Day 257 - 06 Jun 96 - Page 66


     
     1        Imagery", here we see under "Emotional Attributes"
     2        McDonald's compared to Burger King, Pizza Hut, Kentucky
     3        Fried Chicken, "staff always frantic".  At McDonald's 40
     4        per cent ticked that box, whereas the other chains it was
     5        23, 6 and 13 per cent?
     6        A.  Yes, but there is also -----
     7
     8   Q.   So, that was a perception that was particularly relevant to
     9        McDonald's?
    10        A.  Yes.
    11
    12   Q.   Stores?
    13        A.  For clarification, you also note a direct inverse
    14        correlation with the slow service line on that one.
    15
    16   Q.   Yes.  You get faster service at McDonald's?
    17        A.  Yes.
    18
    19   Q.   Just move through two pages further on.  Then, "Description
    20        of food served at restaurants".  Again, this is McDonald's
    21        compared to those other three chains.  Note that of the
    22        boxes to be ticked about the food attributes at McDonald's,
    23        by far the lowest were the boxes about the food being
    24        healthy and containing natural ingredients.  For example,
    25        "tasty, delicious and mouth watering" got 59, 33 and 23
    26        per cent, whereas "healthy and natural ingredients" got
    27        seven and eight per cent?
    28        A.  Yes.
    29
    30   Q.   And on the negative side there we have the 39 per cent for
    31        high in calories.
    32
    33   MR. RAMPTON:  My Lord, I am not sure Mr. Morris is entitled to
    34        make that sort of comment unless it be a question to the
    35        witness, given what the nature of this document is.
    36        Mr. Morris says it is a negative side.
    37
    38   MR. MORRIS:  It says negative.
    39
    40   MR. RAMPTON:  I do not know whether that is a question to the
    41        witness or a comment to your Lordship.  Mr. Morris best
    42        remember.
    43
    44   MS. STEEL:   He is reading from the document, I think.
    45
    46   MR. RAMPTON:  Yes, but I do not understand why we are spending
    47        time Mr. Morris reading a document which he can quite well
    48        make comments about if he likes, as long as he remembers
    49        what the nature of the document is, in due course.
    50        Mr. Fairgrieve said he would give evidence. 
    51 
    52   MR. MORRIS:  Mr Fairgrieve commissioned this survey and he has 
    53        made comments throughout which have been--
    54
    55   MR. JUSTICE BELL:  How is it divided into positive and negative
    56        that side?  Is it because when the questions are asked the
    57        researcher says to the customer "I would like you to tell
    58        me which of the following matters you think are in favour
    59        of McDonald's" and then goes through 'tasty', 'delicious',
    60        'mouth watering', and so on, and then ask "I would like

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