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diff --git a/.gitattributes b/.gitattributes new file mode 100644 index 0000000..6833f05 --- /dev/null +++ b/.gitattributes @@ -0,0 +1,3 @@ +* text=auto +*.txt text +*.md text diff --git a/7428-h.zip b/7428-h.zip Binary files differnew file mode 100644 index 0000000..7acab20 --- /dev/null +++ b/7428-h.zip diff --git a/7428-h/7428-h.htm b/7428-h/7428-h.htm new file mode 100644 index 0000000..f6f6b33 --- /dev/null +++ b/7428-h/7428-h.htm @@ -0,0 +1,1360 @@ +<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN"> +<html> + <head> + <meta http-equiv="Content-Type" content= + "text/html; charset=us-ascii"> + <title> + The Project Gutenberg eBook of The Consumer Viewpoint, by + Mildred Maddocks. + </title> + <style type="text/css"> + <!-- + * { font-family: Times;} + P { text-indent: 1em; + margin-top: .75em; + font-size: 14pt; + text-align: justify; + margin-bottom: .75em; } + H1,H2,H3,H4,H5,H6 { text-align: center; } + HR { width: 33%; } + // --> + </style> + </head> + <body> + + +<pre> + +The Project Gutenberg EBook of The Consumer Viewpoint, by Mildred Maddocks + +This eBook is for the use of anyone anywhere at no cost and with +almost no restrictions whatsoever. You may copy it, give it away or +re-use it under the terms of the Project Gutenberg License included +with this eBook or online at www.gutenberg.org + + +Title: The Consumer Viewpoint + +Author: Mildred Maddocks + +Posting Date: April 7, 2014 [EBook #7428] +Release Date: February, 2005 +First Posted: April 29, 2003 + +Language: English + +Character set encoding: ASCII + +*** START OF THIS PROJECT GUTENBERG EBOOK THE CONSUMER VIEWPOINT *** + + + + +Produced by Joshua Hutchinson, David Garcia, Charles Franks +and the Online Distributed Proofreading Team. + + + + + + +</pre> + + + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h1> + The Consumer Viewpoint + </h1> + <center> + <b>covering vital phases of manufacturing and selling + household devices <br> + <br> + by Mildred Maddocks, Director GOOD HOUSEKEEPING INSTITUTE + <br> + Department of Household Engineering</b> + </center> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + It has been Good Housekeeping's privilege to build up, as a + source for reader service, many departments that are unique + and noteworthy in the extent to which they have gone in + measuring consumer needs and consumer viewpoint. + </p> + <p> + In the following pages are presented some observations made + by one of these departments as the result of years of + research and investigation in the field of household + appliances. + </p> + <p> + Generally speaking, most man-made devices are man-used. Here + is an industry whose products are man-made, but woman-used. + It is this fundamental condition that has placed the + merchandising and selling problems of the industry absolutely + in a class by themselves and has made them of peculiar + importance and significance. + </p> + <p> + It is hoped that the material given herein may be of real + service to those whose interest lies in knowing more about + one of our most rapidly growing and least understood + industries and also to those who would better understand the + basic element in all manufacturing and selling. + </p> + <p> + <i>C. Henry Hathaway</i> + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + FOREWORD + </h2> + <p> + The manufacture of home devices to be used by women in + household work is of comparatively recent development, the + growth of the industry has been so rapid that many + manufacturers are still groping to establish standards that + will meet the new and uncertain conditions under which their + product must be used. + </p> + <p> + Dealers in household equipment as well as manufacturers are + still uncertain as to what constitutes the selling value of + an article, because it has been impossible to predicate the + conditions, the care and skill with which each device would + be used after it was marketed. It is comparatively easy for + designer and factory manager to guard against known + conditions of use. The dishwashing machine for a hotel or + restaurant service can be built to perform with satisfactory + efficiency. Its operating purposes and costs are known, the + skill of its operators is more or less established, and the + materials can be so selected to result in a satisfactory life + of the machine. + </p> + <p> + It is a different story when the manufacturer's product is to + be used in the typical American home. Household equipment of + every type must be made so that it will prove adaptable to + different service conditions, with regard to both homes and + actual users. An even more important consideration is + intermittent use that must be met successfully by all home + devices. It is the unusual home in which washing is done more + than once or twice a week. The balance of the time the + machine must stand idle. And this is true of practically + every other type of labor saving device. It represents the + most difficult of conditions a factory product has to face. + </p> + <p> + In dealing in the following pages with this most important + subject it must be understood that Good Housekeeping + Institute is offering valuable facts that have been + established through fifteen years of experience in testing + household equipment, and is further utilizing the viewpoint + of thousands of consumers and dealers who have come for a + conference with us either in person or by letter. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + POINTS OFTEN OVERLOOKED BY MANUFACTURERS. + </h2> + <p> + It is not too much to say that in general the manufacturer + wants to produce the article that the woman wants to buy. In + many cases the reason he does not accomplish it is due to the + fact that he does not divide his expenditures wisely. He + neglects to pay the price for the highest grade skill in + designing and he markets his product too quickly. + </p> + <p> + The importance of developing a specific design cannot be + overestimated. No machine on the market, of any type, is one + hundred per cent perfect and none on the market should, + therefore, be taken as a standard to be met by the new + manufacturer. It is a patchwork, only, that is obtained by + one common method used to obtain a newly designed machine. + Namely, the manufacturer purchases every type of machine, + already marketed to perform a given work, and adapts one part + from one machine, another part from a second machine and + perhaps still another part from a third machine. Such a + design must always be a compromise, and it is seldom possible + to obtain the original working efficiency of the several + parts in the new machine because of the necessary + compromises. + </p> + <p> + A second point that the manufacturer is apt to overlook is + the importance of including the most minute of details in his + general high standard of manufacture. For instance, he elects + to use copper for a water container, but forgets to provide + that every bolt and rivet and screw, no matter how small, + shall be of a rust-resisting metal. The small part capable of + rusting is as much an eyesore to the purchaser and in certain + conditions can do as great damage as though the manufacturer + had not spent the major sum to insure his rust-resisting + container. + </p> + <p> + And a third point: sometimes a manufacturer neglects to make + certain of a perfection of detail in the factory that will + produce one hundred per cent. of uniformity in his product. + Thus vacuum cleaner manufacturers, merely by installing an + equipment that would measure for them, under actual + conditions of service, the correct air displacement of the + particular machine tested, could eliminate any possibility of + lack of uniformity in their product. Further, it would take + no more time for the inspection than is at present accorded + to the routine reading of current consumption. Yet up to this + time we know of no vacuum cleaner factory that has installed + this comparatively simple and inexpensive equipment. + </p> + <p> + When attempting to market a product to women, factory faults + are of far greater importance than when marketing a product + for the use of men. The latter understand the difficulties of + factory production and accept the occasional defective + product as a routine. They expect it to be credited. They + expect prompt correction on the part of the manufacturer or + dealer, and, once adjusted, with them the matter usually + ends. Not so with the average woman purchaser. First of all, + and last of all, she remembers that something was the matter + with the machine for which she paid her money. Oftentimes + only the most drastic and unusual service on the part of the + manufacturer will take away the sting that was left in her + mind by the original transaction. In club, church, or in + confidential chat at home, somewhere she leaves the + impression that there is still something the matter or she + would not have gotten a poor machine. The advertising value, + therefore, of a uniformity of product cannot be + overestimated. No amount of costly after-service will + compensate for the lack of it. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + THE VALUE OF PROPER DEMONSTRATION BY THE DEALER. + </h2> + <p> + A manufacturer sometimes fails to satisfy the woman consumer + because he is attempting to satisfy a dealer's demand for + "flashy" rather than practical selling points and, therefore, + loses sight of the value to him of a perfect functioning of + his device. Exclusive points of design that can be used for a + spectacular demonstration have been up to this time perhaps + the strongest of selling aids; but manufacturers and dealers + alike are beginning to realize that they have an element of + danger. Thus, the confetti test for vacuum cleaners was an + unfortunate misuse of the machine. It has never convinced the + woman purchaser that it would accomplish the more trying task + of removing "grimed-in" soil, even while it fascinated her as + a spectator and even while she left as a purchaser. She + doubted her own machine because of the unconvincing test. + </p> + <p> + It was only a short time ago that in one of the trade papers + dealing with household equipment there appeared an editorial + endorsement, and an exceedingly strong one at that, of a + certain dealer display which had attracted great crowds on + both sidewalk and street before the dealer's window. The + crowd had been drawn by the display of a number of different + washing machines grouped around a central machine which was + absorbing the "limelight." It had a swinging wringer and the + wringer was revolving at so rapid a rate it became plain that + any woman who stepped in the way of that particular type of + wringer was doomed to a severe blow if not a fall. The idea + of the dealer in using such a display was of the + "stop-look-listen" variety, and he obtained all he could + desire of this variety of interest. But he had not + safeguarded the interest of <i>any</i> washing machine in his + window. For women have a certain reluctance toward machinery + in motion and he failed to reckon with them as the purchasers + of his washing machines. Would she buy one in order to use + the swinging wringer as an obvious menace to herself and to + her household? No. + </p> + <p> + In selecting an Iron, the woman looks for: + </p> + <p> + 1. A weight of household iron that is around six pounds. + </p> + <p> + 2. A general design that is easy to handle, of good balance + and with comfortable large handle grip. + </p> + <p> + 3. A thin sheet metal hood; weight in hood decreases ironing + efficiency. + </p> + <p> + 4. A correct relation between the weight of the storage heat + mass above the heating element, and the weight of the sole + plate beneath the heating element. Upon this relation depends + good ironing results. + </p> + <p> + (<i>If heating element should be inset in sole plate with + one-fourth inch margin, a direct heat connection between the + two masses of metal could be secured at a consequent + reduction of heat loss.</i>) + </p> + <p> + 5. Cord connections to slip in and out easily. + </p> + <p> + 6. Switch in plug connection or on cord. + </p> + <p> + 7. Plug connection so heat insulated as to prevent conduction + of heat, and overheating of cord at connections. + </p> + <p> + Undoubtedly if there was a prospective woman purchaser in + that group in front of the window she left to become one of + the hundreds of women who still are asking themselves the + question "is a washing machine safe?" + </p> + <p> + It is not difficult to see how quickly this particular kind + of demonstration becomes a boomerang to the manufacturer. It + is as true of every type of spectacular appeal. The time has + surely come to discontinue all such practices and to sell + appliances: because they will do the work more quickly, more + easily, or more cheaply, because they are so built that they + will prove durable, and therefore, a satisfactory investment; + and finally, because they are the only logical solution of + comfortable, well-ordered present day family life. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + WHAT THE PURCHASER LOOKS FOR + </h2> + <p> + It has been amply proved that women are not especially + interested in fine points of design unless that interest is + implanted by competitive statements of the salesmen. They are + not especially interested in form or color or detail, but + they are supremely interested in dealer assurance that the + machine is solidly built; that it will accomplish the work; + and that its purchase will save them money, time or labor, + perhaps all three. Let the appliance itself impress them with + the strength of the materials used, the cleanness of its + design and the perfection of work performed, and the sale is + made. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + COST IS CONSIDERED + </h2> + <p> + The question of cost considered only from the woman's + standpoint of expenditure is more difficult to discuss. In + the case of small equipment priced under or around five + dollars it is easy to make large sales upon the time or + labor-saving qualities the devices may have. But repeat sales + are affected by the quality of construction and materials + used. + </p> + <p> + In all higher priced equipment the question of strength and + quality seems uppermost in her mind, but a difference in + price between two makes or two models of same manufacture, + often results in the sale of the higher priced, because she + has enjoyed the opportunity of discrimination. + </p> + <p> + There seems to be no question that the woman purchaser is + willing to pay <i>any added sum required to make construction + better or convenience greater</i>—always provided that + the salesman convinces her she is obtaining the quality she + is paying for. + </p> + <p> + + </p> + <p> + In selecting a Vacuum Cleaner, the woman looks for: + </p> + <p> + 1. A design that will prove efficient at low upkeep cost over + a period of time. + </p> + <p> + 2. If motor driven brush type [Footnote: Her selection may + include either motor driven brush type or air type machine, + since properly designed, either will care for all kinds of + soil, including thread and lint.], there must be correct + relation between air suction power and brush sweeping action. + </p> + <p> + 3. As light a construction as is consistent with quality. + </p> + <p> + 4. If air type, a narrow floor nozzle so designed as to clean + by small amount of air at high velocity. + </p> + <p> + 5. If air and brush (geared to wheels) type, a broader nozzle + with inset brush is permissible provided care is exercised in + design to prevent air leakage. This type cleans by a larger + volume of air with correspondingly lower velocity. + </p> + <p> + 6. Durable construction, either aluminum or steel casings, an + assembly that secures tight joints and seams that won't leak + air. + </p> + <p> + 7. Easy operation—weight of appliance not so important + if weight is easily handled. + </p> + <p> + 8. Convenient switch; handle designed long enough for + comfortable operation at woman's height. + </p> + <p> + 9. Bag, double seamed; strong, tight connections; easily + emptied; durable material, preferably of cotton flannel type. + </p> + <p> + 10. Winding posts for cord to be strong and conveniently + placed. + </p> + <p> + 11. Convenience in connecting attachments. + </p> + <p> + 12. Elimination of noise, in so far as this is possible. + </p> + <p> + + </p> + <p> + Instead, then, of attempting merely to learn the dealer's + demand for selling points, put part of your effort into + learning the demands of the user of the machine. Consumer + suggestion or demands are apt to come only after a period of + use. Obvious ones are sometimes reported by the dealer, but + very often they never come to the manufacturer through the + reports of the trade in time to be of service. It took a + period of years for the dealer to realize the importance of + enclosed moving parts. It finally came to him through the + reaction developed by women using the machines. In the same + way the manufacture and marketing of both gas and electric + ranges, which has been uniformly efficient, has overlooked + one very important detail. The broiler grids are often so + placed that the steak is an inch and a half away from the + flame instead of one-half inch. With such a broiler, perfect + broiling is impossible. Again a kitchen cabinet may be made + of high grade materials but the hardware proves too light to + stand the constant closing and opening. Such a kitchen + cabinet is handicapped in any neighborhood because constant + use makes the minor annoyance a cumulative one, which reacts + directly upon the manufacturer's product. + </p> + <p> + The vacuum cleaner that is easily sold on the dealer's floor + because it looks big and imposing oftentimes discloses its + poor efficiency only after from four to six months of use. + This is due to the fact that from time immemorial women have + ordained a period devoted to housecleaning twice a year. And + it is at this crucial time that they discover if the routine + care of rugs and carpets by their vacuum cleaner has + accomplished a work satisfactory to them. This conclusion is + well borne out by a conversation we had with a large dealer + in vacuum cleaners from the west coast. He freely told us of + handling two vacuum cleaners, one a comparatively inexpensive + and absolutely inefficient machine (as we had proved by + test), the other a more expensive and a thoroughly efficient + machine. He claimed that the first proved only a feeder for + the second, since when the woman, after a longer or shorter + period of use, realized that the first machine would not do + the work, she returned to buy the more expensive and better + machine. And the average time was six months! Now this dealer + could have selected a machine no higher in price than his + less expensive model which would have done good work and + thoroughly satisfied the user. We leave you to draw your own + conclusions as to the fate of the manufacturer's product in + the first place, and the dealer's selling methods in the + second place. + </p> + <p> + + </p> + <p> + In selecting a Washing Machine, the woman looks for: + </p> + <p> + 1. Compact, trim appearance with all machine parts covered. + </p> + <p> + 2. Plain outlines. + </p> + <p> + 3. Swinging wringer with safety release. + </p> + <p> + 4. Pump attached to machine to rapidly drain off water when + drain connection is not practical. + </p> + <p> + 5. Metal tub exterior painted (easy to keep clean). + </p> + <p> + 6. A waterproof finish on a wood tub. + </p> + <p> + 7. Switch control of motor, clutch control of tub and + wringer. + </p> + <p> + 8. Height that will obviate stooping. + </p> + <p> + 9. Design to insure efficiency. + </p> + <p> + 10. Motor and switch insulation. + </p> + <p> + 11. Materials and workmanship that insure durability. + </p> + <p> + 12. A water outlet that allows rapid running off of water. + </p> + <p> + 13. Threaded outlet to allow for connection. 14. All handles + and levers to be easy to grasp and to turn by wet hands. + </p> + <p> + 15. Tub body slightly off the level to allow for draining. + </p> + <p> + + </p> + <p> + It is easy to sell a refrigerator that has a sightly + appearance, that is equipped with a sanitary seamless lining + and that is marked with a price that spells to the woman good + workmanship. But it is only actual use in storing food that + develops the fact that the insulation is of sufficient + quantity and is assembled with high grade construction, or + that cheap material and workmanship have been substituted. + The service that can be obtained from the appliance after it + is marketed is of the utmost importance for the manufacturer + to learn. <i>It is peculiarly impossible to sell and "forget" + any product sold to women.</i> + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + THE WOMAN'S VIEWPOINT ON MATERIALS USED IN CONSTRUCTION. + </h2> + <p> + Undoubtedly a phase of manufacturing that acutely interests + the average manufacturer deals with the selection of the + materials that are to be used in the construction of his + product. Too often the person who selects these materials + fails to take into account the fact that women are almost + fanatically intolerant of two things, rust and discoloration. + It may be but one bolt that can rust, but women under our + observation have utterly condemned a washing machine for + which they paid from $125 to $165 because of this one bolt + alone. We have heard them further condemn a machine because + of the difficulty of keeping it polished. + </p> + <p> + It is not purpose, we are convinced, but it must be + carelessness on the part of that manufacturer who allows the + use of a rusting screw here or a bolt there when the rest of + the equipment is safeguarded against such conditions. In one + specific instance a single part of a machine intended to be + used in connection with water was made up of five different + metals. Each one of these metals had its own different + reaction towards hard water in the presence of soap. That + this manufacturer had intended no slight toward his product + was indicated by the fact that the largest section of this + part was constructed of the most expensive material. He + probably fully believed that he had made that particular part + of rustproof material but it was the selection of defective + small parts that offset any advantage due to his use of fine + materials for the major part of the machine. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + THE RELATION OF SECTIONAL SELLING TO MATERIALS USED. + </h2> + <p> + Because a great deal of household equipment that is of + interest to women must be used as a water container, the + effect of water of varying degrees of hardness upon the + several metals is of interest. Most metals have some + electrolytic action. There are throughout the country water + supplies of every known degree of hardness. There are water + supplies whose hardness can be corrected and there are + supplies of the type known as "permanent" hardness. In actual + practice the salts in these hard waters react with soap of + any variety to form a sticky gray precipitate. This + precipitate is increased in quantity in direct proportion to + the activity of the metal. Therefore, the material selected + for the tub and cylinder of a washing machine, for the + container of the dishwashing machine, or for the tea kettle + that demands constant contact with water should be given the + careful attention that its importance demands. + </p> + <p> + + </p> + <p> + In selecting a Refrigerator, the woman looks for: + </p> + <p> + 1. Seamless lining. + </p> + <p> + 2. Compartment beneath ice high enough to hold quart milk + bottles. + </p> + <p> + 3. Generous insulation. + </p> + <p> + 4. A selection of wood and treatment of it that will prevent + warping. + </p> + <p> + 5. Heavy hardware. + </p> + <p> + 6. Positive-closing, lever locks. + </p> + <p> + 7. Plain unpanelled trim—high leg base. + </p> + <p> + 8. Dull, rather than highly finished wood. + </p> + <p> + 9. Easily accessible drain. + </p> + <p> + 10. Adjustable shelves. + </p> + <p> + + </p> + <p> + A universal metal that can withstand any and all attacks of + these several waters is difficult if not impossible to + locate. In our judgment there is no perfect metal. Copper + comes the nearest to it and yet copper must be tinned, and + there is some slight consumer reaction against its use, in + large containers, because they claim copper must be scoured + in order to be sightly. However, enamel paint on the outside + of such a container, leaving only a fair sized name-plate to + be burnished, would overcome this objection. + </p> + <p> + Galvanized iron, zinc, nickel, all have a disadvantage of + inducing electrolytic action (producing whitish precipitate) + and that should be taken into account in your selection of + metals. In sections save those in which waters are of the + "permanent hard" variety, this disadvantage can be overcome + by including directions that the machine should not be + scoured. Flush with rinsing water only. With such care, the + whitish deposit acts as a film over the metal, and, once the + latter is completely covered, reduces the precipitation. But + in the presence of extremely hard waters, the quantity is so + great that the precipitate snows a tendency to deposit on the + linen itself, instead of being thrown solely to the sides of + tub, cylinder, or suction cup. Once this does get on the + fabric, it has all the sticky characteristics of chewing gum. + </p> + <p> + Bronze or brass rather than steel or iron should be used for + any bearings that come in contact with water. Only thus can + you fully safeguard against rust. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + LITTLE THINGS THAT OFTEN PROVE GREAT. + </h2> + <p> + Safety demands that every equipment involving an electric + motor be so fully insulated from the machine frame by + water-proof fittings and insulated shaft couplings, etc., + that a maximum of safety can be assured. It is indeed + remarkable that this is not more often cared for in the + original design. In one short period, at least three machines + were forced into the disapproval group in the Department of + Household Engineering of Good Housekeeping Institute with + such lack of insulation as one of the causes. + </p> + <p> + It is thus clear that consumer needs, in this great + classification of merchandise (household appliances) as + reflected by consumer attitude are often ill-defined and + extremely difficult for the manufacturer to interpret. + Therefore, as a recognition of this condition, the basic + purpose running throughout all of the testing work at Good + Housekeeping Institute is to test every device so as to + duplicate the conditions under which the device will be used + by the ultimate consumer, be she intelligent or + unintelligent. It has furthermore been the Institute's + special province to express to each manufacturer the trend of + consumer demand as seen, not only through the Institute's use + of appliances, but through the thousands of consumers who + report their experiences. + </p> + <p> + It is an interesting and surprising fact that mechanical + tests develop data which often interpret the results obtained + under practical usage of the equipment, and the results + obtained under the practical usage quite as often define the + value of the mechanical data. Any effort a manufacturer may + make to develop these two angles of testing will more than + offset any money cost that may be added to the factory + overhead. Complete testing of this character will also save + ultimate consumer reactions against the completed + manufactured product. It is not enough, as so many + manufacturers have done, to place the appliance in a variety + of homes and take the consequent "say-so." It must be + remembered that it is only possible to compare an appliance + when you have something to compare it with, and that + something must be an appliance designed to do similar work. + How many instances are there where manufacturers allow their + products to go out without comparative information of this + kind, just because such information is so extremely difficult + to get? + </p> + <p> + To all interested in or concerned with this great industry, + there is one thing to be remembered above all + else—study and test not only the mechanical + construction and perfection of your product but know from + every conceivable angle what the user or consumer is going to + demand of it. If this be done, and done thoroughly, and + exhaustively, you will build the appliance of the best + materials obtainable, because it must wear well; of the most + efficient design, because it must operate smoothly; and you + cannot fail to so build it that it will do its work + completely and well because you will have the measure of + these values within the experience of your own investigation. + </p> + <p> + The results of this care in manufacture will promptly be + reflected when marketing your product in at least three + ways,—first, increase of sales and repeat sales; + second, a lowered overhead cost for servicing, repairing, and + replacing defective machines, and third, a fairer and lower + price to the consumer because it is based on the cost of her + machine only since she is not burdened with a share of her + neighbor's repairs in your "overhead." + </p> + <p> + There is perhaps no household device operated by electricity + that is more complicated in its oiling system than the + old-fashioned sewing machine and yet the manufacturer managed + to train the housewife to ninety per cent. efficiency in + caring for the machine. Therefore, well defined and specified + places for oiling should be provided for, and decalcomaniac + or otherwise permanent directions placed on all enclosed + gearings, in order that the user may continually have before + her the correct places marked for oiling. It is not enough to + supply a circular of directions: she loses it promptly as has + been proved over and over again. All important service + directions must be permanent. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + SOME NEEDS OF THE PRESENT AND THE FUTURE. + </h2> + <p> + It is largely because there has not been a consumer demand + that was well defined that we find few equipments designed + with attention to the proper working heights. Moreover, we + are convinced that it is a decidedly difficult question to + settle. However, it is possible to group most exertions that + women must practice into two classes: those that involve + upper arm muscles, as work at a sink, range, washtub, or + washing machine, etc., and secondly, exertions that involve + the muscles of the forearm, as the mixing, stirring, and + beating involved in cookery processes. + </p> + <p> + In the first case any variations in a woman's height makes + comparatively little difference. A range of heights from five + feet to six feet would be served equally well by a similar + height of equipment. This makes it possible to lay down the + rule that sinks should be designed and plumbers should + provide for piping them at a height of thirty-five inches + from the bottom of the sink to the floor. Ranges should be + thirty-four inches in height to the working top, and both + washing machines and tubs should be thirty-eight inches to + their rims. This enables all work to be done with straight + unstrained back. + </p> + <p> + Where the forearm muscle is involved, however, it becomes a + far more delicate question. The distance between work-table + top and elbow must be the control on designing. For that + reason it is not possible to establish a constant and ideal + height for kitchen cabinets and working table surfaces, + although in general most of these have been from one to two + inches too low. "Adjustable in height" seems to be the only + answer to this phase of the problem. Some one, sometime, will + undoubtedly design a well made table (we have already seen + one of poor construction) that will have strong, as well as + adjustable leg support. Some one, sometime, will build a good + refrigerator (as we have seen a poor one) constructed with + the sanitary, high leg-base of the present day office desk. + It will obviate stooping and it will enable one to get the + refrigerator pan without groping provided there can be no + drain. It will further allow for a refrigerator pan large + enough to prevent the common accident of overflowing. Again, + sometime, we believe the manufacturer of kitchen cabinets + will see a picture of kitchens built with four, straight, + clean walls and completely equipped with the pantry on one + wall, consisting of kitchen cabinet and side units for + storage cabinets, each one of these side cabinets to be only + fourteen inches deep. + </p> + <p> + The time will come—it is almost here—when the + demand from women for the high sink we have already indicated + is going to be strong enough so that the Plumber's standards + for cutting pipe will be changed to meet her demand. It is + difficult to realize, but it is nevertheless true, that every + woman who wishes a properly placed sink in her kitchen or + pantry has to overcome the inertia of the plumber not only + because of his conservative unwillingness to do this unusual + task, but because he is put to the extra expense and trouble + of getting "specials" in pipe length, due to the fact that + the plumbing trade, as yet, has not recognized an at least + partially developed consumer demand. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + + + + + + + + +<pre> + + + + + +End of Project Gutenberg's The Consumer Viewpoint, by Mildred Maddocks + +*** END OF THIS PROJECT GUTENBERG EBOOK THE CONSUMER VIEWPOINT *** + +***** This file should be named 7428-h.htm or 7428-h.zip ***** +This and all associated files of various formats will be found in: + http://www.gutenberg.org/7/4/2/7428/ + +Produced by Joshua Hutchinson, David Garcia, Charles Franks +and the Online Distributed Proofreading Team. + + +Updated editions will replace the previous one--the old editions +will be renamed. + +Creating the works from public domain print editions means that no +one owns a United States copyright in these works, so the Foundation +(and you!) can copy and distribute it in the United States without +permission and without paying copyright royalties. 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You may copy it, give it away or +re-use it under the terms of the Project Gutenberg License included +with this eBook or online at www.gutenberg.org + + +Title: The Consumer Viewpoint + +Author: Mildred Maddocks + +Posting Date: April 7, 2014 [EBook #7428] +Release Date: February, 2005 +First Posted: April 29, 2003 + +Language: English + +Character set encoding: ASCII + +*** START OF THIS PROJECT GUTENBERG EBOOK THE CONSUMER VIEWPOINT *** + + + + +Produced by Joshua Hutchinson, David Garcia, Charles Franks +and the Online Distributed Proofreading Team. + + + + + + + + + + + +The Consumer Viewpoint + +covering vital phases of manufacturing and selling household devices + +by Mildred Maddocks, Director GOOD HOUSEKEEPING INSTITUTE + +Department of Household Engineering + + + + +It has been Good Housekeeping's privilege to build up, as a source for +reader service, many departments that are unique and noteworthy in the +extent to which they have gone in measuring consumer needs and consumer +viewpoint. + +In the following pages are presented some observations made by one of +these departments as the result of years of research and investigation +in the field of household appliances. + +Generally speaking, most man-made devices are man-used. Here is an +industry whose products are man-made, but woman-used. It is this +fundamental condition that has placed the merchandising and selling +problems of the industry absolutely in a class by themselves and has +made them of peculiar importance and significance. + +It is hoped that the material given herein may be of real service to +those whose interest lies in knowing more about one of our most rapidly +growing and least understood industries and also to those who would +better understand the basic element in all manufacturing and selling. + +_C. Henry Hathaway_ + + + + +FOREWORD + + +The manufacture of home devices to be used by women in household work +is of comparatively recent development, the growth of the industry has +been so rapid that many manufacturers are still groping to establish +standards that will meet the new and uncertain conditions under which +their product must be used. + +Dealers in household equipment as well as manufacturers are still +uncertain as to what constitutes the selling value of an article, +because it has been impossible to predicate the conditions, the care +and skill with which each device would be used after it was marketed. +It is comparatively easy for designer and factory manager to guard +against known conditions of use. The dishwashing machine for a hotel or +restaurant service can be built to perform with satisfactory +efficiency. Its operating purposes and costs are known, the skill of +its operators is more or less established, and the materials can be so +selected to result in a satisfactory life of the machine. + +It is a different story when the manufacturer's product is to be used +in the typical American home. Household equipment of every type must be +made so that it will prove adaptable to different service conditions, +with regard to both homes and actual users. An even more important +consideration is intermittent use that must be met successfully by all +home devices. It is the unusual home in which washing is done more than +once or twice a week. The balance of the time the machine must stand +idle. And this is true of practically every other type of labor saving +device. It represents the most difficult of conditions a factory +product has to face. + +In dealing in the following pages with this most important subject it +must be understood that Good Housekeeping Institute is offering +valuable facts that have been established through fifteen years of +experience in testing household equipment, and is further utilizing the +viewpoint of thousands of consumers and dealers who have come for a +conference with us either in person or by letter. + + + + +POINTS OFTEN OVERLOOKED BY MANUFACTURERS. + + +It is not too much to say that in general the manufacturer wants to +produce the article that the woman wants to buy. In many cases the +reason he does not accomplish it is due to the fact that he does not +divide his expenditures wisely. He neglects to pay the price for the +highest grade skill in designing and he markets his product too +quickly. + +The importance of developing a specific design cannot be overestimated. +No machine on the market, of any type, is one hundred per cent perfect +and none on the market should, therefore, be taken as a standard to be +met by the new manufacturer. It is a patchwork, only, that is obtained +by one common method used to obtain a newly designed machine. Namely, +the manufacturer purchases every type of machine, already marketed to +perform a given work, and adapts one part from one machine, another +part from a second machine and perhaps still another part from a third +machine. Such a design must always be a compromise, and it is seldom +possible to obtain the original working efficiency of the several parts +in the new machine because of the necessary compromises. + +A second point that the manufacturer is apt to overlook is the +importance of including the most minute of details in his general high +standard of manufacture. For instance, he elects to use copper for a +water container, but forgets to provide that every bolt and rivet and +screw, no matter how small, shall be of a rust-resisting metal. The +small part capable of rusting is as much an eyesore to the purchaser +and in certain conditions can do as great damage as though the +manufacturer had not spent the major sum to insure his rust-resisting +container. + +And a third point: sometimes a manufacturer neglects to make certain of +a perfection of detail in the factory that will produce one hundred per +cent. of uniformity in his product. Thus vacuum cleaner manufacturers, +merely by installing an equipment that would measure for them, under +actual conditions of service, the correct air displacement of the +particular machine tested, could eliminate any possibility of lack of +uniformity in their product. Further, it would take no more time for +the inspection than is at present accorded to the routine reading of +current consumption. Yet up to this time we know of no vacuum cleaner +factory that has installed this comparatively simple and inexpensive +equipment. + +When attempting to market a product to women, factory faults are of far +greater importance than when marketing a product for the use of men. +The latter understand the difficulties of factory production and accept +the occasional defective product as a routine. They expect it to be +credited. They expect prompt correction on the part of the manufacturer +or dealer, and, once adjusted, with them the matter usually ends. Not +so with the average woman purchaser. First of all, and last of all, she +remembers that something was the matter with the machine for which she +paid her money. Oftentimes only the most drastic and unusual service on +the part of the manufacturer will take away the sting that was left in +her mind by the original transaction. In club, church, or in +confidential chat at home, somewhere she leaves the impression that +there is still something the matter or she would not have gotten a poor +machine. The advertising value, therefore, of a uniformity of product +cannot be overestimated. No amount of costly after-service will +compensate for the lack of it. + + + + +THE VALUE OF PROPER DEMONSTRATION BY THE DEALER. + + +A manufacturer sometimes fails to satisfy the woman consumer because he +is attempting to satisfy a dealer's demand for "flashy" rather than +practical selling points and, therefore, loses sight of the value to +him of a perfect functioning of his device. Exclusive points of design +that can be used for a spectacular demonstration have been up to this +time perhaps the strongest of selling aids; but manufacturers and +dealers alike are beginning to realize that they have an element of +danger. Thus, the confetti test for vacuum cleaners was an unfortunate +misuse of the machine. It has never convinced the woman purchaser that +it would accomplish the more trying task of removing "grimed-in" soil, +even while it fascinated her as a spectator and even while she left as +a purchaser. She doubted her own machine because of the unconvincing +test. + +It was only a short time ago that in one of the trade papers dealing +with household equipment there appeared an editorial endorsement, and +an exceedingly strong one at that, of a certain dealer display which +had attracted great crowds on both sidewalk and street before the +dealer's window. The crowd had been drawn by the display of a number of +different washing machines grouped around a central machine which was +absorbing the "limelight." It had a swinging wringer and the wringer +was revolving at so rapid a rate it became plain that any woman who +stepped in the way of that particular type of wringer was doomed to a +severe blow if not a fall. The idea of the dealer in using such a +display was of the "stop-look-listen" variety, and he obtained all he +could desire of this variety of interest. But he had not safeguarded +the interest of _any_ washing machine in his window. For women +have a certain reluctance toward machinery in motion and he failed to +reckon with them as the purchasers of his washing machines. Would she +buy one in order to use the swinging wringer as an obvious menace to +herself and to her household? No. + + +In selecting an Iron, the woman looks for: + +1. A weight of household iron that is around six pounds. + +2. A general design that is easy to handle, of good balance and with +comfortable large handle grip. + +3. A thin sheet metal hood; weight in hood decreases ironing efficiency. + +4. A correct relation between the weight of the storage heat mass above +the heating element, and the weight of the sole plate beneath the +heating element. Upon this relation depends good ironing results. + + (_If heating element should be inset in sole plate with + one-fourth inch margin, a direct heat connection between the + two masses of metal could be secured at a consequent + reduction of heat loss._) + +5. Cord connections to slip in and out easily. + +6. Switch in plug connection or on cord. + +7. Plug connection so heat insulated as to prevent conduction of heat, +and overheating of cord at connections. + + +Undoubtedly if there was a prospective woman purchaser in that group in +front of the window she left to become one of the hundreds of women who +still are asking themselves the question "is a washing machine safe?" + +It is not difficult to see how quickly this particular kind of +demonstration becomes a boomerang to the manufacturer. It is as true of +every type of spectacular appeal. The time has surely come to +discontinue all such practices and to sell appliances: because they +will do the work more quickly, more easily, or more cheaply, because +they are so built that they will prove durable, and therefore, a +satisfactory investment; and finally, because they are the only logical +solution of comfortable, well-ordered present day family life. + + + + +WHAT THE PURCHASER LOOKS FOR + + +It has been amply proved that women are not especially interested in +fine points of design unless that interest is implanted by competitive +statements of the salesmen. They are not especially interested in form +or color or detail, but they are supremely interested in dealer +assurance that the machine is solidly built; that it will accomplish +the work; and that its purchase will save them money, time or labor, +perhaps all three. Let the appliance itself impress them with the +strength of the materials used, the cleanness of its design and the +perfection of work performed, and the sale is made. + + + + +COST IS CONSIDERED + + +The question of cost considered only from the woman's standpoint of +expenditure is more difficult to discuss. In the case of small +equipment priced under or around five dollars it is easy to make large +sales upon the time or labor-saving qualities the devices may have. But +repeat sales are affected by the quality of construction and materials +used. + +In all higher priced equipment the question of strength and quality +seems uppermost in her mind, but a difference in price between two +makes or two models of same manufacture, often results in the sale of +the higher priced, because she has enjoyed the opportunity of +discrimination. + +There seems to be no question that the woman purchaser is willing to +pay _any added sum required to make construction better or +convenience greater_--always provided that the salesman convinces +her she is obtaining the quality she is paying for. + + +In selecting a Vacuum Cleaner, the woman looks for: + +1. A design that will prove efficient at low upkeep cost over a period +of time. + +2. If motor driven brush type [Footnote: Her selection may include +either motor driven brush type or air type machine, since properly +designed, either will care for all kinds of soil, including thread and +lint.], there must be correct relation between air suction power and +brush sweeping action. + +3. As light a construction as is consistent with quality. + +4. If air type, a narrow floor nozzle so designed as to clean by small +amount of air at high velocity. + +5. If air and brush (geared to wheels) type, a broader nozzle with +inset brush is permissible provided care is exercised in design to +prevent air leakage. This type cleans by a larger volume of air with +correspondingly lower velocity. + +6. Durable construction, either aluminum or steel casings, an assembly +that secures tight joints and seams that won't leak air. + +7. Easy operation--weight of appliance not so important if weight is +easily handled. + +8. Convenient switch; handle designed long enough for comfortable +operation at woman's height. + +9. Bag, double seamed; strong, tight connections; easily emptied; +durable material, preferably of cotton flannel type. + +10. Winding posts for cord to be strong and conveniently placed. + +11. Convenience in connecting attachments. + +12. Elimination of noise, in so far as this is possible. + + +Instead, then, of attempting merely to learn the dealer's demand for +selling points, put part of your effort into learning the demands of +the user of the machine. Consumer suggestion or demands are apt to come +only after a period of use. Obvious ones are sometimes reported by the +dealer, but very often they never come to the manufacturer through the +reports of the trade in time to be of service. It took a period of +years for the dealer to realize the importance of enclosed moving +parts. It finally came to him through the reaction developed by women +using the machines. In the same way the manufacture and marketing of +both gas and electric ranges, which has been uniformly efficient, has +overlooked one very important detail. The broiler grids are often so +placed that the steak is an inch and a half away from the flame instead +of one-half inch. With such a broiler, perfect broiling is impossible. +Again a kitchen cabinet may be made of high grade materials but the +hardware proves too light to stand the constant closing and opening. +Such a kitchen cabinet is handicapped in any neighborhood because +constant use makes the minor annoyance a cumulative one, which reacts +directly upon the manufacturer's product. + +The vacuum cleaner that is easily sold on the dealer's floor because it +looks big and imposing oftentimes discloses its poor efficiency only +after from four to six months of use. This is due to the fact that from +time immemorial women have ordained a period devoted to housecleaning +twice a year. And it is at this crucial time that they discover if the +routine care of rugs and carpets by their vacuum cleaner has +accomplished a work satisfactory to them. This conclusion is well borne +out by a conversation we had with a large dealer in vacuum cleaners +from the west coast. He freely told us of handling two vacuum cleaners, +one a comparatively inexpensive and absolutely inefficient machine (as +we had proved by test), the other a more expensive and a thoroughly +efficient machine. He claimed that the first proved only a feeder for +the second, since when the woman, after a longer or shorter period of +use, realized that the first machine would not do the work, she +returned to buy the more expensive and better machine. And the average +time was six months! Now this dealer could have selected a machine no +higher in price than his less expensive model which would have done +good work and thoroughly satisfied the user. We leave you to draw your +own conclusions as to the fate of the manufacturer's product in the +first place, and the dealer's selling methods in the second place. + + +In selecting a Washing Machine, the woman looks for: + +1. Compact, trim appearance with all machine parts covered. + +2. Plain outlines. + +3. Swinging wringer with safety release. + +4. Pump attached to machine to rapidly drain off water when drain +connection is not practical. + +5. Metal tub exterior painted (easy to keep clean). + +6. A waterproof finish on a wood tub. + +7. Switch control of motor, clutch control of tub and wringer. + +8. Height that will obviate stooping. + +9. Design to insure efficiency. + +10. Motor and switch insulation. + +11. Materials and workmanship that insure durability. + +12. A water outlet that allows rapid running off of water. + +13. Threaded outlet to allow for connection. 14. All handles and levers +to be easy to grasp and to turn by wet hands. + +15. Tub body slightly off the level to allow for draining. + + +It is easy to sell a refrigerator that has a sightly appearance, that +is equipped with a sanitary seamless lining and that is marked with a +price that spells to the woman good workmanship. But it is only actual +use in storing food that develops the fact that the insulation is of +sufficient quantity and is assembled with high grade construction, or +that cheap material and workmanship have been substituted. The service +that can be obtained from the appliance after it is marketed is of the +utmost importance for the manufacturer to learn. _It is peculiarly +impossible to sell and "forget" any product sold to women._ + + + + +THE WOMAN'S VIEWPOINT ON MATERIALS USED IN CONSTRUCTION. + + +Undoubtedly a phase of manufacturing that acutely interests the average +manufacturer deals with the selection of the materials that are to be +used in the construction of his product. Too often the person who +selects these materials fails to take into account the fact that women +are almost fanatically intolerant of two things, rust and +discoloration. It may be but one bolt that can rust, but women under +our observation have utterly condemned a washing machine for which they +paid from $125 to $165 because of this one bolt alone. We have heard +them further condemn a machine because of the difficulty of keeping it +polished. + +It is not purpose, we are convinced, but it must be carelessness on the +part of that manufacturer who allows the use of a rusting screw here or +a bolt there when the rest of the equipment is safeguarded against such +conditions. In one specific instance a single part of a machine +intended to be used in connection with water was made up of five +different metals. Each one of these metals had its own different +reaction towards hard water in the presence of soap. That this +manufacturer had intended no slight toward his product was indicated by +the fact that the largest section of this part was constructed of the +most expensive material. He probably fully believed that he had made +that particular part of rustproof material but it was the selection of +defective small parts that offset any advantage due to his use of fine +materials for the major part of the machine. + + + + +THE RELATION OF SECTIONAL SELLING TO MATERIALS USED. + + +Because a great deal of household equipment that is of interest to +women must be used as a water container, the effect of water of varying +degrees of hardness upon the several metals is of interest. Most metals +have some electrolytic action. There are throughout the country water +supplies of every known degree of hardness. There are water supplies +whose hardness can be corrected and there are supplies of the type +known as "permanent" hardness. In actual practice the salts in these +hard waters react with soap of any variety to form a sticky gray +precipitate. This precipitate is increased in quantity in direct +proportion to the activity of the metal. Therefore, the material +selected for the tub and cylinder of a washing machine, for the +container of the dishwashing machine, or for the tea kettle that +demands constant contact with water should be given the careful +attention that its importance demands. + + +In selecting a Refrigerator, the woman looks for: + +1. Seamless lining. + +2. Compartment beneath ice high enough to hold quart milk bottles. + +3. Generous insulation. + +4. A selection of wood and treatment of it that will prevent warping. + +5. Heavy hardware. + +6. Positive-closing, lever locks. + +7. Plain unpanelled trim--high leg base. + +8. Dull, rather than highly finished wood. + +9. Easily accessible drain. + +10. Adjustable shelves. + + +A universal metal that can withstand any and all attacks of these +several waters is difficult if not impossible to locate. In our +judgment there is no perfect metal. Copper comes the nearest to it and +yet copper must be tinned, and there is some slight consumer reaction +against its use, in large containers, because they claim copper must be +scoured in order to be sightly. However, enamel paint on the outside of +such a container, leaving only a fair sized name-plate to be burnished, +would overcome this objection. + +Galvanized iron, zinc, nickel, all have a disadvantage of inducing +electrolytic action (producing whitish precipitate) and that should be +taken into account in your selection of metals. In sections save those +in which waters are of the "permanent hard" variety, this disadvantage +can be overcome by including directions that the machine should not be +scoured. Flush with rinsing water only. With such care, the whitish +deposit acts as a film over the metal, and, once the latter is +completely covered, reduces the precipitation. But in the presence of +extremely hard waters, the quantity is so great that the precipitate +snows a tendency to deposit on the linen itself, instead of being +thrown solely to the sides of tub, cylinder, or suction cup. Once this +does get on the fabric, it has all the sticky characteristics of +chewing gum. + +Bronze or brass rather than steel or iron should be used for any +bearings that come in contact with water. Only thus can you fully +safeguard against rust. + + + + +LITTLE THINGS THAT OFTEN PROVE GREAT. + + +Safety demands that every equipment involving an electric motor be so +fully insulated from the machine frame by water-proof fittings and +insulated shaft couplings, etc., that a maximum of safety can be +assured. It is indeed remarkable that this is not more often cared for +in the original design. In one short period, at least three machines +were forced into the disapproval group in the Department of Household +Engineering of Good Housekeeping Institute with such lack of insulation +as one of the causes. + +It is thus clear that consumer needs, in this great classification of +merchandise (household appliances) as reflected by consumer attitude +are often ill-defined and extremely difficult for the manufacturer to +interpret. Therefore, as a recognition of this condition, the basic +purpose running throughout all of the testing work at Good Housekeeping +Institute is to test every device so as to duplicate the conditions +under which the device will be used by the ultimate consumer, be she +intelligent or unintelligent. It has furthermore been the Institute's +special province to express to each manufacturer the trend of consumer +demand as seen, not only through the Institute's use of appliances, but +through the thousands of consumers who report their experiences. + +It is an interesting and surprising fact that mechanical tests develop +data which often interpret the results obtained under practical usage +of the equipment, and the results obtained under the practical usage +quite as often define the value of the mechanical data. Any effort a +manufacturer may make to develop these two angles of testing will more +than offset any money cost that may be added to the factory overhead. +Complete testing of this character will also save ultimate consumer +reactions against the completed manufactured product. It is not enough, +as so many manufacturers have done, to place the appliance in a variety +of homes and take the consequent "say-so." It must be remembered that +it is only possible to compare an appliance when you have something to +compare it with, and that something must be an appliance designed to do +similar work. How many instances are there where manufacturers allow +their products to go out without comparative information of this kind, +just because such information is so extremely difficult to get? + +To all interested in or concerned with this great industry, there is +one thing to be remembered above all else--study and test not only the +mechanical construction and perfection of your product but know from +every conceivable angle what the user or consumer is going to demand of +it. If this be done, and done thoroughly, and exhaustively, you will +build the appliance of the best materials obtainable, because it must +wear well; of the most efficient design, because it must operate +smoothly; and you cannot fail to so build it that it will do its work +completely and well because you will have the measure of these values +within the experience of your own investigation. + +The results of this care in manufacture will promptly be reflected when +marketing your product in at least three ways,--first, increase of +sales and repeat sales; second, a lowered overhead cost for servicing, +repairing, and replacing defective machines, and third, a fairer and +lower price to the consumer because it is based on the cost of her +machine only since she is not burdened with a share of her neighbor's +repairs in your "overhead." + +There is perhaps no household device operated by electricity that is +more complicated in its oiling system than the old-fashioned sewing +machine and yet the manufacturer managed to train the housewife to +ninety per cent. efficiency in caring for the machine. Therefore, well +defined and specified places for oiling should be provided for, and +decalcomaniac or otherwise permanent directions placed on all enclosed +gearings, in order that the user may continually have before her the +correct places marked for oiling. It is not enough to supply a circular +of directions: she loses it promptly as has been proved over and over +again. All important service directions must be permanent. + + + + +SOME NEEDS OF THE PRESENT AND THE FUTURE. + + +It is largely because there has not been a consumer demand that was +well defined that we find few equipments designed with attention to the +proper working heights. Moreover, we are convinced that it is a +decidedly difficult question to settle. However, it is possible to +group most exertions that women must practice into two classes: those +that involve upper arm muscles, as work at a sink, range, washtub, or +washing machine, etc., and secondly, exertions that involve the muscles +of the forearm, as the mixing, stirring, and beating involved in +cookery processes. + +In the first case any variations in a woman's height makes +comparatively little difference. A range of heights from five feet to +six feet would be served equally well by a similar height of equipment. +This makes it possible to lay down the rule that sinks should be +designed and plumbers should provide for piping them at a height of +thirty-five inches from the bottom of the sink to the floor. Ranges +should be thirty-four inches in height to the working top, and both +washing machines and tubs should be thirty-eight inches to their rims. +This enables all work to be done with straight unstrained back. + +Where the forearm muscle is involved, however, it becomes a far more +delicate question. The distance between work-table top and elbow must +be the control on designing. For that reason it is not possible to +establish a constant and ideal height for kitchen cabinets and working +table surfaces, although in general most of these have been from one to +two inches too low. "Adjustable in height" seems to be the only answer +to this phase of the problem. Some one, sometime, will undoubtedly +design a well made table (we have already seen one of poor +construction) that will have strong, as well as adjustable leg support. +Some one, sometime, will build a good refrigerator (as we have seen a +poor one) constructed with the sanitary, high leg-base of the present +day office desk. It will obviate stooping and it will enable one to get +the refrigerator pan without groping provided there can be no drain. It +will further allow for a refrigerator pan large enough to prevent the +common accident of overflowing. Again, sometime, we believe the +manufacturer of kitchen cabinets will see a picture of kitchens built +with four, straight, clean walls and completely equipped with the +pantry on one wall, consisting of kitchen cabinet and side units for +storage cabinets, each one of these side cabinets to be only fourteen +inches deep. + +The time will come--it is almost here--when the demand from women for +the high sink we have already indicated is going to be strong enough so +that the Plumber's standards for cutting pipe will be changed to meet +her demand. It is difficult to realize, but it is nevertheless true, +that every woman who wishes a properly placed sink in her kitchen or +pantry has to overcome the inertia of the plumber not only because of +his conservative unwillingness to do this unusual task, but because he +is put to the extra expense and trouble of getting "specials" in pipe +length, due to the fact that the plumbing trade, as yet, has not +recognized an at least partially developed consumer demand. + + + + + + + + + + + +End of Project Gutenberg's The Consumer Viewpoint, by Mildred Maddocks + +*** END OF THIS PROJECT GUTENBERG EBOOK THE CONSUMER VIEWPOINT *** + +***** This file should be named 7428.txt or 7428.zip ***** +This and all associated files of various formats will be found in: + http://www.gutenberg.org/7/4/2/7428/ + +Produced by Joshua Hutchinson, David Garcia, Charles Franks +and the Online Distributed Proofreading Team. + + +Updated editions will replace the previous one--the old editions +will be renamed. + +Creating the works from public domain print editions means that no +one owns a United States copyright in these works, so the Foundation +(and you!) can copy and distribute it in the United States without +permission and without paying copyright royalties. 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You can also find out about how to make a +donation to Project Gutenberg, and how to get involved. + + +**Welcome To The World of Free Plain Vanilla Electronic Texts** + +**eBooks Readable By Both Humans and By Computers, Since 1971** + +*****These eBooks Were Prepared By Thousands of Volunteers!***** + + +Title: The Consumer Viewpoint + +Author: Mildred Maddocks + +Release Date: February, 2005 [EBook #7428] +[Yes, we are more than one year ahead of schedule] +[This file was first posted on April 29, 2003] + +Edition: 10 + +Language: English + +Character set encoding: ASCII + +*** START OF THE PROJECT GUTENBERG EBOOK THE CONSUMER VIEWPOINT *** + + + + +Produced by Joshua Hutchinson, David Garcia, Charles Franks +and the Online Distributed Proofreading Team. + + + + + + + + + + +The Consumer Viewpoint + +covering vital phases of manufacturing and selling household devices + +by Mildred Maddocks, Director GOOD HOUSEKEEPING INSTITUTE + +Department of Household Engineering + + + + +It has been Good Housekeeping's privilege to build up, as a source for +reader service, many departments that are unique and noteworthy in the +extent to which they have gone in measuring consumer needs and consumer +viewpoint. + +In the following pages are presented some observations made by one of +these departments as the result of years of research and investigation +in the field of household appliances. + +Generally speaking, most man-made devices are man-used. Here is an +industry whose products are man-made, but woman-used. It is this +fundamental condition that has placed the merchandising and selling +problems of the industry absolutely in a class by themselves and has +made them of peculiar importance and significance. + +It is hoped that the material given herein may be of real service to +those whose interest lies in knowing more about one of our most rapidly +growing and least understood industries and also to those who would +better understand the basic element in all manufacturing and selling. + +_C. Henry Hathaway_ + + + + +FOREWORD + + +The manufacture of home devices to be used by women in household work +is of comparatively recent development, the growth of the industry has +been so rapid that many manufacturers are still groping to establish +standards that will meet the new and uncertain conditions under which +their product must be used. + +Dealers in household equipment as well as manufacturers are still +uncertain as to what constitutes the selling value of an article, +because it has been impossible to predicate the conditions, the care +and skill with which each device would be used after it was marketed. +It is comparatively easy for designer and factory manager to guard +against known conditions of use. The dishwashing machine for a hotel or +restaurant service can be built to perform with satisfactory +efficiency. Its operating purposes and costs are known, the skill of +its operators is more or less established, and the materials can be so +selected to result in a satisfactory life of the machine. + +It is a different story when the manufacturer's product is to be used +in the typical American home. Household equipment of every type must be +made so that it will prove adaptable to different service conditions, +with regard to both homes and actual users. An even more important +consideration is intermittent use that must be met successfully by all +home devices. It is the unusual home in which washing is done more than +once or twice a week. The balance of the time the machine must stand +idle. And this is true of practically every other type of labor saving +device. It represents the most difficult of conditions a factory +product has to face. + +In dealing in the following pages with this most important subject it +must be understood that Good Housekeeping Institute is offering +valuable facts that have been established through fifteen years of +experience in testing household equipment, and is further utilizing the +viewpoint of thousands of consumers and dealers who have come for a +conference with us either in person or by letter. + + + + +POINTS OFTEN OVERLOOKED BY MANUFACTURERS. + + +It is not too much to say that in general the manufacturer wants to +produce the article that the woman wants to buy. In many cases the +reason he does not accomplish it is due to the fact that he does not +divide his expenditures wisely. He neglects to pay the price for the +highest grade skill in designing and he markets his product too +quickly. + +The importance of developing a specific design cannot be overestimated. +No machine on the market, of any type, is one hundred per cent perfect +and none on the market should, therefore, be taken as a standard to be +met by the new manufacturer. It is a patchwork, only, that is obtained +by one common method used to obtain a newly designed machine. Namely, +the manufacturer purchases every type of machine, already marketed to +perform a given work, and adapts one part from one machine, another +part from a second machine and perhaps still another part from a third +machine. Such a design must always be a compromise, and it is seldom +possible to obtain the original working efficiency of the several parts +in the new machine because of the necessary compromises. + +A second point that the manufacturer is apt to overlook is the +importance of including the most minute of details in his general high +standard of manufacture. For instance, he elects to use copper for a +water container, but forgets to provide that every bolt and rivet and +screw, no matter how small, shall be of a rust-resisting metal. The +small part capable of rusting is as much an eyesore to the purchaser +and in certain conditions can do as great damage as though the +manufacturer had not spent the major sum to insure his rust-resisting +container. + +And a third point: sometimes a manufacturer neglects to make certain of +a perfection of detail in the factory that will produce one hundred per +cent. of uniformity in his product. Thus vacuum cleaner manufacturers, +merely by installing an equipment that would measure for them, under +actual conditions of service, the correct air displacement of the +particular machine tested, could eliminate any possibility of lack of +uniformity in their product. Further, it would take no more time for +the inspection than is at present accorded to the routine reading of +current consumption. Yet up to this time we know of no vacuum cleaner +factory that has installed this comparatively simple and inexpensive +equipment. + +When attempting to market a product to women, factory faults are of far +greater importance than when marketing a product for the use of men. +The latter understand the difficulties of factory production and accept +the occasional defective product as a routine. They expect it to be +credited. They expect prompt correction on the part of the manufacturer +or dealer, and, once adjusted, with them the matter usually ends. Not +so with the average woman purchaser. First of all, and last of all, she +remembers that something was the matter with the machine for which she +paid her money. Oftentimes only the most drastic and unusual service on +the part of the manufacturer will take away the sting that was left in +her mind by the original transaction. In club, church, or in +confidential chat at home, somewhere she leaves the impression that +there is still something the matter or she would not have gotten a poor +machine. The advertising value, therefore, of a uniformity of product +cannot be overestimated. No amount of costly after-service will +compensate for the lack of it. + + + + +THE VALUE OF PROPER DEMONSTRATION BY THE DEALER. + + +A manufacturer sometimes fails to satisfy the woman consumer because he +is attempting to satisfy a dealer's demand for "flashy" rather than +practical selling points and, therefore, loses sight of the value to +him of a perfect functioning of his device. Exclusive points of design +that can be used for a spectacular demonstration have been up to this +time perhaps the strongest of selling aids; but manufacturers and +dealers alike are beginning to realize that they have an element of +danger. Thus, the confetti test for vacuum cleaners was an unfortunate +misuse of the machine. It has never convinced the woman purchaser that +it would accomplish the more trying task of removing "grimed-in" soil, +even while it fascinated her as a spectator and even while she left as +a purchaser. She doubted her own machine because of the unconvincing +test. + +It was only a short time ago that in one of the trade papers dealing +with household equipment there appeared an editorial endorsement, and +an exceedingly strong one at that, of a certain dealer display which +had attracted great crowds on both sidewalk and street before the +dealer's window. The crowd had been drawn by the display of a number of +different washing machines grouped around a central machine which was +absorbing the "limelight." It had a swinging wringer and the wringer +was revolving at so rapid a rate it became plain that any woman who +stepped in the way of that particular type of wringer was doomed to a +severe blow if not a fall. The idea of the dealer in using such a +display was of the "stop-look-listen" variety, and he obtained all he +could desire of this variety of interest. But he had not safeguarded +the interest of _any_ washing machine in his window. For women +have a certain reluctance toward machinery in motion and he failed to +reckon with them as the purchasers of his washing machines. Would she +buy one in order to use the swinging wringer as an obvious menace to +herself and to her household? No. + + +In selecting an Iron, the woman looks for: + +1. A weight of household iron that is around six pounds. + +2. A general design that is easy to handle, of good balance and with +comfortable large handle grip. + +3. A thin sheet metal hood; weight in hood decreases ironing efficiency. + +4. A correct relation between the weight of the storage heat mass above +the heating element, and the weight of the sole plate beneath the +heating element. Upon this relation depends good ironing results. + + (_If heating element should be inset in sole plate with + one-fourth inch margin, a direct heat connection between the + two masses of metal could be secured at a consequent + reduction of heat loss._) + +5. Cord connections to slip in and out easily. + +6. Switch in plug connection or on cord. + +7. Plug connection so heat insulated as to prevent conduction of heat, +and overheating of cord at connections. + + +Undoubtedly if there was a prospective woman purchaser in that group in +front of the window she left to become one of the hundreds of women who +still are asking themselves the question "is a washing machine safe?" + +It is not difficult to see how quickly this particular kind of +demonstration becomes a boomerang to the manufacturer. It is as true of +every type of spectacular appeal. The time has surely come to +discontinue all such practices and to sell appliances: because they +will do the work more quickly, more easily, or more cheaply, because +they are so built that they will prove durable, and therefore, a +satisfactory investment; and finally, because they are the only logical +solution of comfortable, well-ordered present day family life. + + + + +WHAT THE PURCHASER LOOKS FOR + + +It has been amply proved that women are not especially interested in +fine points of design unless that interest is implanted by competitive +statements of the salesmen. They are not especially interested in form +or color or detail, but they are supremely interested in dealer +assurance that the machine is solidly built; that it will accomplish +the work; and that its purchase will save them money, time or labor, +perhaps all three. Let the appliance itself impress them with the +strength of the materials used, the cleanness of its design and the +perfection of work performed, and the sale is made. + + + + +COST IS CONSIDERED + + +The question of cost considered only from the woman's standpoint of +expenditure is more difficult to discuss. In the case of small +equipment priced under or around five dollars it is easy to make large +sales upon the time or labor-saving qualities the devices may have. But +repeat sales are affected by the quality of construction and materials +used. + +In all higher priced equipment the question of strength and quality +seems uppermost in her mind, but a difference in price between two +makes or two models of same manufacture, often results in the sale of +the higher priced, because she has enjoyed the opportunity of +discrimination. + +There seems to be no question that the woman purchaser is willing to +pay _any added sum required to make construction better or +convenience greater_--always provided that the salesman convinces +her she is obtaining the quality she is paying for. + + +In selecting a Vacuum Cleaner, the woman looks for: + +1. A design that will prove efficient at low upkeep cost over a period +of time. + +2. If motor driven brush type [Footnote: Her selection may include +either motor driven brush type or air type machine, since properly +designed, either will care for all kinds of soil, including thread and +lint.], there must be correct relation between air suction power and +brush sweeping action. + +3. As light a construction as is consistent with quality. + +4. If air type, a narrow floor nozzle so designed as to clean by small +amount of air at high velocity. + +5. If air and brush (geared to wheels) type, a broader nozzle with +inset brush is permissible provided care is exercised in design to +prevent air leakage. This type cleans by a larger volume of air with +correspondingly lower velocity. + +6. Durable construction, either aluminum or steel casings, an assembly +that secures tight joints and seams that won't leak air. + +7. Easy operation--weight of appliance not so important if weight is +easily handled. + +8. Convenient switch; handle designed long enough for comfortable +operation at woman's height. + +9. Bag, double seamed; strong, tight connections; easily emptied; +durable material, preferably of cotton flannel type. + +10. Winding posts for cord to be strong and conveniently placed. + +11. Convenience in connecting attachments. + +12. Elimination of noise, in so far as this is possible. + + +Instead, then, of attempting merely to learn the dealer's demand for +selling points, put part of your effort into learning the demands of +the user of the machine. Consumer suggestion or demands are apt to come +only after a period of use. Obvious ones are sometimes reported by the +dealer, but very often they never come to the manufacturer through the +reports of the trade in time to be of service. It took a period of +years for the dealer to realize the importance of enclosed moving +parts. It finally came to him through the reaction developed by women +using the machines. In the same way the manufacture and marketing of +both gas and electric ranges, which has been uniformly efficient, has +overlooked one very important detail. The broiler grids are often so +placed that the steak is an inch and a half away from the flame instead +of one-half inch. With such a broiler, perfect broiling is impossible. +Again a kitchen cabinet may be made of high grade materials but the +hardware proves too light to stand the constant closing and opening. +Such a kitchen cabinet is handicapped in any neighborhood because +constant use makes the minor annoyance a cumulative one, which reacts +directly upon the manufacturer's product. + +The vacuum cleaner that is easily sold on the dealer's floor because it +looks big and imposing oftentimes discloses its poor efficiency only +after from four to six months of use. This is due to the fact that from +time immemorial women have ordained a period devoted to housecleaning +twice a year. And it is at this crucial time that they discover if the +routine care of rugs and carpets by their vacuum cleaner has +accomplished a work satisfactory to them. This conclusion is well borne +out by a conversation we had with a large dealer in vacuum cleaners +from the west coast. He freely told us of handling two vacuum cleaners, +one a comparatively inexpensive and absolutely inefficient machine (as +we had proved by test), the other a more expensive and a thoroughly +efficient machine. He claimed that the first proved only a feeder for +the second, since when the woman, after a longer or shorter period of +use, realized that the first machine would not do the work, she +returned to buy the more expensive and better machine. And the average +time was six months! Now this dealer could have selected a machine no +higher in price than his less expensive model which would have done +good work and thoroughly satisfied the user. We leave you to draw your +own conclusions as to the fate of the manufacturer's product in the +first place, and the dealer's selling methods in the second place. + + +In selecting a Washing Machine, the woman looks for: + +1. Compact, trim appearance with all machine parts covered. + +2. Plain outlines. + +3. Swinging wringer with safety release. + +4. Pump attached to machine to rapidly drain off water when drain +connection is not practical. + +5. Metal tub exterior painted (easy to keep clean). + +6. A waterproof finish on a wood tub. + +7. Switch control of motor, clutch control of tub and wringer. + +8. Height that will obviate stooping. + +9. Design to insure efficiency. + +10. Motor and switch insulation. + +11. Materials and workmanship that insure durability. + +12. A water outlet that allows rapid running off of water. + +13. Threaded outlet to allow for connection. 14. All handles and levers +to be easy to grasp and to turn by wet hands. + +15. Tub body slightly off the level to allow for draining. + + +It is easy to sell a refrigerator that has a sightly appearance, that +is equipped with a sanitary seamless lining and that is marked with a +price that spells to the woman good workmanship. But it is only actual +use in storing food that develops the fact that the insulation is of +sufficient quantity and is assembled with high grade construction, or +that cheap material and workmanship have been substituted. The service +that can be obtained from the appliance after it is marketed is of the +utmost importance for the manufacturer to learn. _It is peculiarly +impossible to sell and "forget" any product sold to women._ + + + + +THE WOMAN'S VIEWPOINT ON MATERIALS USED IN CONSTRUCTION. + + +Undoubtedly a phase of manufacturing that acutely interests the average +manufacturer deals with the selection of the materials that are to be +used in the construction of his product. Too often the person who +selects these materials fails to take into account the fact that women +are almost fanatically intolerant of two things, rust and +discoloration. It may be but one bolt that can rust, but women under +our observation have utterly condemned a washing machine for which they +paid from $125 to $165 because of this one bolt alone. We have heard +them further condemn a machine because of the difficulty of keeping it +polished. + +It is not purpose, we are convinced, but it must be carelessness on the +part of that manufacturer who allows the use of a rusting screw here or +a bolt there when the rest of the equipment is safeguarded against such +conditions. In one specific instance a single part of a machine +intended to be used in connection with water was made up of five +different metals. Each one of these metals had its own different +reaction towards hard water in the presence of soap. That this +manufacturer had intended no slight toward his product was indicated by +the fact that the largest section of this part was constructed of the +most expensive material. He probably fully believed that he had made +that particular part of rustproof material but it was the selection of +defective small parts that offset any advantage due to his use of fine +materials for the major part of the machine. + + + + +THE RELATION OF SECTIONAL SELLING TO MATERIALS USED. + + +Because a great deal of household equipment that is of interest to +women must be used as a water container, the effect of water of varying +degrees of hardness upon the several metals is of interest. Most metals +have some electrolytic action. There are throughout the country water +supplies of every known degree of hardness. There are water supplies +whose hardness can be corrected and there are supplies of the type +known as "permanent" hardness. In actual practice the salts in these +hard waters react with soap of any variety to form a sticky gray +precipitate. This precipitate is increased in quantity in direct +proportion to the activity of the metal. Therefore, the material +selected for the tub and cylinder of a washing machine, for the +container of the dishwashing machine, or for the tea kettle that +demands constant contact with water should be given the careful +attention that its importance demands. + + +In selecting a Refrigerator, the woman looks for: + +1. Seamless lining. + +2. Compartment beneath ice high enough to hold quart milk bottles. + +3. Generous insulation. + +4. A selection of wood and treatment of it that will prevent warping. + +5. Heavy hardware. + +6. Positive-closing, lever locks. + +7. Plain unpanelled trim--high leg base. + +8. Dull, rather than highly finished wood. + +9. Easily accessible drain. + +10. Adjustable shelves. + + +A universal metal that can withstand any and all attacks of these +several waters is difficult if not impossible to locate. In our +judgment there is no perfect metal. Copper comes the nearest to it and +yet copper must be tinned, and there is some slight consumer reaction +against its use, in large containers, because they claim copper must be +scoured in order to be sightly. However, enamel paint on the outside of +such a container, leaving only a fair sized name-plate to be burnished, +would overcome this objection. + +Galvanized iron, zinc, nickel, all have a disadvantage of inducing +electrolytic action (producing whitish precipitate) and that should be +taken into account in your selection of metals. In sections save those +in which waters are of the "permanent hard" variety, this disadvantage +can be overcome by including directions that the machine should not be +scoured. Flush with rinsing water only. With such care, the whitish +deposit acts as a film over the metal, and, once the latter is +completely covered, reduces the precipitation. But in the presence of +extremely hard waters, the quantity is so great that the precipitate +snows a tendency to deposit on the linen itself, instead of being +thrown solely to the sides of tub, cylinder, or suction cup. Once this +does get on the fabric, it has all the sticky characteristics of +chewing gum. + +Bronze or brass rather than steel or iron should be used for any +bearings that come in contact with water. Only thus can you fully +safeguard against rust. + + + + +LITTLE THINGS THAT OFTEN PROVE GREAT. + + +Safety demands that every equipment involving an electric motor be so +fully insulated from the machine frame by water-proof fittings and +insulated shaft couplings, etc., that a maximum of safety can be +assured. It is indeed remarkable that this is not more often cared for +in the original design. In one short period, at least three machines +were forced into the disapproval group in the Department of Household +Engineering of Good Housekeeping Institute with such lack of insulation +as one of the causes. + +It is thus clear that consumer needs, in this great classification of +merchandise (household appliances) as reflected by consumer attitude +are often ill-defined and extremely difficult for the manufacturer to +interpret. Therefore, as a recognition of this condition, the basic +purpose running throughout all of the testing work at Good Housekeeping +Institute is to test every device so as to duplicate the conditions +under which the device will be used by the ultimate consumer, be she +intelligent or unintelligent. It has furthermore been the Institute's +special province to express to each manufacturer the trend of consumer +demand as seen, not only through the Institute's use of appliances, but +through the thousands of consumers who report their experiences. + +It is an interesting and surprising fact that mechanical tests develop +data which often interpret the results obtained under practical usage +of the equipment, and the results obtained under the practical usage +quite as often define the value of the mechanical data. Any effort a +manufacturer may make to develop these two angles of testing will more +than offset any money cost that may be added to the factory overhead. +Complete testing of this character will also save ultimate consumer +reactions against the completed manufactured product. It is not enough, +as so many manufacturers have done, to place the appliance in a variety +of homes and take the consequent "say-so." It must be remembered that +it is only possible to compare an appliance when you have something to +compare it with, and that something must be an appliance designed to do +similar work. How many instances are there where manufacturers allow +their products to go out without comparative information of this kind, +just because such information is so extremely difficult to get? + +To all interested in or concerned with this great industry, there is +one thing to be remembered above all else--study and test not only the +mechanical construction and perfection of your product but know from +every conceivable angle what the user or consumer is going to demand of +it. If this be done, and done thoroughly, and exhaustively, you will +build the appliance of the best materials obtainable, because it must +wear well; of the most efficient design, because it must operate +smoothly; and you cannot fail to so build it that it will do its work +completely and well because you will have the measure of these values +within the experience of your own investigation. + +The results of this care in manufacture will promptly be reflected when +marketing your product in at least three ways,--first, increase of +sales and repeat sales; second, a lowered overhead cost for servicing, +repairing, and replacing defective machines, and third, a fairer and +lower price to the consumer because it is based on the cost of her +machine only since she is not burdened with a share of her neighbor's +repairs in your "overhead." + +There is perhaps no household device operated by electricity that is +more complicated in its oiling system than the old-fashioned sewing +machine and yet the manufacturer managed to train the housewife to +ninety per cent. efficiency in caring for the machine. Therefore, well +defined and specified places for oiling should be provided for, and +decalcomaniac or otherwise permanent directions placed on all enclosed +gearings, in order that the user may continually have before her the +correct places marked for oiling. It is not enough to supply a circular +of directions: she loses it promptly as has been proved over and over +again. All important service directions must be permanent. + + + + +SOME NEEDS OF THE PRESENT AND THE FUTURE. + + +It is largely because there has not been a consumer demand that was +well defined that we find few equipments designed with attention to the +proper working heights. Moreover, we are convinced that it is a +decidedly difficult question to settle. However, it is possible to +group most exertions that women must practice into two classes: those +that involve upper arm muscles, as work at a sink, range, washtub, or +washing machine, etc., and secondly, exertions that involve the muscles +of the forearm, as the mixing, stirring, and beating involved in +cookery processes. + +In the first case any variations in a woman's height makes +comparatively little difference. A range of heights from five feet to +six feet would be served equally well by a similar height of equipment. +This makes it possible to lay down the rule that sinks should be +designed and plumbers should provide for piping them at a height of +thirty-five inches from the bottom of the sink to the floor. Ranges +should be thirty-four inches in height to the working top, and both +washing machines and tubs should be thirty-eight inches to their rims. +This enables all work to be done with straight unstrained back. + +Where the forearm muscle is involved, however, it becomes a far more +delicate question. The distance between work-table top and elbow must +be the control on designing. For that reason it is not possible to +establish a constant and ideal height for kitchen cabinets and working +table surfaces, although in general most of these have been from one to +two inches too low. "Adjustable in height" seems to be the only answer +to this phase of the problem. Some one, sometime, will undoubtedly +design a well made table (we have already seen one of poor +construction) that will have strong, as well as adjustable leg support. +Some one, sometime, will build a good refrigerator (as we have seen a +poor one) constructed with the sanitary, high leg-base of the present +day office desk. It will obviate stooping and it will enable one to get +the refrigerator pan without groping provided there can be no drain. It +will further allow for a refrigerator pan large enough to prevent the +common accident of overflowing. Again, sometime, we believe the +manufacturer of kitchen cabinets will see a picture of kitchens built +with four, straight, clean walls and completely equipped with the +pantry on one wall, consisting of kitchen cabinet and side units for +storage cabinets, each one of these side cabinets to be only fourteen +inches deep. + +The time will come--it is almost here--when the demand from women for +the high sink we have already indicated is going to be strong enough so +that the Plumber's standards for cutting pipe will be changed to meet +her demand. It is difficult to realize, but it is nevertheless true, +that every woman who wishes a properly placed sink in her kitchen or +pantry has to overcome the inertia of the plumber not only because of +his conservative unwillingness to do this unusual task, but because he +is put to the extra expense and trouble of getting "specials" in pipe +length, due to the fact that the plumbing trade, as yet, has not +recognized an at least partially developed consumer demand. + + + + + + + + + + + +End of Project Gutenberg's The Consumer Viewpoint, by Mildred Maddocks + +*** END OF THE PROJECT GUTENBERG EBOOK THE CONSUMER VIEWPOINT *** + +This file should be named cnsvp10.txt or cnsvp10.zip +Corrected EDITIONS of our eBooks get a new NUMBER, cnsvp11.txt +VERSIONS based on separate sources get new LETTER, cnsvp10a.txt + +Joshua Hutchinson, David Garcia, Charles Franks and the Online Distributed Proofreading Team. + +Project Gutenberg eBooks are often created from several printed +editions, all of which are confirmed as Public Domain in the US +unless a copyright notice is included. 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FOR PUBLIC DOMAIN EBOOKS*Ver.02/11/02*END* + diff --git a/old/cnsvp10.zip b/old/cnsvp10.zip Binary files differnew file mode 100644 index 0000000..118cde7 --- /dev/null +++ b/old/cnsvp10.zip diff --git a/old/cnsvp10h.htm b/old/cnsvp10h.htm new file mode 100644 index 0000000..386f5bf --- /dev/null +++ b/old/cnsvp10h.htm @@ -0,0 +1,1335 @@ +<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01 Transitional//EN"> +<html> + <head> + <meta http-equiv="Content-Type" content= + "text/html; charset=us-ascii"> + <title> + The Project Gutenberg eBook of The Consumer Viewpoint, by + Mildred Maddocks. + </title> + <style type="text/css"> + <!-- + * { font-family: Times;} + P { text-indent: 1em; + margin-top: .75em; + font-size: 14pt; + text-align: justify; + margin-bottom: .75em; } + H1,H2,H3,H4,H5,H6 { text-align: center; } + HR { width: 33%; } + // --> + </style> + </head> + <body> + + +<pre> + +The Project Gutenberg EBook of The Consumer Viewpoint, by Mildred Maddocks + +Copyright laws are changing all over the world. Be sure to check the +copyright laws for your country before downloading or redistributing +this or any other Project Gutenberg eBook. + +This header should be the first thing seen when viewing this Project +Gutenberg file. Please do not remove it. Do not change or edit the +header without written permission. + +Please read the "legal small print," and other information about the +eBook and Project Gutenberg at the bottom of this file. Included is +important information about your specific rights and restrictions in +how the file may be used. You can also find out about how to make a +donation to Project Gutenberg, and how to get involved. + + +**Welcome To The World of Free Plain Vanilla Electronic Texts** + +**eBooks Readable By Both Humans and By Computers, Since 1971** + +*****These eBooks Were Prepared By Thousands of Volunteers!***** + + +Title: The Consumer Viewpoint + +Author: Mildred Maddocks + +Release Date: February, 2005 [EBook #7428] +[Yes, we are more than one year ahead of schedule] +[This file was first posted on April 29, 2003] + +Edition: 10 + +Language: English + +Character set encoding: ASCII + +*** START OF THE PROJECT GUTENBERG EBOOK THE CONSUMER VIEWPOINT *** + + + + +Produced by Joshua Hutchinson, David Garcia, Charles Franks +and the Online Distributed Proofreading Team. + + + + + + +</pre> + + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h1> + The Consumer Viewpoint + </h1> + <center> + <b>covering vital phases of manufacturing and selling + household devices <br> + <br> + by Mildred Maddocks, Director GOOD HOUSEKEEPING INSTITUTE + <br> + Department of Household Engineering</b> + </center> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + It has been Good Housekeeping's privilege to build up, as a + source for reader service, many departments that are unique + and noteworthy in the extent to which they have gone in + measuring consumer needs and consumer viewpoint. + </p> + <p> + In the following pages are presented some observations made + by one of these departments as the result of years of + research and investigation in the field of household + appliances. + </p> + <p> + Generally speaking, most man-made devices are man-used. Here + is an industry whose products are man-made, but woman-used. + It is this fundamental condition that has placed the + merchandising and selling problems of the industry absolutely + in a class by themselves and has made them of peculiar + importance and significance. + </p> + <p> + It is hoped that the material given herein may be of real + service to those whose interest lies in knowing more about + one of our most rapidly growing and least understood + industries and also to those who would better understand the + basic element in all manufacturing and selling. + </p> + <p> + <i>C. Henry Hathaway</i> + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + FOREWORD + </h2> + <p> + The manufacture of home devices to be used by women in + household work is of comparatively recent development, the + growth of the industry has been so rapid that many + manufacturers are still groping to establish standards that + will meet the new and uncertain conditions under which their + product must be used. + </p> + <p> + Dealers in household equipment as well as manufacturers are + still uncertain as to what constitutes the selling value of + an article, because it has been impossible to predicate the + conditions, the care and skill with which each device would + be used after it was marketed. It is comparatively easy for + designer and factory manager to guard against known + conditions of use. The dishwashing machine for a hotel or + restaurant service can be built to perform with satisfactory + efficiency. Its operating purposes and costs are known, the + skill of its operators is more or less established, and the + materials can be so selected to result in a satisfactory life + of the machine. + </p> + <p> + It is a different story when the manufacturer's product is to + be used in the typical American home. Household equipment of + every type must be made so that it will prove adaptable to + different service conditions, with regard to both homes and + actual users. An even more important consideration is + intermittent use that must be met successfully by all home + devices. It is the unusual home in which washing is done more + than once or twice a week. The balance of the time the + machine must stand idle. And this is true of practically + every other type of labor saving device. It represents the + most difficult of conditions a factory product has to face. + </p> + <p> + In dealing in the following pages with this most important + subject it must be understood that Good Housekeeping + Institute is offering valuable facts that have been + established through fifteen years of experience in testing + household equipment, and is further utilizing the viewpoint + of thousands of consumers and dealers who have come for a + conference with us either in person or by letter. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + POINTS OFTEN OVERLOOKED BY MANUFACTURERS. + </h2> + <p> + It is not too much to say that in general the manufacturer + wants to produce the article that the woman wants to buy. In + many cases the reason he does not accomplish it is due to the + fact that he does not divide his expenditures wisely. He + neglects to pay the price for the highest grade skill in + designing and he markets his product too quickly. + </p> + <p> + The importance of developing a specific design cannot be + overestimated. No machine on the market, of any type, is one + hundred per cent perfect and none on the market should, + therefore, be taken as a standard to be met by the new + manufacturer. It is a patchwork, only, that is obtained by + one common method used to obtain a newly designed machine. + Namely, the manufacturer purchases every type of machine, + already marketed to perform a given work, and adapts one part + from one machine, another part from a second machine and + perhaps still another part from a third machine. Such a + design must always be a compromise, and it is seldom possible + to obtain the original working efficiency of the several + parts in the new machine because of the necessary + compromises. + </p> + <p> + A second point that the manufacturer is apt to overlook is + the importance of including the most minute of details in his + general high standard of manufacture. For instance, he elects + to use copper for a water container, but forgets to provide + that every bolt and rivet and screw, no matter how small, + shall be of a rust-resisting metal. The small part capable of + rusting is as much an eyesore to the purchaser and in certain + conditions can do as great damage as though the manufacturer + had not spent the major sum to insure his rust-resisting + container. + </p> + <p> + And a third point: sometimes a manufacturer neglects to make + certain of a perfection of detail in the factory that will + produce one hundred per cent. of uniformity in his product. + Thus vacuum cleaner manufacturers, merely by installing an + equipment that would measure for them, under actual + conditions of service, the correct air displacement of the + particular machine tested, could eliminate any possibility of + lack of uniformity in their product. Further, it would take + no more time for the inspection than is at present accorded + to the routine reading of current consumption. Yet up to this + time we know of no vacuum cleaner factory that has installed + this comparatively simple and inexpensive equipment. + </p> + <p> + When attempting to market a product to women, factory faults + are of far greater importance than when marketing a product + for the use of men. The latter understand the difficulties of + factory production and accept the occasional defective + product as a routine. They expect it to be credited. They + expect prompt correction on the part of the manufacturer or + dealer, and, once adjusted, with them the matter usually + ends. Not so with the average woman purchaser. First of all, + and last of all, she remembers that something was the matter + with the machine for which she paid her money. Oftentimes + only the most drastic and unusual service on the part of the + manufacturer will take away the sting that was left in her + mind by the original transaction. In club, church, or in + confidential chat at home, somewhere she leaves the + impression that there is still something the matter or she + would not have gotten a poor machine. The advertising value, + therefore, of a uniformity of product cannot be + overestimated. No amount of costly after-service will + compensate for the lack of it. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + THE VALUE OF PROPER DEMONSTRATION BY THE DEALER. + </h2> + <p> + A manufacturer sometimes fails to satisfy the woman consumer + because he is attempting to satisfy a dealer's demand for + "flashy" rather than practical selling points and, therefore, + loses sight of the value to him of a perfect functioning of + his device. Exclusive points of design that can be used for a + spectacular demonstration have been up to this time perhaps + the strongest of selling aids; but manufacturers and dealers + alike are beginning to realize that they have an element of + danger. Thus, the confetti test for vacuum cleaners was an + unfortunate misuse of the machine. It has never convinced the + woman purchaser that it would accomplish the more trying task + of removing "grimed-in" soil, even while it fascinated her as + a spectator and even while she left as a purchaser. She + doubted her own machine because of the unconvincing test. + </p> + <p> + It was only a short time ago that in one of the trade papers + dealing with household equipment there appeared an editorial + endorsement, and an exceedingly strong one at that, of a + certain dealer display which had attracted great crowds on + both sidewalk and street before the dealer's window. The + crowd had been drawn by the display of a number of different + washing machines grouped around a central machine which was + absorbing the "limelight." It had a swinging wringer and the + wringer was revolving at so rapid a rate it became plain that + any woman who stepped in the way of that particular type of + wringer was doomed to a severe blow if not a fall. The idea + of the dealer in using such a display was of the + "stop-look-listen" variety, and he obtained all he could + desire of this variety of interest. But he had not + safeguarded the interest of <i>any</i> washing machine in his + window. For women have a certain reluctance toward machinery + in motion and he failed to reckon with them as the purchasers + of his washing machines. Would she buy one in order to use + the swinging wringer as an obvious menace to herself and to + her household? No. + </p> + <p> + In selecting an Iron, the woman looks for: + </p> + <p> + 1. A weight of household iron that is around six pounds. + </p> + <p> + 2. A general design that is easy to handle, of good balance + and with comfortable large handle grip. + </p> + <p> + 3. A thin sheet metal hood; weight in hood decreases ironing + efficiency. + </p> + <p> + 4. A correct relation between the weight of the storage heat + mass above the heating element, and the weight of the sole + plate beneath the heating element. Upon this relation depends + good ironing results. + </p> + <p> + (<i>If heating element should be inset in sole plate with + one-fourth inch margin, a direct heat connection between the + two masses of metal could be secured at a consequent + reduction of heat loss.</i>) + </p> + <p> + 5. Cord connections to slip in and out easily. + </p> + <p> + 6. Switch in plug connection or on cord. + </p> + <p> + 7. Plug connection so heat insulated as to prevent conduction + of heat, and overheating of cord at connections. + </p> + <p> + Undoubtedly if there was a prospective woman purchaser in + that group in front of the window she left to become one of + the hundreds of women who still are asking themselves the + question "is a washing machine safe?" + </p> + <p> + It is not difficult to see how quickly this particular kind + of demonstration becomes a boomerang to the manufacturer. It + is as true of every type of spectacular appeal. The time has + surely come to discontinue all such practices and to sell + appliances: because they will do the work more quickly, more + easily, or more cheaply, because they are so built that they + will prove durable, and therefore, a satisfactory investment; + and finally, because they are the only logical solution of + comfortable, well-ordered present day family life. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + WHAT THE PURCHASER LOOKS FOR + </h2> + <p> + It has been amply proved that women are not especially + interested in fine points of design unless that interest is + implanted by competitive statements of the salesmen. They are + not especially interested in form or color or detail, but + they are supremely interested in dealer assurance that the + machine is solidly built; that it will accomplish the work; + and that its purchase will save them money, time or labor, + perhaps all three. Let the appliance itself impress them with + the strength of the materials used, the cleanness of its + design and the perfection of work performed, and the sale is + made. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + COST IS CONSIDERED + </h2> + <p> + The question of cost considered only from the woman's + standpoint of expenditure is more difficult to discuss. In + the case of small equipment priced under or around five + dollars it is easy to make large sales upon the time or + labor-saving qualities the devices may have. But repeat sales + are affected by the quality of construction and materials + used. + </p> + <p> + In all higher priced equipment the question of strength and + quality seems uppermost in her mind, but a difference in + price between two makes or two models of same manufacture, + often results in the sale of the higher priced, because she + has enjoyed the opportunity of discrimination. + </p> + <p> + There seems to be no question that the woman purchaser is + willing to pay <i>any added sum required to make construction + better or convenience greater</i>—always provided that + the salesman convinces her she is obtaining the quality she + is paying for. + </p> + <p> + + </p> + <p> + In selecting a Vacuum Cleaner, the woman looks for: + </p> + <p> + 1. A design that will prove efficient at low upkeep cost over + a period of time. + </p> + <p> + 2. If motor driven brush type [Footnote: Her selection may + include either motor driven brush type or air type machine, + since properly designed, either will care for all kinds of + soil, including thread and lint.], there must be correct + relation between air suction power and brush sweeping action. + </p> + <p> + 3. As light a construction as is consistent with quality. + </p> + <p> + 4. If air type, a narrow floor nozzle so designed as to clean + by small amount of air at high velocity. + </p> + <p> + 5. If air and brush (geared to wheels) type, a broader nozzle + with inset brush is permissible provided care is exercised in + design to prevent air leakage. This type cleans by a larger + volume of air with correspondingly lower velocity. + </p> + <p> + 6. Durable construction, either aluminum or steel casings, an + assembly that secures tight joints and seams that won't leak + air. + </p> + <p> + 7. Easy operation—weight of appliance not so important + if weight is easily handled. + </p> + <p> + 8. Convenient switch; handle designed long enough for + comfortable operation at woman's height. + </p> + <p> + 9. Bag, double seamed; strong, tight connections; easily + emptied; durable material, preferably of cotton flannel type. + </p> + <p> + 10. Winding posts for cord to be strong and conveniently + placed. + </p> + <p> + 11. Convenience in connecting attachments. + </p> + <p> + 12. Elimination of noise, in so far as this is possible. + </p> + <p> + + </p> + <p> + Instead, then, of attempting merely to learn the dealer's + demand for selling points, put part of your effort into + learning the demands of the user of the machine. Consumer + suggestion or demands are apt to come only after a period of + use. Obvious ones are sometimes reported by the dealer, but + very often they never come to the manufacturer through the + reports of the trade in time to be of service. It took a + period of years for the dealer to realize the importance of + enclosed moving parts. It finally came to him through the + reaction developed by women using the machines. In the same + way the manufacture and marketing of both gas and electric + ranges, which has been uniformly efficient, has overlooked + one very important detail. The broiler grids are often so + placed that the steak is an inch and a half away from the + flame instead of one-half inch. With such a broiler, perfect + broiling is impossible. Again a kitchen cabinet may be made + of high grade materials but the hardware proves too light to + stand the constant closing and opening. Such a kitchen + cabinet is handicapped in any neighborhood because constant + use makes the minor annoyance a cumulative one, which reacts + directly upon the manufacturer's product. + </p> + <p> + The vacuum cleaner that is easily sold on the dealer's floor + because it looks big and imposing oftentimes discloses its + poor efficiency only after from four to six months of use. + This is due to the fact that from time immemorial women have + ordained a period devoted to housecleaning twice a year. And + it is at this crucial time that they discover if the routine + care of rugs and carpets by their vacuum cleaner has + accomplished a work satisfactory to them. This conclusion is + well borne out by a conversation we had with a large dealer + in vacuum cleaners from the west coast. He freely told us of + handling two vacuum cleaners, one a comparatively inexpensive + and absolutely inefficient machine (as we had proved by + test), the other a more expensive and a thoroughly efficient + machine. He claimed that the first proved only a feeder for + the second, since when the woman, after a longer or shorter + period of use, realized that the first machine would not do + the work, she returned to buy the more expensive and better + machine. And the average time was six months! Now this dealer + could have selected a machine no higher in price than his + less expensive model which would have done good work and + thoroughly satisfied the user. We leave you to draw your own + conclusions as to the fate of the manufacturer's product in + the first place, and the dealer's selling methods in the + second place. + </p> + <p> + + </p> + <p> + In selecting a Washing Machine, the woman looks for: + </p> + <p> + 1. Compact, trim appearance with all machine parts covered. + </p> + <p> + 2. Plain outlines. + </p> + <p> + 3. Swinging wringer with safety release. + </p> + <p> + 4. Pump attached to machine to rapidly drain off water when + drain connection is not practical. + </p> + <p> + 5. Metal tub exterior painted (easy to keep clean). + </p> + <p> + 6. A waterproof finish on a wood tub. + </p> + <p> + 7. Switch control of motor, clutch control of tub and + wringer. + </p> + <p> + 8. Height that will obviate stooping. + </p> + <p> + 9. Design to insure efficiency. + </p> + <p> + 10. Motor and switch insulation. + </p> + <p> + 11. Materials and workmanship that insure durability. + </p> + <p> + 12. A water outlet that allows rapid running off of water. + </p> + <p> + 13. Threaded outlet to allow for connection. 14. All handles + and levers to be easy to grasp and to turn by wet hands. + </p> + <p> + 15. Tub body slightly off the level to allow for draining. + </p> + <p> + + </p> + <p> + It is easy to sell a refrigerator that has a sightly + appearance, that is equipped with a sanitary seamless lining + and that is marked with a price that spells to the woman good + workmanship. But it is only actual use in storing food that + develops the fact that the insulation is of sufficient + quantity and is assembled with high grade construction, or + that cheap material and workmanship have been substituted. + The service that can be obtained from the appliance after it + is marketed is of the utmost importance for the manufacturer + to learn. <i>It is peculiarly impossible to sell and "forget" + any product sold to women.</i> + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + THE WOMAN'S VIEWPOINT ON MATERIALS USED IN CONSTRUCTION. + </h2> + <p> + Undoubtedly a phase of manufacturing that acutely interests + the average manufacturer deals with the selection of the + materials that are to be used in the construction of his + product. Too often the person who selects these materials + fails to take into account the fact that women are almost + fanatically intolerant of two things, rust and discoloration. + It may be but one bolt that can rust, but women under our + observation have utterly condemned a washing machine for + which they paid from $125 to $165 because of this one bolt + alone. We have heard them further condemn a machine because + of the difficulty of keeping it polished. + </p> + <p> + It is not purpose, we are convinced, but it must be + carelessness on the part of that manufacturer who allows the + use of a rusting screw here or a bolt there when the rest of + the equipment is safeguarded against such conditions. In one + specific instance a single part of a machine intended to be + used in connection with water was made up of five different + metals. Each one of these metals had its own different + reaction towards hard water in the presence of soap. That + this manufacturer had intended no slight toward his product + was indicated by the fact that the largest section of this + part was constructed of the most expensive material. He + probably fully believed that he had made that particular part + of rustproof material but it was the selection of defective + small parts that offset any advantage due to his use of fine + materials for the major part of the machine. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + THE RELATION OF SECTIONAL SELLING TO MATERIALS USED. + </h2> + <p> + Because a great deal of household equipment that is of + interest to women must be used as a water container, the + effect of water of varying degrees of hardness upon the + several metals is of interest. Most metals have some + electrolytic action. There are throughout the country water + supplies of every known degree of hardness. There are water + supplies whose hardness can be corrected and there are + supplies of the type known as "permanent" hardness. In actual + practice the salts in these hard waters react with soap of + any variety to form a sticky gray precipitate. This + precipitate is increased in quantity in direct proportion to + the activity of the metal. Therefore, the material selected + for the tub and cylinder of a washing machine, for the + container of the dishwashing machine, or for the tea kettle + that demands constant contact with water should be given the + careful attention that its importance demands. + </p> + <p> + + </p> + <p> + In selecting a Refrigerator, the woman looks for: + </p> + <p> + 1. Seamless lining. + </p> + <p> + 2. Compartment beneath ice high enough to hold quart milk + bottles. + </p> + <p> + 3. Generous insulation. + </p> + <p> + 4. A selection of wood and treatment of it that will prevent + warping. + </p> + <p> + 5. Heavy hardware. + </p> + <p> + 6. Positive-closing, lever locks. + </p> + <p> + 7. Plain unpanelled trim—high leg base. + </p> + <p> + 8. Dull, rather than highly finished wood. + </p> + <p> + 9. Easily accessible drain. + </p> + <p> + 10. Adjustable shelves. + </p> + <p> + + </p> + <p> + A universal metal that can withstand any and all attacks of + these several waters is difficult if not impossible to + locate. In our judgment there is no perfect metal. Copper + comes the nearest to it and yet copper must be tinned, and + there is some slight consumer reaction against its use, in + large containers, because they claim copper must be scoured + in order to be sightly. However, enamel paint on the outside + of such a container, leaving only a fair sized name-plate to + be burnished, would overcome this objection. + </p> + <p> + Galvanized iron, zinc, nickel, all have a disadvantage of + inducing electrolytic action (producing whitish precipitate) + and that should be taken into account in your selection of + metals. In sections save those in which waters are of the + "permanent hard" variety, this disadvantage can be overcome + by including directions that the machine should not be + scoured. Flush with rinsing water only. With such care, the + whitish deposit acts as a film over the metal, and, once the + latter is completely covered, reduces the precipitation. But + in the presence of extremely hard waters, the quantity is so + great that the precipitate snows a tendency to deposit on the + linen itself, instead of being thrown solely to the sides of + tub, cylinder, or suction cup. Once this does get on the + fabric, it has all the sticky characteristics of chewing gum. + </p> + <p> + Bronze or brass rather than steel or iron should be used for + any bearings that come in contact with water. Only thus can + you fully safeguard against rust. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + LITTLE THINGS THAT OFTEN PROVE GREAT. + </h2> + <p> + Safety demands that every equipment involving an electric + motor be so fully insulated from the machine frame by + water-proof fittings and insulated shaft couplings, etc., + that a maximum of safety can be assured. It is indeed + remarkable that this is not more often cared for in the + original design. In one short period, at least three machines + were forced into the disapproval group in the Department of + Household Engineering of Good Housekeeping Institute with + such lack of insulation as one of the causes. + </p> + <p> + It is thus clear that consumer needs, in this great + classification of merchandise (household appliances) as + reflected by consumer attitude are often ill-defined and + extremely difficult for the manufacturer to interpret. + Therefore, as a recognition of this condition, the basic + purpose running throughout all of the testing work at Good + Housekeeping Institute is to test every device so as to + duplicate the conditions under which the device will be used + by the ultimate consumer, be she intelligent or + unintelligent. It has furthermore been the Institute's + special province to express to each manufacturer the trend of + consumer demand as seen, not only through the Institute's use + of appliances, but through the thousands of consumers who + report their experiences. + </p> + <p> + It is an interesting and surprising fact that mechanical + tests develop data which often interpret the results obtained + under practical usage of the equipment, and the results + obtained under the practical usage quite as often define the + value of the mechanical data. Any effort a manufacturer may + make to develop these two angles of testing will more than + offset any money cost that may be added to the factory + overhead. Complete testing of this character will also save + ultimate consumer reactions against the completed + manufactured product. It is not enough, as so many + manufacturers have done, to place the appliance in a variety + of homes and take the consequent "say-so." It must be + remembered that it is only possible to compare an appliance + when you have something to compare it with, and that + something must be an appliance designed to do similar work. + How many instances are there where manufacturers allow their + products to go out without comparative information of this + kind, just because such information is so extremely difficult + to get? + </p> + <p> + To all interested in or concerned with this great industry, + there is one thing to be remembered above all + else—study and test not only the mechanical + construction and perfection of your product but know from + every conceivable angle what the user or consumer is going to + demand of it. If this be done, and done thoroughly, and + exhaustively, you will build the appliance of the best + materials obtainable, because it must wear well; of the most + efficient design, because it must operate smoothly; and you + cannot fail to so build it that it will do its work + completely and well because you will have the measure of + these values within the experience of your own investigation. + </p> + <p> + The results of this care in manufacture will promptly be + reflected when marketing your product in at least three + ways,—first, increase of sales and repeat sales; + second, a lowered overhead cost for servicing, repairing, and + replacing defective machines, and third, a fairer and lower + price to the consumer because it is based on the cost of her + machine only since she is not burdened with a share of her + neighbor's repairs in your "overhead." + </p> + <p> + There is perhaps no household device operated by electricity + that is more complicated in its oiling system than the + old-fashioned sewing machine and yet the manufacturer managed + to train the housewife to ninety per cent. efficiency in + caring for the machine. Therefore, well defined and specified + places for oiling should be provided for, and decalcomaniac + or otherwise permanent directions placed on all enclosed + gearings, in order that the user may continually have before + her the correct places marked for oiling. It is not enough to + supply a circular of directions: she loses it promptly as has + been proved over and over again. All important service + directions must be permanent. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <h2> + SOME NEEDS OF THE PRESENT AND THE FUTURE. + </h2> + <p> + It is largely because there has not been a consumer demand + that was well defined that we find few equipments designed + with attention to the proper working heights. Moreover, we + are convinced that it is a decidedly difficult question to + settle. However, it is possible to group most exertions that + women must practice into two classes: those that involve + upper arm muscles, as work at a sink, range, washtub, or + washing machine, etc., and secondly, exertions that involve + the muscles of the forearm, as the mixing, stirring, and + beating involved in cookery processes. + </p> + <p> + In the first case any variations in a woman's height makes + comparatively little difference. A range of heights from five + feet to six feet would be served equally well by a similar + height of equipment. This makes it possible to lay down the + rule that sinks should be designed and plumbers should + provide for piping them at a height of thirty-five inches + from the bottom of the sink to the floor. Ranges should be + thirty-four inches in height to the working top, and both + washing machines and tubs should be thirty-eight inches to + their rims. This enables all work to be done with straight + unstrained back. + </p> + <p> + Where the forearm muscle is involved, however, it becomes a + far more delicate question. The distance between work-table + top and elbow must be the control on designing. For that + reason it is not possible to establish a constant and ideal + height for kitchen cabinets and working table surfaces, + although in general most of these have been from one to two + inches too low. "Adjustable in height" seems to be the only + answer to this phase of the problem. Some one, sometime, will + undoubtedly design a well made table (we have already seen + one of poor construction) that will have strong, as well as + adjustable leg support. Some one, sometime, will build a good + refrigerator (as we have seen a poor one) constructed with + the sanitary, high leg-base of the present day office desk. + It will obviate stooping and it will enable one to get the + refrigerator pan without groping provided there can be no + drain. It will further allow for a refrigerator pan large + enough to prevent the common accident of overflowing. Again, + sometime, we believe the manufacturer of kitchen cabinets + will see a picture of kitchens built with four, straight, + clean walls and completely equipped with the pantry on one + wall, consisting of kitchen cabinet and side units for + storage cabinets, each one of these side cabinets to be only + fourteen inches deep. + </p> + <p> + The time will come—it is almost here—when the + demand from women for the high sink we have already indicated + is going to be strong enough so that the Plumber's standards + for cutting pipe will be changed to meet her demand. It is + difficult to realize, but it is nevertheless true, that every + woman who wishes a properly placed sink in her kitchen or + pantry has to overcome the inertia of the plumber not only + because of his conservative unwillingness to do this unusual + task, but because he is put to the extra expense and trouble + of getting "specials" in pipe length, due to the fact that + the plumbing trade, as yet, has not recognized an at least + partially developed consumer demand. + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + <p> + + </p> + + + + + + + +<pre> + +End of Project Gutenberg's The Consumer Viewpoint, by Mildred Maddocks + +*** END OF THE PROJECT GUTENBERG EBOOK THE CONSUMER VIEWPOINT *** + +This file should be named cnsvp10h.htm or cnsvp10h.zip +Corrected EDITIONS of our eBooks get a new NUMBER, cnsvp11h.htm +VERSIONS based on separate sources get new LETTER, cnsvp10ah.htm + +Joshua Hutchinson, David Garcia, Charles Franks and the Online Distributed Proofreading Team. + +Project Gutenberg eBooks are often created from several printed +editions, all of which are confirmed as Public Domain in the US +unless a copyright notice is included. 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