The Rural Voice, 1998-06, Page 114
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Buying fruit is
an emotional
experience
When it comes to buying
fruits, people's emotions get in
the way of rational judgement,
an Australian study says.
In an effort to understand the
impulses that lead people when
they're shopping in the fruit and
vegetable section, Sue -Ellen
Kjeldal, a doctoral candidate at
the University of New
England's Department of
Marketing and Management in
northern New South Wales,
surveyed more than 330 people
about the words, stories and
experiences they associate with
fruits and vegetables. She
wanted to better understand how
consumers evaluate fresh
produce.
The research showed some
produce evoked passions,
memories and myths, while
others did little to stir the
imagination.
"Produce has an emotive
aspect, both positive and
negative," she said.
Peaches topped the list among
consumers when it came to a
feel -good factor. "The majority
of respondents rated peaches as
an all-round enjoyable eating
experience," Kjeldal said. "For
many people there's something
almost sensual about peaches.
They like the taste, texture,
smell, the fact they remind them
of special occasions."
Watermelons and pineapples
aroused positive feelings among
respondents. People tended to
either love or hate broccoli.
Potatoes scoredhighly among
vegetables, with people feeling
they were dependable, versatile
and hardworking. "People
actually felt quite close to
potatoes — that they were worth
defending," Kjeldal said.0
—Source: Western Producer
WHY MUTUAL FUNDS I
ARE BEST.
IT'S
YOUR
MONEY
By Paul J. Rockel
Chairman, Regal Capital Planners Ltd.
(NC) — You're the "best!" Hopefully,
no one does your daily duties. be they a
housewife, a labourer, an engineer, etc..
any better than you can.
I believe there is a "best" in the
investment world, and I believe that
"best" investment for virtually everyone is
a mutual fund.
Having made that statement, I'd better
back it up with some reasons:
Firstly, mutual funds were designed for
everyone, not just "sophisticated"
investors. The idea of pooling your bit of
savings, and my bit, along with
thousands of others, be they large
investors, or even institutions and
businesses, and then having people who
are professional investors look after "our"
pool of money, certainly makes sense.
Fixed price
Second, virtually everyone agrees that
a person who spends their full time
looking after investments, who surrounds
themselves with other specialists on
investments, consults with them before
making decisions to invest "our pool of
money" will probably do a much better
job than those of us who may choose to
spend either no time, or maybe even an
hour a day "studying" investments.
Third, mutual funds are always bought
and sold at a "calculated" or "fixed" price.
It's not a "I hope I'll get so much" or "I
hope I can buy it as such and such a
price" as it is with stocks and bonds, but,
by law, a mutual fund must value its
REGAL
itCAPITAL
PLANNERS
LTD.
406 Wallace Ave. N
Listowel, ON N4W 1L3
holdings at the end of each day. divide
that value by the number of outstanding
shares, and that is the "fixed" price which
is published in the paper. When you and
I purchase or sell mutual funds, we
always get the "next" calculated price. In
other words, if I were to make a purchase
today, I would get the price that is
calculated at the close of the markets
today, which is the price that appears in
the paper tomorrow. The same goes for
selling the fund.
Safety of experts
The beauty of it is, I can figure out what
my value is every day, if I so wish. Just
take the number of units or shares I own,
multiply by the price in the paper, and
presto, I know my value.
Fourth, with mutual funds I have not
only the safety of experts looking after my
dollars every business day, all day. but
my dollars are diversified over a large
variety of holdings. By law, a mutual fund
may not invest more than 5 per cent of its
dollars into any one investment, nor can it
own more than 10 per cent of any one
industry. As a result, a fund normally has
at least 40 to as many as several
hundred investments in its portfolio. And
even if I've only invested $100, or $1,000.
I own a portion of them all, because, in
effect I own a portion of the fund. For
more information on mutual funds or any
other services offered, please contact me
at the numbers listed.
Bus. (519) 291-1353
1-800-291-1353
Res. (519) 347-2569
Susan Carter
Financial Consultant
Financially sponsored in part by: IM IAL LMARIFUNDS
SOME OF OUR PRODUCTS AND SERVICES
Top Paying GICs, Tax Saving Strategies, Mutual Funds, Labour Sponsored
Mutual Funds, RRSPs, RRIFs and Annuities
(The above list represents only a few of the many financial services available
through your Regal Financial Centre.)
This is No 1167 in a series of articles that have been appearing in newspapers and magazines across
Canada for more than 15 years. For Paul J. Rocket's book "WHY I INVEST IN MUTUAL FUNDS" contact
your local bookstore or Regal Capital Planners Ltd., telephone 1-800-291-1353.
JUNE 1998 7