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Abstract
Excerpts: The California Walnut Growers Association is a federation of 39 cooperative walnut-marketing associations which had in 1935 a total of 7,806 grower-members and which handled 71,746,000 pounds of merchantable walnuts. Confronted with increasing domestic production, declining walnut consumption, and a large carry-over, the association requested the Cooperative Division of the Farm Credit Administration to study its marketing policies, particularly its advertising, sales promotion, and pricing policies, with a view to ascertaining their results, so far as possible, and determining what changes in these policies, if any, were desirable. The results of this study are set forth in a bulletin entitled "Marketing Policies of the California Walnut Growers Association" now in press. The present report covers in greater detail than was possible in the bulletin the results of a consumer survey, in which personal interviews were had with 3,133 housewives in 35 cities and towns in the United States.