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diff --git a/7428.txt b/7428.txt new file mode 100644 index 0000000..b50a228 --- /dev/null +++ b/7428.txt @@ -0,0 +1,1021 @@ +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. + + + + + + + + + + + +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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