The Consumer and Coated Fabrics
Abstract
38 The Consumer and Coated Fabrics SAGE Publications, Inc.1973DOI: 10.1177/152808377300300105 Ronald J. Pacheco J. C. Penney Co., Inc. 1301 Avenue of the Americas New York, N. Y. (Received April 12, 1973) Consumer problems coated fabrics shoes handbags abrasion problems. INTRODUCTION ODAY WE ARE DEALING with a consumer of higher sophistication than of preTvious years. The American Consumer is enjoying more affluence today than ever before in the history of our nation. According to the Harris Poll, at least 40 percent of the nation's households are earning at least $10,000 a year and the economic trend is ever upward. Another significant trend is in the field of education among our nation's consumers. Since 1960, the number of households where the head has only a grade school education decreased from 35 percent to less than 25 percent of the population. One further significant trend, households headed by persons under 25 have grown by a striking 44 percent since 1960. Statistically, we see that today's consumer has more disposable income at her command, is better educated, and is younger, and therefore more flexible and more amenable to change than her predecessors. In addition, today's customer is better informed, more mobile and