in the

11.

m e d i u m m a r k e t s , a nd 7. 2 in the l a r g e m a r k e t s .

T h e s e f in d in g s w e r e

in li n e w i t h a t r e n d , f o r a r e f r i g e r a t e d d i s p l a y a r e a in s u p e r m a r k e t s ,
w h ic h w a s g e n e r a l l y o b s e r v a b le .
E g g P u r c h a s e s a n d S iz e of U n its P u r c h a s e d
T h e i n c r e a s e in n u m b e r s of m o d e r n food s u p e r m a r k e t s and h o u s e ­
h o ld r e f r i g e r a t o r s ha s u n d o u b te d ly e n c o u r a g e d the p r a c t i c e of p u r c h a s in g
fo o d c o m m o d it i e s in l a r g e r q u a n t it ie s .

T a y l o r , O w en s and J a s p e r (1 9 5 4 )

r e p o r t e d th a t 66 p e r c e n t of the f a m i l i e s in a Rhode I s la n d s u r v e y p u r ­
c h a s e d eggs in q u a n t it ie s of two d o z e n o r m o r e .

S i m i l a r fin d in g s w e r e

r e p o r t e d b y L a r z e l e r e and S h a f f e r (1 9 5 5 ) in a M ic h i g a n s tudy.

H o w e v e r,

S lo c u m a n d S w a n s o n (1 9 5 4 ) found o n ly 51 p e r c e n t of a c o n s u m e r s a m p le
in W a s h in g to n s ta te p u r c h a s e d m o r e than one d o z e n eggs e a c h p u r c h a s e .
T h e in t r o d u c t io n of the th r e e d o z e n " E c o n o p a c k " r e s u l t e d in a
m a r k e d i n c r e a s e in egg s a le s in s a m p le s t o r e s in O h io ( L e v in s o n 1 9 5 7 ).
T h r e e - d o z e n c a r t o n s w e r e p r i c e d a d v a n t a g e o u s ly to the c u s t o m e r s .
M e r e d i t h ( 1 9 5 7 ) foun d a s i m i l a r t h r e e - d o z e n c a r t o n to be p a r t i c u l a r l y
d e s i r a b l e f o r m e r c h a n d i s i n g p u l l e t eggs d u r in g the t i m e of y e a r w h en
p r ic e w as fa v o ra b le .
B r a n d N a m e In f lu e n c e in E gg P u r c h a s e s
T h e t r e n d t o w a r d s e llin g m o r e c a r t o n e d eggs has in f lu e n c e d the
u se of b r a n d n a m e s in m e r c h a n d i s i n g e g g s .

R e p o r t s in d ic a t e th a t the

a c t u a l in flu e n c e of a b r a n d n a m e on the c a r t o n v a r i e s b e tw e e n g e o g r a p h ­
i c a l a r e a s a n d a m o n g types of c o n s u m e r s .

G o o d r ic h (1 9 5 8 ) r e p o r t e d

12.

t h a t 84 p e r c e n t of a l l s to r e s in a N e w Y o r k s u r v e y sold o n ly " b r a n d e d "
eggs.

E a r l i e r s tu d ie s c o n t r a s t s h a r p l y w i t h these f in d in g s ,

thus i n d i ­

c a tin g the t r e n d t o w a r d c a r t o n in g , a n d the use of b r a n d n a m e s .

In a

W a s h in g to n s u r v e y , S ta d e lm a n a n d Jen s en (1 9 50) found th a t 50 p e r c e n t
of a c o n s u m e r s a m p le l i k e d b r a n d s and p u r c h a s e d eggs of a p a r t i c u l a r
b r a n d u n t i l th e y got a b a d egg; then u s u a l l y chan g e d b r a n d s .

S lo c u m

a n d Sw anson ( 1 9 5 4 ) found b r a n d n a m e a s s o c i a t e d w i t h q u a l it y , b u t o n ly
one t h i r d of those i n t e r v i e w e d h ad p u r c h a s e d a p a r t i c u l a r b r a n d a t the
la s t p u rc h a s e .

L a r z e l e r e and N ic h o l s ( 1 9 5 0 ) found th a t b r a n d n a m e

w a s c o n s id e r e d i m p o r t a n t b y o n ly 20 p e r c e n t of a s a m p le of M ic h i g a n
consum ers.

B a k e r a nd G o ld m a n ( 1 9 5 1 ) r e p o r t e d th a t o n ly 7 p e r c e n t of

a s a m p le of D e s M o i n e s c o n s u m e r s p u r c h a s e d eggs b y b r a n d , w h ile
J a s p e r a n d C r a y ( 1 9 5 3 ) foun d le s s than 0 . 3 p e r c e n t of the c o n s u m e r s
i n t e r v i e w e d in a n O h io s tu d y c o n s id e r e d b r a n d n a m e w h e n p u r c h a s in g
eggs.

S i m i l a r fin d in g s w e r e r e p o r t e d b y C o r b e t t ( 1933).
N y b r o t e n ( 1 9 5 2 ) foun d b r a n d in f lu e n c e i m p o r t a n t o n ly in la r g e

s t o r e s in l a r g e c i t i e s in W e s t V i r g i n i a .

S lo c u m and S w anson ( 1954)

fo u n d b r a n d in f lu e n c e m o r e p r o n o u n c e d a m o n g h ig h e r in c o m e than a m o n g
l o w e r in c o m e g ro u p s in W a s h in g to n .
P ric e
S in c e such i t e m s as food a nd c lo th in g a r e c o n s id e r e d n e c e s s i t i e s ,
p r i c e s hou ld h a v e le s s e f f e c t on s a le s than i t has on l u x u r y i t e m s .
S h e p h e r d ( 1 9 4 7 ) r e p o r t e d th a t e l a s t i c i t y of d e m a n d f o r eggs on an a n n u a l

13.

b a s is is a b o u t - 0 , 4 , w h e r e a s on a m o n t h l y d ata a n a l y s i s , i t is found to
be - 3 . 0 .

T h is m e a n s th a t a 1. 0 p e r c e n t change in a n n u a l s u p p lie s is

a s s o c i a t e d w i t h an a n n u a l p r i c e change of o n ly . 4 of a p e r c e n t , bu t a
1 . 0 p e r c e n t change ( m o n t h l y d a ta ) i n s u p p lie s is a s s o c ia t e d w ith a 3. 0
p e r c e n t change in p r i c e .

In o th e r w o r d s s h o r t t im e flu c t u a tio n s in s u p p ly

a f f e c t p r i c e m o r e than do long t im e f lu c t u a t i o n s .
E v e n though egg p r i c e s a r e r e l a t i v e l y i n e l a s t i c , p r i c e d i f f e r e n c e s
w i t h i n the s a m e m a r k e t o r m a r k e t a r e a c o u ld c o n c e iv a b ly have a m a r k e d
in f lu e n c e on egg s a l e s .

H o w e v e r , on a long t im e b a s i s , egg p r i c e s

w o u ld be e x p e c te d to h a v e r e l a t i v e l y l i t t l e in f lu e n c e on egg p u r c h a s e s .
T h i s w a s s u b s t a n t ia t e d b y B a k e r and G o ld m a n ( 1 9 5 1 ) who found o n ly
5 . 0 p e r c e n t of a D e s M o in e s c o n s u m e r s a m p le c o n s id e r e d p r i c e an
i m p o r t a n t f a c t o r w h e n b u y in g e g g s .

H o w e v e r , L a r z e l e r e a n d N ic h o ls

( 1 9 5 0 ) r e p o r t e d th a t 57 p e r c e n t of a c o n s u m e r s a m p le in M i c h i g a n c o n ­
s id e r e d p r i c e to be an i m p o r t a n t b u y in g f a c t o r .

C r o n , B u r d e t t e , and

D e V a u l t ( 1 9 3 9 ) found p r i c e to be a n i m p o r t a n t b u y in g f a c t o r b y o n ly
23 p e r c e n t of a c o n s u m e r s a m p le in B a l t i m o r e .

S im ila r re s u lts w e re

r e p o r t e d b y J a s p e r a n d C r a y ( 1 9 5 3 ) a n d S lo c u m and Sw anson ( 1 9 5 4 ) .
G o o d r ic h ( 1 9 5 8 ) r e p o r t e d th a t the p r i c i n g of eggs on the o d d - c e n t
w a s a n o v e r w h e l m i n g p r a c t i c e of s u p e r m a r k e t s of d i f f e r e n t types and
s iz e s .

T h i r t y - f i v e of 552 s a m p le s t o r e s p r a c t i c e d m u l t i p l e and s p l i t

u n i t p r i c i n g , t w e n t y - s i x s t o r e s p r i c e d two d o ze n eggs t o g e t h e r , two
p r i c e d t h r e e d o z e n eggs to g e th e r ( e m p lo y in g the r e l a t i v e l y ne w 6 b y 6

p a p e r b o a r d c a r t o n ) , a n d s e v e n s t o r e s p r i c e d eggs in o n e - h a l f d o z e n
u n its .

L e v in s o n ( 1 9 5 7 ) r e p o r t e d th a t a p r i c e d i f f e r e n t i a l of one to two

c e n ts p e r d o z e n on a t h r e e d o ze n p a c k in f lu e n c e d m a n y c u s t o m e r s to
p u r c h a s e l a r g e r q u a n t it ie s of eggs a t a t im e as w e l l as m o r e to t a l e g g s .

15.

PURPOSE AND G EN E R A L PROCEDURE

T h i s s tu d y w a s d e s ig n e d to e v a lu a te the p r o t e c t i v e p r o p e r t i e s
a n d c o n s u m e r a c c e p t a b i l i t y of the m a j o r types of egg c a r t o n s now be in g
u s e d , a n d to d e t e r m i n e the c o n s u m e r p r e f e r e n c e f o r s p e c if ic c o lo r of
c a r t o n s , d e s ig n of c a r t o n s and s iz e of u n its o f f e r e d f o r s a le .
I n e v a lu a tin g p r e f e r e n c e f a c t o r s , i t w as d e c id e d to u t i l i z e the
D e t r o i t P r e f e r e n c e P a n e l “ ^and a c t u a l s a le s in fo u r s u p e r m a r k e t s in the
L a n s in g a r e a .

U t i l i z a t i o n of i d e n t i c a l r e f r i g e r a t e d d i s p la y u n its in

e a c h s t o r e m a d e p o s s ib le an e v a l u a t io n of this a d d it io n a l d i s p la y s p a c e ,
a n d an e v a lu a t io n of c e r t a i n p r i c e d i f f e r e n t i a l s ,

som e of w h ic h w e r e

c o n t r o l l e d b y the e x p e r i m e n t a l d e s ig n .

1 / T h i s p a n e l is c o m p o s e d of c o n s u m e r s in the D e t r o i t
M e tro p o lita n a r e a .

16.

E X P E R I M E N T I„

P R O T E C T IV E P R O P E R T IE S O F EGG C A R TO N S

T h e r e is a d e f in it e n e e d f o r p r o t e c t i n g eggs in m a r k e t c h a n n e ls .
V a r i o u s s tu d ie s h a v e i n d ic a t e d the im p o r t a n c e of d e c r e a s e d r e v e n u e
r e c e i v e d f r o m egg s a le s b e c a u s e of c r a c k e d and b r o k e n e g g s .

A lth o u g h

the lo s s is r e c o g n i z e d , l i t t l e e f f o r t has b e e n m a d e to d e t e r m i n e the
a m o u n t of p r o t e c t i o n g iv e n the egg b y d i f f e r e n t types of c a r t o n s .
P ro ced u re
F o u r t e e n d i f f e r e n t egg c a r t o n s w e r e e v a lu a t e d on the b a s is of
p r o t e c t i o n of the e g g .

A n a t t e m p t w a s a ls o m a d e to m e a s u r e the e x t r a

p r o t e c t i o n of the egg b y the use of " W o l f " f la t s p la c e d u n d e r n e a t h and

2/
on top of the c a r to n s i n the egg c a s e . —
I n P a r t A of the e x p e r i m e n t , c a r t o n s f i l l e d w i t h eggs w e r e te s te d
i n the l a b o r a t o r y u n d e r c o n d itio n s d e s ig n e d to a p p r o x i m a t e r a i l r o a d
c o n d it io n s .

A m e c h a n i c a l ta b le v i b r a t o r w as r e g u la t e d to o p e r a t e a t a

f r e q u e n c y of f o u r a n d o n e - h a l f c y c le s p e r s e c o n d .

T h e m o t io n of the

t a b le w a s d e s ig n e d to a p p r o x i m a t e , i n an a c c e l e r a t e d m a n n e r ,

the e f f e c t

of m o t io n e x p e r i e n c e d in f r e i g h t c a r s c a u s e d b y the n o r m a l p e r i o d of
the c a r s p r in g s , r a i l jo in t s and f l a t w h e e l s .

F i g u r e 3 shows the p a c k a g e

2 / T h e ' W o l f " f l a t is a p u lp , c r i m p e d f l a t d e s ig n e d to give p r o ­
te c tio n to c a s e s of c a r t o n e d e g g s .

17.

Fig. 3.

Mechanical Vibrator used in Subjecting Eggs to A ccelerated
Railroad C onditions.

18.

v ib ra to r.

E g g s w e r e s u b je c te d to th is t r e a t m e n t f o r a one h o u r te s t

3/
p e rio d .—
E g g s of A A and A q u a l it y w e r e o b ta in e d f r o m the U n i v e r s i t y f a r m s ,
a n d a n y eggs s how ing t r e m u l o u s a i r c e lls w e r e r e m o v e d .

Eggs w ere

c a n d le d i n d i v i d u a l l y bo th a t the b e g in n in g a n d end of the e x p e r i m e n t f o r
the d e t e r m i n a t i o n of th is q u a l it y .
A f t e r c a r t o n in g , eggs w e r e p a c k e d in s t a n d a r d t h i r t y d o zen f i b r e b o a r d egg c a s e s .

F i v e r e p l i c a t i o n s of e a ch c a r t o n w e r e u s e d in the

e x p e r i m e n t , a n d th e s e c a r to n s w e r e p la c e d a t r a n d o m in the case in
such a w a y th a t e a c h c a r t o n w a s r e p r e s e n t e d in e a c h r o w in the case
a c c o r d in g to a r a n d o m i z e d ta b le i l l u s t r a t e d b y D ix o n and M a s s e y ( 1 9 51 ).
T h e m e th o d u s e d to p a c k the eggs f o r the v i b r a t o r te s t is shown in
T a b le I .
I n P a r t B of th is e x p e r i m e n t Z70 d o zen s of eggs w e r e s o r t e d and
p a c k e d in th r e e d i f f e r e n t lo ts a c c o r d in g to the p r o c e d u r e o u tlin e d in
T a b le I ,

E g g s w e r e o b ta in e d f r o m the H a m i l t o n F a r m B u r e a u C o o p e r ­

a t i v e , H a m i l t o n , M i c h i g a n , a f t e r th e y had been w e ig h e d and g r a d e d .
■All e g g s w e r e r e c a n d l e d a c c o r d in g to the s p e c if ic a t io n s o u tlin e d in
P a r t A o f this e x p e r i m e n t .

In o r d e r to o b ta in Z70 do zen s of te s t eggs,

Z 94 d o ze n s w e r e s o r t e d and Z4 d o zen s w e r e r e m o v e d b e c a u s e th e y w e r e

3 / T h e r e g u l a t i o n of the v i b r a t o r speed a t 4 1 /Z c y c le s p e r second
is to a p p r o x i m a t e r a i l r o a d t r a v e l a t 50 m i l e s p e r h o u r . T h e
one h o u r t e s t p e r i o d r e p r e s e n t s a t r e a t m e n t s i m i l a r to a 1Z00
m ile r a il trip .

19.

'TABLE I
T H E R A N D O M IZ E D D E S IG N U S E D FO R P A C K IN G EGGS IN
E X P E R IM E N T I
■ "" -

1

CASE 2

CASE 1
C a r ton C a r t o n

R ow G a r ton

CASE 3
C arto n

C a rto n I C arto n
C arto n

C a rto n

C a rto n

.........

1

1

2

3

4

5

6

13

14

15

2

2

3

1

5

6

4

14

15

13

3

3

1

2

4

5

15

13

14

4

1

3

2

‘
4

6

5

13

15

14

5

2

I

3

5

4

6

14

13

15

1

7

8

10

11

12

2

8

9

9
7

11

12

10

3

9

7

8

12

10

11

4

7

9

8

10

12

11

5

a

7

9

11

10

12

S p e c ia l
F la ts

20.
le a k e rs ,

checks or had tre m u lo u s a ir c e lls .

O f those r e m o v e d 70 p e r ­

c e n t w e r e c h e c k s o r l e a k e r s , w h ic h w o u ld in d ic a te

th a t s o m e of the egg

b r e a k a g e fo u n d in the c a r t o n o c c u r s a t the g r a d in g s ta tio n .
T h e t h r e e lo t s of eggs w e r e lo a d e d on a s e m i - t r a n s p o r t lo a d e d w i t h
eggs.

L o t 3 , d e s t in e d f o r the w h o le s a le t r a n s p o r t r o u t e of 200 m i l e s p lus

the r e t a i l r o u t e of 77 m i l e s w as lo a d e d in the c e n t e r of the t r a n s p o r t .
L o t 2 , d e s t in e d f o r the 200 m i l e

w h o le s a le t r u c k r o u t e w a s a ls o lo a d e d

i n the c e n t e r of the t r a n s p o r t , and L o t 1, d e s tin e d f o r the 100 m i l e w h o l e ­
s a le r o u t e w a s lo a d e d in the r e a r of the t r a n s p o r t .

A l l cases

w e r e ta p e d

a n d l a b e l e d a c c o r d in g to t h e ir p o in t of d e l i v e r y .
L o t 1 w a s d e l i v e r e d to the F o o d S to r e s a t M i c h i g a n State U n i v e r s i t y ,
L o t 2 w a s d e l i v e r e d to B r i g g s D a i r y P r o d u c t s C o m p a n y in D e t r o i t , a n d
L o t 3 , a f t e r b e in g d e l i v e r e d to B r i g g s D a i r y P r o d u c t s C o m p a n y , w a s
p l a c e d on t h e i r r e t a i l t r u c k a n d s u b je c te d to a n a d d i t io n a l 77 m i l e ro u te
in D e t r o it .
A l l eggs w e r e c h e c k e d a t the c lo s e of the te s ts and c a r t o n s w e r e
e v a lu a t e d on the b a s is of egg b r e a k a g e in the c a r t o n .

A s p e c ia l s c o r in g

c h a r t w a s d e v is e d w i t h s p e c if ic v a lu e s or d e m e r i t p o in ts f o r e a c h c o n d i ­
tio n w h ic h r e s u l t e d in a l o w e r m a r k e t v a lu e f o r the egg.

T a b le I I i l l u s ­

t r a t e s the s c o r in g c h a r t u s e d f o r e v a lu a t in g the c a r t o n s in this e x p e r i m e n t .
R e s u lt s
T h e r e s u l t s of P a r t A a n d P a r t B of the e x p e r i m e n t a r e r e p o r t e d
in T a b l e I I I .

A n a n a ly s is of v a r i a n c e in d ic a t e d th a t t h e r e w a s no

21.

T A B L E II
SCORE C H A R T FO R E V A L U A T IO N O F EGG CAR TO NS

Egg Q u a lity F a c to rs

P o in t s p e r E g g ^

S lig h tly tre m u lo u s a ir c e ll

1

F r e e m o v in g a i r c e l l

2

A i r c e l l , b u b b ly

3

C rack

z

4

L eaker3

5

One (1 )

le a s t s e rio u s .

F i v e (5 ) m o s t s e r io u s .

C r a c k is d e fin e d as a n egg w i t h the s h e ll c r a c k e d
b u t the m e m b r a n e u n b r o k e n .
L e a k e r is d e fin e d as an egg w i t h the s h e ll c r a c k e d or
b r o k e n and the m e m b r a n e b r o k e n , w i t h co n te n ts
e x u d in g or f r e e to e x u d e .

22.

T A B L E III
I
2
E G G D A M A G E AS IN F L U E N C E D B Y C A R T O N A N D H A N D L IN G T R E A T M E N T
T re atm e n ts
M e c h a n ic a l
V ib ra to r

C a r ton

S core

1.
2.
3.
4.
5.
6.
7.
8.
9.
10 .
11 .
12 .
13.
14.
15.
16 .
17.
18.

S e lf - L o c k i n g
W h ite C h ie f
T w i n E gg S a fe t y
Case Ace
M ic h ig a n
Super C e ll
Hawk
Pet
M ic h ig a n
(6 w in d o w s )
M ic h ig a n
(12 w in d o w s )
S e lf-L o c k in g
(6 w in d o w s )
S e lf - L o c k i n g
(12 w in d o w s )
P la s tic
T r ifo ld ^
B la n k
W o l f F l a t s and
C a r t o n 12
W o lf F la t s and
C a r t o n 12
W o l f F l a t s a nd
C a r t o n 12

100 M i l e
Tran sp o rt
S c o re

3

200 M i l e
T ranspor t
S c o re

277 M i l e
T ran sp o rt
S c o re

5
6
6
25
17
11
16
19
29

4
0
8
8
1
0
8
0
17

0
0
0
4
0
0
0
0
12

8
2
8
5
9
0
1
0
0

14

8

38

0

20

8

28

0

9

1

0

0

17
9
-----

9
4
-----

12
8

0
0

-----

-----

10

0

0

1

16

0

0

0

25

0

0

1

C a r t o n s 1 , 4 , 11, 12, 14 a n d W o lf F l a t s m a n u f a c t u r e d b y G e n e r a l
P a c k a g e D i v i s i o n , D ia m o n d G a r d n e r C o . ;C h ic a g o , 111; C a r t o n s
2 , 7 a nd 8 m a n u f a c t u r e d b y B l o o m e r B r o t h e r s , N e w a r k , N . Y . ;
C a r t o n 3 m a n u f a c t u r e d b y G a i r C o .; C a r t o n 6 m a n u f a c t u r e d b y
I n t e r s t a t e F o ld i n g B o x , M id d le t o w n , O h io ; C a r t o n 5 , 9 , 1 0 m a n u ­
f a c t u r e d b y S u t h e r la n d P a p e r C o . , K a l a m a z o o , M ic h i g a n ; and
C a r t o n 13 b y K u h l C o m p a n y , F l e m i n g t o n , N e w J e r s e y .
3

4

C o m p u ted f r o m D am age C h a rt, T a b le 1
T h is w as the 200 m i l e w h o le s a le r o u t e plu s the 77 m i l e r e t a i l r o u t e
T h i s w a s a b l a n k c a r t o n u s e d to f i l l the t h i r t y d o z e n egg c a s e s

s i g n i f i c a n t d i f f e r e n c e in egg d a m a g e b e tw e e n eggs p a c k e d in the d i f f e r ­
e n t c a r t o n s , o r b e tw e e n the c a r t o n s w it h o u t the " W o l f 'f l a t s a n d those
w i t h the " W o l f " f l a t s .

T h e r e w a s a s i g n if ic a n t d i f f e r e n c e b e tw e e n the

t r u c k t r e a t m e n t s a n d the m e c h a n i c a l v i b r a t o r t r e a t m e n t , h o w e v e r .
T h i s w o u ld s u p p o r t the n e e d f o r s p e c ia l p a c k a g in g of p r o d u c ts th a t a r e
s h ip p e d b y r a i l , ( T a b l e I V ) .
A n a n a ly s is of v a r i a n c e w a s c o m p u te d u s in g the data o b ta in e d
f r o m the v i b r a t o r s tu d y .

T h is a n a ly s is w a s m a d e a c c o r d in g to the

p r o c e d u r e d e s c r i b e d b y G o u ld e n ( 1 9 5 2 ) u n d e r " T r a n s f o r m a t i o n s " .
A lt h o u g h d i f f e r e n c e s in egg d a m a g e b e t w e e n c a r t o n s w e r e g r e a t e r in
th is t e s t,

these d i f f e r e n c e s w e r e n o t s ig n if ic a n t ,

(T a b le V ).

E g g d a m a g e w a s s i g n i f i c a n t l y g r e a t e r in the top l a y e r s of the
c a s e s than in the b o tt o m l a y e r s .
A lt h o u g h t h e r e w e r e no s ig n i f i c a n t d i f f e r e n c e s b e tw e e n the p r o ­
t e c t i v e q u a l it ie s of c a r t o n s in the t e s t s ,
w e re m ade re g a rd in g c e rta in c a rto n s .

som e g e n e r a l o b s e r v a tio n s
C a r t o n s w it h w in d o w s p r e s e n t

a m o r e v u l n e r a b l e c o v e r in g f o r the eggs c o n ta in e d in the c a r t o n .

If

b r e a k a g e o c c u r s a b o v e w in d o w e d c a r t o n s , the p o s s i b i l i t y of egg c o n te n ts
g e ttin g on eggs in this type of c a r t o n i s h ig h .

C a r to n s 4 ,

13 and 14 a r e

good c o n t a i n e r s , a nd i f eggs b e c o m e b r o k e n in these c a r t o n s th e y a r e
c o n ta in e d b y the c a r t o n a n d do n o t d a m a g e o th e r eggs or o th e r c a r t o n s .
C a r t o n 6 p r o v i d e d som e p r o t e c t i o n to o t h e r c a r t o n s , p a r t i c u l a r l y , i f
b r e a k a g e o c c u r r e d in the c e n t e r of the c a r t o n .

A f t e r c a r t o n 13 ( p l a s t i c )

24.

T A B L E IV
A N A L Y S IS O F V A R IA N C E O F P R O T E C T IV E Q U A L IT IE S O F E G G C A R T O N S

S o u rc e

D

F

S S

M

S

F

F . 05

F . 01

T o ta l

67

4 9 7 1 .8 1

C arto n s

16

11 8 6 . 5 6

74. 16

1. 64

2. 40

1 . 86

T e s ts

3

1 6 1 1 . 69

537. 23

1 1 . 86

2 .8 0

4 , 22

E rro r

48

2 1 7 3 .5 6

45. 2825

25.

TABLE V
A N A L Y S IS O F V A R IA N C E O F V IB R A T O R T R E A T M E N T S
(T R A N S O R M E D T O X + 1 /2 )

S o u rc e

D. F .

S. S.

84

6 3 .2 1 5 0

C arto n s

16

1 2 .1 5 5 5

.7 5 9 7 2

4

1 5 .4 0 1 4

3. 8 5 0 3 5

64

3 5 . 6581

.5 5 7 1 6

E rro r

F . 01

1. 36

1 . 80

2. 30

6 .9 1 * *

2. 51

3. 62

F.

T o ta l

R ows

F . 05

M .S .

26.

w a s r e m o v e d f r o m the r e f r i g e r a t o r a n d a llo w e d to s tand a t r o o m t e m p e r ­
a t u r e f o r a s h o r t p e r i o d of t i m e , c o n d e n s a tio n on the egg c a u s e d p u d d lin g
in the b o tt o m of the c a r t o n .

27.

E X P E R IM E N T II .

S E L E C T IO N O F C A R T O N S -P R E F E R E N C E P A N E L

T h e D e t r o i t C o n s u m e r P r e f e r e n c e P a n e l w a s used to e v a lu a t e the
c a rto n s te s te d in E x p e r im e n t I I .

T h i s p a n e l w a s s e le c te d as a r e p r e ­

s e n ta t iv e c o n s u m e r s a m p le f r o m the D e t r o i t M e t r o p o l i t a n a r e a .

In d i­

v id u a ls w e r e a s k e d to e v a lu a te d i f f e r e n t s ty le s and c o lo r s of egg c a r t o n s
on the b a s is of t h e i r p r e f e r e n c e .
P rocedure
A n e v a l u a t io n w a s m a d e of a n u m b e r of egg c a r to n s and egg c a r t o n
c o m b in a t io n s b y the D e t r o i t C o n s u m e r P r e f e r e n c e P a n e l .

T h is p a n e l

w a s c o n d u c te d b y M i c h i g a n State U n i v e r s i t y in c o o p e r a tio n w it h W a y n e
S ta te U n i v e r s i t y .
T h e p a n e l w a s o r i g i n a l l y o r g a n i z e d in 1956 , and has s ince f u n c ­
t io n e d a t r e g u l a r i n t e r v a l s .

P a n e l m e m b e r s w e r e s e le c te d a follow s?

M a i l q u e s t io n n a ir e s w e r e s e n t to a b o u t 1 1 ,7 0 0 n a m e s o b ta in e d a t r a n d o m
f r o m a D e t r o i t te le p h o n e d i r e c t o r y .

A b o u t 4 1/2 p e r c e n t of these w e r e

r e t u r n e d b y the p o s t o f f ic e f o r n o n d e l i v e r y .

T w e n t y p e r c e n t of the

r e m a i n d e r w e r e f i l l e d o u t and r e t u r n e d e i t h e r f r o m the f i r s t o r f r o m
the f o l l o w - u p q u e s t i o n n a i r e .

A m a j o r i t y of those s e le c te d w e r e h ig h

s c h o o l g r a d u a t e s , h ad f a m i l y i n c o m e s r a n g in g f r o m $ 4 , 0 0 0 to $ 1 0 , 0 0 0 ,
4/
a n d w e r e in the 3 1 - 4 5 age grou p.— M o s t of the p a n e l w as s e le c t e d w i t h

4 / F o r f u r t h e r i n f o r m a t i o n r e g a r d i n g the s e le c tio n of p a n e l m e m ­
b e r s , see G r e g g , S m it h and H e n r y L a r z e l e r e , ( 1 9 5 7 ) .

28.

th e s e c h a r a c t e r i s t i c s , b e c a u s e m o r e of the r e t u r n e d q u e s t io n n a ir e s
c a m e f r o m p e o p le in these b r a c k e t s than in a n y of the o t h e r s .
T h e d i s t r i b u t i o n of the p a n e l m e m b e r s w it h r e g a r d to a g e , e d u ­
c a t io n a nd in c o m e is n o t in te n d e d to r e f l e c t the c h a r a c t e r i s t i c s of a l l
c o n s u m e r s in the D e t r o i t a r e a .

H o w e v e r , the p a n e l g ro u p can be c o n ­

s i d e r e d r e p r e s e n t a t i v e of the D e t r o i t f a m i l i e s who ha v e the c h a r a c t e r ­
i s t i c s o u tlin e d a b o v e .
P a n e l m e m b e r s h a v e b e e n r o t a t e d to r e d u c e the p o s s i b i l i t i e s of
m o n o to n y in e v a l u a t io n s , a n d those p a r t i c i p a t i n g in e a ch of the s e r i e s
c a m e b y i n v i t a t i o n to the W a y n e State U n i v e r s i t y H o m e E c o n o m ic s
l a b o r a t o r y to e v a lu a t e a n u m b e r of d i f f e r e n t p r o d u c t s .

Th e p a n e l f o r

th e s e s e r i e s w a s c o m p o s e d of an a v e r a g e of 135 m e m b e r s .
A f t e r a s h o r t b r i e f i n g on the p r o c e d u r e to f o llo w in r e c o r d in g
p r e f e r e n c e s , p a n e l m e m b e r s w e r e a s k e d to r a n k in d e p e n d e n tly f iv e egg
c a r t o n s in e a c h s e r i e s on the b a s is of p r e f e r e n c e .
f il le d w ith L a r g e , W h ite , G ra d e A eggs.

C a r t o n s w e r e id e n t i f i e d in

e a c h o f the s e r i e s b y one of the fo llo w in g s y m b o ls :
%.

A ll carto n s w e re

* , ( ) , & , # , and

In e a c h s e r i e s the s y m b o ls w e r e s e le c te d a t r a n d o m so p a n e l m e m ­

b e r s d id n o t h a v e a chance to e x p r e s s a c h o ic e f o r a p a r t i c u l a r s y m b o l
in s t e a d of a c a r t o n .

P a n e l m e m b e r s w e r e i n s t r u c t e d to r a n k the c a r t o n s

in the s a m e o r d e r th e y w o u ld i f th e y w e r e to p u r c h a s e th e m .

F ig u re 4

shows p a n e l m e m b e r s e v a lu a t in g one s e r i e s of egg c a r t o n s .
I n e v a lu a t in g these r e s u l t s a m e a n p r e f e r e n c e s c o r e w as c a lc u la t e d

29.

Fig.

l

k JH

■
/III
R vaW'ImWulimliy
Detroit Consumer Preference Panel Evaluating Egg
Cartons and Other Products.

M

30.

f o r e a c h c a r t o n , a n d the p e r c e n t a g e of p e r s o n s p r e f e r r i n g e a c h c a r t o n
was d e te rm in e d .

T h e p e r c e n t a g e of p a n e l m e m b e r s r a n k in g a c a r t o n

f i r s t w a s c o n s id e r e d the m o s t r e l i a b l e e v a lu a t io n , since a c o n s u m e r
u s u a l l y m a k e s b u t one c h o ic e in p u r c h a s in g eggs a n d does n o t r a n k th e m
in o r d e r .
I n c a lc u la t in g the p r e f e r e n c e s c o r e f o r e a c h c a r t o n the p e r c e n t a g e
of p a n e l m e m b e r s r a n k in g i t f i r s t , s e c o n d , t h i r d , f o u r t h , a n d f i f t h w a s
c a lc u la te d .

T h e p e r c e n t a g e r a n k in g a c a r t o n f i r s t w as m u l t i p l i e d by

f i v e , p e r c e n t a g e r a n k in g i t second b y f o u r , p e r c e n t a g e r a n k in g i t t h i r d
b y t h r e e , p e r c e n t a g e r a n k in g i t f o u r t h b y tw o , and the p e r c e n ta g e r a n k ­
in g i t f i f t h b y o n e .

A c o m p o s ite p r e f e r e n c e s c o re w as c a lc u la t e d by

a d d i t io n of e a c h of these f iv e f i g u r e s .

Th e h ig h e s t p r e f e r e n c e s c o re

in d ic a t e d the h ig h e s t d e g r e e of p r e f e r e n c e and c o n v e r s e l y , the lo w e s t
p r e f e r e n c e s c o r e in d ic a t e d the l e a s t p r e f e r e n c e .
A t o t a l of t h i r t e e n s e r i e s of f iv e c a r t o n s e a ch w as e v a lu a t e d b y
5/
the p a n e l in th is e x p e r i m e n t . — S ince egg c a rto n s of m u l t i p l e u n its a r e
n o t r e a d i l y a v a i l a b l e i t w a s n e c e s s a r y to i m p r o v i s e in p r e p a r i n g som e
of the c a r t o n s f o r e v a l u a t io n .

S ta n d a r d c o m m e r c i a l c a r to n s w e r e used

to m a k e these c o m b in a t io n s .

5 / C a r t o n s f o r this e x p e r i m e n t w e r e s u p p lie d b y B l o o m e r B r o t h e r s
C o m p a n y , N e w a rk , N ew Y o rk ; C o rn e ll U n iv e r s ity , Ith a c a ,
N e w Y o r k ; D u d l e y P a p e r C o m p a n y , L a n s in g , M ic h i g a n ; I n t e r ­
s ta te F o ld i n g B o x C o m p a n y , M id d le t o w n , O h io ; K u h l C o m p a n y ,
F le m in g to n , New J e rs e ry ; M a ra th o n C o rp o ra tio n , M en ash a,
W is c o n s in ; S h a d y N o o k F a r m , M id d le t o n , M ic h i g a n ; a nd the
S u t h e r la n d P a p e r C o m p a n y , K a l a m a z o o , M ic h i g a n .

In a d d i t io n a t h r e e d o z e n c o m m e r c i a l 6 b y 6 u n it w a s s u b m it t e d
to the p a n e l f o r e v a l u a t io n in two of the s e r i e s .
E g g s w e r e p r i c e d a c c o r d in g to e s t i m a t e d p r o c u r e m e n t a n d c a r t o n ­
in g c o s ts , w h e n p r i c e w a s u s e d as a p a r t of the e v a lu a t io n .

P ric e

d i f f e r e n t i a l s f o r m u l t i p l e u n it p a c k a g e s w e r e one to two cents p e r d o zen
l o w e r than f o r s in g le d o z e n s .
R e suits
S e r i e s 1 a n d Z w e r e c o m p o s e d of 3 b y 4 c a r t o n s w it h d ia m o n d
sh a p e d o p en in g s o v e r e a c h egg, w h ic h had been s p r a y p a in t e d r e d , b lu e ,
g r e e n , o r a n g e a n d y e llo w , ( F i g u r e 5),

R ed was p r e f e r r e d by m o re

p a n e l m e m b e r s than a n y o th e r c o lo r e d c a r t o n .
the l e a s t p r e f e r r e d , ( T a b l e V I ) .

O range carto n s w e re

N o s ig n if ic a n t d e g r e e of a g r e e m e n t

w a s fo u n d a m o n g p a n e l m e m b e r s in these two s e r i e s .

( C o e f f i c i e n t of

C o n c o r d a n c e . )—
S e r ie s 3 w a s c o m p o s e d of s to c k Z b y 6 c a r t o n s d i f f e r i n g o n ly in
7/
8/
c o lo r c o m b in a t io n s , and " d i v is ib le " " - and " n o n - d i v i s i b l e " — c a r t o n s .
T h e g r e e n on w h it e n o n - d i v i s i b l e c a r t o n w as p r e f e r r e d b y Z 3 . 6 p e r c e n t

6 / P r e f e r e n c e d a ta w e r e te s te d s t a t i s t i c a l l y b y c a lc u la t in g c o ­
e f f i c i e n t of c o n c o rd a n c e and i t ' s te s ts to d e t e r m i n e the d e g r e e
of a g r e e m e n t a m o n g p a n e l m e m b e r s ,
7 / D i v i s i b l e c a r t o n can be r e a d i l y s e p a r a t e d in to tw o u n its c o n ­
ta in in g s ix eggs e a c h .
8 / N o n - d i v i s i b l e c a r t o n s c a n n o t be s e p a r a t e d .

32.

Fig. 5* Series 1 and 2. Three by four cartons d if f e r in g
only in color,
( a ) Solid red, ( b ) Pastel green; (c) Pastel yellow ,
( d ) Solid orange, ( e ) Solid b lu e .

T A B L E VI

P R E F E R E N C E S FO R EGGS C A R T O N E D IN D IF F E R E N T
C O L O R E D 3 B Y 4 C A R T O N S - S E R IE S 1 A N D 2

S ty le of C a r t o n

T ria l 1

No.

T ria l

2

T o ta l

F i r s t C h o ic e S e le c t io n of P a n e l M e m b e r s
P e r cent
P ercent
No.
P ercen t
No.

53

32 . 5

40

26. 2

93

2 9 .4

26

16 . 0

43

28. 1

69

2 1 .8

37

22. 7

25

16. 3

62

19. 6

B lu e , 3 by 4

29

17. 8

30

19. 6

59

1 8 .7

O range, 3 by 4

18

1 1 .0

15

9. 8

33

10. 5

Red,

3 by 4

Y e llo w ,
G reen,

3 by 4
3 by 4

■i

34.

o f the p a n e l m e m b e r s , f o llo w e d c lo s e ly b y the b lue on w h ite w h ic h w as
p r e f e r r e d b y 2 2 . 5 p e r c e n t of the p a n e l.

T h e r e d on w h ite d i v i s ib l e

c a r t o n w a s l e a s t p r e f e r r e d , w it h o n ly 1 6 .8 p e r c e n t of the p a n e l m e m ­
b e r s f a v o r i n g this c a r t o n ( T a b l e V I I ) .

A s ig n if ic a n t d e g r e e of a g r e e ­

m e n t ( C o e f f i c i e n t of C o n c o r d a n c e ) , w a s found a m o n g p a n e l m e m b e r s in
th is s e r i e s , b u t c a r t o n d i f f e r e n c e s w e r e n o t foun d to be s ig n if ic a n t
9/
a t the . 0 5 l e v e l b y C h i s q u a re a n a ly s is ." S e r i e s 4 m a d e use of the U n i v e r s i t y b r a n d c a r to n s , ( F i g u r e 6 ).
H e r e a g a in , a d e f in it e p r e f e r e n c e w a s shown f o r g r e e n on w h it e , w ith
3 0 . 7 p e r c e n t of the p a n e l m e m b e r s choosing this as t h e i r f i r s t s e l e c ­
t io n .

A p l a i n w h it e c o n t r o l c a r t o n w a s le a s t p r e f e r r e d , w it h o n ly 9. 1

p e r c e n t p la c in g it f i r s t ,

(T a b le V I I I ) .

D i f f e r e n c e s in p r e f e r e n c e a m o n g

p a n e l m e m b e r s f o r c a r t o n s w e r e s ig n if ic a n t a t the .001 le v e l..
S e r i e s 5 w a s m a d e to e v a lu a te a c o m m e r c i a l b r a n d c a r t o n w i t h
d i f f e r e n t c o lo r c o m b in a t io n s , ( F i g u r e 7 ).

A g a in , g r e e n on w h ite show ed

the h ig h e s t p r e f e r e n c e , w i t h 3 3 . 6 p e r c e n t of the p a n e l s e le c tin g this
c o lo r.

T h e l e a s t p r e f e r a b l e w a s the p l a i n w h ite c o n t r o l .

The brow n

on w h it e c a r t o n w a s p r e f e r r e d b y o n ly 10 . 2 p e r c e n t of the p a n e l m e m b e r s
(T a b le IX ) .

D i f f e r e n c e s b e tw e e n these c a r t o n s w e r e s i g n if ic a n t , ( . 0 0 1

le v e l).

9 / A C h i s q u a r e a n a ly s is w as u s e d to d e t e r m i n e the d e g r e e of
p r e f e r e n c e f o r one c a r t o n o v e r a n o t h e r .

35.

T A B L E V II
P R E F E R E N C E FOR COLOR A N D S T Y L E
O F 2 B Y 6 EGG CARTO NS
S E R IE S 3

S ty le of C a r t o n

F i r s t C h o ic e S e le c t io n b y P a n e l M e m b e r s
Num ber
P ercen t

G r e e n on w h it e n o n d iv is ib le

(a)

42

23.6

B lu e on w h it e n o n d iv is ib le

(a)

40

22. 5

R e d on w h it e n o n d iv is ib le

(a)

35

19. 7

B lu e on w h ite d i v i s i b l e

(b)

31

17.4

R e d on w h it e d i v i s i b l e

(b)

30

16. 8

(a)

N o n d i v is ib l e c a rto n s c a n n o t be s e p a r a t e d in to s m a l l u n it s .

(b)

D i v i s i b l e c a r t o n s can be s e p a r a t e d in to two u n its of s ix
eggs e a c h .

36.

ms?
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37.

T A B L E V IE
P R E F E R E N C E S FO R EGGS P A C K E D IN F IV E 2 B Y 6 C A R T O N S W IT H
M IC H IG A N S T A T E U N IV E R S IT Y B R A N D A N D
D I F F E R E N T C O LO R C O M B IN A T IO N S
S E R IE S 4
F i r s t C h o ice S e le c tio n b y P a n e l M e m b e
S ty le of C a r t o n
Num ber

P ercen t

G r e e n on w h ite

54

30. 7

R e d on w h it e

39

22. 1

O r a n g e on w h it e

34

19. 3

B lu e on w h it e

33

18. 8

C o n tro l

16

9. 1

( p l a i n w h it e )

33.

Fig. 7. Series 5. Cartons printed with a commercial brand
name, differing only in color,
(a ) Green on white background;
( b ) Red on white background; (c) Blue on white background; ( d ) Brown
on white background; ( e ) Plain w hite.

39.

T A B L E IX
P R E F E R E N C E S FO R EGGS P A C K E D IN 2 B Y 6 C O M M E R C IA L
B R A N D C A R T O N S W IT H D IF F E R E N T C O LO R C O M B IN A T IO N S
S E R IE S 5

S ty le of C a r t o n

F i r s t C h o ic e S e le c tio n b y P a n e l M e m b e i
Num ber

P ercen t

G r e e n on w h it e

46

3 3 .6

R e d on w h it e

40

29. 2

B lu e on w h it e

27

1 9 .7

B r o w n on w h ite

14

10. 2

C o n tro l

10

7. 3

( p l a i n w h it e )

40.

S e r i e s 6 w a s m a d e to e v a lu a t e c o n s u m e r p r e f e r e n c e s f o r p l a s t ic
c a r t o n s a nd c a r t o n s w i t h w in d o w s , ( F i g u r e 8 ).

B lu e on w h ite c a r to n s

w e r e u s e d a lo n g w i t h a p l a i n w h it e c o n t r o l .
T h e plastic^ c a r t o n w a s p r e f e r r e d b y m o r e p a n e l m e m b e r s than
a n y o t h e r , w i t h 4 0 . 4 p e r c e n t of the p a n e l m e m b e r s p r e f e r r i n g i t .
c a r t o n l e a s t p r e f e r r e d w as the c o n t r o l .

The

T h e s to c k b lue on w h ite c a r t o n

w i t h no w in d o w s w a s r a n k e d f o u r t h , w i t h o n ly 12 . 6 p e r c e n t of the p a n e l
m e m b e r s m a k i n g th is c h o ic e , ( T a b l e X ) .

D i f f e r e n c e s in p r e f e r e n c e

b e t w e e n c a r to n s t e s te d in S e r ie s 6 w e r e s i g n if ic a n t , ( . 0 0 1 l e v e l ) .
T w o ty p e s of p l a s t i c c a r t o n s w e r e e v a lu a te d in S e r ie s 7, along
w i t h s t a n d a r d c a r t o n - b o a r d c a r t o n s , ( F i g u r e 9 ).

P l a s t i c C w as the

s a m e c a r t o n shown in F i g u r e 8 , b u t P l a s t i c E w a s a m o r e r i g i d type
p l a s t i c w i t h a f l a t top.

P a s t i c E w as r a n k e d f i r s t b y m o r e p a n e l m e m ­

b e r s than a n y o t h e r c a r t o n .

T h e p a p e r c a r t o n w it h no w in d o w s was

le a s t p r e f e r r e d , (T a b le X I) .
M u l t i p l e p a c k c a r t o n s s i m i l a r to c a r to n s c u r r e n t l y b e in g u s e d b y
s o m e r e t a i l e r s w e r e e v a lu a t e d in S e r ie s 8 b y the p a n e l m e m b e r s ,
( F i g u r e 10).

O ne t h r e e - d o z e n p a c k , t h r e e tw o -d o z e n p a c k s , a n d a o n e -

d o z e n p l a i n w h ite c o n t r o l w e r e u s e d .

T h e c o m b in a tio n of two g r e e n

c o m m e r c i a l c a r t o n s ta p e d , one on top of the o t h e r , w a s p r e f e r r e d b y m o r e
p a n e l m e m b e r s than a n y o th e r ; the t w o -d o z e n p l a i n w h ite " p i g g y - b a c k M

1 0 / T h e t e r m " p i g g y - b a c k " is u s e d to d e s c r i b e the t w o - d o z e n u n it
c o m p o s e d of two s in g le u n it s , ta p e d one on top of the o t h e r .

^

41,

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42.

TABLE X
P R E F E R E N C E S F O R P L A S T I C C A R T O N S A N D C A R T O N S W I T H W IN D O W S
S E R IE S 6

S ty le of C a r t o n

F i r s t C h o ic e S e le c tio n by P a n e l M e m b e r s
Num ber

P ercent

P la s tic

61

40. 4

B lu e on w h ite w it h s ix s q u a re opening s

30

19. 9

B lu e on w h it e w i t h e g g -s h a p e d
openings

28

18. 5

B lu e on W h i t e , no w in d o w s

19"

12. 6

C o n tro l

13

( p l a i n w h ite )

8. 6

43.

Fig. 9. Series 7. An assortment of cartons differing in type
of co n stru ctio n , (a) Blue on white with six square openings } (b) Blue
on white with two large egg-shaped openings; ( c ) Transparent p l a s ti c
"B" s t y l e , (d) Blue on w hite-divisible-no openings, (E) T ransparent
p lastic "A " s ty le -f la t to p .

44.

TABLE XI
P R E F E R E N C E S FO R P L A S T IC C A R T O N S , W IN D O W E D C A R T O N S A N D
C A R T O N S W I T H O U T W IN D O W S
S E R IE S 7

F i r s t C h o ic e S e le c t io n b y P a n e l M e m b e r s
S t y le of C a r t o n
Num ber

P la s tic

E

P la s tic

C

B lu e on w h i t e ,

P ercent

56. 7
24
s ix w in d o w s

B lu e on w h ite , two w in d o w s
B lu e on w h i t e , no w in d o w s

17

45.

Fig. 10. Series o and 9 .
"m ultiple" packs, (a) Two green
plain white, taped together', (c)
on white, (d) TVo dozen eggs in

An assortment of c a rto n s, in clu din g
on white, taped together, (b) TVo
A commercial three dozen pack, blue
plain white, (e) Single plain w hite.

46.

w as le a s t p r e f e r r e d ,

(T a b le X I I ) .

C a r t o n d i f f e r e n c e s in S e r ie s 8 w e r e

s ig n ific a n t, ( . 0 0 1 le v e l) .
A n e f f o r t w a s m a d e in S e r ie s 9 to see w h e t h e r o r not p a n e l m e m ­
b e r s w o u ld r e a c t in the s a m e w a y w h e n m u l t i p l e p a c k s w e r e p r i c e d w i t h
a s lig h t a d v a n ta g e to the l a r g e r s iz e u n it s .
the p a n e l .

O n ly the u n it p r i c e w a s g ive n

T h e t w o - d o z e n g r e e n on w h ite " p i g g y - b a c k " c a r to n c o n ­

tin u e d to be the f i r s t c h o ice in bo th t e s ts , ev en though i t w as the h ig h e s t
p r i c e d m u l t i p l e p a c k u n it .

T h e t h r e e - d o z e n u n it w h ic h had b e e n p r e ­

f e r r e d b y o n ly 8 . 5 p e r c e n t of the p a n e l m e m b e r s in the p r e v io u s te s ts
n o w w a s p r e f e r r e d b y 16 . 9 and 2 2 . 1 p e r c e n t of the p a n e l m e m b e r s .
T h e o n e - d o z e n p l a i n w h it e c a r t o n w a s r a n k e d second, (T a b l e X I I I ) .
C a r t o n d i f f e r e n c e s in S e r ie s 9 w e r e not s ig n if ic a n t , ( . 0 5 l e v e l ) .
T h e c a r t o n s and c a r t o n c o m b in a tio n s e v a lu a te d in S e r ie s 10 a r e
p r e s e n t e d in F i g u r e 11.

T h e two dozen m o ld e d pulp c a r t o n p r i c e d a t a

tw o c e n t s a v in g s p e r d o ze n w as p r e f e r r e d by 3 7 . 7 p e r c e n t of the p a n e l.
S e cond c h o ic e w a s a n o th e r t w o - d o z e n u n it w it h a p la s t ic top w ith o n ly
a one c e n t s a v in g p e r d o z e n .

Th e o r d e r of r a t i n g of these top two

c a r t o n s w a s r e v e r s e d w h e n the c o m p o s ite p r e f e r e n c e s c o re w as u s e d .
S e v e n t y - s i x p e r c e n t of the p a n e l chose one of the two d o zen p a c k s ,
(T a b le X I V ) .

A s ig n if ic a n t d e g r e e of a g r e e m e n t ( C o e f f i c i e n t of C o n c o r d ­

a n c e ) w a s foun d a m o n g p a n e l p r e f e r e n c e s .
S e r i e s 11 w a s c o n d u c ted w i t h m o ld e d p u lp and c a r t o n - b o a r d c a r t o n s
in on e, two a n d th r e e d o zen u n it s , ( F i g u r e 12).

F o rty -th re e percen t

47..

T A B L E X II
IN F L U E N C E O F M U L T IP L E P A C K C A R TO N S ON P A N E L P R E F E R E N C E
S E R IE S 3

S ty le of C a rto n

F i r s t C h o ic e S e le c t io n b y P a n e l M e m b e r s
............................ 7
T ria l 1

T ria l

1
2

....” ~
1
T o ta l

N u m b e r P e r c e n t N u m b e r P e rc e n t, N u m b e r P e r c e
T w o d o z e n , g r e e n on w h ite
" p ig g y b a c k "

20

4 0 .8

27

3 9 .7

47

4 0 .2

One d o z e n , p l a i n w h ite

15

3 0 .6

16

23. 5

31

2 6 .5

9

1 8 .4

13

19. 1

22

1 8 .8

5

10 . 2

5

7 .4

10

8. 5

' 0

0.0

7

1 0 .3

7

6. 0

T w o dozen,
w h it e

s id e b y side

T h r e e d o ze n
T w o d o z e n , w h it e " p ig g y back"

I
1

4 8,

T A B L E X III
E F F E C T O F P R IC E A N D M U L T I P L E P A C K ON P A N E L P R E F E R E N C E
S E R IE S 9
F i r s t C h o ic e S e le c tio n b y P a n e l M e m b e r s
T ria l

S ty le of C a r t o n

P ric e
U n it
per
p r i c e d o ze n

1

T ria l 2

No,

P er­
cent

U n it
p ric e

P ric e
per
do z e n

$

$

T w o d o z e n , g r e e n on
w h it e " p i g g y - b a c k "

. 99

1
.4 9 2

25

28. 1

One d o z e n w h it e

• 49

.4 9

21

23 . 6

. 47

1, 40

. 46

15

16 . 9

1. 33

11

12. 3

.9 0

. 45

1
’ 48 ^ 17

19. 1

. 89

1
44 2

T h r e e d o z e n b lu e on
w h it e
T w o d o z e n , w h i t e , side b y
side
T w o d o z e n , w h it e " p i g g y ­
back

. 97

. 97

2

.4 8 ^

.9 0

No.

Per cent

. 45

25

29. 1

. 47

19

22. 1

1
4 4 — 19
3

22. 1

15

17. 4

•

.

9. 3

49.

d if fe r in g
pulp w ith
Two dozen
dozen

Si

Fig. 11. Series 10. An assortment of egg cartons
in sty le, color and size of unit,
( a ) Two dozen molded
p la stic top, (B) Two dozen four color "piggy-back", (c)
molded pulp "piggy-back", ( d ) One dozen p la s tic , (E) One
molded pulp.

i

iJ

50..

T A B L E X IV
R A N K A N D P R E F E R E N C E S C O R E F O R E G G S P A C K A G E D IN F I V E C A R T O N
C O M B I N A T I O N S . S E R IE S 10

C a r ton

P ric e
Per
Per
U n it
D ozen

R a n k by P a n e l M e m b e r s
1st.

1st.

D o lla r s D o lla rs P e rc e n t

(2 d o z . )

B

(2 d o z . )

C

(2 d o z . )

D
E

3rd.

4 th .

N u m b e r of p e r s o n s

. 54

26. 3

30

40

22

12

5

365. 3

00
O

A

2nd.

Com ­
p o s ite
P re fe r 5 th. ence
S c o re

. 54

12. 3

14

25

39

18

13

306. 4

1 . 06

. 53

37. 7

43

14

23

20

9

348. 8

( 1 doz. )

. 57

. 57

14. 0

16

20

5

13

55

233. 0

( ld o z .)

. 55

. 55

9 .7

11

11

19

45

23

246. 1

1 . 08
•

51.

Fig. 12. Series 11. An assortment
color and size of u n it, (a) Three dozen.,
(B) Two dozen red on w h ite, "piggy-back",
by side", (d) One dozen molded pulp, red
red on w hite.

of egg cartons differing in s ty le ,
blue on white, commercial pack;
(c) Two dozen red 011 white, "side
and blue on white, (E) One dozen,

52.

of the p a n e l m e m b e r s p r e f e r r e d the " p i g g y - b a c k ” s ty le c a r t o n - b o a r d
C a r t o n B, as c o m p a r e d to 13 p e r c e n t p r e f e r r i n g the sam e c a r t o n in a
side b y s ide a r r a n g e m e n t of C a r t o n G.
on the b a s is of p r e f e r e n c e s c o r e .

C a r t o n B w as a ls o r a t e d f i r s t

W i t h o n ly a one c e n t p r i c e a d v a n ta g e

p e r d o z e n , 56 p e r c e n t of the p a n e l m e m b e r s p r e f e r r e d one of the t w o d o z e n u n it s .

W i t h the s a m e p r i c e d if f e r e n c e , o n ly 16 p e r c e n t p r e f e r r e d

the t h r e e d o z e n u n it .

M u l t i p l e p a c k s w e r e p r e f e r r e d b y 74 p e r c e n t of

the p a n e l m e m b e r s , ( T a b l e X V ) .

A s ig n if ic a n t d e g r e e of ( C o e f f i c i e n t

o f C o n c o r d a n c e ) a g r e e m e n t w as found a m o n g p a n e l p r e f e r e n c e s .
T h e h ig h e s t p r e f e r e n c e s c o r e in a n y of the s e r i e s cond ucted and
a ls o the f i r s t c h o ic e of the l a r g e s t p e r c e n t a g e of p a n e l m e m b e r s was
C a r t o n A in S e r ie s 12.

T h is w as a t w o -d o z e n g r e e n on w h ite c a r ton -

b o a r d c a r t o n o f " p i g g y - b a c k " d e s ig n .

S ix t y p e r c e n t of the p a n e l m e m ­

b e r s s e le c t e d th is c a r t o n o v e r the o th e r s e x h ib ite d in the s e r i e s .
T w e n t y - t w o p e r c e n t s e le c te d one of the sin g le d o ze n u n its a n d o n ly 2
p e r c e n t s e le c t e d the o n e - h a l f d o ze n c a r t o n .

T h e r e w a s no a p p r e c ia b le

d i s c r e p a n c y in th is s e r i e s b e tw e e n p r e f e r e n c e s c o r e and f i r s t p la c e
ra tin g , (T a b le X V I) .

T h e f iv e c a r t o n c o m b in a tio n s e v a lu a t e d in S e r i e s 12

a r e show n i n F i g u r e 13.

T h e s e d if f e r e n c e s w e r e s ig n if ic a n t , ( . 0 0 1 l e v e l ) .

P r e f e r e n c e f o r on e, two and t h r e e d o zen u n its w a s o b ta in e d in
S e r i e s 13, F i g u r e 14.

A t h r e e - d o z e n g r e e n on w h ite " p i g g y - b a c k "

c a r t o n r a n k e d f i r s t ( C a r t o n B ) , w i t h 46 p e r c e n t of the p a n e l m e m b e r s
p r e f e r r i n g th is c a r t o n ; h o w e v e r , on the b a s is of p r e f e r e n c e s c o re

53.

TAB LE XV
R A N K A N D P R E F E R E N C E S C O R E FOR' EGGS P A C K E D IN F IV E C A R T O N
C O M B I N A T I O N S . S E R IE S I I

C a r ton

R ank by Panel M em b ers

P ric e
Per
Per
U n it
Dozen

1st.

D o lla rs D o lla rs P e rc e n t

2nd.

3rd.

4 th.

Com ­
p o s ite
P re fe r 5 r.h ence
S c o re

N u m b e r of p e r s o n s

A

{3 d o z . )

1 . 62

. 54

16. 5

19

6

14

10

57

219. 9

B

(2 d o z . )

1 . 08

. 54

43. 5

50

28

18

10

3

388. 3

C

(2 d o z . )

1 . 08

. 54

13. 05

15

44

24

22,

3

3 3 1 .7

D

(1 d o z . )

. 55

. 55

13. 05

15

12

18

42

20

257. 5

E

(1 d o z . )

. 55

. 55

13. 9

16

35

21

14

301. 8

23

54.

TABLE XVI
R A N K A N D P R E F E R E N C E S C O R E FO R EGGS P A C K E D IN F I V E C A R T O N
C O M B I N A T I O N S . S E R IE S 12.

R ank by P anel M em be r s
C a r ton

Per
U n it
D o lla rs

Per
Dozen

1st.

1 st.

2nd.

3 r d . 4 th.

Com p o s ite
P re fe r
5th. ence
Score

N u m b e r of p e r s ons

D o lla r s P e rc e n t

A

(2 d o z . )

. 94

. 47

60. 5

49

12

10

9

1

422.

B

(2 d o z . )

.9 7

. 48^-

14. 8

12

41

14

7

7

35 4.

C

( 1/2 doz. ) . 2 5

. 50

2. 5

2

6

8

18

47

174.

D

(1 d o z . )

. 51

. 51

11 . 1

9

5

9

33

25

225.

E

(1 d o z . )

.4 9

. 49

11. I

9

17

40

14

1

323.

55.

1 • 0

^

\

1

0

I

f

>
CJ
m

1

* M

i

S

m
rn
0
0

—

H i
,

#
I

1

M

0
r

- I d

1
1

X
>
q
H a
■
>11

z

0

■ ' ■ ■
1 1
■
'g
Si
H
□ t f
t

0

m
m

l \>

0

Pig. 13* Series .12. An assortment of egg cartons differing in siz e
of u n it, color and co n stru ctio n ,
( a ) Two dozen green on white ’’piggy-back".
( b ) Two dozen molded pulp with plastic top, "piggy-back", (c) One-half dozen
green on white, ( d ) One dozen clear p la s tic , ( e ) One dozen green on w hite.

1'

>

1

0
\'

- X3
i

TV,

(

56.

Fig. 1^. Series 1 3 . An assortment of cartons differing in
size of u n i t ; color and construction.
(A) Two dozen green on w hite,
"piggy-back", (33) Three dozen green on white, "piggy-hack", ( c ) Two
dozen molded pulp (red and blue on w hite), "piggy-back", (d) One
dozen green on white, (e) Two dozen green on white, "side by sid e " ,

C a rto n A was ra te d f i r s t .

O n ly 13 p e r c e n t of the m e m b e r s s e le c te d

the o n e - d o z e n c a r t o n as t h e ir f i r s t c h o ic e , a n d 87 p e r c e n t s e le c te d one
of the m u l t i p l e c a r t o n u n its f i r s t .

T h e p r i c e d i f f e r e n t i a l was two cents

p e r d o ze n f o r the two d o z e n p a c k s a n d th r e e cents p e r d o zen f o r the
th re e dozen p a c k s , (T a b le X V I I ) .
P r e f e r e n c e d a ta in c lu d e d in a l l of the s e r i e s in E x p e r i m e n t I I w ere
te s te d s t a t i s t i c a l l y c a lc u la t in g

the c o e f f ic ie n t of c o n c o rd a n c e and i t 's tes

as g iv e n b y K e n d a l l , ( 1 9 4 8 ) .
A s i g n if ic a n t d e g r e e of a g r e e m e n t w a s found a m o n g the p a n e l
m e m b e r s f o r the t r i a l s r e p o r t e d in T a b le s V I I I , I X , X , X I , X I I , X I I I ,
X IV , X V , X V I AND X V II0
A C h i s q u a r e a n a ly s is on the r e s u l t s e x p r e s s e d in the p r e c e d in g
ta b le s in d ic a t e d th a t c a r t o n d i f f e r e n c e s in c a r to n s i l l u s t r a t e d in T a b l e s
V I , V I I I , I X , X , X I , X I I , X I V , X V , X V I , A N D X V I I w e r e h ig h l y s i g n i f ­
i c a n t w h en the h y p o th e s is th a t t h e r e w as no d if fe r e n c e in c a r t o n p r e f e r ­
enc e w a s u s e d , ( . 0 0 1 l e v e l ) .
a n d X I I I w e r e n o t s ig n i f i c a n t .

C a r t o n d i f f e r e n c e s shown in T a b l e s V I I

5 8.

T A B L E X V II
R A N K A N D P R E F E R E N C E SC O R E FOR EGGS P A C K E D IN F IV E C A R T O N
C O M B I N A T I O N S . S E R IE S 13.

P ric e
Per
U n it

D o lla rs

1st.

1st.

P ercen t

2nd.

3rd.

4 th .

Com ­
p o s ite
P re fe r
ence
5th. S c o re

N u m b e r of p e r s o n s

00

D o lla r s

Per
Dozen

15

40

23

4

46. 4

39

1

7

11

24

320. 4

. 47

17. 9

15

27

17

18

5

32 9. 1

.4 9

. 49

13. 1

11

4

14

20

33

227. 3

.9 4

.4 7

4. 8

4

13

22

28

15

253. 4

A

(2 d o z . )

. 94

. 47

B

(3 d o z . )

1. 38

. 46

C

(2 d o z . )

. 94

D

(1 d o z . )

E

(2 d o z . )

•

C a r ton

R ank by Panel M e m b e rs

370. 8

59.

E X P E R IM E N T II I .

F A C T O R S IN F L U E N C IN G EGG SALES

N u m e r o u s d i s c r e p a n c ie s e x i s t b e tw e e n s tu d ie s b a s e d on q u e s t io n ­
n a i r e s o r s u r v e y s a n d those b a s e d on a c t u a l s to r e s a le s .

Consum er

a c c e p ta n c e of d i f f e r e n t ty p e s of egg c a r t o n s w as m e a s u r e d in the L a n s in g
a r e a in E x p e r i m e n t I I I b y a s e r i e s of t r i a l s in f o u r s u p e r - m a r k e t s .
P rocedure
F o u r s u p e r - m a r k e t s u n d e r the s a m e m a n a g e m e n t , lo c a t e d in the
L a n s in g a r e a , w e r e the s e ttin g f o r a m e r c h a n d is in g s tudy d e s ig n e d to
e v a lu a t e s a le s of eggs in d i f f e r e n t c a r t o n s and c a r t o n c o m b in a t io n s .
T w o b r a n d s of eggs w e r e sold in these s to r e s w i t h the u s u a l s e le c tio n
of egg s i z e s .

B o th s u p p lie r s p a r t i c i p a t e d in s e p a r a te p a r t s of the s tu d y .

R e c o r d s w e r e k e p t a t ea ch s to r e of the n u m b e r of eggs sold th ro u g h the
s p e c ia l d i s p l a y c a b in e ts

as w e l l as to t a l eggs p u r c h a s e d .

E g g c a r t o n s w e r e d o n a ted b y the D ia m o n d G a r d n e r C o m p a n y ,
C h ic a g o , I l l i n o i s and the I n t e r - s t a t e F o ld in g B o x C o m p a n y , M id d le t o w n ,
O h io .

D i s p l a y c a s e s w e r e r e n t e d f r o m the C . V . H i l l C o m p a n y , T r e n t o n ,

New Je rs e y .

I d e n t i c a l f i v e - f o o t r e f r i g e r a t e d d is p la y c a b in e ts w e r e

p la c e d a t the end of a gondola a c r o s s f r o m the m e a t c o u n te r , in e a c h of
the f o u r s t o r e s .

T h is d i s p la y a r e a w a s in a d d itio n to the r e g u l a r r e f r i g ­

e r a t e d d i s p l a y c a s e s b e in g u s e d f o r eggs in the s t o r e s .

T h e s p e c ia l

d i s p l a y c a b in e t is shown in F i g u r e 15.
S in c e the e x p e r i m e n t a l c a r t o n s f e a t u r e d o n ly l a r g e eggs in the

60.

Fig. 15.

Refrigerated Display
Egg Cartons.

Case and Some Experim ental

Hon'

61.

s p e c ia l d i s p l a y c a b in e ts and o th e r eggs w e r e a v a i la b le in the r e g u l a r
d i s p l a y a r e a , a n e f f o r t w a s m a d e to m e a s u r e the change in to ta l egg
s a le s f r o m e a c h s t o r e as w e l l as
th is p e r i o d .

the change in l a r g e egg s a le s d u r in g

T h e 1959 s a le s r e c o r d s w e r e c o m p a r e d w it h r e c o r d s f r o m

the c o r r e s p o n d i n g p e r i o d in 1958.
T r i a l 1.

C a r t o n In f lu e n c e on Egg S a le s .

e n t ty p e s of c a r t o n s w e r e e v a l u a t e d .

In T r i a l 1, fiv e d i f f e r ­

S in ce the d i s p la y c a b in e ts w o u ld

a c c o m m o d a t e o n ly fo u r r o w s of c a r t o n s a " Y o u d e n S q u a r e " d e s ig n w a s
u s e d , so th a t a l l c a r t o n s r e c e i v e d e q u a l t r e a t m e n t s .
th is a r r a n g e m e n t a r e shown in T a b le X V I I I .
f r o m J a n u a r y 5 th ro u g h F e b r u a r y 7 ,

T h e d e t a ils of

T h is t r i a l w a s con d u c ted

1959* a f i v e - w e e k p e r i o d .

Eggs

w e r e d i s p la y e d in s p e c ia l c a r t o n s w i t h no m a n ip u la t io n of p r i c e e x c e p t
t h a t eggs s o ld in the tw o -d o z e n u n its w e r e p r i c e d t h r e e c ents l o w e r than
two s in g le d o z e n u n i t s .

T h e c a r to n s used in th is t r i a l w e r e of c a r t o n -

b o a r d a n d m o ld e d p u lp c o n s t r u c t io n .

C a rto n A was a c o n tro l.

T h is

w a s the c a r t o n b e in g u s e d in the s to r e b y one s u p p lie r , and w as the
s a m e type c a r t o n b e in g u s e d in the s to r e f o r the m e r c h a n d is in g of a l l
eggs.

I t w a s a m o ld e d b le a c h e d p u lp , r e d a nd blue on w h ite c a r t o n of

2 b y 6 d e s ig n .

S ince this w a s a b r a n d c a r t o n ,

the b r a n d n a m e w as m o r e

p r o m i n e n t than i t w a s on o th e r c a r to n s u s e d in the te s t.
C a r t o n B w a s a " S e l f - L o c k i n g " 2 b y 6 d i v i s ib l e type c a r t o n , and
w a s g r e e n on w h i t e .
a nd p r o d u c e r .

A r u b b e r s ta m p w a s u s e d to id e n t i f y the p a c k e r

T h e i d e n t i f i c a t i o n w h ic h f o llo w s on page 6 3 .

T A B L E X V III
" Y O U D E N S Q U A R E " D E S IG N , T R IA L 1

W eek

C a r t o n I d e n t if ic a t io n

1

A

B

C .

D

2

B

C

D

E

3

C

D

E

A

4

D

E

A

B

5

E

A

B

C

63.

G rade A

L arge

P r o d u c e d and G r a d e d b y W . W . M u e l l e r & Son
D a n s v i l l e , M ic h i g a n
O n e - q u a r t e r in c h l e t t e r s w e r e u s e d f o r " G r a d e A " and " L a r g e " , w h ile
o n ly o n e -e ig h th in c h l e t t e r s w e r e u s e d f o r the r e s t of the i d e n t i f i c a t i o n .
C a r t o n C w a s a g r e e n on w h it e s le e v e ty p e , 2 b y 6 d i v i s ib l e c a r t o n
m a n u f a c t u r e d b y the I n t e r - s t a t e F o ld i n g B o x C o m p a n y .

C a r t o n s D a nd

E w e r e s i m i l a r to C a r t o n C .
C a r t o n D w a s a t w o - d o z e n , 4 b y 6 c a r t o n id e n t i c a l to C a r t o n C ,
e x c e p t th a t the two c a r t o n s w e r e a t t a c h e d side b y s id e , and the c a r t o n
i d e n t i f i c a t i o n w a s t w o - d o z e n , in s t e a d of o n e - d o z e n .
C a r t o n E w a s a n i m p r o v i s e d t w o - d o z e n " p i g g y - b a c k " type c a r t o n .
T h is w a s i d e n t i c a l to C a r t o n s C and D , e x c e p t th a t the two sin g le u n its
w e r e f a s te n e d to g e th e r b y ta p e , one on top of the o t h e r .
i d e n t i f i c a t i o n w a s c o v e r e d w i t h the f i g u r e " 2 " ,
c a r to n s u s e d in T r a i l 1.

Th e o n e - d o z e n

F i g u r e 16 shows the

W e e k l y d a ta w e r e r e c e i v e d f r o m e a c h of the

s to r e s , a n d the r e s u l t s w e r e a n a ly z e d b y s t o r e s u s in g the p r o c e d u r e
d e s c r i b e d b y Y o u d e n ( 1 9 4 0 ) , and o u tlin e d i n the a p p e n d ix , page 112.
T r i a l 2.

P r i c e I n f l uence on E g g S a l e s.

f r o m F e b r u a r y 9, th ro u g h M a r c h 7,

1 9 59 .

T r i a l 2 w a s c o n d u c ted

D u r in g th is fo u r w e e k p e r i o d

e q u a l space w a s a l l o t t e d f o r eggs of e a c h of the two s u p p lie r s .

Since

o n ly l a r g e eggs w e r e f e a t u r e d in the s p e c ia l d is p la y , two ro w s w e r e
a l l o t t e d f o r e a c h b r a n d of e g g s .

O ne r o w w a s p r i c e d the sam e as la r g e

eggs in the r e g u l a r d i s p la y , w h ile a s e co nd r o w w a s m a r k e d t h r e e cents

64.

Fig. l6. Cartons used in Trial 1. (a) One dozen molded p u lp ; c o n tro l;
(B) Green on white, one dozen, self-locking carton; (c) Green on white, one
dozen su p e r-c e ll; (d) Green on white, two dozen "side hy side"; (e) Green on
w h ite, two dozen"piggy-hack.".

99

65.

le s s p e r two d o z e n .

S h o p p e rs had a c h o ic e of e i t h e r b r a n d , and e i t h e r

s in g ly o r in t w o -d o z e n m u l t i p l e s a t the r e d u c e d p r i c e .

M o ld e d c a r to n s

of the 2 b y 6 d e s ig n w e r e u s e d b y bo th s u p p lie r s w i t h t h e ir r e s p e c t i v e
brand nam es.
C a r t o n s A a n d B w e r e b r a n d c a r to n s of s u p p lie r B , a n d w e r e
id e n tic a l except fo r p r ic in g .

T h is w a s n o t the b r a n d of eggs u s e d in

the f i r s t p a r t of the s tu d y w h e r e m u l t i p l e c a r to n s and p r i c e r e d u c t io n s
w e r e s tu d ie d .

C a r t o n A w a s the c a r t o n m a r k e d w it h the two d o zen

s p e c ia l p r i c e .

C a r t o n B w a s m a r k e d a t the r e g u l a r p r i c e f o r l a r g e e g g s .

B r a n d B eggs h a d b e e n so ld in the s t o r e , h o w e v e r , in the r e g u l a r d i s ­
p la y .
C a r t o n s C a n d D w e r e b r a n d c a r t o n s of s u p p lie r A , i d e n t ic a l to
the c o n t r o l c a r t o n f e a t u r e d d u rin g T r i a l 1 of this s tu d y .

In a d d itio n to

the a d v a n ta g e of f a m i l i a r i t y , and these eggs be in g a s s o c ia t e d w i t h the
s p e c ia l d i s p l a y c a b in e t d u r in g the p r e c e d in g p e r i o d , B r a n d A eggs w e r e
p r i c e d one c e n t p e r d o z e n l o w e r than B r a n d B eggs d u r in g m o s t of the
tr ia l.

P r i c i n g w a s n o t e x p e r i m e n t a l l y c o n t r o l le d since an a u t o m a t ic ,

n o r m a l m a r k - u p w a s ta k e n , and the p r i c e d i f f e r e n c e w a s the r e s u l t of
s u p p lie r A b i l l i n g eggs a t one c e n t le s s p e r d o ze n than s u p p lie r B .
A 4 b y 4 L a t i n S q u a re d e s ig n w as u sed f o r d is p la y in g the eggs in
the c a b in e t .

T h i s d e s ig n is i l l u s t r a t e d in T a b le X I X .

W e e k ly re c o rd s

w e r e s u m m a r i z e d b y c o m p u tin g the a n a ly s is of v a r i a n c e , and this
d i f f e r e n c e w a s c o m p a r e d b y use of the s tu d e n tiz e d r a n g e .

T A B L E XIX
F O U R B Y F O U R L A T I N S Q U A R E D E S IG N U S E D F O R P R I C E S T U D I E S
IN T R IA L 2 A N D T R IA L 3

W eek

C arto n

C arto n

C a r ton

C a r ton

1

A

B

C

D

2

D

A

B

C

3

C

D

A

B

4

B

C

D

A

67.

T r ia l 3.

B r a n d In f lu e n c e on E g g S a le s .

p e r i o d , M a r c h 30 to A p r i l 2 5,

D u r in g a f o u r - w e e k

1959, c o n s u m e r s in the L a n s in g a r e a

w e r e c o n f r o n t e d w i t h a n e w b r a n d of eggs, w h ic h h a d not b e e n f e a t u r e d
in th e s e s t o r e s p r i o r to th is t i m e .
as c o m p l e t e l y as p o s s ib le ,

In o r d e r to c o n t r o l the e x p e r i m e n t

the fo llo w in g p r o c e d u r e w as u s e d .

The

b r a n d of eggs f e a t u r e d b y s u p p lie r B w a s r e m o v e d f r o m the s to r e and
h is n e w b r a n d was s u b s titu te d .

T h is s u b s titu tio n w as m a d e in the r e g u ­

l a r d i s p la y , and w a s a ls o f e a t u r e d in the s p e c ia l d is p la y in the s to r e s
d u r in g th is t r i a l .

A lth o u g h v a r i o u s s iz e s of eggs w e r e m e r c h a n d is e d

in the s t o r e , o n ly l a r g e eggs w e r e f e a t u r e d in the s p e c ia l d is p la y c a s e .
I n a n e f f o r t to e l i m i n a t e the p r i c e v a r i a b l e b e tw e e n s u p p lie r s ,
m a n a g e m e n t a g r e e d to s t a b i l i z e the p r i c e ,

the

so th a t eggs of both s u p p lie r s

w e r e p r i c e d i d e n t i c a l l y d u r in g T r i a l 3.
T h e s p e c ia l d i s p la y d u r in g T r i a l 3 w as c o m p o s e d of f o u r d i f f e r e n t
ty p e s of c a r t o n s p l a c e d in the d is p la y in a 4 b y 4 L a t i n S q u a re d e s ig n .
A 4 b y 4 L a t i n S q u a re d e s ig n w a s u s e d in e a ch of the fo u r s u p e r - m a r k e t s
as r e p o r t e d in T a b l e X I X , page

67.

T h e f o llo w in g ty p e s of c a r t o n s w e r e used in the s tudy.

C a rto n A

w a s a m o ld e d p u lp c a r t o n w i t h a r e g u l a r b r a n d n a m e p r i n t e d on the
c a rto n .

C a r t o n B w a s the s a m e t w o - d o z e n side b y side c a r t o n u s e d in

T r i a l 1 of th is e x p e r i m e n t , bu t w i t h the n e w s u p p lie r b r a n d s ta m p e d
on the top of the c a r t o n .

C a r t o n C w a s s i m i l a r to C a r t o n B , e x c e p t

th a t i t w a s a s in g le u n it .

C a r t o n D w a s the s a m e as C a r to n s B and C ,

68.

e x c e p t f o r the d e s ig n .

I t w a s a np i g g y - b a c k M type of c a r t o n , a n d i m ­

p r o v i s e d f o r the s tu d y .

F i g u r e 17 shows the d is p la y and the c a r to n s

u s e d f o r T r i a l 3 in th is e x p e r i m e n t .
R e suits
D u r i n g the p e r i o d c o v e r e d b y E x p e r i m e n t I I I ,
eggs w e r e so ld th r o u g h the s to r e s p a r t i c i p a t i n g .
of two d o z e n u n its w e r e foun d a m o n g s t o r e s .

7 3 , 543 do zen s of

D i f f e r e n c e s in s a le s

M a n y of these d i f f e r e n c e s

w e r e u n d o u b te d ly due to the s to r e lo c a t io n , the s to r e c l i e n t e l e , and the
s iz e of d i s p l a y a r e a in the s to r e a llo c a t e d to eggs.
D i s p l a y S p a c e and P h y s i c a l L a y o u t of P a r t i c i p a t i n g S to r e s .

S to r e 1,

a m e d i u m s iz e s u p e r - m a r k e t , is lo c a t e d in a r e s i d e n t i a l a r e a o f the c i t y ,
on h ig h w a y U . S .

127.

T h e to ta l s t o r e a r e a is 9 , 6 8 0 s q u a re f e e t , and

the s a le s a r e a has 7, 200 s q u a re f e e t .
P a r k i n g f a c i l i t i e s a r e l i m i t e d to 48 c a r s .
ch e c k -o u t co u n ters.

T h e s to r e has fiv e

W h e n c l a s s i f i e d a c c o r d in g to the s y s t e m u s e d b y

G o o d r ic h ( 1 9 5 8 ) , i t w o u ld be c o n s id e r e d a m e d iu m s iz e d s t o r e .
p a r e d to S u p e r V a l u

Com ­

S tu d y ( 1 9 5 9 ) , i t w o u ld be c o n s id e r e d s lig h t l y b e ­

lo w the a v e r a g e s iz e d s t o r e .
T h e d i s p la y a r e a f o r eggs in th is s to r e is lo c a te d in one end of
the d a i r y c a s e .
space.

D a i r y p r o d u c ts o c c u p y n e a r l y 7 3 . 5 p e r c e n t of this

A t o t a l of 79 l i n e a l in c h e s is d e v o te d to egg d i s p la y s .

T h is

c o m p a r e s f a v o r a b l y w i t h the space a llo c a t e d f o r egg d is p la y s r e p o r t e d
b y G o o d r ic h ( 1 9 5 8 ) f o r m e d i u m s iz e d s t o r e s .

C o n s id e r a b l y m o r e space

69.

Fig. 1 7 .

Cartons and Special

Display

in Trial

^

3-

70.
is a l l o c a t e d than w a s found in the S u p er V a l u Study ( 1 9 5 9 ) , w h e n o n ly
one f o o t n in e filc h e s l i n e a r f l o o r a r e a w as found a llo c a t e d to egg d i s p la y s .
T w o d i f f e r e n t b r a n d s of eggs a r e f e a t u r e d in the s to r e a nd a to ta l of s e ve n
egg o f f e r in g s a r e a v a i l a b l e to the c o n s u m e r , in c lu d in g a o n e - h a l f d o ze n
u n it .

1 J/
S t o r e 2 is a n e ig h b o rh o o d shopping s t o r e , lo c a t e d in a r e s i d e n t i a l

a r e a , w i t h a l a r g e p e r c e n ta g e of the c u s t o m e r s c o m in g f r o m the n e a r b y
hom es.

S in c e this a r e a is h e a v i l y p o p u la te d w it h n e g r o e s , the s h o p p e rs in

this s t o r e a r e l a r g e l y of the n e g r o r a c e .

P u r c h a s e s in the s t o r e a r e

r e l a t i v e l y s m a l l p e r v i s i t , b u t v i s i t s a r e m o r e f r e q u e n t than in m o s t
la rg e s u p e r -m a r k e ts .
T h e s t o r e a r e a o c c u p ie s 5 , 6 0 0
c o m p o s e d of 4 , 7 0 0 s q u a r e f e e t .

s q u a re f e e t , and the s a le s a r e a is

T h e re a r e th ree c h e c k -o u t c o u n te rs ,

a n d the s to r e is c la s s e d as a s m a l l s u p e r - m a r k e t ( G o o d r ic h ,
(S u p e r V a l u S tu d y ,

1 9 5 8 ), and

1 9 5 9 ).

D i s p l a y a r e a in this s to r e is l i m i t e d .

T h e d a i r y c a se o c c u p ie s

e ig h te e n f e e t a n d e ig h t in c h e s , w i t h f o u r f e e t of this space u t i l i z e d b y
eggs.

E g g s o c c u p y 21 p e r c e n t of the to ta l a r e a of the d i s p la y c a s e , and

this is a f a v o r a b l e r a t i o a c c o r d in g to G o o d r ic h , ( 1 9 5 8 ) .

F o u r egg o f f e r ­

in g s a r e a v a i l a b l e to c o n s u m e r s in this s t o r e .
S t o r e 3 is lo c a t e d in a shopping c e n t e r .

T h is s to r e has shown m o r e

r a p i d g r o w t h s in c e i t ' s opening than o th e r s u p e r - m a r k e t s in c lu d e d in this
s tu d y .

I t has n e a r l y 1 3 ,0 0 0 s q u a r e f e e t in the s t o r e a nd the s a le s a r e a

1 1 / O f f e r i n g is d e fin e d as a n y th in g that w o u ld m a k e a d i f f e r e n c e in
the c o n s u m e r s c h o ic e ; i . e . , b r a n d , p r i c e , s i z e , e tc .

71.
is c o m p o s e d of a b o u t 9 , 0 0 0 s q u a re f e e t .
c e n t e r , a m p l e p a r k i n g is a v a i l a b l e .

S in ce this is in a shopping

S ix c h e c k - o u t s a r e lo c a t e d in this

s t o r e , thus a c c o r d in g to G o o d r ic h , ( 1 9 5 8 ) , i t w o u ld be c la s s e d as a m e d i u m
s iz e d s t o r e .

T h e to t a l d a i r y ca se o c c u p ie s s e v e n te e n l i n e a r f e e t and

t h i r t y - e i g h t p e r c e n t of this a r e a is a llo c a t e d to e g g s .

T h is is a c o n s i d e r ­

a b l y l a r g e r d i s p l a y a r e a f o r eggs than w a s r e p o r t e d b y S u p er V a l u ( 1 9 5 9 )
a n d G o o d r ic h ( 1 9 5 8 ) f o r s to r e s of this s iz e .
S t o r e 4 is the n e w e s t of the s u p e r - m a r k e t s in the s tudy.

I t w as

op en ed in J a n u a r y , 1 9 5 8 , thus the p h y s ic a l la y o u t r e p r e s e n t s a c o n s i d e r a b l y m o r e e l a b o r a t e p la n than the o th e r s t o r e s .
U . S.

L o c a t e d on h ig h w a y

1 6 , o u ts id e of E a s t L a n s i n g , the s to r e in c lu d e s a b o u t 2 0 , 0 0 0 s q u a re

f e e t , a nd the s a le s a r e a is c o m p o s e d of 1 3 ,0 0 0 s q u a r e f e e t .

T h is s to r e

has s e v e n c h e c k - o u t c o u n t e r s , a n d is the o n ly s to r e in the s tu d y , w h en
c l a s s i f i e d a c c o r d i n g to the p la n used b y G o o d r ic h , ( 1 9 5 8 ) , th a t w o u ld be
c o n s id e r e d a l a r g e s u p e r - m a r k e t .

One h u n d r e d f i f t y p a r k in g p la c e s a r e

a v a i l a b l e f o r a u t o m o b ile s , and c u s t o m e r s h ave a s p e c ia l p i c k - u p s ta tio n .
T h e d a i r y d is p la y case in this s t o r e is f o r t y f e e t a nd f o u r in c h e s
lo n g .

T h e egg d i s p l a y a r e a o c c u p ie s e le v e n f e e t a n d ten in ch es of this

s p a c e , o r 29 p e r c e n t .
I t s hou ld be p o in te d out that b o th S to re 3 and 4 w e r e d e s ig n e d to
a t t r a c t cu s to m e rs fr o m

n e ig h b o r in g tow ns, and the a m p le p a r k in g space

m a k e s i t m o r e a t t r a c t i v e to s h o p p e rs lo c a t e d som e d is ta n c e a w a y .

W it h

a h e a v i e r s t o r e t r a f f i c , i t w o u ld be e x p e c te d th a t the space a ll o c a t e d to
egg s a le s s h o u ld be in p r o p o r t i o n to the v o lu m e of b u s in e s s done b y the
s to re ,

S in c e the egg d i s p la y a r e a in S to r e 3 is n o t p r o p o r t i o n a l to

72.
the to ta l s t o r e d i s p l a y a r e a , i t w o u ld be e x p e c te d th a t a d d it io n a l space
a l l o c a t e d to egg d i s p la y s in this s t o r e w o u ld b r in g a b e t t e r re s p o n s e in
egg s a le s than in the o th e r s t o r e s .
T h e d i s p l a y a r e a f o r eggs in e a c h s to r e is shown in F i g u r e 18.
S t o r e s iz e as m e a s u r e d b y the s a le s a r e a is shown in F i g u r e 19.

T o ta l

egg s a le s d u r in g the t w e n t y -o n e w e e k te s t p e r i o d a r e r e p o r t e d in F i g u r e 2 0 .
T r i a l 1.

C a r t o n In f lu e n c e on E g g S a l e s .

D if f e r e n c e s in egg s a le s

d u r in g T r i a l 1 r e p r e s e n t s the c o m b in e d e f f e c t of m u l t i p l e c a r t o n s and
p ric in g p r a c tic e .
T h e a c c e p t a b i l i t y of t w o -d o z e n c a rto n s as c o m p a r e d to s in g le d o z e n
c a r t o n s is show n b y c o m p a r in g to ta l egg s a le s f r o m the s p e c ia l d i s p la y
c a b in e t w i t h the n u m b e r of dozens sold in t w o -d o z e n u n it s .

T a b le X X

shows the a v e r a g e w e e k l y s a le s of eggs f r o m e a ch s p e c ia l d i s p la y c a b i ­
n e t in e a c h s t o r e d u r in g the f iv e w e e k p e r io d of this t r i a l .
E q u a l space w a s a ll o t t e d e a c h c a r t o n in the d i s p la y and i t w a s e x ­
p e c t e d th a t i f c a r to n s w e r e the s a m e , as f a r as c o n s u m e r a c c e p ta n c e
w a s c o n c e r n e d , e a c h c a r t o n w o u ld be r e p r e s e n t e d b y 20 p e r c e n t of the
s a le s .

C a r t o n A h ad 20 p e r c e n t of the s a le s , b u t not C a r t o n B o r C.

In

c o n t r a s t , C a r ton D s a le s to ta le d 30 p e r c e n t of the t o t a l, and C a r ton E o v e r
25 p e r c e n t .

T h e c o m b in e d s a le s of the two d o zen u n it s , C a r t o n s D a nd E ,

a c c o u n te d f o r o v e r 55 p e r c e n t of the eggs sold th ro u g h the s p e c ia l d i s p la y
c a b in e t .

T w o d o z e n u n it s a le s r a n g e d f r o m 50 p e r c e n t in S to r e 2 to n e a r l y

59 p e r c e n t in S t o r e 3.
T h e p e r c e n t a g e of l a r g e and to ta l eggs sold th ro u g h the s p e c ia l
d i s p l a y c a b in e ts is shown in T a b l e X X I .

T h is p e r c e n t a g e v a r i e d a m o n g

73.

TABLE XX
A V E R A G E W E E K L Y E G G S A L E S T H R O U G H S P E C IA L D IS P L A Y C A B IN E T S
D U R IN G T R IA L 1
S to r e
C a r tons

1

2

3

4

T o ta l

T w o dozen

241. 2

181. 2

280. 0

19 8 . 0

9 0 0 .4

One d o z e n

205. 4

180. 0

196. 6

148. 6

730. 6

T o ta l

446. 6

361. 2

476. 6

346. 6

1631

74.

TABLE XXI
L A R G E A N D T O T A L EGG SA LES B Y S TO R E S , T O T A L A N D S P E C IA L
D IS P L A Y , T R IA L I

S to re

T o t a l E gg
S a le s

T o ta l L a rg e
E g g S a le s

___________S p e c ia l D i s p l a y
T o ta l
P e r c e n t of
P e r c e n t of
T o ta l
T o ta l L a rg e
Dozens

1

3714

2748

2 2 33

6 0 .1

8 1 .3

2

3566

2624

1806

5 0 .6

6 8 .8

3

6666

4440

2383

3 5 .7

5 3 .7

4

4298

2940

1733

4 0 .3

5 8 .9

1 8 24 4

1 2 ,7 5 2

8155

4 4 .7

6 4 .0

T o ta l

75.

130—
120

100

-

90

I NCHES

80

6050
AO

30
20-

-

STORES
F ig .

IB .

R e f r i g e r a t e d D i s p l a y A r e a A ll o c a t e d
T o E g g s, by S to re s .

76.

14,000" 13.000- I 2,000- •

I 1,000- 10 . 0 0 0 - •

9.000- •

SQUARE

FEET

8 .0 0 0 - -

7.000- 6.000- -

5.000- 4.000- •
3,000- 2, 000- I ,000-•

1

2

3

4

STORES
F ig .

19.

S a le s A r e a f o r E a c h S to re

77.

O'
iO
O'

2 8 ,0 0 0 t

26,000- •

f

Il a r g
It o

24.000- •

e

ta l

00
to
O'

22. 000- O'

«o

20,000- -

O'

\ 8,000- -

*> G>
iO —
O ',

EGGS

16 , 0 0 0 - -

00

in

O'
IO
00 O '
IO —
O'

14,000* -

I 0,000- -

O'

m

o>

o»

O'
00 S
to 2
o>—

oo

*n
o>

8, 000-

O'

o>
m

I 2,000 -

DOZENS

O'
in
O'

o»
. to

-

6,000-•

4,000- 2 ,006- •
oL
STORE

I

STORE Z

F ig . 20.

S a le s of E g g s in F o u r S to r e s D u r in g the
T e s t P e r i o d 1 9 5 8 - 1 9 5 9 and the C o r r e s ­
ponding P e r i o d 1 9 5 7 - 1 9 5 8 ,

1. O p en ed d u r in g 1958.

STORE 3

STORE 4 '

78.
s t o r e s f r o m 60 p e r c e n t of the to t a l eggs s o ld th ro u g h the s p e c ia l case to
35 p e r c e n t of the t o t a l.

T h e p e r c e n t a g e of l a r g e egg s a le s r a n g e d

f r o m 53 p e r c e n t in S to r e 3 to 8 1 p e r c e n t in S to re 1.

A v e ra g e w e e k ly

egg s a le s b y s t o r e s d u r in g T r i a l 1 i s shown in T a b l e X X I I .
T h e i n c r e a s e in d i s p la y a r e a a d d e d b y the s p e c ia l d i s p la y c a b in e t
is i l l u s t r a t e d in F i g u r e 2 1 .

I t w i l l be n o te d th a t this r e p r e s e n t s o n ly

a 39 p e r c e n t i n c r e a s e in S to r e 4 , b u t in S to re 2 r e p r e s e n t s a 116 p e r ­
cent in c re a s e .

S to r e s 1 and 3 had in c r e a s e d d is p la y a r e a s of 7 1 and 72

p e rc e n t re s p e c tiv e ly .
A n a n a ly s is of v a r i a n c e was c o m p u te d on the data and s ig n if ic a n t
d i f f e r e n c e s w e r e m e a s u r e d b y use of the s tu d e n tiz e d r a n g e .
S i g n i f i c a n t l y m o r e eggs w e r e sold in C a r t o n D than in C a r t o n C
or B .

In S to r e 3 , egg s a le s in C a r t o n D , w e r e s ig n i f i c a n t l y h ig h e r than

i n a l l o t h e r c a r t o n s , and in S to re 4 , th e y w e r e h ig h e r than in C a r t o n A ,
i n a d d it io n to B and C , ( . 0 1 l e v e l ) .

A t the . 0 5 l e v e l s i g n if ic a n t ly m o r e

e g g s w e r e so ld in C a r t o n D than in C a r to n s A , B or C in S to r e 1, than
B o r C in S to r e 2, w h ile in S to re 3 and 4 , egg s a le s in C a r t o n D e x c e e d e d
the s a le s in a n y o th e r c a r t o n .
S i g n i f i c a n t l y m o r e eggs w e r e sold in C a r t o n E ( t w o - d o z e n " p i g g y ­
b a c k " ) , th a n in C a r t o n B in a l l s t o r e s , ( . 0 1 l e v e l ) .

In S to r e 1, egg

s a le s in C aY to n E e x c e e d e d those in C a r t o n C , and in S to r e s 3 and 4,
i t e x c e e d e d egg s a le s in C a r to n s A and C .

A t the , 0 5 le v e l m o r e eggs

w e r e s o ld i n C a r t o n E than in C a r t o n s C o r B in a l l s t o r e s .

In S to re s 2

a n d 4 , egg s a le s in C a r t o n E w e r e a ls o h ig h e r than those in C a r t o n A ,
S a le s of eggs in C a r t o n A ( c o n t r o l ) w e r e g r e a t e r than those in

79.

T A B L E X X II
A V E R A G E W E E K L Y EGG S A LE S , A L L E G G S , T R IA L 1

S iz e

S to r e
1

E x tra L arg e

1

L arg e
M e d iu m

2

3

4

151. 2

1 2 8 .4

235. 2

1 3 2 .4

647. 2

549. 6

52 4. 8

888. 0

588. 0

2 5 5 0 .4

42. 0

60. 0

210. 0

127. 2

4 3 9 .2

12 . 0

12 . 0

859. 6

3 6 4 8 .8

S m a ll
T o ta l

T o ta l

742. 8

7 1 3 .2

1 3 3 3 .2

L a r g e eggs o n ly w e r e f e a t u r e d in the s p e c ia l d i s p la y c a b in e ts .

80.
UJ
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AREA
1

ADDITIONAL
DISPLAY

6040* 20 -

0

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STORE 4

STORE 5

F ig . 21.

STORE 6

STORE 7

L in e a r Egg D is p la y A re a

81.

C a r t o n B in a l l s t o r e s e x c e p t S to re 6 ^ ( * 0 1 l e v e l) *

S a le s of g s

in

C a r t o n A e x c e e d e d those in C a r t o n C in S to r e s 4 and 7. T h e y a ls o

ex­

c e e d e d s a le s in C a r t o n B in S to re 3 , ( . 0 5 l e v e l ) .
I n c o m p a r in g to ta l l a r g e egg s a le s d u rin g this p e r i o d w ith egg
s a le s d u r in g the c o r r e s p o n d in g p e r i o d in 1958, i t is no ted th a t the
h i g h e s t p e r c e n t a g e i n c r e a s e in the s ale of l a r g e eggs was in S to re 1
w i t h a 29 p e r c e n t i n c r e a s e .

S to r e s 2 and 3 had i n c r e a s e s in l a r g e egg

s a le s of 2 5 . 0 p e r c e n t and 26. 5 p e r c e n t r e s p e c t i v e l y .

In c r e a s e s in

t o t a l s a le s of a l l eggs r a n g e d f r o m - 0 . 3 p e r c e n t in S to re 1 to 30 p e r c e n t
in S t o r e 3 .

F o r th is c o m p a r is o n S to r e 4 is not c o n s id e re d , s ince i t is a

n e w s t o r e , a n d d id n o t open u n t i l the m id d le of the c o n t r o l p e r i o d c o n ­
s i d e r e d in 1 9 5 8 , ( T a b l e X X I I I ) .
A n a n a ly s is of V a r i a n c e of the da ta is shown in T a b l e s X X I V , X X V ,
X X V I, A ND X X V II,
T r i a l 2.

P r i c e In f lu e n c e on E gg S a l e s .

Th e sale of eggs th ro u g h

the s p e c ia l d i s p la y case w a s s u b s t a n t ia l ly r e d u c e d d u rin g T r i a l 2 f r o m
w h a t i t h a d b e e n d u r in g T r i a l I .

T h is o c c u r r e d in s p ite of a p r i c e d e ­

c lin e of a b o u t tw o cents p e r d o z e n d u r in g this p e r i o d .

The L e n te n

s e a s o n c a m e d u r in g the second w e e k of this t r i a l , hence an i n c r e a s e d
d e m a n d f o r eggs w a s e x p e c te d .

T a b l e X X V I I I shows egg s ales th ro u g h

the s p e c ia l d i s p l a y c a b in e ts d u rin g the two t r i a l s .
th ro u g h

A v e r a g e w e e k l y s a le s

the s p e c ia l d i s p la y c a b in e ts d e c r e a s e d in a l l s t o r e s .

decrease ranged fro m

T h is

1 3 .3 p e r c e n t in S to r e 4 to 2 5 . 4 p e r c e n t in S to r e 1 .

82,

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83,

T A B L E X X IV
A N A L Y S I S O F V A R I A N C E , T R I A L 1. S T O R E I .

S o u rc e

S S

D

F

M

S

F

F . 05 * F .0 1

5 3 5 2 2 .5 5

19

P o s it i o n s

7 3i 2 8 . 5 5

3

2 4 4 2 .8 5

2 . 19

4. 07

7. 59

W eeks

4 9 0 1 .3 0

4

1225 . 32

1 . 10

3. 84

7 .0 1

3 2 3 5 9 .3 7

4

8 0 8 9 .8 4

7 . 24

3. 84

7 .0 1

8 9 3 3 .3 3

8

1 1 1 6 .6 7

T o ta l

C a r tons
E rro r

T A BL E XXV
A N A L Y S I S O F V A R I A N C E , T R I A L 1, S T O R E 2

S o u rc e

S S

D

F

M

S

F

F , 05 * F . 0 1 * “*

2 5 6 1 4 .2 0

19

P o s it i o n s

1 4 2 4 .2 0

3

4 7 4 .7 3

0. 595

4 . 07

7 . 59

W eeks

3 6 5 2 .7 0

4

9 1 3 .1 8

1. 14

3. 84

7 .0 1

1 4 1 5 6 .3 7

4

3 5 3 9 .0 9

4. 44 ’

3. 84

7 .0 1

6 3 8 0 .9 3

8

7 9 7 .6 2

T o ta l

C a r tons
E rro r

85.

TABLE XXVI
A N A L Y S I S O F V A R I A N C E , T R I A L 1, S T O R E 3

S ou rce

T o ta l

S S

D F

M S

>!'
F . 0 5 F . 0 1

F

7 8 1 4 8 .5 5

19

P o s it i o n s

4 4 6 6 ,5 5

3

1 4 8 8 .8 5

1. 27

4. 07

7 . 59

W eeks

5 3 5 0 .3 0

4

1 3 3 7 .5 8

1. 14

3. 84

7 .0 1

5 8 9 8 2 .1 0

4

14745. 52

12 . 62

3. 84

7 .0 1

7 3 4 9 .6 0

8

1168 . 7 0

>]<

C a r tons
E rro r

>]<■

86.

T A B L E X X V II
A N A L Y S I S O F V A R I A N C E , T R I A L 1, S T O R E 4

S o u rc e

T o ta l

S S

D F

F

0. 765

4 . 07

7. 59

7 . 87

3. 84

7 .0 1

3. 84

7 .0 1

3 5 4 9 4 . 55

19

9 3 0 .5 5

3

3 1 0 . 18

W eeks

1 2 7 6 4 .8 0

4

3 19 L 20

C a r tons

1 8 5 5 7 .0 7

4

4 6 3 9 .2 7

3 2 4 2 .1 3

8

4 0 5 . 27

P o s it i o n s

E r r or

1 1. 45 VV

F . 0 5*

F .0 1

M S

T A B L E XXVII I
A V E R A G E W E E K L Y E G G S A L E S T H R O U G H S P E C IA L D IS P L A Y C A B IN E T S
D U R IN G T R IA L
2

S to re
P u r c h a s i n g U n it

1

2

3

4

T otal

D o ze n s
T w o dozen

179. 5

162. 3

265. 0

175. 0

781. 8

One d o z e n

153. 5

143. 2

147. 3

125. 5

569. 5

T o ta l

3 3 3. 0

395.. 5

412. 3

300. 5

1 351 . 3

C ha n g e i n S a le s
T r ia l I I over
T ria l I

-2 5 . 4

-1 5 .4

-1 3 . 5

-1 3 .3

-1 7 . 1

88.

T h e a v e r a g e d e c r e a s e in egg s a le s th ro u g h the s p e c ia l d i s p la y w as
s l i g h t l y o v e r 17 p e r c e n t .

S p e c ia l d i s p la y s a le s d u rin g T r i a l 1 and

T r i a l 2 a r e shown in F i g u r e 2 2 .
D u r i n g th is t r i a l , a v e r a g e w e e k l y s a le s of a l l eggs in the fo u r
s t o r e s d e c r e a s e d m o r e than 7 p e r c e n t f r o m T r i a l 1 .
ran g ed fr o m

The decrease

1. 2 p e r c e n t in S to r e s 1 and 3 to 2 1 , 5 p e r c e n t in S to re 2.

T a b l e X X I X shows the to ta l egg s a le s d u rin g these two t r i a l s .
S in c e the c a r t o n s u s e d in this t r i a l w e r e id e n t i c a l , but p r i c e s
w e re d iffe re n t,

the s a le s of one c a r t o n o v e r a n o th e r e i t h e r r e p r e s e n t a

p r e f e r e n c e f o r one b r a n d o v e r a n o t h e r , o r a p u rc h a s e of a p a r t i c u l a r
c a r t o n , b e c a u s e of the p r i c e a d v a n ta g e .

D ue to the s to re p r i c i n g

C a r t o n D ( t w o - d o z e n u n it of s u p p lie r A ) w as one cent p e r do zen le s s
th a n C a r t o n A ( t w o - d o z e n u n it of s u p p lie r B ) , o r two cents le s s on the
tw o -d o z e n p u rc h a s e .

C a r t o n C w as a ls o p r i c e d one c ent le s s than the

c o m p e t in g s in g le d o z e n b r a n d , C a r t o n B ,
I n S t o r e 3 , egg s a le s in C a r t o n D e x c e e d e d those of a l l o th e r
carto n s .

In S to r e s 1 and 2, egg s a le s in C a r to n D w e r e g r e a t e r than

those i n C a r t o n B o r A , and in S to re 4 , than C a r t o n B , ( . 0 1 l e v e l ) .
O n ly in S to r e 2 did egg s a le s of C a r t o n C e x c e e d s a le s in a n y o th e r
c a rto n .

A t the . 0 5 l e v e l egg s a le s in C a r t o n C w e r e g r e a t e r than those

in C a r t o n s A a n d B .

A v e r a g e w e e k l y egg s ales of a l l eggs d u rin g T r i a l 2

w e r e 7 . 2 p e r c e n t b e lo w the a v e r a g e f o r T r i a l 1.

E gg sales f r o m the

s p e c ia l d i s p l a y c a b in e t w e r e 17. 1 p e r c e n t b e lo w the a v e r a g e f o r the

8 9.

lO O y

90- TR IA L I

PERCENT

OF SALES

80--

TRIAL I I

70- 60-50- •
40* 30- 20-

-

10 -

-

STORE

I

F ig , 22,

STORE 2

STORE 3

STORE 4

TO TA L
S A LE S

E gg Sales F r o m S p e c ia l D i s p l a y C a b in e ts
D u r i n g T r i a l 1 and T r i a l 2.,

90.

T A B L E X X IX
A V E R A G E W E E K L Y EGG S A L E S , A L L EGGS, T R IA L

2

S to re

E g g S iz e

1

2

E x tra L arg e

120. 0

76. 5

229. 5

108. 0

53 4. 0

Large

591. 3

446. 8

967. 5

592. 5

2 5 9 8 .1

22. 5

37. 5

12 0 . 0

75. 0

255. 0

733. 8

560. 8

1 3 1 7 .0

775. 5

3387. 1

- 1. 1

-2 1 . 4

- 1. 2

-9. 8

-7. 2

^

M e d iu m

T o ta l

Change

3

4

^ L a r g e eggs o n ly w e r e f e a t u r e d a t the p r i c e a d v a n ta g e f o r
p u r c h a s e s in two d o ze n lo ts .

T o ta l

91.

T r i a l 1 p e rio d .
T r ia l 3.

B r a n d In flu e n c e on E g g Sa l e s ,

D u r in g T r i a l 3 i t was

fo u n d th a t egg s a le s in C a r t o n D , the tw o -d o z e n " p i g g y - b a c k ” , w e r e
s i g n i f i c a n t l y h i g h e r than a l l o th e r c a rto n s in a l l s t o r e s .

In S to r e s 3 and

4 egg s a le s in C a r t o n B ( t w o - d o z e n side b y s id e ), e x c e e d e d those in
C a rto n s A and C , ( .0 1 le v e l).
d o z e n u n it s ,

S in ce C a r to n s B and D w e r e the two

th is f u r t h e r e m p h a s iz e d the a c c e p ta n c e of t w o -d o z e n p a c k ­

a g e s b y L a n s in g a r e a c o n s u m e r s , e v e n when a new b r a n d was in t r o d u c e d .
T h e n e w b r a n d w as c o m p a r e d w i t h an e s t a b lis h e d b r a n d b y c o m p a r in g
egg s a le s d u r in g T r i a l 3 w it h T r i a l 1, w h en an e s t a b lis h e d b r a n d w a s
s o ld th r o u g h the s p e c ia l d is p la y .
s a le s d u r in g these two p e r i o d s .

T a b l e X X X shows the a v e r a g e w e e k ly
T o t a l s a le s th ro u g h the s p e c ia l d is p la y

c a b in e ts a v e r a g e d 10 . 8 p e r c e n t lo w e r w h en the new b r a n d w as in t r o d u c e d ,
th a n d u r in g T r i a l 1.

T h e p e r c e n t a g e of eggs so ld in two d o zen c a rto n s

i n c r e a s e d f r o m 55 p e r c e n t to 60 p e r c e n t d u rin g this p e r i o d .

T w o -d o zen

c a r t o n s w e r e a l lo c a t e d 50 p e r c e n t of the d is p la y a r e a , h o w e v e r , w h e r e ­
as in T r i a l 1, o n ly 4 0 p e r c e n t of the d is p la y a r e a w a s a llo c a t e d to the
tw o -d o z e n c a rto n s .
A c o m p a r i s o n of to t a l egg s a le s in a l l s to r e s d u rin g the p e r io d

w h e n the n e w b r a n d w as in t r o d u c e d w it h s a le s d u r in g T r i a l 1, w it h the
e s t a b l i s h e d b ra n d , show ed th a t to ta l s a le s d e c r e a s e d 1 5 .2 p e r c e n t d u rin g
th is l a t t e r p e r i o d .

T h e a m o u n t of v a r i a t i o n ra n g e d f r o m a d e c r e a s e of

1 . 8 p e r c e n t in S to r e 1, to 2 3 . 9 p e r c e n t in S to re 2.

T a b le X X X I shows

92.

T ria l
1
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94.

the a v e r a g e w e e k l y s a le s of a l l eggs d u rin g the two t r i a l s .

95.

D IS C U S S IO N

T h e c a r t o n u s e d in m e r c h a n d is in g eggs has a th r e e fo ld p u r p o s e .
F irs t,

the c a r t o n p r o v id e s p r o t e c t io n f r o m f o r c e s th a t w o u ld cause

d a m a g e to the eggs in the c a r to n ; seco nd, i t m a k e s egg h a n d lin g m o r e
c o n v e n ie n t; a n d t h i r d , i t give s "eye a p p e a l " , so that i t w i l l c r e a t e a
d e s i r e f o r the p r o d u c t in s id e the p a c k a g e .
S in c e eggs a r e f r a g i l e and b r e a k a g e m a y r e s u l t in o o zing or s e e p ­
a g e , the i m p o r t a n c e of the c a r t o n as a c o n ta in e r cannot be o v e r lo o k e d .
S o m e c a r t o n s c o n ta in the seepage f r o m le a k e r s or c r u s h e d egg s , w h ile
o th e r s p e r m i t the b r o k e n contents to s o il o th e r c a rto n s and eggs in the
case.

T h e f a c t th a t m a n y eggs w it h s h e ll d e fe c ts a r e p a c k e d in c a rto n s

m a k e s the p r o b l e m m o r e a c u t e .
I n v i e w of c u r r e n t m e r c h a n d is in g p r a c t i c e s , i t b e c o m e s i n c r e a s ­
i n g l y i m p o r t a n t to h a v e c a rto n s th a t p r o m o t e im p u ls e b u y in g .

These

f a c t o r s w e r e e v a lu a t e d b y e x p e r i m e n t a l te s ts , c o n s u m e r p a n e l s u r v e y s ,
a n d s to r e s a le s .
D i f f e r e n c e s in p r o t e c t i v e v a lu e b e tw e e n egg c a rto n s te s te d in
the m e c h a n i c a l and t r u c k r o u te t r i a l s w e r e n o t s ig n if ic a n t .

S everal

o b s e r v a t i o n s w e r e m a d e , h o w e v e r , r e g a r d in g these c a rto n s d u rin g the
te s ts .

T h e m o ld e d and p l a s t i c c a rto n s h e ld the contents of le a k in g e g g s .

A lt h o u g h th is is a d v a n ta g e o u s as f a r as p r o t e c t io n of o th e r p r o d u c ts is
c o n c e r n e d , i t a ls o m e a n s th a t a ny b r o k e n eggs a r e s t i l l in the c a r to n

96,

w h e n the h o u s e w ife g e t t h e m h o m e r e a d y f o r u s e .
C a r t o n s w i t h open w in d o w s p r o v id e v i s i b i l i t y f o r the p r o d u c t , but
t h e y a l l o w the c o n te n ts of the c a r t o n to b e c o m e s o ile d b y b r o k e n eggs
o u ts id e the c a r t o n .
S in c e m o s t eggs a r e p a c k e d in c a rto n s of the sam e s iz e ,

c o n s id e r­

a b le m o v e m e n t of eggs m a y take p la c e w it h in the c a r t o n , p a r t i c u l a r l y
w h e n s m a l l a n d m e d iu m s iz e d eggs a r e p a c k e d .

T h is m o v e m e n t w as

m o r e e v id e n t in the C a s e A c e , T r i f o l d and P l a s t i c c a r t o n s .
U n d o u b te d ly m a n y f a c t o r s in flu e n c e c o n s u m e r a c c e p ta n c e of a
package.

S o m e of these f a c to r s a r e m o r e i m p o r t a n t w it h eggs than

w i t h le s s f r a g i l e p r o d u c t s .

A f l e x i b l e p l a s t i c c a r to n w as r a t e d c o n s i d e r ­

a b l y b e lo w a m o r e r i g i d p l a s t ic c a r t o n .
A d e f in it e p r e f e r e n c e w as shown f o r p a s t e l g r e e n c o lo r e d c a rto n s
on a w h it e b a c k g r o u n d .

C a r to n s p r o v id in g good v i s i b i l i t y of the p r o d u c t

w e r e a ls o r a t e d a b o v e those w it h l i t t l e v i s i b i l i t y .
h a v e a p r e f e r e n c e f o r these c h a r a c t e r i s t i c s ,

Since c o n s u m e r s do

the e n t e r p r i s i n g p o u l t r y -

m a n ca n a t t r a c t m o r e c u s t o m e r s to a p a r t i c u l a r b r a n d o r d i s p la y by
u s in g c a r t o n s th a t h a v e these c h a r a c t e r i s t i c s .
D u r i n g a t w e n t y - o n e w e e k p e r i o d , egg r e c o r d s w e r e k e p t a t fo u r
s u p e r-m a rk e ts .
dozens.

E g g s ales d u rin g this p e r io d to ta le d n e a r l y 7 4 , 0 0 0

C o n s id e r a b l e d i f f e r e n c e s w e r e found in egg s a le s b e tw e e n

d iffe re n t s to re s.

T h is w a s to be e x p e c te d since the s iz e of the s to r e s

a n d egg d i s p l a y a r e a s v a r i e d c o n s id e r a b l y .

97.

E g g s a le s d u r in g the 1959 p e r i o d in c r e a s e d in a l l s to r e s o v e r the
c o r r e s p o n d i n g p e r i o d in 1 9 58 .

F i g u r e s 2 3 , 24 and 25 show egg s a le s

b y s t o r e s f o r these tw o t im e p e r i o d s .

I n 1 959, a t the b e g in n in g of the

t h i r d w e e k , the s p e c ia l d is p la y c a b in e ts w e r e m o v e d into the s t o r e s
a n d egg s a le s th r o u g h these c a b in e ts w e r e r e c o r d e d .
c r e a s e d as r e p o r t e d in F i g u r e s 2 3 , 24* 25 and 26.

Egg s a le s i n ­

T r i a l 1 s t a r t e d w it h

the s ix t h w e e k , and the fiv e s p e c ia l c a rto n s w e r e u s e d .

R e g u l a r c a rto n s

w e r e s o ld d u r in g the e le v e n th and f o u r t e e n t h w e e k pe rio d , when egg s a le s
in m u l t i p l e u n its w e r e p r i c e d b e lo w s in g le d o z e n s .

T h e n e w b r a n d of

eggs w a s s o ld d u r in g the e ig h te e n th to t w e n t y - f i r s t w e e k p e r i o d .
I n c r e a s e d egg s a le s f r o m the t w e lf t h to the s e v e n te e n th w e e k m a y
h a v e b e e n in f lu e n c e d b y the L e n te n s eason .
M o r e eggs so ld w h en o f f e r e d in m u lt i p le u n its than did eggs p a c k e d
in s in g le d o z e n c a r t o n s .
P r i c e d i f f e r e n t i a l s w e r e u n d o u b te d ly one of the in c e n t iv e s f o r the
p u r c h a s in g of eggs in m u l t i p l e d o z e n s , h o w e v e r , w h en p r i c e d i f f e r e n ­
t i a l s w e r e u s e d a lo n e , s a le s th ro u g h the s p e c ia l d i s p la y c a b in e t d e c lin e d ,
e v e n though th is o c c u r r e d d u rin g the L e n t e n p e r i o d .
T o t a l egg s a le s r e a c h e d a p e a k d u rin g the E a s t e r season w it h an
a v e r a g e w e e k l y s a le s e x c e e d in g 4 , 0 0 0 d o z e n s , w h e r e a s , f o r the t w e n t y one w e e k p e r i o d , the a v e r a g e w as a b o u t 3500 dozens p e r w e e k .
E g g p r i c e s b y w e e k s d u rin g the tw e n t y -o n e w e e k s tudy p e r io d ,
a n d the c o r r e s p o n d in g p e r io d ,

1 9 5 7 - 1 9 5 8 , a r e i l l u s t r a t e d in F i g u r e 2 7 .

98 .

D O Z E N S , EGGS

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DOZEN., EGGS

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103:

S U M M A R Y A N D C O N C L U S IO N S

E x p e rim e n t I .

F o u r t e e n egg c a r t o n s , r e p r e s e n t i n g f iv e d i f f e r e n t

d e s ig n s , w e r e e v a lu a t e d f o r t h e ir p r o t e c t io n of eggs on a m e c h a n ic a l
v i b r a t o r a n d d u r in g n o r m a l t r a n s p o r t a t i o n .

No s ig n if ic a n t d i f f e r e n c e

i n egg d a m a g e w a s found a m o n g these f o u r t e e n c a r t o n s .

W o lf f la t s u s e d

to p r o v i d e a d d i t io n a l p r o t e c t io n to c a r t o n e d eggs w e r e found to have
l i t t l e v a lu e in p r o t e c t in g c a r t o n e d eggs in n o r m a l t r a n s p o r t a t i o n .
T h e m e c h a n ic a l v i b r a t o r t r e a t m e n t w h ic h a p p r o x im a t e d r a i l r o a d
c o n d itio n s w a s m o r e s e v e r e than t r u c k t r a n s p o r t a ti o n .
w a s fo u n d b e tw e e n eggs tr a n s p o r t e d 100 m i l e s ,

No d iffe re n c e

200 m i l e s and 277 m i l e s .

M o l d e d a n d p l a s t i c type c a rto n s w e r e m o r e s a t i s f a c t o r y than
c a r t o n - b o a r d type c a r to n s f o r l e a k e r s o r b r o k e n e g g s . W in d o w e d c a r to n s
p r o v i d e d good v i s i b i l i t y f o r the egg c o n ta in e d t h e r e in , but gave l i t t l e
p r o t e c t i o n f r o m egg contents r e s u lt in g f r o m b r o k e n eggs p a c k e d a b o v e .
E x p e rim e n t II .

T h e D e t r o i t C o n s u m e r P r e f e r e n c e P a n e l e v a lu a te d

a n d r a n k e d 13 d i f f e r e n t s e r i e s of c a rto n e d e g g s .

F i v e c a rto n s w e r e

e v a l u a t e d in e a c h s e r i e s .
G r e e n on w h ite c a r t o n - b o a r d w a s the p r e f e r r e d c o lo r fo r egg
c a rto n s b y p a n e l m e m b e r s .
E g g s in p l a s t ic c a rto n s w e r e p r e f e r r e d o v e r those p a c k e d in
c a r t o n s w i t h w in d o w s w hen the p r i c e w a s the s a m e , b u t w e r e r a t e d lo w
w h e n a tw o c e n t p r e m i u m w as in d ic a t e d .

104.

■^§§>s

Pa P e r c a r to n s w it h w in d o w s w e r e p r e f e r r e d o v e r eggs in

c a r t o n s w it h o u t w in d o w s .

N o n - d i v i s i b l e c a rto n s w e r e p r e f e r r e d o v e r

d iv is ib le c a rto n s .
E g g s in t w o - d o z e n g r e e n on w h ite ,Tp i g g y - b a c k " c a r to n s w e r e
p r e f e r r e d b y 4 0 . 2 p e r c e n t of the p a n e l m e m b e r s when th e r e was no
p r i c e d i f f e r e n t i a l b e tw e e n sin g le and m u l t i p l e d o zen u n it s .
u n its w e r e foun d to be p r e f e r a b l e to th r e e dozen u n its .

T w o do zen

Egg s d is p la y e d

in o n e - h a l f d o z e n c a r to n s r e c e i v e d the lo w e s t p r e f e r e n c e r a ti n g b y
panel m e m b ers .
E i g h t y - f i v e p e r c e n t of the p a n e l m e m b e r s p r e f e r r e d a m u lt i p le
d o z e n u n it of eggs (2 cents le s s p e r do zen ) when a c hoice w as o f f e r e d .
E x p e rim e n t I I I .

Eggs of s i m i l a r q u a lit y w e r e c a r t o n e d and o f f e r e d

f o r s a le in s p e c ia l d i s p la y c a b in e ts in fo u r L a n s in g S u p e r - m a r k e t s .
O v e r 7 3 , 0 0 0 do zen s of eggs w e r e p u r c h a s e d f r o m these s to r e s d u rin g
a tw e n ty -o n e w e e k p e rio d .
C o n s u m e r s p r e f e r r e d m u l t i p l e d o z e n u n its w hen a v a i la b le f o r one
a n d o n e - h a l f cents p e r do zen le s s than single d o z e n s .

F i f t y - f i v e to

60 p e r c e n t of the eggs p u r c h a s e d w e r e in tw o -d o z e n c a r t o n s .

M o r e eggs

w e r e p u r c h a s e d in a t w o -d o z e n side b y side c a r t o n in one t r i a l , w h ile
in a s e co n d t r i a l m o r e eggs w e r e sold in the t w o -d o z e n " p ig g y - b a c k "
c a rto n .
A p r i c e a d v a n ta g e of one a n d o n e - h a l f cents p e r dozen a p p e a r e d

to be the d e t e r m i n i n g f a c t o r in c o n s u m e r a c c e p ta n c e of eggs p a c k e d in

105.

m u l t i p l e d o z e n u n it s .
W h e n p r i c e a lo n e w a s the o n ly a d v a n ta g e f o r p u r c h a s in g m u l t i p l e
d o z e n s , egg s a le s f r o m the s p e c ia l d is p la y w e r e 17 p e r c e n t le s s than
w h e n the m u l t i p l e c a r t o n a n d p r i c e c o m b in a tio n w as u s e d .
O n ly s lig h t d i f f e r e n c e s w e r e found b e tw e e n the p a n e l p r e f e r e n c e
s c o r e and s t o r e s a le s in p r e f e r e n c e f o r m u l t i p l e dozen c a r t o n s .
T h e s iz e of egg d is p la y a r e a and s iz e of to ta l s to re sales a r e a
w e r e foun d to be c o r r e l a t e d c lo s e ly w i t h egg s a le s .
D u r i n g the p e r i o d w h en a new b r a n d of eggs w as in t r o d u c e d , egg
s a le s w e r e 11 p e r c e n t lo w e r than d u rin g the p e r io d when an e s t a b lis h e d
b ra n d was fe a tu re d .

106,
B IB L IO G R A P H Y
B a k e r , R . L . , and A . S. G o ld m a n , 1951. H a b it s , p r e f e r e n c e s , and
d e m a n d s of D es M o in e s egg c o n s u m e r s . P o u l t r y S c i. 30 (3):
3 2 9 -3 3 9 .
B e c k e r , C . A . r 1 953. E g g m a r k e t i n g b y r e t a i l s to r e s in P e n n s y lv a n i a .
P e n n . A g r . E x p t . S ta. B u i. 5 6 1 , 50 pp.
B e v a n s , G e o r g e J. , 1958. You can m e a s u r e p a c k a g in g e f f e c t i v e n e s s .
F o ld i n g C a r t o n D ig e s t , F o ld in g P a p e r B o x A s s o c ia tio n of A m e r i c a .
1 (4): 1 2 - 1 6 .
B o g e r , L . L . , 1958. R e v o lu tio n in food m a r k e t i n g .
E c o n o m ic s .
M ic h i g a n S ta . U n i. 4 pp..

M ic h i g a n F a r m

B r o w i n g , G . M . , a n d H . J. S lo a n , 1955. E g g s u p p ly and m a r k e t i n g in
the n o r t h c e n t r a l r e g io n . 111. A g r . E x p t. S ta. B u i. 59 1, 40 pp.
C o r b e t t , R . B . , 1 9 33 , A study of c o n s u m e r s ' p r e f e r e n c e s and p r a c t i c e s
in b u y in g and us in g eggs. R . I . A g r . E x p t . Sta. B u i. 2 4 0 .
C r o n , L . E . , R . F . B u r d e t t e and S. H . De V a u l t , 1939. E c o n o m ic
a n a l y s i s of the B a l t i m o r e egg m a r k e t . M a r y la n d A g r . E x p t ,
B u i. 43 0, 1 1 7 -1 6 3 .
D a r r a h , L . B . , and K . S. C a r p e n t e r , 1954. E g g m e r c h a n d is in g s tudies
in s u p e r - m a r k e t s . I l l w in d o w s in egg c a r t o n s . C o r n e l l U n i. A griE x p t . S t a , A . E . B u i. 9 5 5 , 8 pp.
D a r r a h , L . B . and P . L . H e n d e r s o n , 1953. E gg m e rc h a n d is in g s tudies
in s u p e r - m a r k e t s . C o r n e l l U n i. A g r . E x p t . Sta. B u i. A . E . 9 2 3 ,
17 pp.
D a r r a h , L . -B. , a n d E . M . M o o r e , 1956. E g g m e r c h a n d is in g s tudies
in s u p e r - m a r k e t s . V . t r a n s p a r e n t egg c a r t o n s , C o r n e l l U n i.
A g r . E x p t . Sta. A . E . 1012 , 8 pp.
D e n h a m , C . B . , 1949. In flu e n c e of the c o n s u m e r , A m e r i c a n E g g and
P o u l t r y R e v i e w . 10 ( 2 ) , 2 3 - 2 4 .
D ix o n , W . J. , and F . J. M a s s e y , 1951 . In t r o d u c t io n to s t a t i s t i c a l
a n a ly s is , M c G ra w H ill Book C om pany, N ew Y o rk , New Y o rk .
3 7 0 pp.

107.

G o o d r i c h , D a n a C . , J r . , 1958. Egg and p o u l t r y m e r c h a n d is in g p r a c t i c e s
i n N e w Y o r k state s u p e r - m a r k e t s , 1957. C o r n e l l U n i. B u i. A . E .
1 0 8 9 , 21 pp.
G o u ld e n , C . H . , 1952 . M e th o d s of s t a t i s t i c a l a n a ly s is .
Son s, Second E d i t i o n . 1 0 2 - 1 5 1 .

John W i l e y and

G r e i g , S m it h a n d H . E . L a r z e l e r e , 1957, C o n s u m e r taste p r e f e r e n c e s
a m o n g d e h y d r a t e d m a s h e d p o ta to p r o d u c t s . N a t io n a l P o ta to C o u n c il
N e w s , V o l . 5, N o . 2 , 4 - 6 .
H a m m e t , R u th A . and J. H . B la c k s t o n e , 1958. H o u s e h o ld use of eggs
in G a d s d e n , A l a b a m a . A g r . E x p t . S ta . , A la b a m a P o ly t e c h n ic
I n s t i t u t e . B u i. 3 1 1 , 38 pp.
H o y t , C . C . y H . E . L a r z e l e r e and L . E . D a w s o n , 1957 . F a c t o r s i n ­
flu e n c in g c o n s u m e r a c c e p ta n c e of egg c a r t o n s . M ic h i g a n A g r .
E x p t . S ta . Q u a r t . B u i. 40: 3 8 2 - 3 9 2 .
J a s p e r , A . W . , 1 9 53 . Som e h ig h lig h ts f r o m c o n s u m e r egg s tu d ie s . U . S.
D e p t , of A g r . , P r o d u c tio n and M a r k e t i n g A d m , , A g r . In fo . B u i. 110,
2 5 pp.
J a s p e r , A . W . , a n d R . E . C r a y , 1953. C o n s u m e r p r e f e r e n c e s , p r a c t i c e s
a n d d e m a n d s in p u rc h a s in g eggs and p o u l t r y in C o lu m b u s , O h io .
O h io A g r . E x p t . Sta. R e , B u i. 7 3 6 , 34 pp.
K a n t n e r , A . H . , 1 9 53 . M a r k e t i n g eggs in r e t a i l s t o r e s .
A g r . E x p t . S ta . B u i. 8 9 4 , 1 1 - 1 5 .
K e n d a l l , M . G . , 1955 . R a n k c o r r e l a t i o n m e th o d s .
L i m i t e d , L o n d o n . C h a p te r 6 , 8 0 - 8 9 .
K o h l s , R . L . , a nd N . O p p e n h e im e r , 1953.
p u r c h a s in g h a b its of egg c o n s u m e r s .
5 9 2 , 26 pp.

C o r n e l l U n i.

G r i f f i n and C o. ,

Q u a l i t y r e c o g n it io n and
In d ia n a A g r . E x p t. S ta . B u i.

K o r n b l a u , C u r t , 1959 . F a c t s a bou t n e w s u p e r - m a r k e t s opening in 1958.
S u p e r - m a r k e t In s t it u t e .
16 pp.
L a r z e l e r e , H . E . , a n d W . A . N i c h o l s , 1950. W h a t c o n s u m e r s th in k
a b o u t the eggs th e y b u y . M ic h i g a n A g r . E x p t . Sta. Q u a r t . B u i.
5 1 3-5 1 9 .

32,

108.

L a r z e l e r e , H . E . , a n d J, D . S h a f f e r , 1955. S iz e and f r e q u e n c y of egg
p u r c h a s e s . M ic h i g a n Sta. U n i. C o n s u m e r P a n e l R e p o r t . N o . 18
(m im e o ) 2 pp.
L e v i n s o n , M . R . , 1 957. L e t t e r r e g a r d in g sale of m u l t i p l e p a c k u n it s .
T h e Joe. O . F r a n k C o, , D a y to n , O h io , 1 p.
M a i n l a n d , R o w e n a S. , and W . E . H a u v e r , J r . , 1954. E gg bu ying guides
f o r c o n s u m e r s . U . S. D e p t, of A g r . , H o m e and G a r d e n B u i. 2 6 ,
8 PP.
M e r e d i t h , A l a n A . , 1957. N e w 3 -d o z e n egg c a r t o n m a y h e lp r e l i e v e
s u r p lu s e s . N e w J e r s e y A g r i c u l t u r e . 39 (1): 3 - 6 .
M i l l e r , D . P . , E . L . D a k a n and R . E . C r a y , 1951. A m ount, cause
a n d e c o n o m ic im p o r t a n c e of c r a c k e d eggs to O h io p o u lt r y in d u s t r y .
O h io A g r . E x p t . Sta. B u i. 7 0 9 , 20 pp.
M o d e r n P a c k a g in g E n c y c lo p e d ia ,
N o . 3A , 817 p p .

1958.

P a c k a g in g C a ta lo g C o r p . V o l .

M o o d , A l e x a n d e r M . , 1950. In t r o d u c tio n to T h e o r y of S t a t is t ic s .
H i l l , N e w Y o r k . 433 pp.
M o r r i s , T . B . , a n d C . F . P a r r i s h , 1950. C u s t o m e r s C h o ic e in
b u y in g egg s . N o r t h C a r o l i n a A g r . C o ll e g e , E x t . C i r , 3 5 2 ,

31 ,

M cG raw -

1 - 4.

M y e r s , E . C . , and J. O . B ix b y , 1945. I m p r o v e m e n t in the D e s ig n a nd
c o n s t r u c t io n of c o n t a in e r s a nd p a c k in g m a t e r i a l s f o r s h e ll eggs.
U . S. D e p t, of A g r . , F o re .s t S e r v i c e , F o r e s t P r o d u c t s L a b o r a t o r y ,
B u i . M C - 1 4 6 A , 44 p p .
M y e r s , E . C . , and J. B . R in g w o o d , 1945. I m p r o v e m e n t in the d e s ig n and
c o n s t r u c t io n of c o n ta in e r s and p a c k in g m a t e r i a l s f o r s h e ll e g g s .
U . S. D e p t, of A g r . , F o r e s t S e r v i c e , F o r e s t P r o d u c t s L a b o r a t o r y ,
B u i . M C - 1 4 6 , 91 pp.
N y b r o t e n , N o r m a n , 1949 . M a r k e t i n g eggs in r e t a i l s to r e s of the n o r t h ­
e a s t . West V i r g i n i a A g r . E x p t . S ta . B u i. 3 5 3 , 39 pp.
N y b r o t e n , N o r m a n , 1952. R e t a i l i n g eggs in W e s t V i r g i n i a s t o r e s , W e s t
V i r g i n i a U n i. A g r . E x p t . S ta . B u i. 3 5 4 , 16 pp.

109.

N y b r o t e n , N o r m a n , 1958 . T r a n s p a r e n t egg c a rto n s v s . p a p e r c a r t o n s .
W e s t V i r g i n i a U n i. B u i. 4 1 3 , 8 pp.
P a s v o g e l , M . V . , 1958. P a c k a g in g , can i t b o o s t s a le s of eggs.
A r i z o n a , P r o g r e s s i v e A g r i c u l t u r e , p. 9.
P i n c o c k , M . G l a d e , 1 9 58 . T h e c o n s u m e r and the egg.
F a r m E c o n . B u i. 2 1 2 , 5 6 9 6 - 5 6 9 8 pp.

U n i. of

C o r n e l l U n i. ,

S a u n d e r s , R i c h a r d , 1 9 56 . T r a n s p a r e n t p l a s t ic c a rto n s bo o s t egg s a le s ,
M a i n e A g r . E x p t . S ta. B u i. 5 4 7 , 15 pp.
S hepherd, G . S . ,
6 4 -6 8 .

1947.

A g r i c u l t u r a l p r i c e a n a ly s is .

Io w a State C o lle g e .

S lo c u m , E . L . , and H . S. S w anso n, 1954. Egg c o n s u m p tio n h a b it s ,
p u r c h a s in g p a t t e r n s and p r e f e r e n c e of S e a ttle c o n s u m e r s .
W a s h in g to n A g r . E x p t . S ta . B u i. 55 6, 30 pp.
S m i t h , H a r o l d a n d F r a n c i s D a l a v a l l e , 1 9 52 . A study of the m e r c h a n d is in g
of p o u l t r y a nd eggs in r e t a i l s t o r e s . U n i. of M a r y l a n d A g r . E x p t .
S ta . , M i s c . P u b . 144, 33 pp.
S m i t h , H . D . , and R . C . H a w e s , 1956. R e t a i l p r a c t ic e s and egg q u a l it y
in B a l t i m o r e , M a r y l a n d . U n i. of M a r y l a n d A g r . E x p t . S ta. , B u i.
4 5 6 , 16 pp.
S n e d e c o r , G . W . , 1 9 48 .

S t a t i s t i c a l M e th o d s .

Io w a P r e s s , 4th e d itio n .

S t a d e lm a n , W . J. , and L e o S. Je n s en , 1950. C o n s u m e r s t e ll w h a t kind
of eggs th e y w a n t, U . S, E g g and P o u l t r y M a g a z in e , V o l . 56 ( 6 ):
1 2 -1 3 .
S t e r n , W a l t e r , 1 9 54 . T h e p a c k a g e e n g in e e r in g hand book.
P u b lis h i n g C o m p a n y . 310 pp.
S u p e r V a l u S tu d y , 1 9 5 9 .

P ro g re s s iv e G ro c e r.

B o a r d P r o d u c ts

I l l pp.

T a y l o r , F . R . r A . L . Ow ens and A . W . J a s p e r , 1954. C o n s u m e r egg
b u y in g , c o n s u m p tio n and p r e f e r e n c e p a t t e r n s . R hode Is la n d A g r .
E x p t . S ta . B u i. 3 2 1 , 56 pp.
V o s s , L . A . , 1957. Egg p r e f e r e n c e s tu d ie s .
p u b lis h e d r e p o r t . 4 pp.

U n i. of M i s s o u r i , u n ­

11 0,

W h a t D o F o o d C h a in S to re s S e ll,

1958.

C h a in S to re A g e . 40 p p .

W i l l i a m s , R . E . , 1958 . A n a n a ly s is a n d e v a lu a t io n of q u a lit y and p r i c e
e 8 8 s i-n s e le c te d r e t a i l o u tle ts , u n p u b lis h e d P h . D . th e s is . M i c h .
S ta . U n i. 99 pp.
W i l l i a m s , R . J, , K . S. C a r p e n t e r , and L . B . D a r r a h , 1955. E gg
m e r c h a n d is in g s tudies in s u p e r - m a r k e t s , P a r t IV : E f f e c t of a
s p e c ia l s a le s case on egg s a le s . C o r n e l l U n i v e r s i t y , B u i. A . E .
9 9 5 , 15 pp.
Y a k e s , F . , 1936. In c o m p le te r a n d o m iz e d b l o c k s .
P ress.
1 2 1 -1 4 0 .
Y a k e s , F . , 1 9 36 .
3 0 2 -3 1 5 .

In c o m p le te L a t i n S q u a r e .

C a m b r id g e U n i v e r s i t y

C am b rid g e U n iv e r s ity P r e s s .

Y o u d e n , W . J. , 1940 . E x p e r i m e n t a l desig n s to in c r e a s e a c c u r a c y of
g re e n h o u s e s tu d ie s . C o n tr ib u tio n s f r o m B oyce T h o m p s o n
I n s t i t u t e , 11 (3): 2 1 9 - 2 2 8 .

111.

A P P E N D IX

112.

A P P E N D IX
I.

S ta tis tic a l F o rm u la s

A.

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