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RRR RR EE RG REA TUN Ei Ra ie. ER A NR RATE YR EP Fas FT ul ah > Ww ¥ i as dah ART SS wh AA ERY Pal _ A ARAL FIA IA L355 HIT Ih I 8 DA RR Fa EH RE TURE ER Bohs Ass PTO Ls Rural shoppers get better service than those in city Cities may offer convenient shopping. lower prices, unlimited selection and a glittering environment but urban consumers tend to be less satisfied with their shopping experiences than their rural counterparts, according, to research recently completed by Prof. John Liefeld, Consumer Studies. The study, sponsor- ed by the Research and Evaluation Branch, Consumer and Corporate Affairs, explored the differences in urban and rural consumer problems. The most dramatic contrast between urban and rural consumers was in the relationship with the merchant. In rural commun- ities, the merchant and consumer depend on one another and maintain a face- to-face, long-term business relationship. The merchant sees himself as an ally of his customer. He aims to satisfy often dealing with the manufacturer in 'the cust- omer's behalf. He sells not only goods, but the service that inevitably follows. The urban customer, on the other hand, has few face-to-face dealings with the same merchant. Each transaction is performed in isolation, with little concern for a long-term relationship. The merchant and consumer both know that an unsatis- fied customer will take his business elsewhere, but with so many potential customers around, the merchant doesn't worry about a few dissatisfied customers. Urban consumers have a dazzling degree of choice, but this often does not mean access to better quality. They often complain of the poor quality of the goods available. In rural areas, the choice may not be as wide, but the merchant has a clear idea of what products his customers prefer. He is more likely to stock only good value, middle-of-the- line goods, eliminating the discount models and the Town Hall guest speaker Professor Jameson Bond will be the featured speaker at a public meeting -in the Town Hall this Saturday evening, sponsored by the Baha'is of Scugog. Mr. Bond will be speaking on the unique, distinctive and appealing features of the Administrative Order of the Baha'i Faith, features which contract so vividly with those of the social agencies around us. The title of his talk will be A New Relationship between governing and governed: A Comparison of Baha'i and non Baha'i Institions. Mr. Bond is a retired professor of Onthropology and Executive Director of the Boreal Institute for Northern Studies at the University of Alberta. During his career he has written and presented many papers to various universi- ties and as reference material for government policy. The Baha'i of Scugog welcome everyone to hear this very well informed speaker at the Town Hall, Saturday, Feb. 16 at 7:30 p.m. fancy, option-loaded models. Urban consumers more often express dissatisfaction with the system. They blame the marketplace for shortcomings gnd problems. Rural consumers, on the other hand, seem more realistic in their approach, recognizing that problems can and do occur, but concluding that the system works as well as can be expected. The study leaves the impression that rural consumers are wiser consumers. They are methodical and long-sighted in their consumer roles. They plan needs carefully, consult objective sources of information, consider the long-term quality-price relationship and take time to evaluate choices. In contrast, the urban consumers are more impuls- . ive, consult fewer sources of objective information, are more concerned about a low initial price than long-range quality considerations and are more likely to fall for extravagant claims about products. Based on numer- ous negative experiences in the marketplace, the urban consumer has negative expectations and they continue to be reinforced. This research involved 80 urban participants, repre- senting a wide range of socioeconomic levels within metropolitan Toronto. These urbanites were compared to 83 rural consumers from small towns and farms in Huron County. Virtually all consumer legislation is drafted by urbanites with experience only in urban shopping, notes Prof. Liefield. While the urban consumers vastly out- number rural consumers, the differences between the two groups and their perceptions of "problems" should at least be recogniz- ed, if not taken into account, in formulating consumer policy and legislation. Skating party raises $800 for new library An enthusiastic group of library supporters raised close to $800 last Saturday evening at a skating and dance party held at the Latcham Centre. Prior to the dance and lobster roast, about half of the one hundred people who attended slipped into their skates and tried out the ice on Lake Scugog in front of the community centre. In addition to the lobster dinner, a box of frozen lobsters was auctioned. The highest bidder for the case was Mr. Howard Hall who paid $85 for them, but turned them back in to be auctioned again when he informed the committee that he did not like lobster. On the block for the second time, the lobster this time went for $125 to Mr. Ron Deeth. Mr. Deeth kept the lobster, thus raising $210 on the auction of the case of lobster. Saturday night's festivities was just one of many fund raising events the Library Building committee has planned for this year. We can help make that DREAM VACATION Happen! SEE YOUR CREDIT UNION American Express Travellers Cheques available for your protection. ER Os r Gregony s ~~ N " , 51-0200 NH CO B{T-11, 12) master charge Thursday & Friday to 9:00 P.M. PORT PERRY PLAZA 985-8160 introduces ... re OPEN: Monday to Wednesday 9:30 A.M. to 6:00 P.M. Saturday to 5:00 P.M from $36.95 SRA ENT, 3 ERAN Ls apo ts | R