1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
151
152
153
154
155
156
157
158
159
160
161
162
163
164
165
166
167
168
169
170
171
172
173
174
175
176
177
178
179
180
181
182
183
184
185
186
187
188
189
190
191
192
193
194
195
196
197
198
199
200
201
202
203
204
205
206
207
208
209
210
211
212
213
214
215
216
217
218
219
220
221
222
223
224
225
226
227
228
229
230
231
232
233
234
235
236
237
238
239
240
241
242
243
244
245
246
247
248
249
250
251
252
253
254
255
256
257
258
259
260
261
262
263
264
265
266
267
268
269
270
271
272
273
274
275
276
277
278
279
280
281
282
283
284
285
286
287
288
289
290
291
292
293
294
295
296
297
298
299
300
301
302
303
304
305
306
307
308
309
310
311
312
313
314
315
316
317
318
319
320
321
322
323
324
325
326
327
328
329
330
331
332
333
334
335
336
337
338
339
340
341
342
343
344
345
346
347
348
349
350
351
352
353
354
355
356
357
358
359
360
361
362
363
364
365
366
367
368
369
370
371
372
373
374
375
376
377
378
379
380
381
382
383
384
385
386
387
388
389
390
391
392
393
394
395
396
397
398
399
400
401
402
403
404
405
406
407
408
409
410
411
412
413
414
415
416
417
418
419
420
421
422
423
424
425
426
427
428
429
430
431
432
433
434
435
436
437
438
439
440
441
442
443
444
445
446
447
448
449
450
451
452
453
454
455
456
457
458
459
460
461
462
463
464
465
466
467
468
469
470
471
472
473
474
475
476
477
478
479
480
481
482
483
484
485
486
487
488
489
490
491
492
493
494
495
496
497
498
499
500
501
502
503
504
505
506
507
508
509
510
511
512
513
514
515
516
517
518
519
520
521
522
523
524
525
526
527
528
529
530
531
532
533
534
535
536
537
538
539
540
541
542
543
544
545
546
547
548
549
550
551
552
553
554
555
556
557
558
559
560
561
562
563
564
565
566
567
568
569
570
571
572
573
574
575
576
577
578
579
580
581
582
583
584
585
586
587
588
589
590
591
592
593
594
595
596
597
598
599
600
601
602
603
604
605
606
607
608
609
610
611
612
613
614
615
616
617
618
619
620
621
622
623
624
625
626
627
628
629
630
631
632
633
634
635
636
637
638
639
640
641
642
643
644
645
646
647
648
649
650
651
652
653
654
655
656
657
658
659
660
661
662
663
664
665
666
667
668
669
670
671
672
673
674
675
676
677
678
679
680
681
682
683
684
685
686
687
688
689
690
691
692
693
694
695
696
697
698
699
700
701
702
703
704
705
706
707
708
709
710
711
712
713
714
715
716
717
718
719
720
721
722
723
724
725
726
727
728
729
730
731
732
733
734
735
736
737
738
739
740
741
742
743
744
745
746
747
748
749
750
751
752
753
754
755
756
757
758
759
760
761
762
763
764
765
766
767
768
769
770
771
772
773
774
775
776
777
778
779
780
781
782
783
784
785
786
787
788
789
790
791
792
793
794
795
796
797
798
799
800
801
802
803
804
805
806
807
808
809
810
811
812
813
814
815
816
817
818
819
820
821
822
823
824
825
826
827
828
829
830
831
832
833
834
835
836
837
838
839
840
841
842
843
844
845
846
847
848
849
850
851
852
853
854
855
856
857
858
859
860
861
862
863
864
865
866
867
868
869
870
871
872
873
874
875
876
877
878
879
880
881
882
883
884
885
886
887
888
889
890
891
892
893
894
895
896
897
898
899
900
901
902
903
904
905
906
907
908
909
910
911
912
913
914
915
916
917
918
919
920
921
922
923
924
925
926
927
928
929
930
931
932
933
934
935
936
937
938
939
940
941
942
943
944
945
946
947
948
949
950
951
952
953
954
955
956
957
958
959
960
961
962
963
964
965
966
967
968
969
970
971
972
973
974
975
976
977
978
979
980
981
982
983
984
985
986
987
988
989
990
991
992
993
994
995
996
997
998
999
1000
1001
1002
1003
1004
1005
1006
1007
1008
1009
1010
1011
1012
1013
1014
1015
1016
1017
1018
1019
1020
1021
1022
1023
1024
1025
1026
1027
1028
1029
1030
1031
1032
1033
1034
1035
1036
1037
1038
1039
1040
1041
1042
1043
1044
1045
1046
1047
1048
1049
1050
1051
1052
1053
1054
1055
1056
1057
1058
1059
1060
1061
1062
1063
1064
1065
1066
1067
1068
1069
1070
1071
1072
1073
1074
1075
1076
1077
1078
1079
1080
1081
1082
1083
1084
1085
1086
1087
1088
1089
1090
1091
1092
1093
1094
1095
1096
1097
1098
1099
1100
1101
1102
1103
1104
1105
1106
1107
1108
1109
1110
1111
1112
1113
1114
1115
1116
1117
1118
1119
1120
1121
1122
1123
1124
1125
1126
1127
1128
1129
1130
1131
1132
1133
1134
1135
1136
1137
1138
1139
1140
1141
1142
1143
1144
1145
1146
1147
1148
1149
1150
1151
1152
1153
1154
1155
1156
1157
1158
1159
1160
1161
1162
1163
1164
1165
1166
1167
1168
1169
1170
1171
1172
1173
1174
1175
1176
1177
1178
1179
1180
1181
1182
1183
1184
1185
1186
1187
1188
1189
1190
1191
1192
1193
1194
1195
1196
1197
1198
1199
1200
1201
1202
1203
1204
1205
1206
1207
1208
1209
1210
1211
1212
1213
1214
1215
1216
1217
1218
1219
1220
1221
1222
1223
1224
1225
1226
1227
1228
1229
1230
1231
1232
1233
1234
1235
1236
1237
1238
1239
1240
1241
1242
1243
1244
1245
1246
1247
1248
1249
1250
1251
1252
1253
1254
1255
1256
1257
1258
1259
1260
1261
1262
1263
1264
1265
1266
1267
1268
1269
1270
1271
1272
1273
1274
1275
1276
1277
1278
1279
1280
1281
1282
1283
1284
1285
1286
1287
1288
1289
1290
1291
1292
1293
1294
1295
1296
1297
1298
1299
1300
1301
1302
1303
1304
1305
1306
1307
1308
1309
1310
1311
1312
1313
1314
1315
1316
1317
1318
1319
1320
1321
1322
1323
1324
1325
1326
1327
1328
1329
1330
1331
1332
1333
1334
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. Thus, we usually do not
keep eBooks in compliance with any particular paper edition.
We are now trying to release all our eBooks one year in advance
of the official release dates, leaving time for better editing.
Please be encouraged to tell us about any error or corrections,
even years after the official publication date.
Please note neither this listing nor its contents are final til
midnight of the last day of the month of any such announcement.
The official release date of all Project Gutenberg eBooks is at
Midnight, Central Time, of the last day of the stated month. A
preliminary version may often be posted for suggestion, comment
and editing by those who wish to do so.
Most people start at our Web sites at:
http://gutenberg.net or
http://promo.net/pg
These Web sites include award-winning information about Project
Gutenberg, including how to donate, how to help produce our new
eBooks, and how to subscribe to our email newsletter (free!).
Those of you who want to download any eBook before announcement
can get to them as follows, and just download by date. This is
also a good way to get them instantly upon announcement, as the
indexes our cataloguers produce obviously take a while after an
announcement goes out in the Project Gutenberg Newsletter.
http://www.ibiblio.org/gutenberg/etext03 or
ftp://ftp.ibiblio.org/pub/docs/books/gutenberg/etext03
Or /etext02, 01, 00, 99, 98, 97, 96, 95, 94, 93, 92, 92, 91 or 90
Just search by the first five letters of the filename you want,
as it appears in our Newsletters.
Information about Project Gutenberg (one page)
We produce about two million dollars for each hour we work. The
time it takes us, a rather conservative estimate, is fifty hours
to get any eBook selected, entered, proofread, edited, copyright
searched and analyzed, the copyright letters written, etc. Our
projected audience is one hundred million readers. If the value
per text is nominally estimated at one dollar then we produce $2
million dollars per hour in 2002 as we release over 100 new text
files per month: 1240 more eBooks in 2001 for a total of 4000+
We are already on our way to trying for 2000 more eBooks in 2002
If they reach just 1-2% of the world's population then the total
will reach over half a trillion eBooks given away by year's end.
The Goal of Project Gutenberg is to Give Away 1 Trillion eBooks!
This is ten thousand titles each to one hundred million readers,
which is only about 4% of the present number of computer users.
Here is the briefest record of our progress (* means estimated):
eBooks Year Month
1 1971 July
10 1991 January
100 1994 January
1000 1997 August
1500 1998 October
2000 1999 December
2500 2000 December
3000 2001 November
4000 2001 October/November
6000 2002 December*
9000 2003 November*
10000 2004 January*
The Project Gutenberg Literary Archive Foundation has been created
to secure a future for Project Gutenberg into the next millennium.
We need your donations more than ever!
As of February, 2002, contributions are being solicited from people
and organizations in: Alabama, Alaska, Arkansas, Connecticut,
Delaware, District of Columbia, Florida, Georgia, Hawaii, Illinois,
Indiana, Iowa, Kansas, Kentucky, Louisiana, Maine, Massachusetts,
Michigan, Mississippi, Missouri, Montana, Nebraska, Nevada, New
Hampshire, New Jersey, New Mexico, New York, North Carolina, Ohio,
Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina, South
Dakota, Tennessee, Texas, Utah, Vermont, Virginia, Washington, West
Virginia, Wisconsin, and Wyoming.
We have filed in all 50 states now, but these are the only ones
that have responded.
As the requirements for other states are met, additions to this list
will be made and fund raising will begin in the additional states.
Please feel free to ask to check the status of your state.
In answer to various questions we have received on this:
We are constantly working on finishing the paperwork to legally
request donations in all 50 states. If your state is not listed and
you would like to know if we have added it since the list you have,
just ask.
While we cannot solicit donations from people in states where we are
not yet registered, we know of no prohibition against accepting
donations from donors in these states who approach us with an offer to
donate.
International donations are accepted, but we don't know ANYTHING about
how to make them tax-deductible, or even if they CAN be made
deductible, and don't have the staff to handle it even if there are
ways.
Donations by check or money order may be sent to:
Project Gutenberg Literary Archive Foundation
PMB 113
1739 University Ave.
Oxford, MS 38655-4109
Contact us if you want to arrange for a wire transfer or payment
method other than by check or money order.
The Project Gutenberg Literary Archive Foundation has been approved by
the US Internal Revenue Service as a 501(c)(3) organization with EIN
[Employee Identification Number] 64-622154. Donations are
tax-deductible to the maximum extent permitted by law. As fund-raising
requirements for other states are met, additions to this list will be
made and fund-raising will begin in the additional states.
We need your donations more than ever!
You can get up to date donation information online at:
http://www.gutenberg.net/donation.html
***
If you can't reach Project Gutenberg,
you can always email directly to:
Michael S. Hart hart@pobox.com
Prof. Hart will answer or forward your message.
We would prefer to send you information by email.
**The Legal Small Print**
(Three Pages)
***START**THE SMALL PRINT!**FOR PUBLIC DOMAIN EBOOKS**START***
Why is this "Small Print!" statement here? You know: lawyers.
They tell us you might sue us if there is something wrong with
your copy of this eBook, even if you got it for free from
someone other than us, and even if what's wrong is not our
fault. So, among other things, this "Small Print!" statement
disclaims most of our liability to you. It also tells you how
you may distribute copies of this eBook if you want to.
*BEFORE!* YOU USE OR READ THIS EBOOK
By using or reading any part of this PROJECT GUTENBERG-tm
eBook, you indicate that you understand, agree to and accept
this "Small Print!" statement. If you do not, you can receive
a refund of the money (if any) you paid for this eBook by
sending a request within 30 days of receiving it to the person
you got it from. If you received this eBook on a physical
medium (such as a disk), you must return it with your request.
ABOUT PROJECT GUTENBERG-TM EBOOKS
This PROJECT GUTENBERG-tm eBook, like most PROJECT GUTENBERG-tm eBooks,
is a "public domain" work distributed by Professor Michael S. Hart
through the Project Gutenberg Association (the "Project").
Among other things, this means that no one owns a United States copyright
on or for this work, so the Project (and you!) can copy and
distribute it in the United States without permission and
without paying copyright royalties. Special rules, set forth
below, apply if you wish to copy and distribute this eBook
under the "PROJECT GUTENBERG" trademark.
Please do not use the "PROJECT GUTENBERG" trademark to market
any commercial products without permission.
To create these eBooks, the Project expends considerable
efforts to identify, transcribe and proofread public domain
works. Despite these efforts, the Project's eBooks and any
medium they may be on may contain "Defects". Among other
things, Defects may take the form of incomplete, inaccurate or
corrupt data, transcription errors, a copyright or other
intellectual property infringement, a defective or damaged
disk or other eBook medium, a computer virus, or computer
codes that damage or cannot be read by your equipment.
LIMITED WARRANTY; DISCLAIMER OF DAMAGES
But for the "Right of Replacement or Refund" described below,
[1] Michael Hart and the Foundation (and any other party you may
receive this eBook from as a PROJECT GUTENBERG-tm eBook) disclaims
all liability to you for damages, costs and expenses, including
legal fees, and [2] YOU HAVE NO REMEDIES FOR NEGLIGENCE OR
UNDER STRICT LIABILITY, OR FOR BREACH OF WARRANTY OR CONTRACT,
INCLUDING BUT NOT LIMITED TO INDIRECT, CONSEQUENTIAL, PUNITIVE
OR INCIDENTAL DAMAGES, EVEN IF YOU GIVE NOTICE OF THE
POSSIBILITY OF SUCH DAMAGES.
If you discover a Defect in this eBook within 90 days of
receiving it, you can receive a refund of the money (if any)
you paid for it by sending an explanatory note within that
time to the person you received it from. If you received it
on a physical medium, you must return it with your note, and
such person may choose to alternatively give you a replacement
copy. If you received it electronically, such person may
choose to alternatively give you a second opportunity to
receive it electronically.
THIS EBOOK IS OTHERWISE PROVIDED TO YOU "AS-IS". NO OTHER
WARRANTIES OF ANY KIND, EXPRESS OR IMPLIED, ARE MADE TO YOU AS
TO THE EBOOK OR ANY MEDIUM IT MAY BE ON, INCLUDING BUT NOT
LIMITED TO WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A
PARTICULAR PURPOSE.
Some states do not allow disclaimers of implied warranties or
the exclusion or limitation of consequential damages, so the
above disclaimers and exclusions may not apply to you, and you
may have other legal rights.
INDEMNITY
You will indemnify and hold Michael Hart, the Foundation,
and its trustees and agents, and any volunteers associated
with the production and distribution of Project Gutenberg-tm
texts harmless, from all liability, cost and expense, including
legal fees, that arise directly or indirectly from any of the
following that you do or cause: [1] distribution of this eBook,
[2] alteration, modification, or addition to the eBook,
or [3] any Defect.
DISTRIBUTION UNDER "PROJECT GUTENBERG-tm"
You may distribute copies of this eBook electronically, or by
disk, book or any other medium if you either delete this
"Small Print!" and all other references to Project Gutenberg,
or:
[1] Only give exact copies of it. Among other things, this
requires that you do not remove, alter or modify the
eBook or this "small print!" statement. You may however,
if you wish, distribute this eBook in machine readable
binary, compressed, mark-up, or proprietary form,
including any form resulting from conversion by word
processing or hypertext software, but only so long as
*EITHER*:
[*] The eBook, when displayed, is clearly readable, and
does *not* contain characters other than those
intended by the author of the work, although tilde
(~), asterisk (*) and underline (_) characters may
be used to convey punctuation intended by the
author, and additional characters may be used to
indicate hypertext links; OR
[*] The eBook may be readily converted by the reader at
no expense into plain ASCII, EBCDIC or equivalent
form by the program that displays the eBook (as is
the case, for instance, with most word processors);
OR
[*] You provide, or agree to also provide on request at
no additional cost, fee or expense, a copy of the
eBook in its original plain ASCII form (or in EBCDIC
or other equivalent proprietary form).
[2] Honor the eBook refund and replacement provisions of this
"Small Print!" statement.
[3] Pay a trademark license fee to the Foundation of 20% of the
gross profits you derive calculated using the method you
already use to calculate your applicable taxes. If you
don't derive profits, no royalty is due. Royalties are
payable to "Project Gutenberg Literary Archive Foundation"
the 60 days following each date you prepare (or were
legally required to prepare) your annual (or equivalent
periodic) tax return. Please contact us beforehand to
let us know your plans and to work out the details.
WHAT IF YOU *WANT* TO SEND MONEY EVEN IF YOU DON'T HAVE TO?
Project Gutenberg is dedicated to increasing the number of
public domain and licensed works that can be freely distributed
in machine readable form.
The Project gratefully accepts contributions of money, time,
public domain materials, or royalty free copyright licenses.
Money should be paid to the:
"Project Gutenberg Literary Archive Foundation."
If you are interested in contributing scanning equipment or
software or other items, please contact Michael Hart at:
hart@pobox.com
[Portions of this eBook's header and trailer may be reprinted only
when distributed free of all fees. Copyright (C) 2001, 2002 by
Michael S. Hart. Project Gutenberg is a TradeMark and may not be
used in any sales of Project Gutenberg eBooks or other materials be
they hardware or software or any other related product without
express permission.]
*END THE SMALL PRINT! FOR PUBLIC DOMAIN EBOOKS*Ver.02/11/02*END*
</pre>
</body>
</html>
|
