A STUDY IN SELLING STERLING SILVER.

The article discusses the purchasing habits of women in the sterling silverware market. The author found that women from all walks of life purchase sterling silver, with many buying several pieces at a time until their sets were complete, instead of buying a complete set for much more money. He also found that women buy sterling silver at different points in their life and not just for their wedding, as originally thought. Furthermore, many women did not buy excess sterling because they thought it too expensive, with most believing it to be more expensive than in reality. The author examines a marketing method used to clear up this misconception.