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Advertising and Merchandising Research in the Dairy Industry¹

Department of Agricultural Economics, University of Idaho, Moscow

ABSTRACT

The philosophy of merchandising research is different from that of technical research. The merchandiser looks at business in a slightly different way from most other people, even from most other businessmen. They are not so much interested in producing a product as they are in producing a market.

The merchandiser does not ask, "How can we sell the products we have?" so much as he first asks, "How can we produce a product that sells?" and then, "How is the best way of selling it?"

The merchandiser realizes that an industry can have the finest source of raw material ... the most highly trained production force and the most efficient plant ... the finest quality product that can be made ... But ... if the consumer doesn't want it, these other things are not long for this world.

Merchandisers are social scientists, they deal with people, their wants, desires, and reactions under certain conditions ... while production people are physical scientists who deal with things rather than people.

¹ The two papers in this section complete publication of the 11 papers presented to the Dairy Manufacturing Extension Section, at the 55th Annual Meeting of the American Dairy Science Association, Utah State University, Logan, 1960. These papers appeared in the December, 1960, January, February, March, and April, 1961, issues of this JOURNAL and will be available as reprints under one cover. The cost for 100, 200, 300, 400, and 500 reprints will be 116, 148, 181, 213, and 245 dollars, respectively. The print will be held for three months—E. O. HERREID.