Day 257 - 06 Jun 96 - Page 62


     
     1        of primarily as an advertising tool, an advertising
     2        directional tool than as an operational tool.
     3
     4   Q.   So, it is the way the Company portrays itself and the
     5        effect that has on the customer?
     6        A.  On their -----
     7
     8   Q.   On their perception?
     9        A.  On their perception, yes.
    10
    11   Q.   Advertising is part of that but it is not the whole of it?
    12        A.  No, but the research is primarily commissioned to steer
    13        the advertising direction.  This particular piece of
    14        research is primarily concerned with that.
    15
    16   Q.   Right.
    17        A.  Can I just clarify that you are talking of the brand's
    18        personality.  It is rarely a surprise that the customer
    19        tends to virtually always rate a brand on the functional
    20        attributes of that brand, so that if they get served
    21        quickly in McDonald's by young people they will have a kind
    22        of perception of speed and youth.  So, it is not -- you
    23        know, it is not that removed from what they experience in
    24        the restaurants, generally.
    25
    26   Q.   Right.  When you say in that third paragraph, "McDonald's
    27        heavy users feel more drawn towards this personality", is
    28        this the personality the happy, friendly personality, or
    29        the one in the previous paragraph about being arrogant,
    30        impersonal, insincere, and brash?
    31
    32   MR. JUSTICE BELL:  No, it cannot be because those are people who
    33        are ---
    34
    35   MR. MORRIS:  That is why I am asking.
    36
    37   MR. JUSTICE BELL:  --  distanced from the band, not the heavy
    38        users.
    39
    40   THE WITNESS:  I think it means -- my interpretation of it is
    41        that it means the personality of the brand in general, and
    42        you would expect that because they have more involvement
    43        with it.
    44
    45   MR. MORRIS:  Right.  OK.  If we just move on through this
    46        document.  There are quite a few charts.  Just on social
    47        classes, what classes "AB" and what classes "DE"?
    48        A.  AB -- AA is professionals, lawyer, accountant, that
    49        kind of thing; B is middle and higher managerial.
    50 
    51   Q.   And D are the lower classes, as we say? 
    52        A.  E is, yes; D is, I think, unskilled labour; E is a kind 
    53        of catch-all with students and other -----
    54
    55   Q.   Unemployed, or whatever?
    56        A.  Yes.
    57
    58   Q.   OK.  There are a number of unnumbered pages at the back
    59        with charts with percentage scores in.  I could not find
    60        the first of those.  It says "Persuading someone to go to

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