Day 065 - 09 Dec 94 - Page 05

     
     1
     2   Q.   You say, I understand you to say, or perhaps we had better
     3        see what you actually do say so there cannot be any
     4        argument about it:  On page 19, I think it is, of your
     5        paper, your discussion paper, in the left-hand column the
     6        second paragraph under the heading "Children's influence on
     7        food purchases", can I ask you this:  Given the subject
     8        matter of this discussion paper, are we right to suppose
     9        that the relevance of children's influence on food
    10        purchases for your purpose is that children's influence on
    11        food purchases is, in its turn, influenced by advertising?
    12        Is that the importance of it?
    13        A.  Children are influenced through advertising, I believe,
    14        and that influence may act in various ways.  One of those
    15        is directly and indirectly and requesting products from
    16        parents.
    17
    18   Q.   Your proposition -- I think I have this right but you will
    19        correct me if I have not got it right -- is this, is it
    20        not, that advertising is so powerful an influence on
         children that, in consequence of it, children use what some
    22        call "pester power" to get their parents to buy them the
    23        things they see advertised, and that pester power itself is
    24        an important or a major influence on household food
    25        purchases; is that right?
    26        A.  Yes.  Pester power is one way that children's influence
    27        may be felt.
    28
    29   Q.   Will you, please, look now at page 19 of your market
    30        research or, sorry, your discussion document?  In the
    31        second paragraph you write this:  "Market research
    32        companies recognise that children are a major influence on
    33        household food purchases, and that their influence is
    34        increasing".  For the first part of that sentence you cite
    35        a report by Taylor Nelson published in 1991 and, for the
    36        second part, a report done by the Leatherhead Food Research
    37        Association also in 1991.  Do you want to check the
    38        references which are on page 46?
    39        A.  Yes.
    40
    Q.   Can I ask you -- I am sorry about this; there is so much
    42        paper it had to be divided into two sections -- to get out
    43        No. 1 of the pale green reference volumes?  I will take
    44        these in the order in which you have given them in your
    45        paper.
    46
    47        The Taylor Nelson report is at tab 7 in section B of that
    48        volume.  I remind you that what you wrote was this:
    49         "Market research companies recognise that children are a
    50        major influence on household food purchases".  At tab 7 you 
    51        should find the Taylor Nelson May 1991 report.  I ask you 
    52        first to turn to page 6, the main body of the text, Arabic 
    53        6.  Under the heading "Main Findings" the first sentence
    54        reads: "Children undoubtedly have an impact on food and
    55        drink consumed in the home, whether it be as a result of
    56        pester power or by mothers exclusively determining what
    57        their children will consume".
    58
    59        Then if one turns back to the beginning of this document
    60        page (i), which is four pages in from the start of the