Day 065 - 09 Dec 94 - Page 10

     
     1        power.  We may be talking here of mothers who have felt
     2        they have dealt with that situation by leaving, as it were,
     3        the influences elsewhere and, therefore, they are less
     4        likely to be influenced whilst on the shopping trip.
     5
     6   Q.   Why did you write then:   "Market research companies
     7        recognise that children are a major influence on household
     8        food purchases"?  What are household food purchases?
     9        A.  Food items that are bought.
    10
    11   Q.   Exactly.  Where?
    12        A.  From retail outlets.
    13
    14   Q.   Supermarkets?
    15        A.  That is one retail outlet.
    16
    17   Q.   Grocery shops, butchers, fish mongers, bakers, shopping
    18        trips; am I right?
    19        A.  They are retail outlets at which one purchases food,
    20        yes.
    21
    22   Q.   Where else does one purchase household food items except in
    23        shops?
    24        A.  I am not clear of the point you are trying to make.
    25
    26   Q.   You have tried to get round the obvious implication of this
    27        pie chart by saying:  "Well, this is only talking about
    28        shopping trips".  You have written that children are a
    29        major influence on household food purchases.  I ask you
    30        where the housewife or the housefather makes his household
    31        food purchases?
    32        A.  I see the point you are trying to get at now.  What
    33        I am talking about is this was shopping trips with
    34        children, as I understand.
    35
    36   MR. JUSTICE BELL:  What it might be thought is that they
    37        actually have more influence if they are there on the trip
    38        than if they just make an indication in the house before
    39        the trip or just at large; you may disagree with that.
    40
    MS. STEEL:  No, that is what she is saying, I think.  I think
    42        Mr. Rampton misunderstands what she is saying.
    43
    44   MR. JUSTICE BELL:  If you have something to say, stand up and
    45        make the objection.  What I need to understand is --
    46        I understand you are saying that is focused in on the
    47        shopping trip only?
    48        A.  Yes.
    49
    50   Q.   What is in my mind, so that is why I put it to you, that 
    51        I would have thought -- disabuse me if I am wrong -- that 
    52        the influence would be greater on the shopping trip if the 
    53        child is actually there at the point of purchase  -- do you
    54        understand ---
    55        A.  Yes.
    56
    57   Q.   -- than just if comments or remarks are made at home.  Now
    58        is that wrong?
    59        A.  No.  I think that is right.  I think that that was why
    60        in a separate study many mothers said they left their