Again, if she buys
her staple groceries in a store that is able to eliminate the wholesaler
or the jobber, she will get them at a lower price than if she deals
where these agencies must receive their share of the profits.
18. NATIONALLY ADVERTISED GOODS.--Much is said about the fact that the
consumer, in buying package foods that are nationally advertised, must
pay for the package and the advertising. This statement is absolutely
true; but it must be remembered that where large quantities of foods are
handled, the materials can be bought by the manufacturer or the
wholesaler at a lower price than by one who purchases only a small
amount. Then, too, if great quantities are sold, and this condition is
made possible only through advertising, the profit on each package sold
can be much smaller than that which would have to be made when less is
sold. Often, therefore, in spite of the advertising cost, a widely
advertised food can be sold for less than one that is not advertised at
all because a much greater quantity is sold.
19. CHAIN STORES.--The principle of selling great quantities of food at
a comparatively small profit on each item is put into practice in chain
stores, which are operated by different companies throughout the United
States.
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