It has been amply proved that women are not especially interested in fine points of design unless that interest is implanted by competitive statements of the salesmen. They are not especially interested in form or color or detail, but they are supremely interested in dealer assurance that the machine is solidly built; that it will accomplish the work; and that its purchase will save them money, time or labor, perhaps all three. Let the appliance itself impress them with the strength of the materials used, the cleanness of its design and the perfection of work performed, and the sale is made. COST IS CONSIDERED The question of cost considered only from the woman's standpoint of expenditure is more difficult to discuss. In the case of small equipment priced under or around five dollars it is easy to make large sales upon the time or labor-saving qualities the devices may have. But repeat sales are affected by the quality of construction and materials used. In all higher priced equipment the question of strength and quality seems uppermost in her mind, but a difference in price between two makes or two models of same manufacture, often results in the sale of the higher priced, because she has enjoyed the opportunity of discrimination. There seems to be no question that the woman purchaser is willing to pay _any added sum required to make construction better or convenience greater_--always provided that the salesman convinces her she is obtaining the quality she is paying for. In selecting a Vacuum Cleaner, the woman looks for: 1. A design that will prove efficient at low upkeep cost over a period of time. 2. If motor driven brush type [Footnote: Her selection may include either motor driven brush type or air type machine, since properly designed, either will care for all kinds of soil, including thread and lint.], there must be correct relation between air suction power and brush sweeping action. 3. As light a construction as is consistent with quality. 4. If air type, a narrow floor nozzle so designed as to clean by small amount of air at high velocity. 5. If air and brush (geared to wheels) type, a broader nozzle with inset brush is permissible provided care is exercised in design to prevent air leakage. This type cleans by a larger volume of air with correspondingly lower velocity. 6. Durable construction, either aluminum or steel casings, an assembly that secures tight joints and seams that won't leak air. 7. Easy operation--weight of appliance not so important if weight is easily handled. 8. Convenient switch; handle designed long enough for comfortable operation at woman's height. 9. Bag, double seamed; strong, tight connections; easily emptied; durable material, preferably of cotton flannel type. 10. Winding posts for cord to be strong and conveniently placed. 11. Convenience in connecting attachments. 12. Elimination of noise, in so far as this is possible.