Day 300 - 14 Nov 96 - Page 44
1 Mr. Fairgrieve.
2
3 MR. JUSTICE BELL: Let me make a note.
4
5 MS. STEEL: That was the purpose of the research. (Pause)
6
7 MR JUSTICE BELL: Yes.
8
9 MS. STEEL: This was the particular page that was referred to
10 on, when I was referring earlier to Mr. Fairgrieve's
11 evidence on day 257, page 65. I think that was the one you
12 asked me where it was. Well, this is the page.
13
14 MR. JUSTICE BELL: Yes.
15
16 MS. STEEL: Then, on page 18, the following page: "Prompted
17 statements about eating out at restaurants". "When kids
18 pester me to go" is about halfway down the page.
19 55 percent of McDonald's customers surveyed agreed with
20 that. That is the one that is much higher in comparison to
21 the other fast food chains which are referred to there.
22
23 MR. JUSTICE BELL: Well, presumably, you note the prompted
24 statements, as well.
25
26 MS. STEEL: Say that again -- sorry?
27
28 MR. JUSTICE BELL: I am just remarking that they are prompted
29 statements; so I assume that they are matters which are
30 very much in the minds of the people carrying out the
31 survey.
32
33 MS. STEEL: Yes. They are asked: "Would you agree with this
34 statement?" So that is what the purpose of -----
35
36 MR JUSTICE BELL: What they might expect to get a positive
37 answer to.
38
39 MS. STEEL: Yes. Then, in the final report, which is behind
40 that, dated July 1992 -- actually, it is the same -- on
41 page 15 of that report, it says that: "Medium and light
42 users were more likely than heavy or lapsed users to see
43 McDonald's as a response to kids pestering."
44
45 There is a similar thing, the brand audit research for
46 1994, at tab 7, AF/7, which is dated 30th March 1994. On
47 the fifteenth page of that document, there is "Occasion
48 Imagery McDonald's"; and under the "Children" heading, it
49 has got: "Whether the kids pester me to go". Actually, it
50 appears the percentage has gone down.
51
52 MR JUSTICE BELL: What is at the top of that page?
53
54 MS. STEEL: "Occasion Imagery McDonald's". On page 16, as
55 well, there are references to "when the kids pester me to
56 go", in the regional variations. That probably does not
57 matter too much.
58
59 On page 17, which was "occasion imagery prompted" -- and
60 this was the one that splits between heavy, medium, light
