Day 065 - 09 Dec 94 - Page 07

     
     1        "Consumer Focus" and it is subheaded "Children's Eating
     2        Habits:  An indepth study of the attitudes and behaviour of
     3        children age 6 to 11".  Again, because I have an obligation
     4        to be fair, I draw your attention to the second page of the
     5        text -- it has a "2" at the top of it -- and to the
     6        paragraph numbered 7 where you see the words:  "Children do
     7        have a major influence on the food items bought and, if
     8        anything, this influence appears to be increasing", do you
     9        see that?
    10        A.  I do, yes.
    11
    12   Q.   Which would appear to support what you have written in the
    13        text of your paper, would it not?
    14        A.  Yes.
    15
    16   Q.   Then please turn over to page 6.  Do you think you read the
    17        whole of this report when you wrote your paper?
    18        A.  I do not think -- I know I did.
    19
    20   Q.   You did?
         A.  Yes.
    22
    23   Q.   It is just a way of speaking, because you were uncertain
    24        whether you read the introduction to June Esserman's book,
    25        if you remember.  Paragraph 1.2:  "Influence of children on
    26        the shopping trip".  Am I right in thinking, Ms. Dibb --
    27        you have read the whole of this -- that this report does
    28        not give us any figures about children's influence on
    29        eating out habits?
    30        A.  This report was not looking at eating out habits.
    31
    32   Q.   That is why again I say that, so we know what this report
    33        is about.  This report says, "Influence of children on the
    34        shopping trip".  This is the drive or influence of children
    35        in the purchase of household food items of this study; is
    36        that right?
    37        A.  Yes.
    38
    39   Q.   I will read the whole of it: "Within the discussion groups
    40        there was some considerable debate about the influence
         exerted by children on the shopping trips.  Some mothers
    42        claimed that they were really influenced by their children,
    43        while others felt that their children had a strong
    44        influence, particularly in buying a product for the first
    45        time".  Then there is a quote:  "'Well, if they wanted
    46        something, I might try it the first time, but if I did not
    47        think it was value for money, or they did not like it, they
    48        would not persuade me to buy it again'."   Do you remember
    49        last time you were here I discussed with you a child's
    50        preference for Pepsi Cola as opposed to own brand 
    51        supermarket cola? 
    52        A.  Yes. 
    53
    54   Q.   You agreed with me that the preference was a preference of
    55        brand and that the mother who gave that answer had probably
    56        concluded that her child wanted to drink cola.  Do you
    57        remember that?
    58        A.  Yes.
    59
    60   Q.   It is right, is it not, that whilst an advertisement might