The Consumer Viewpoint | Page 3

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