Day 257 - 06 Jun 96 - Page 43


     
     1
     2   MR. MORRIS:  Once a week or more?
     3        A.  The general international definition of heavy users is
     4        in the last four weeks, and the reason that exists is that
     5        it does not relate so much to market places like the UK but
     6        it relates to smaller and growing market places like
     7        Portugal or Denmark where the usage of McDonald's is much
     8        less.  Therefore, last daily or weekly usage will not even
     9        register on the agenda because market places are building,
    10        and building frequency of usage.
    11
    12   MR. JUSTICE BELL:  Could you finish the 3, please, and then
    13        I will make sure I have got them?
    14        A.  The third and specific definition of heavy users, which
    15        we have been talking about earlier today and also my
    16        previous testimony, was the one that was on the AF3 sheet,
    17        the one we were referring on the AF3 sheet where you see
    18        that the first and second sheet on that where, in each
    19        instance, I have made particular reference to daily, weekly
    20        and monthly usage.  The UK definition of a heavy user is
    21        used within the last week.
    22
    23   MS. STEEL:   That is the same as the US definition?
    24        A.  No, the US definition is more than once a week.
    25
    26   MR. MORRIS:  More than once?
    27        A.  Yes.
    28
    29   MR. JUSTICE BELL:  When you gave the definition a moment ago for
    30        the US, you said once a week or more.  Is that what you
    31        meant?
    32
    33   MR. MORRIS:  In the USA?
    34        A.  In the USA they refer to superheavy users.  They have
    35        got a term they call superheavy users.  Those are people
    36        who visit more than once a week and that is, I think, the
    37        current definition of heavy users in the US.
    38
    39   MR. MORRIS:  We had from my vague recollection--
    40
    41   MR. RAMPTON:  My Lord, maybe I can help.
    42
    43   MR. MORRIS:  4 to 6 times a week.
    44
    45   MR. RAMPTON:  It is nothing to do with daily cream really (?) My
    46        Lord, although it might have something to do with this
    47        evidence indirectly.  In pink 6A at tab 45 this relates to
    48        1991.  There is a document, which I am sure is called
    49        'research and analysis' where at any rate on page 20 the,
    50        internal page, or 218 of the file page, superheavy is 
    51        described -- this is an American document -- is defined as 
    52        4 or more times a week. 
    53
    54   MR. JUSTICE BELL: Let me just--
    55
    56   MR. RAMPTON:  Sorry, my Lord, yes.  Since we are talking about
    57        American definitions and Mr. Fairgrieve is not an American,
    58        it might be helpful just to get the exact definition.  My
    59        Lord, it is page 218 in tab 45 of pink 6A.
    60

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