Day 065 - 09 Dec 94 - Page 17

     
     1        the Defendants.
     2
     3   MR. JUSTICE BELL:  There are two bits.  There is something in A
     4        with "Mintel" on it.  The page 42 as well, but as long as
     5        we have the right one.
     6
     7   MR. RAMPTON:  I think I know what has happened.  I think
     8        Ms. Dibb originally has worked from either a draft or what
     9        comes next is a draft, I do not know.  So I cannot tell
    10        your Lordship where to find this table in the other one.
    11
    12   MR. JUSTICE BELL:  As long as we have the same one.
    13
    14   MS. STEEL:  I think the first one is a summary, or something
    15        like that.
    16
    17   MR. RAMPTON:  I do not know.  Anyhow, this is the full document,
    18        so far as I know.  Do you have page 42, Ms. Dibb?
    19        A.  Yes, I have.
    20
    Q.   "Where does the influence come from?  Advertising:  Figure
    22        35 from Mintel's research for the special report British
    23        Lifestyles 1991 demonstrates that, while relatively few
    24        women are prepared to admit that television advertising
    25        influences their choice of groceries, those with children
    26        are more than twice as likely as those without to do so.
    27        They are also more influenced by product labels possibly
    28        because of concerns about health and nutrition."   Figure
    29        35, Influences on General Choice and Grocery Shopping
    30        1990.  "796 women" -- that is quite a good sample too, is
    31        it not?
    32        A.  Yes.
    33
    34   Q.   Let us start at the beginning?  Look at the column, please,
    35        headed "All" -- that is those with and without children --
    36        "Price is the most important factor; get more for the same
    37        amount of money" -- that is value for money -- "37 per
    38        cent, brand name 37 per cent".  Then a whole lot of other
    39        things.  Then, I do not know, it is over halfway down:
    40        "Television advert, eight per cent; for those with
         children, 14 per cent".  Is there anything unreliable, do
    42        you think, about that kind of evidence?
    43        A.  This looked at what mothers said.
    44
    45   Q.   Yes.
    46        A.  This then considered what they thought were the
    47        influences.  To be able to express, verbalize, what you
    48        think are the influences, you have to be aware of that
    49        influence in a conscious cognitive way.  It clearly shows
    50        that children show an influence, the summary says twice -- 
    51        it is actually, as you say, eight to 14 per cent of these 
    52        figures.  But I do think there are limitations to this kind 
    53        of research.  I think it is for what they did and how they
    54        did it.  I am not saying it is unreliable, but what I am
    55        saying is this is only a very small part of the picture,
    56        and perhaps even the researchers, Mintel, to some degree,
    57        I think, recognised that by using the words "prepared to
    58        admit".
    59
    60   MS. STEEL:  Can I just say, to be fair to the witness -----