Day 055 - 25 Nov 94 - Page 57
1 choose whether to drink a fizzy drink, orange juice, milk,
2 or even water. These are choices that people make that go
3 beyond brand and market sector boundaries.
4
5 People may also choose whether to eat, for example, in the
6 case of McDonald's, or to go to the cinema. Choices may be
7 beyond purely food.
8
9 I also made the point that when it comes to children, the
10 children are always a new market, even if they are entering
11 a market that may be considered a mature market, but as
12 people leave markets, others enter. In the case of
13 children, they are always going to be new consumers.
14
15 Therefore, I consider that this particular argument that
16 advertising is only about influencing the selection of
17 brands to be somewhat of a red herring.
18
19 MR. RAMPTON: Would you like to tell us, Ms. Dibb, where we find
20 the research papers that demonstrate to our satisfaction
21 that this argument applies only to mature markets? That is
22 my first question.
23 A. That I have seen in reference to materials that I have
24 read. I would have to go away and look through my files
25 and references in order to give you a particular reference,
26 if that is what you require. Had I known that you required
27 that today, I could have looked for that sooner.
28
29 Q. Could you tell us, please -- this is my second question --
30 what are your grounds for saying that the fast-food market
31 is a growing (as opposed to a mature) market in this
32 country?
33 A. That the number of outlets has increased in the last
34 20 years and the amount of food that has been eaten out of
35 the home has increased.
36
37 Q. What do you understand by the term "fast-food market"?
38 A. Different market researchers may set different
39 definitions on that market. Fast-food is a fairly loose
40 term. A market research company, if they were, for
41 example, producing a report into the fast-food industry,
42 may choose to include, for example, not only burger bars
43 and other similar take-aways; it may also include sandwich
44 shops. The eating-out market, if they were looking more
45 broadly, would include other restaurants as well.
46
47 Q. Would it make you happier if you knew that McDonald's
48 defined the sector of the market in which they operate not
49 as a fast-food sector, but as the quick service restaurant
50 sector?
51 A. What was the question? Would it make me happier?
52
53 Q. Yes. Are you happier with that definition of the relevant
54 sector of the market?
55 A. Could you repeat it again?
56
57 MR. JUSTICE BELL: "Quick service restaurant".
58
59 MR. RAMPTON: Quick service restaurant.
60 A. It is one way of looking at it. If that is how
